Starting this week, NatWest is making it easier for clients to get the help they need to make their banking experience easier. The initiative is called Banking My Way and provides a single place for customers of the U.K.-based bank to input their preferences so that they are addressed across all channels.
The preferences are divided into two sections, About me, which addresses vulnerabilities or disabilities such as being visually or hearing impaired, and Support me, which focuses on how the bank can support the user, such as speaking slowly and clearly or not assuming a gender when addressing them.
“Banking My Way will allow you to tell us more about your current circumstances and the difficulties that you are facing with your banking,” NatWest explained on its website. “This will allow you to also tell us about the support you require, and we will ensure that this information is shared with our teams to support any further interactions that you have with us.”
Clients can input or change preferences online, in a branch, or via phone. In order to ensure information is up-to-date, users will be asked to review their preferences on an annual basis.
This is an amazingly simple idea, but because it is a pull, rather than a push approach, it may be lost on some consumers. That said, NatWest will have the best response rates with this system if it is implemented as part of the onboarding process, instead of being structured as a separate item customers need to register for.
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