Case: Danske Bank
I am not directly involved in this case and I don’t have any inside information about the case. I purely write this from my point of view 
What Danske Bank surely has discovered during the financial crisis is that the consumers thrust in Danske Bank and the financial sector as a whole has dropped significantly – add to that there has been some very negative stories in the press as well.
To anticipate this, Danske Bank initiated a campaign to regain thrust. Normally companies (especially dull financial ones) would keep this 100% internal. They would conduct an analysis of their consumer’s satisfactory level and start a process of fixing some of the problems identified. The issue with that is that is so damn hard to convince their customers (and potential costumers) those changes now has happened. A costumer who is already disappointed about their bank is particularly a stubborn consumer to convince, thus resulting in an expensive price per reach afterwards.
Seeing is believing! What I think that Danske Bank has done very well is that they dare to engage in a completely honest and open dialogue with their consumers. They started their campaign on TV by urging customers as well as non-custumors to openly say what they think about Danske Bank. This ended up with 3.500 comments and even videos(!) on their site, a lot of them was negative and very skeptic about Danske Banks intentions and working method.
Some of the comments said that Danske Bank was greedy, had no moral, etc. etc. Danske Bank have to date answered 766 questions. I haven’t read more than a few, but some of the answers were written not only by mere web-guys but by higher ranking personnel in the company as well.
They ended up with 23 things that they wanted to change and they just recently made a video public where they stated their current process in their ambition to become a better bank.
The things identified range from openness to education, but are surely points that the consumers can look at and find that it in some way will benefit them.
If you understand Danish then check the link to Danske Bank to read more, if not have a look at the pretty pictures http://www.danskebank.dk/da-dk/bedrebank/documents/bedrebank.html
Kudos from me for being brave and honest with the costumers, let’s see if it pays I am not sure that this alone can pull it off. Personal wealth is something that is very emotional for consumers.
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