Below is a fictional account of what might be needed to differentiate one banking experience from another.  It is important to note that every banking organisation has, as a major part of their agenda, differentiation by service as a value.

In order to make us believe that ABC Bank is intending to differentiate itself through service some radical thinking has to be done.  By exploring the scenario below we are not saying that ABC will have to hire a concierge or a child minder, but that the feelings generated by Gill will have to be found somewhere.

This type of 'story telling' could be explored by your own people so that you can properly define what exactly the difference will be in two/three years' time.

Gill Sankey is the 36 year old mother of Shelly.  Shelly was born on 12^th April 2004 - one day after Easter.

They live with Tom, Shelly's dad, in a three bedroom detached house in Abingdon, Oxfordshire.  Tom, a computer technician, often has to work away from home and is hoping to get back early today for Shelly's tea party.

We are in the Easter Holidays and Gill has to go into town to do some chores.  Amongst them she has to visit XYZ Bank to pay in some money to their joint account (XYZ Bank is Tom's legacy bank - Three generations of Tom's family have banked with XYZ and when he and Gill got together it made sense to use XYZ for their first mortgage and joint account).  Gill also needs to visit her own bank, ABC Bank, to collect some Euros for their forthcoming visit to EuroDisney and to get a cake and candles for the tea party for Shelly's birthday.

The weather is overcast but warm and Gill finds a parking slot near to the centre of town.  Shelly is really excited having had lots of cards to open and wants to personally choose her Barbie cake for her party.  She is also keen to see Mary - her friend who sent her a birthday card.

The rest of the story can be found in the attached PDF. 

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