From transactional contact to valued relationships
The Challenge
HSBC Innovation Banking was struggling to build deep client relationships. Managers were stretched, unable to respond to client needs. There was a real desire to create a more meaningful experience, but the organisation was hampered by low NPS scores and an ‘inside-out’ approach to KPIs. The team needed a scalable contact strategy that would allow them to create a more meaningful experience for clients without overburdening managers.
The Impact
20
20 NPS points increase
60
60% uplift in email open rates
The Outside-in Perspective
Spending time on-site with business leaders, we were able to observe first-hand their daily stresses, the different roles each of their senior team played and interactions with customers.
The Insight
The focus was on the companies the bank it served, rather than the individuals, whose needs varied widely based on their expeirence and role. Meaningful contact needed to serve the individuals, not the company.
We also identified significant moments that matter in a start-up’s journey - from raising investment to expanding overseas - where there were opportunities to add real value.
The Solution
We created a scalable, client-led contact strategy that was tailored to individuals within start-ups, based on their roles and experience.
Built around the ‘moments that matter’ in the start-up's journey, the strategy used data-triggers to support managers to provide the right information, guidance and advice at the right time. Conversations were now relevant and useful, focused on value, rather than volume or frequency.