customer and non-customer focus group
In April 2011, bankmecu engaged Essential Media Communications (EMC), a strategic communications consultant, to conduct focus groups across the eastern seaboard to identify customer responses to a range of banking issues. Amongst bankmecu customers, the response to the mutual brand of banking was positive, but highlighted a low level of understanding of product range, access options and contact points.
The focus groups also included two sessions with non-customers to identify the challenges in attracting customers who are not familiar with the mutual brand of banking. These groups highlighted low awareness of mutual financial institutions, what they offer and limitations to improved market penetration.