At Chase, we're dedicated to serving our customers, neighbors, and each other. To embody this commitment, we launched the "Faces of Chase" series, which celebrates the inclusive culture that makes Chase an exceptional workplace, and a bank meeting all customers' needs. Each month, this series spotlights one team member—from different functions, locations, and departments—so real people take center stage. By putting individuals first, we deepen our audience’s connection to the brand and help them see themselves in our stories.
At the H Street branch, we deliberately set out to showcase how our team champions the deaf and hard-of-hearing community in Washington, D.C. By highlighting cutting-edge video interpretation services, ASL-fluent tellers, and the customers who benefit from these bespoke solutions, we underscore our steadfast commitment to accessibility and inclusivity. In doing so, we demonstrate the lengths we’ll go to support every community member—and foster a genuine sense of belonging and connection, affirming our role as a trusted partner in their lives.
Bringing our project to life was a rewarding journey that involved careful planning, strategic execution, and overcoming significant challenges. Our goal was to create an engaging video that highlighted the unique features of our branch, specifically focusing on how we serve our deaf and hard-of-hearing customers. The project not only showcased our commitment to inclusivity but also provided an opportunity to celebrate our diverse team.
Our plan of action began with a thorough understanding of the branch’s unique offerings. We aimed to spotlight key features such as on-demand video interpretation, Bluetooth-enabled devices for employee-customer communication, and tinted windows for privacy. These technologies create an accessible banking experience, and it was crucial to illustrate how they work in practice. One of the major challenges we faced was the language barrier. The tellers communicated primarily through American Sign Language (ASL), while our video production team did not have proficiency in this language. To overcome this hurdle, we utilized an interpreter. We arranged our interview setup to ensure that our deaf and hard-of-hearing colleagues could see their interpreter while looking into the camera. This setup not only facilitated smoother communication but also helped our colleagues feel comfortable and included during the filming process.
The execution of the project required meticulous attention to detail. We conducted pre-production meetings to outline the interviews and key messages we wanted to convey. We made sure to discuss how to effectively showcase the branch's technology and the role of ASL in creating an inclusive environment. During filming, we focused on capturing authentic interactions between our staff and customers, emphasizing the positive experiences enabled by our branch’s resources.
Editing presented another challenge, particularly because we were working with footage that included ASL. To navigate this, we developed a plan to create a voice over in real time during the editing process. This approach allowed our editors to understand the context and content of the ASL being communicated, even if they were not present during the filming. We ensured that the voice over accurately reflected the conversations taking place, providing clear insight into the interactions without losing the essence of the original dialogue.
Throughout the project, we remained committed to our vision of showcasing the branch as a place of empowerment and accessibility. The final video not only highlighted the technology we employed but also featured our staff members, emphasizing the personal connections we foster with our customers. This aspect of our project was particularly unique, as it demonstrated our dedication to inclusivity and the importance of representation within the banking sector.
By embracing the language barrier as a pivotal aspect of our storytelling, we created a powerful narrative that stands as a testament to our commitment to serving all members of our community. The result is a video that not only informs but also inspires, showcasing how we can all work together to create an inclusive and accessible banking experience.
One of the key indicators of our success is that our video became the most viewed piece of content on Chase's Facebook page year-to-date. This significant reach allowed us to connect with a wide audience, showcasing our dedication to serving diverse communities. The positive reception in the comments section further validated our efforts, with viewers expressing gratitude for our support.
Moreover, our video exceeded internal benchmarks for engagement across all platforms, demonstrating that our content resonated with viewers and encouraged interaction. This high level of engagement is a strong indicator that we are effectively communicating our brand's values and commitment to customer service.
Ultimately, our efforts have positioned Chase as a leader in customer service, particularly in how we support and advocate for the DHH community. By highlighting our initiatives and showcasing our diverse team, we have reinforced our commitment to inclusivity and service excellence, making our work not just successful but also impactful.
