The Client
The client provides investment, superannuation and financial advice to corporate, institutional, and retail customers. It is a subsidiary of the National Australia Bank.
The Challenge
The organisation lacked visibility of the overall customer experience, from the consideration through to the ongoing relationship stages, and needed to understand the critical engagement points for customers. The importance of powerful dealer groups and financial advisors across different segments and the role that various comparison and corporate websites played throughout the journey was also poorly understood.
The Approach
Strativity leveraged a mixed-method approach and combined existing insight and data sets with external data and primary research. This enabled Strativity to provide an articulation of segmented engagement pathways within a complex ecosystem and to highlight where improved capability and messaging could deliver optimal value. Our research demonstrated that, even though the client was investing in comparison tools on the corporate website, these were seen to be of little value to customers who rarely used them. Providing enhanced capabilities for Financial Advisors would drive far more value creation through both operational efficiency benefits and, more importantly, through enhanced Advisor satisfaction that drove product recommendations.
The Results
The result of this work was that the client adopted an insight led approach to strategy development, prioritisation and pathway management which ensured it invested in the tools, platforms and touchpoints most significantly aligned with value creation.
