Suncorp was looking for the best way to use digital channels to sell home loans. They needed to develop an omnichannel digital content strategy to ensure that the right content was delivered to the right customer at the right point in their journey towards purchase.

Zuni broke down the project into two parts:

1. Understanding Suncorp’s target audience.
      Several techniques were used to this end:

• Analysis of existing research
• Website Analytics
• Focus Groups

2. User journey, touchpoints and content triggers at each stage
      At this stage, the company worked on:

• Digital Diary tracking
• Major audience segmentation and personas

After analysing the results, Zuni focused on developing outputs that could be used by managers and operational staff alike. Rather than creating a 200-slide presentation that would be stored and forgotten, we chose to deliver a series of spreadsheets containing very practical information that staff can refer to on an ongoing basis. These documents included:

• 4 key consumer profiles and respective customer journeys.
• 40 different types of content required.
• Guidelines on how to best approach each type of content on 8 key channels.
• Guidelines defining the level of support required for each type of content (eg. video, tools, pdf, infographics, etc).
• Recommendation about the tone, style and level of financial literacy that should be assumed when preparing each type of content. 
• How to make the best use of third party content.