Empathy for every voice on the line

Industry

Financial Services

What We Did

Brand Film

Onboarding

Digital Learning

Face to face learning

Blended programmes

Challenge

How can we instil empathy and compassion in customer-facing colleagues? The overarching objective of this project was to create an onboarding film that emphasises the significance of empathy and compassion in customer interactions. The target audience included the client’s Bereavement Support Team (BeST) and wider customer-facing colleagues. The key behaviour we aimed to change was to encourage these colleagues to be more empathetic, compassionate, and supportive towards customers, recognising that individual needs and circumstances are paramount in their roles.

Solution

To fulfil this brief, we crafted a purpose-driven film that highlighted both the emotional and practical challenges faced by customer-facing teams. The film features a spoken word performance interwoven with stylised b-roll showcasing diverse aspects of daily life in the UK, reflecting the humanity of HSBC’s 14.8 million customers. Our key insight was to focus on creating a feeling rather than merely delivering facts, ensuring the film resonated on a deeper emotional level. This innovative approach not only delivered a unique onboarding experience but also served as a launchpad for new talent, empowering them with newfound confidence.

Impact

The impact of this project on the intended audience has been profound. By taking a bold, artistic route with premium production values, we created a film that not only met HSBC's brief but also elicited a strong emotional response. This project stands out as it challenges traditional corporate training methods in the financial sector, aiming to leave audiences moved, entertained, and inspired. While we await final ROI and ROO metrics, the film has already exceeded its initial purpose, featuring in HSBC's UK-wide internal newsletter and being utilised company-wide as an internal brand film. It will also play a role in further training next year, underscoring the quality and effectiveness of the product.