HSBC - A Million Email Problems

What: 

HSBC sends millions and millions of emails a year to their customers. These range from compliance emails, to emails about individuals' accounts, to marketing and promotion, to products and services and much, much more. These emails go to a variety of customers. 

HSBC's current system was misaligned in terms of who owned what messages and how best to produce them. As a consequence, customers were often barraged with inconsistent messaging, sometimes completely irrelevant and often times missing an opportunity for revenue growth for HSBC. This was also a costly system, with hundreds of people engaged in the process, often inefficiently. 

Advicely partnered with another consultancy and worked to better understand this system and develop a much more comprehensive and effective approach to sending HSBC's emails. This required a large amount of discovery interviews and a deep understanding of HSBC's marketing and technology processes. 

Using a psychologically informed approach, Advicely developed a recommendation that restructured the entire system involved in sending emails. This meant significant procedural changes to how this system was organised and to implement effective automation and secure data capture approaches. This led to a major overhaul in what messages were sent where, meaning customers now receive much more considerate and intelligent messages that are both compliant with legislation but also offer useful information and prospective revenue for HSBC. 

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