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Case Study : Investment Customer Journey

    Building valuable long customer relationships can be difficult, especially for longer term investments which can require relatively low maintenance from the policy holder and are currently only supported by annual statements and regulatory mailings from the provider.

Building valuable long client relationships can be difficult, especially for longer term investments, which only require relatively low maintenance from the policy holder and are currently only supported by annual statements and regulatory mailings from the provider.

The client themselves is often the barrier to allowing a provider to build a relationship for the following reasons:

  • Lack of desire to remain involved with the investment once taken out
  • Financial Adviser relationships which are stronger than those with the provider, making them the first point of contact for information, rather than the provider direct.

Compass was asked to conduct research that enabled our client to design the most appropriate online customer journey for Investment Bond customers. 

Through a series of mini groups and depth interviews, amongst Gilt Edged Lifestyle and Mid-Life Affluence customers and non customers, our client was able to review their pre and post sales communication strategy with consumers and design a web based educational process, enabling consumers to understand the nature of these complex investments, either equipping them for discussions with Advisors, or to purchase direct from the client.

As a result, our client was able to build valuable customer relationships through a more in depth, direct involvement with the customer, increasing retention for longer periods of time to support funds under management and profit aspirations.



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