Redefining “community” banking

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Prior to engaging with Tiny CX, Bendigo Bank’s understanding of “community” was being challenged. As the banking industry in Australia continued to drive profits over people, Bendigo Bank remained consistent in its focus of being Australia’s community bank, but “community” as a concept was changing and Bendigo Bank needed to change with it.

Whilst Bendigo Bank was performing strongly as Australia’s most trusted bank and one of Australia’s most trusted brands, there was room for improvement in retaining young Australians living in metro areas.

Tiny CX was subsequently engaged by Bendigo Bank’s Content and Social Engagement team to uncover the 21st-century definition of “community” to the tens of thousands of young customers that bank with Bendigo Bank in metro markets.

“The results from this invaluable piece of work helped inform one of the three pillars of our digital content strategy and was the motivation behind our three-part video series, Find Your Tribe, which explores three different communities that are not constrained by location but by the many other factors important to people in 2019,” Holly Jain, Bendigo Bank.

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