Customer insight briefing for Bank of Melbourne during COVID

Context

During COVID, I worked with Bank of Melbourne to develop an insights briefing on how organisations were responding to rapidly changing customer needs.

This built on previous work delivering market insight on fintech disruption and emerging trends.

The situation

The early stages of COVID created significant uncertainty for both organisations and customers.

There was a need to understand how customer needs were evolving across different phases of the pandemic, and how organisations were responding through products, services, and communication.

The bank was looking for a clearer view of emerging patterns and what these might mean for their own approach.

The work

I analysed how organisations were responding across three key phases: initial response, reintroduction, and recession, alongside emerging patterns likely to shape recovery.

This included examining how brands were supporting customers across financial, mental health, and physical wellbeing needs.

From this, I developed a set of structured insights and translated them into practical opportunities for the organisation.

The output included 12 key insights and 12 corresponding opportunities, spanning both marketing activity and broader product and experience changes.

What changed

The briefing provided a clear and structured view of how customer needs were evolving and how organisations were responding in real time.

It gave internal teams a set of actionable opportunities to explore, supporting both immediate response and longer term thinking about customer experience.

What this demonstrates

The ability to translate emerging trends and customer behaviour into clear insights and practical opportunities that inform organisational decision making.