Financial Services Company
Services Utilized
- Customer Satisfaction Survey
- Market Needs Assessment
- Sales Collateral Development
Opportunities
- Despite being the leader in its market, client questioned effectiveness of firm’s marketing efforts.
- Client’s customer needs of, and satisfaction with, sales reps was unclear.
- How can marketing strategy, marketing execution and sales representation be improved?
Actions
- Conducted customer survey to measure client’s performance rating with its customers relative to competitors’ clients’ performance ratings with their customers.
- Identified “performance vs expectation” gaps; identified strengths and weaknesses of existing communication messages and methods.
- Recommended shift in marketing focus; facilitated ad agency selection, direction and media execution.
Results
- Developed clear marketing strategy.
- Streamlined marketing communications tools.
- Simplified communications to customers.
- Improved customer awareness of client’s services and benefits.