Brand TLD

To create a sense of safety, clarity and proof of a modern bank with clients and ease them with the transition from TLD .com to.CIBC

Project Goal

To create a sense of safety, clarity and proof of a modern bank with clients while we purchase and potentially migrate to .CIBC

    1. Understand client sentiment and perception of Brand TLDs

    2. Analyze the client impact of brand transition

    3. Solution for risks and concerns for clients about the brand migration

    1. Client Impact and capturing client sentiment

    2. Business + CX Benefits

    3. Risk Assesment for rolling Brand TLD

    4. Risk Mitigation for Clients (including communication Plan, landing page, url checker and other solutions from ideation)

Project Timeline

Identifying key players

  • Business Users/Employees (CIBC SBUs)

  • Who are the actors that will be impacted?

  • User

Problem to solve

    1. Clear communication about what .cibc migration means through emails/direct mail

    2. Social media communications about how we’re rolling out .cibc with the intention of protecting clients from fraud

    3. Marketing campaigns that highlight we are making a switch to a new TLD

    4. On our current website, we can provide a small education piece about the changes that are coming and some tips when it comes to staying safe on the internet with links

    1. Conduct events or sessions to engage - this would create a sense of belonging

    2. Putting .cibc links on client facing communications like emails & texts

    3. Using our social media to talk about .cibc or even adding .cibc links on social media posts from us to create awareness and visibility

    1. Direct mail - talking about online safety and linking clients to a .CIBC site with additional information and resources

    2. Embed an access point in the authenticated experience that links out to a .cibc link with resources and tools

    3. Add “what CIBC is doing to keep you safe” links in other access points that authenticated clients may have.

    4. Move post authentication to .brand to show to clients once you are authenticated, you are safe and protected by cibc.

    5. Outline the benefits when it comes to security.

    1. Providing tools and information on scammers who might pose as CIBC and how to identify threats

    2. Email communications about identifying fraudulent links/domains vs authentic CIBC emails

    3. Potentially add some tools in the mobile app (since its an authenticated experience)

    4. Information links/ banner on web and mobile experience (post auth)

    5. Bring awareness to phishing scams that happen frequently and the steps that cibc is taking to protecting their clients. As part of the communication plan we list the pros and cons of having a new brand tld

How the design team can provide value

  • Fill the gap for Client Impact and communication.

  • Help organize their findings.

  • Identify the different parties being impacted, Identify risks that might impact those parties. How we might mitigate those risks?

  • Maybe surveys to capture client sentiments about how they might feel towards moving tld’s?
    whether it affects them or not.

  • How would they like to receive communications about this and what kind of information would be relevant?

  • We are buying.CIBC, but now what?!?!?
    Where can we as a strategy team help recommend what the business will do with its new top-level domain?

  • How will they implement the new TLD?

  • How will they communicate the changes to users?

  • How will it affect the business and SBUs?

  1. It is found that branded links and branded TLDs, increase a brand’s visibility which might lead to a growth in customer loyalty.

  2. Brands that adopted .brand TLDs correlate migrating to .brand with enhanced & simplified UX.

  3. Education and awareness of a brand’s TLDs have shown to be key for successful transitions.

  4. Helping users understand and highlight authentic brand TLDs would be helpful in gaining visibility and trust among clients.

  5. There is a trend in brands that switched to .brand TLDs using .brand to increase consumer trust.

  6. Brands have been successfully used to create a source/microsite of security-related information.

  7. Companies that moved to .brand have focused on the security benefits in consumer-facing communications

Insights

Mobile Flow

Website Flow

  • My Account

  • Deposit Account Details

  • Popular Products

  • Customer Service

  • Offers

  • Safety Hub

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