Major UK Bank
Customer value has been profoundly disrupted by digital, and banking, in particular, has felt under pressure – from above by the tech giants, and from below by fintechs. This has been further accelerated – especially in Europe – by the regulatory and competitive imperatives introduced by Open Banking.
The CEO of the group invited our advisor in, to focus and accelerate changes in the way leadership was approaching these challenges. He worked across the business, reporting directly into the CMO, over a 2 year period.
His learnings, from decades of value work with leaders across a wide range of sectors, enabled the articulation of entirely fresh customer truths, which in particular impacted the group’s new understanding of, and service offerings to, its challenging business customer base.
The resulting digitally-enabled service propositions, and corresponding marketing strategies, repositioned the group’s brands in line with real customer needs and wants. A rare outcome in an industry notorious for vague promises and poor service.