In the years 2006-2008, Commonwealth Bank’s market share in asset finance was declining, creating concerns about the impact on client longevity and lifetime value. To address this, they developed a range of products and a unique team structure which meant they could better service their customers. They also targetted their communications at specific industries, letting them know their staff had the real life experience in their sectors necessary to fully understand their clients’ needs. Learning from experiences of relationship marketing, this multichannel campaign achieved unprecedented results