Unexpected Bill

Background

The one thing more customers complain about than anything at Commonwealth Bank is overdraft fees.

They are a very sensitive issue for two reasons. One, customers believe the fee should be waived entirely. Two, people see overdrafts as a sign of weakness, that they aren’t able to manage their finances.

Despite these problems, the task was to get a 3% response rate, or 3,300 take-ups of an offer of a Personal Overdraft to existing CBA customers already paying overdraft fees.