Background & objective :
A leading Asian bank has recently acquired wealth management & retail banking business from another international bank in key Asian markets. To ensure the smooth transfer of business as well as to enhance these clients’ brand stickiness in the long term, we were commissioned to conduct a qualitative immersion study with the bank’s high profile clients.
How we did it :
An 1-on-1 interview was conducted with nearly 40 high net worth clients at a quiet café convenient to these targets.
Output :
Apart from a clear “heads-up” & suggestions given for a successful transfer period, we also segmented these core investors into 8 customer personas, with each having their own unique mindset towards wealth management & the role a bank/RM should play. A concise guide of tips for bank/RM was drafted for client to help enhance brand stickiness & maximize potential of the product offerings.