Wells Fargo Uses Ethnography To Improve Customer Communications

Wells Fargo sends a wide variety of communications, both online and offline, to its customers. To make sure that these communications are "customer friendly," the bank undertook a customer research study using ethnographic techniques. Customers who represented three of the bank's target personas were recruited to comment on all of the communications they received from Wells Fargo and other organizations over a 30-day period. The study provided a number of insights like the bank isn't building relationships with its communications, customers want the bank to know them, bad news can be delivered tactfully, and customers aren't completely overloaded with communications. While other companies can learn from the results of this study, there's a lot more to learn from Wells Fargo's research approach.