Be a first mover in the voice space for
financial services.

CLIENT: Suncorp  |   PROJECT: Voice Assistant

Finding voice

Suncorp was looking to be a first mover in the space for financial services in voice. To do this we looked at the ways engage customers by opening up access to loyalty offers via a Google Assistant Action.

A collaborative approach

FIRST worked very closely with “the coalition of the willing” at Suncorp. Yes that’s what the team was called. The team at Suncorp was made up of members from the customer experience design team along with SEO specialists and business analysts.

Initially we workshopped possible use cases for customers of Suncorp brands around the space of the loyalty offering. This included providing information about rewards for customers of Suncorp brands.

Conceptual flow diagrams became the blueprint for context mapping of key content and structure.

Scripting the conversation

Time was spent crafting responses to all levels of general enquiry along with details about the scheme and categories of rewards. The scripts themselves had a requirement to work with the dynamic data provided by the loyalty vendor. When a customer enquires about a specific reward data is pulled from the API and inserted into conversational scripts. All content was rigorously tested with a cohort of customers and reviewed through standard compliance.

Conversations were built to handle a wide range of enquiries including but not limited to:.

Types of rewards available.

The Action lets customers explore the types of rewards available for being a member.


Users can learn about whether or not they are eligible to receive rewards and then find out about joining the system.

Gift card helper.

Explaining how to obtain and then redeem gift cards and vouchers.

Answer general enquiries.

Providing general information about the Suncorp brands and how to get in touch.

“I could literally talk to these guys for days about ideas for our voice assistant. We couldn’t pack everything we wanted to do into this version but future phases of work will really make this product a useful tool for our customers.”