Committed to service and support our multi-cultural communities

Presentation toNational Multicultural Marketing Conference 2010

Committed to service and support our multi-cultural communities

Presentation toNational Multicultural Marketing Conference 2010

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Context – Target Market & Communities

History

• In July 2006 CBA set up International Customer Services to assist new migrants and international students to establish a banking relationship before arrival

• In 2008 the local support was increased with the establishment of the Asian Banking teams, to work directly with the Chinese, Indian, Korean & Vietnamese communities in Sydney and Melbourne

Goal

• To be recognised as the Bank of choice in each community supported by staff from these communities who understand and respond to their specific needs.

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How we are targeting Asian communities in Australia?

• Expanding our dedicated new business managers offering specialised services to the Chinese, Indian, Korean and Vietnamese communities

• Newly established Chinese Banking team in Brisbane & Perth

• Further deployment of the right cultural mix including language skills at our branches, contact centres and in business banking to help support local communities

• Using our staff mix and geographic coverage to execute our marketing promise through excelling in customer service (the Banks’ vision)

• Ongoing community support through sponsorship of events and participation in associations to ensure we have a close understanding of community needs. This also helps raise the profile of our services and people assisting the communities

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Activity with local communities includes a high profile at local events and festivals

Chinese New Year local community event Chinese New Year Dinner

Korean Stand at local community event

Integrated campaigns include- Sponsorship & support of local events, with local branch attendance- Local area advertising- Asian banking team is the key representative with community groups

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Linking our local Australian activity with a presence in the home countries and linkage to these servcies

Offshore expansion with the Branch opening in Mumbai

• Initially Trade and Corporate Services

• Staff member (Amit Arora) provides migrant services with referrals back to International Customer Services Team in Sydney

• Retail facilities including Non Resident Indian (NRI) accounts will be available next year

Cutting the ribbon is Australian High Commissioner Peter Varghese

Australian High Commissioner Peter Varghese, lights a lamp signifying the light of knowledge that dispels ignorance and darkness

The Mumbai branch is decorated for its launch day celebrations

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The International Customer Services team continues to expand services to new migrant markets

New during the last 12 months

• The International Customer Services team continues to refine offering to migrants and students moving to Australia by ringing them in their home country before arrival

• Multi-lingual videos’ now feature on our website using our own Chinese, Korean, Vietnamese & English team members to explain the service in their own language

• Additional free call numbers which now include Malaysia, Philippines and Taiwan to complement the existing 15 numbers offered

• Pre assessed credit cards and personal loans to compliment the account opening service recognising the special needs of migrants

• Teams now based in China along with branch presence in Vietnam, India and Indonesia, with linkage back to the Australian operations

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Multi-lingual Videos

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New Multi-lingual brochures

• New brochures provide more information about the strength of the Bank and the services available in 5 languages'

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Multi-lingual Application Forms to fully integrate offering and enhance communication

Translated Online Application Forms have been designed, these are now available in English, Chinese, Korean, Indonesian and Vietnamese, from beginning to end

This ties in with our diversified advertising, including Google, in the Chinese, Korean, Indonesian and Vietnamese markets

This means that a potential client in China, can view one of our Chinese advertisements while surfing the web, click on it and come through to our Chinese Moving to Australia website, complete an application form in Chinese, and then be contacted by an ICS Chinese speaking staff member to complete the process

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What are the results? Market share for Australia is the baseline

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What are the results?

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What are the results?