Objective: Understand brand performance and customer satisfaction across banking segments.
The question: How does the brand perform, and how satisfied are customers, across a portfolio that runs from mass-market depositors to high-net-worth individuals and corporate clients?
What we did: Full brand diagnostic combining qualitative and quantitative research: brand equity, customer satisfaction and Net Promoter Score, with segmentation and experience mapping across income brackets. The design was adapted for each segment, whose priorities ranged from parking and a trusted personal relationship (HNW) to a fast, low-cost transaction (mass market).
What the client decided: Enabled the C-suite to redefine pricing models, improve customer service and streamline CX.
