How a financial institution used Synthetron’s Customer Mindset Profile method to understand more about the customers’ mindset and adapt its language.
The financial world has been through a very rough ride in the last 5 years. Many financial service companies have gone under, been re-organised or taken over, or only survived thanks to state interventions.
In that context, a leading European financial service company wanted to regain customer confidence by aiming for a respectful, meaningful and honest relationship with all their customers based on a truly customer focused approach and behaviour linked to the core values of the company.
The management team wanted to go one step beyond the usual insights on customer needs and wants to understand more about the customers’ mindset and relationship with financial service companies.
We set up two Synthetron on-line dialogues: one with a group of frontline financial advisors (employees) who are in daily contact with the customers, the other with a group of representative customers. The topics for the discussions were carefully selected to enable the employees and customers to have free flowing and rich dialogues with an appropriate level of interaction between the participants in each on-line sessions.
Such a set up also allows for a gap analysis on the language used by the two groups.
The linguistic analysis revealed some interesting insights.
For instance, the customer mindset is very much focused on the avoidance of any financial risk, with clear implications for the communication strategy of the financial service company:
- more focus on security and stability of the company and less on innovation or being different,
- more focus on what the customer wishes to avoid (instead of what they want),
- more personal, less business-like communication,
- more new financial service opportunities proactively pitched to customers.
Based on these findings the financial service company could put more emphasis on the concerns of the customers, what problems they have, what risks they want to avoid and how the company can help to avoid them.