Overview of Project
Our client is a regional financial institution providing banking and insurance products. The company is a subsidiary of a $2 billion consumer products company. The client engaged Manchester to help them understand their clients on a deeper level, and ultimately to be more successful at cross-selling services and products to existing clients. Our professionals conducted a comprehensive over-the-phone interview with a statistically reliable percent of both banking and insurance clients, analyzed the data, and produced recommendations for cross-selling services. |
The Challenge
This financial institution had not conducted any customer research studies that told them what their clients believed about their products and services, how the clients rated their performance, and ultimately what products and services might be best cross-sold to existing clients. |
The Engagement
Manchester's professionals conducted a comprehensive research study of our client's customers to gather data that told our client 1) their current customers' perceptions of their company, 2) their customers' awareness of all of their products and services, and 3) a benchmark satisfaction level of existing products and services. This research also supports our client's corporate objective of getting to know and understand their clients on a deeper level.
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The Solution
After analyzing the data from our research, we gave our client recommendations that will make them more successful in cross-selling their products and services to existing customers.
The Impact
The final result of Manchester's engagement was the development and implementation of a new integrated relationship-building campaign that helps our client learn the willingness of their customers to refer them to other people, as well as changes to their marketing collateral material. These changes are helping the client increase their revenues per customer.
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