Case study

A UK online wealth management service

Achieving an attractive positioning

Realizing sustainable competitive advantage in an attractive market is a fundamental strategic goal. The online wealth management service of one of the UK’s largest insurers aimed to provide tools and information to enable people to make better-informed decisions about choosing and managing financial services products. PA was invited to join the fledgling online service's CRM team to assist in developing an attractive positioning that would deepen customer relationships.

PA took a step-by-step approach for the online service, beginning by defining a customer contact strategy that would form a framework for CRM marketing activity. This would provide a single view of customer communications across multiple channels and products. For each contact event, operational structure and processes were then implemented to support this strategy.

With PA’s help, the client team defined the principles for customer communications and implemented an internal plan for sharing the consumer segmentation information with senior management, marketing teams, agencies and customer-facing staff.