Wealth AG* is an international asset management company that has been operating successfully in the market for over 30 years. Increasing globalization, the changing customer needs of the heir generation and the increase in regulatory requirements forced the company to revise its existing positioning. Brand management is therefore gaining in importance for an asset management company. In cooperation with CustomersX, a new positioning, consisting of the identity-based brand management approach, was developed and successfully implemented at the different touchpoints.
At a glance
20%
Customer Value-based Decision Making
20%
Customer-centric transformation
10%
Co-creation
50%
Customer Management
The whole story
Based on our Customer Centricity Canvas, the existing value potentials at the customers were examined at the beginning of the project. This revealed that the company needs to strengthen its competencies in the areas of brand management and digitization, and that customers demand clear positioning or added value from an asset management company. Based on expert interviews, the value potential in terms of improving the brand management of an asset management company was identified. Subsequently, a specific team was put together by CustomersX. In addition to working out the positioning based on customer data, design and technical skills were integrated into the project team.
Based on our DTC approach, the necessary changes were discussed with the management in an initial workshop and the existing IT service provider was integrated into the project process. In a second workshop, the current identity of the company and the desired target identity of the company were elaborated.
The results were mirrored with findings from the customer value analysis and the analysis of existing customer surveys. The result was five positioning dimensions that were prioritized with the support of management and employees. Independence was identified as the key differentiation. The digital infrastructure was then brought up to date and the various digital touchpoints were connected. This allowed for an appealing graphic implementation and high efficiency in maintenance.
The establishment of a controlling system regarding the effect of the repositioning was also a central project result. Subsequently, the positioning was graphically implemented and adapted to the respective touchpoints.
Wealth AG was able to roll out the new positioning after only four months. Customer feedback showed that the new positioning addresses the central need of customers and that the heir generation in particular rates the company much more attractively. Due to the very good customer feedback and the increase in customer value as well as the number of customers, the approach was rolled out in the individual regions.
* We take confidentiality with our customers seriously. The name has been changed, the results are real.
