One experience roadmap, three countries

Nordea is the largest financial services group in the Nordic and Baltic region. We were asked to help them understand how their brand was being experienced across three countries, Finland, Sweden and Denmark, and then develop a roadmap for a future brand experience that would build on what was working and close the gaps where it wasn't.

We carried out a full in-branch experience audit across the three countries, studying customer needs and behaviours across both physical and digital touchpoints at different stages of the customer lifecycle. From the audit, we developed a set of experience drivers, grounded in Nordea's brand platform 'making engagement count', to guide how the brand should manifest in the customer journey: principles such as 'trusted relationships' and 'smart simplicity', alongside a definition of what both the physical and digital experience needed to accomplish.

The final deliverable was a master prioritised list of practical actions for the bank's retail teams in each country: improvements identified and ranked for impact relative to effort, so teams could act immediately on the highest-value changes.

The experience backlog gave Nordea's retail teams a clear, prioritised path for improving the in-branch experience across all three countries, alongside a vision for a branch where physical and digital work as one, so a customer feels a single Nordea relationship whatever channel they use.