The solution was to help Abbey customers picture the change being made to their account as someone else’s problem – not theirs. A problem, that is, for those without an Instant Saver account, since they now no longer had the opportunity to open one. A humorous guide was written to help Abbey customers ‘break’ this devastating news to their family and friends, and help them through this difficult time.

Rather unusually for a DM project, our goal was to generate inaction. This has been successfully achieved with the vast majority of customers maintaining their accounts. Response to call centres has been kept within targeted manageable levels. Mission accomplished!