Driving Customer-Centric Transformation.

The Challenge

As one of the largest and most respected banks in the Asia-Pacific region, ANZ is known for delivering reliable financial services to a wide range of clients, from individuals to large corporations. However, in an increasingly competitive digital landscape, ANZ recognized the urgent need to transform its operations and become unwaveringly customer-centric. With customer expectations rapidly evolving, driven by digital-first platforms and personalized services, ANZ needed to ensure it was providing outstanding value at every touchpoint.

The challenge for ANZ was multifaceted. The organization had a complex structure with many departments operating in silos, making it difficult to align fully with a customer-first approach. To remain competitive and maintain its leadership position, ANZ had to connect with leaders across the business to co-design a future proposition that centered on delivering superior customer value through digital innovation.

In collaboration with Dentsu, ANZ embarked on a comprehensive transformation journey to become a digitally-driven, customer-centric organization. This required leadership alignment, a robust change management strategy, and a clear roadmap that engaged employees at all levels to create an organization that puts customers first in every decision.

The Solution

To drive ANZ’s transformation, Dentsu implemented a structured, three-year roadmap focused on leadership engagement, change management, and digital innovation. Key steps included:

1. Leadership Engagement: Dentsu aligned over 180 ANZ leaders to co-design a customer-centric strategy, ensuring buy-in and commitment across departments.
2. Change Management: 540 change agents were recruited to champion the transformation and promote customer-first practices throughout the organization.
3. Employee Engagement: Dentsu connected with over 5,400 staff members through workshops and training to embed a customer-centric mindset across all levels.
4. 3-Year Roadmap: A detailed roadmap guided digital initiatives and streamlined processes, ensuring alignment with ANZ’s long-term goals.

By leveraging co-design and facilitation, Dentsu helped ANZ create a clear, actionable vision for delivering superior customer value.

The Results

Dentsu’s customer-centric transformation plan delivered impressive results for ANZ, reshaping the bank’s culture and driving engagement across all levels.

1. Leadership Alignment
   With 180 leaders fully aligned on the new customer-centric vision, ANZ experienced a unified approach to decision-making and strategy execution. Leadership buy-in across the organization helped accelerate the pace of transformation, ensuring that the bank’s customer-first priorities were implemented across every department.
2. Change Agents Driving Transformation
   The recruitment of 540 change agents was instrumental in the success of the transformation. These internal champions helped push the new ways of working across the bank, ensuring that customer-centric practices were adopted consistently. Their influence within teams also helped ease the transition and reduce resistance to change, promoting a culture of innovation and collaboration.
3. Employee Engagement and Empowerment
   Over 5,400 ANZ employees were actively engaged in the transformation process, thanks to Dentsu’s tailored communication and training efforts. These staff members were empowered to embrace customer-first thinking, which ultimately improved operational efficiency and service delivery. ANZ employees felt more connected to the bank’s overall mission, which led to a more engaged and motivated workforce.
4. Faster Operational Efficiency
   As a result of adopting customer-centric processes, ANZ saw a marked improvement in its operational efficiency. By optimizing workflows and utilizing digital tools, the bank was able to deliver services faster and more effectively, improving customer experiences and satisfaction.
5. Enhanced Customer Value
   With its new customer-first focus, ANZ was able to provide customers with better, more personalized services. Customers enjoyed seamless, digitally-enhanced experiences, leading to increased satisfaction and loyalty. ANZ’s ability to quickly respond to customer needs resulted in a significant boost to the bank’s competitive advantage.