Service around the customer — Portrait · Case-study cover

Case study · Integrated Campaign · Customer Experience

From service silos to customer actions.

One promise connecting Oriental’s full service and payment ecosystem.

Client: Oriental Bank, via Yonder Consulting
My role: Strategy lead
Scope: Ecosystem positioning, customer journeys, channel strategy, messaging, creative brief

The problem

The challenge

Oriental’s service options were organized around internal channel categories. Customers needed to understand how to finish a task, not how the bank organized itself.

The strategy

The insight

Insight: customers think in tasks, not banking channels

The shift

I reorganized service communication around customer actions. I mapped journeys by digital readiness and brought the ecosystem under one promise customers could use.

01 / 03

Organize service around the task. — Strategy slide — Organize service around the task.Strategy slide

The same task. Different readiness. — Strategy slide — The same task. Different readiness.Strategy slide

One promise across every touchpoint. — Strategy slide — One promise across every touchpoint.Strategy slide

The campaign

The idea

Tap, type, call or walk in.

I turned a fragmented ecosystem into four familiar actions, with reassurance matched to different levels of digital readiness.

Originals and adapted formats

01 / 07

Four everyday actions. One unmistakable system. — Original Spanish branch posters: deposit, pay, service portal, open account — Four everyday actions. One unmistakable system.Original Spanish branch posters: deposit, pay, service portal, open account

Awareness / tap in the feed — New campaign-format adaptation — Awareness / tap in the feedNew campaign-format adaptation

Consideration / call for an answer — New campaign-format adaptation — Consideration / call for an answerNew campaign-format adaptation

Outdoor / type it — Case-study adaptation — Outdoor / type itCase-study adaptation

Branch / walk in — New campaign-format adaptation — Branch / walk inNew campaign-format adaptation

Type / poster — Campaign adaptation — Type / posterCampaign adaptation

Walk in / poster — Campaign adaptation — Walk in / posterCampaign adaptation

Execution

I developed ecosystem positioning, customer journeys, channel strategy, messaging and the creative brief. The promise connected mobile and online banking, the portal, phone support, live tellers, ATMs, branches and digital payments.

Channels: Video, OOH, social, email, branch and owned digital
Market: Puerto Rico
Assets: Unified campaign and channel guidance

The result

Outcome

The campaign gave Oriental’s service ecosystem a shared customer-facing language. Performance results are not documented; the work demonstrates integration and clarity rather than a measured increase in adoption.

Takeaway