I-AM’s rebranding heralds new era for Raiffeisen Bank in Croatia

Leading London-based international customer experience design agency I-AM has been hired to strengthen the Raiffeisen Bank brand in Croatia and to provide consistency and a best in class experience in the branch network.

I-AM executives visited four cities in the Eastern European country and spoke to 19 customers across five customer groups to gain a complete understanding of the lifestyle and banking habits and needs of Raiffeisen customers.

The key conclusions learned from the research to shape the bank’s rebranding were:

• The need to increase the reach of the branch network
• The desire to exceed expectations
• The importance of embracing digital banking
• Boosting the functionality of branches
• Attracting young and emerging customers

The concept design for the branch formats was based around the fundamental idea of “My Place”. Creating a brand that truly reflects the spirit of “My Place” is about putting customers first and at the heart of the experience and allowing them to remain in control and to enjoy better relationships with staff in a more honest and open environment.

Nicholas Griffin, I-AM’s Global Strategy Director, said: “We have worked alongside Raiffeisen to successfully deliver the branch concept in three cities in Croatia – including Zagreb – and opening six branches in the first year. The customer feedback has been exceptional with many commenting on how welcome and at home they feel in the branches. The branches will continue to be rolled out in the future.

“Through this project and the six branches that are now live we have helped Raiffeisen to create a real signal for change, and a place where their customers are comfortable spending time and having conversations. The branch transformation programme harnesses an agile and disruptive banking model that belongs to the customer today and for the future.”

Cosmin Mosescu, Senior Sales Manager at Raiffeisen International, said: “The insight that I-AM gained and used was integral to the successful creation of suitable branch formats within the network transformation program. The process fully integrated the research with the subsequent stages of the project and gave us exactly the results we were looking for.”

Raiffeisen Bank has around 450,000 customers in Croatia with more than 2,000 staff employed in its 78-strong branch network.

Source: I-AM

  Branding, Croatia, Design, Financial Services, I-AM, Marketing, Raiffeisen Bank