2 page Case Study - Posted 8/25/2011
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Royal Bank of Canada delights customers with innovative Microsoft Surface experience
Royal Bank of Canada, one of North America’s leading diversified financial services companies and Canada’s largest bank, thoughtfully embarked on new retail store designs to bring to life a dramatically new retail banking environment, combining best-in-class retail shopping with financial services. Microsoft Surface is an integral part of this innovative customer experience.
The new retail store has changed the way RBC customers are presented with choice, knowledge and advice. The bank created a welcoming, personal and informative experience as a way to connect with customers, RBC products and services while helping customers increase their financial literacy. The new technologies that were introduced were designed to enhance customer interactions with their experts. With its distinctive design welcoming customers into the new environment, Microsoft Surface has become an engaging component of the Discovery Zone, which offers a unique and digitally interactive way to engage customers to explore the ways the bank can help them increase their financial literacy. RBC worked with Surface Strategic Partner Infusion Development to create five applications for Microsoft Surface. Arbie, an RBC animated character, guides people through:
The Big Picture – enables people to explore ways the bank can help them meet their financial needs through a series of life stages and events
The Drop a Coin application – graphically demonstrates the value of the RBC Tax Free Savings Account compared with a standard savings account
Meet our Experts - profiles the local branch staff
The Instant Win application – invites people to drop a direct-mail brochure onto Surface for their chance to win a prize
The Kids Corner – offers fun, interactive puzzles for children to explore while their parents bank
The innovative Royal Bank of Canada retail store design in combination with the ability of Microsoft Surface to bring people together is a powerful example of creativity and technology serving customers’ needs in new and intriguing ways.Benefits
RBC staff and client positive feedback on the Microsoft Surface experience has surpassed expectations.
Instant Win brochures were mailed to customers located near the new retail stores with an offer to visit the store for a chance to win a prize. Of note, there was a 10 per cent response rate to the brochure activated on the Instant Win application.
Compare this with the typical direct mail response rates of 2 to 3 per cent.
RBC intends to expand its retail store model and deploy the new Samsung SUR40 for Microsoft Surface over the next year in RBC branches across Canada.
"One of the key objectives of our new retail store was to profile our Advice capabilities to all clients and encourage them to talk to us about their needs. The engaging large format Surface screen along with the magic of object recognition provides an interactive and approachable catalyst to start conversations."
Vice President, Marketing Services and Transformation
Royal Bank of Canada
"Microsoft Surface’s four tenants and form factor provides a unique opportunity for retail scenarios which encourage customer interactions with a given product or the brand overall. While working with the Microsoft creative and development suites, we brought a unique interaction to life within Surface to help RBC achieve their desired result around retail transformation in their new branch."This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.
Vice President, Canadian Sales