Uhnw and hnw engagement futurewealth - the digital future of client relationships
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Uhnw and hnw engagement futurewealth - the digital future of client relationships

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This is the final installment in this year’s Futurewealth research, conducted by Scorpio Partnership in conjunction with Standard Chartered Private Bank and SEI (NASDAQ: SEIC). This last paper, ...

This is the final installment in this year’s Futurewealth research, conducted by Scorpio Partnership in conjunction with Standard Chartered Private Bank and SEI (NASDAQ: SEIC). This last paper, entitled The Digital Future of Client Relationships, considers leading global companies and considers how their approach to digital channels may have inspired the Brand Love of their Futurewealthy clients. Read more at http://www.scorpiopartnership.com

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Uhnw and hnw engagement futurewealth - the digital future of client relationships Uhnw and hnw engagement futurewealth - the digital future of client relationships Presentation Transcript

  • Futurewealth 2012-2013The digital future of clientrelationshipsMay 2013
  • © Scorpio Partnership 2013 2The Futurewealth projectA research venture aimed at understanding……all about the future of global wealth
  • © Scorpio Partnership 2013 3The story so far…This year’s Futurewealth research has surveyed 3,477 of the global high-net-worth.They are have an average wealth of USD1.9 million.So far, we have discovered the world’s Futurewealthy are much more digitally-mindedthan you might think. You could go so far as to say they are interested, engaged and eveninspired by the possibilities that digital technologies present.In this presentation, we look at leading global companies and consider how their approachto digital channels may have inspired the Brand Love of their Futurewealthy clients. Welook at how good these global firms are at using digital channels to connect with theirFuturewealthy customers. And, we stack up how influential previous experience and digitalinformation are when it comes to the buying and investment choices of the Futurewealthy.
  • © Scorpio Partnership 2013 4What is Brand Love?• Brand Love measure the warmth, commitment and excitement that a customer feelstowards a brand. It is an indicator of the whole relationship they have with that brand.• This year, Brand Love is based on 16 firms all recognised for the strength of their digitalmarketing campaigns.
  • © Scorpio Partnership 2013 5Brand Love index score / 100Brand Love index – by sectorAll of these eliteglobal brandshave improvedtheir standing inthe eyes of theFuturewealthy inthe last year.Banking brandsstand out forhaving the largestimprovement.Index based on responses on three relationship dimensions: To what extent do the brands you use excite you?To what extent do the brands you use make you feel warm? And, would you stay with the brand, even if it madea mistake? (Comparison between 2011 and 2012 responses)
  • © Scorpio Partnership 2013 6Brand Love index – by sector69°53°CommitmentaverageMercedes Benz - 84°American Express - 36°Audi - 83°American Express - 50°Ferrari - 70°HSBC - 36°ExcitementaverageWarmthaverageIndex based on responses on three relationship dimensions: To what extent do the brands you use excite you? To whatextent do the brands you use make you feel warm? And, would you stay with the brand, even if it made a mistake? (Averagescores for excitement, warmth and commitment, and the top and bottom brand in each dimension.)Brand Love index score / 100Overall, the warmthscores of banks aredistinctly chilly at 15degrees lower thanthe average across allsectors. Theircommitment scorestoo are far frombalmy, down 14degrees. And, when itcomes toexcitement, sadlythings turn decidedlyfrosty dipping 19degrees from the elitesector average.
  • © Scorpio Partnership 2013 7In pursuit of brand perfection…Looking in more detail at the index, SingaporeAirlines is a good example of a relationshipall-rounder, with solid scores on all threemeasures. Ferrari and Apple, bycontrast, may ignite passion in theirpurchasers, but where Ferrari drivers mightforgive the odd mistake; Apple owners areless likely to do so.
  • © Scorpio Partnership 2013 8Brand influence touchpoints – leading car companies andbanksWhen you last bought a product or service from your provider, how influential were the following factors in your decision?(Importance on a scale of 1-10 for leading car and banking brands.)Brand Love for banks iscurrently more likely to bebuilt from one experienceto the next. Whereas, forluxury car providers thereis a halo of ever-presentinfluencing factors – digitaland traditional, direct andindirect.This raises the tantalisingquestion: should banksbecome more like leadingcar companies? Ifbanks, like carcompanies, created adigital halo oftouchpoints, would thatcreate more chances forthem to influence theirfavourite clients and evendeepen their Brand Love?
  • © Scorpio Partnership 2013 9The quality of digital service – leading providersHow good was your provider at using online channels? (Performance on a scale of 1-10.)We find this samepattern repeated in theon-going relationship.Luxury car providers aremore effective at usingthe digital technologiesat their disposal toinfluence at every pointof contact with theirmost-valued customers.By contrast, banks arelagging behind when itcomes to these crucialdigital information flows.
  • © Scorpio Partnership 2013 10Brand influence touchpoints – leading banksWhen you last bought a product or service from your bank, how influential were the following factors in your decision?(Importance on a scale of 1-10 for leading banking brands by wealth segment.)It is the wealthiest of theFuturewealthy who see onlinechannels as a vital source ofknowledge. When it comes tomaking decisions about theirfinances, these high-poweredclients are distilling wisdomfrom many digital sources.This strongly suggests thatbanks need to gear up mostfor their wealthiest clients.Because, while personalexperience matters toeveryone, for the richest gooddigital resources matteralmost as much.
  • © Scorpio Partnership 2013 11The quality of digital service provided by leading banksHow good was your bank at using online channels? (Performance on a scale of 1-10 for leading banking brands, by region.)In AsiaPacific, Futurewealthyclients report highersatisfaction levels withthe quality of digitalservice provided by theirbanking providers. Atvirtually everytouchpoint, their banksare creating impact withtheir use of digitalchannels by deliveringnews, views, informationas well as keeping intouch.
  • © Scorpio Partnership 2013 12The digital future of client relationshipsOn balance, it would seem that the companies that have embraced the multi-faceted natureof digital relationships have created chances to influence that simply did not exist before.While we cannot say categorically that digital know-how builds the bottom line for firms; it isa happy coincidence that almost all of the top 16 companies on our digital leaderboardincreased the Brand Love of their Futurewealthy clients in the last two years.Car companies have driven fastest and furthest into this new territory. Luxury retail andluxury travel are not far behind. But, banks are only in the chase.And yet, in the time it has taken you to read these four short reports 1,643 people aroundthe world have gone online to search for a wealth manager or private bank.Whether it is fear or folly holding banks back, their clients are surging ahead. What thoseFuturewealthy clients are waiting for is a consistent presence and an authoritative voiceproviding knowledge and views on the themes of the day. This conversation has alreadystarted for the Futurewealthy; they are just waiting to hear more than an echo from theirwealth advisors.
  • © Scorpio Partnership 2013 13Total sampleBroken down by:Level of wealthGender and work statusAge and regionDemographic profile of Futurewealth participants
  • © Scorpio Partnership 2013 14You can download the full report from our website athttp://www.scorpiopartnership.com
  • © Scorpio Partnership 2013 15Scorpio Partnership is the leading consumer insight and strategy consultancy to the global wealth industry. Wespecialize in understanding and researching a cross section of wealthy clients, turning financial research intoactionable consumer insight to stimulate UHNW client engagement.Scorpio partnership has been voted best global consultancy to the wealth management industry for threeconsecutive years (2007-2009), runner up for Agency of the Year two years in succession (2010-11) and wasthe 2012 runner up for the Judges Award for financial services insight. The firm is currently in the final shortlistfor the 2013 Thought Leadership of the Year in Asia.The firm is independent and owned by managed.You can find our other reports, UHNW consumer insight and HNW financial research in the Knowledge bank ofour website: http://www.scorpiopartnership.com/knowledge.php