Hampshire Trust Bank
Strategic repositioning
Brand development
Brand embedding
Brand launch
Content creation
Customer experience (CX)
Excellence Through Specialism
ORGANISATION
Focused on financing commercial customers based on ‘excellence through specialism’, delivered by experts in their fields. The Bank also offers competitive savings accounts to individuals and businesses. Having created and implemented a comprehensive brand development programme for Hampshire Trust Bank, comprising brand strategy and embedding workshops, corporate identity, brand guidelines, web site, collateral, documentation and advertising, Financial Marketing was invited to structure a CX programme to ensure that the values were being lived.
OVERVIEW
Financial Marketing met with the Managing Director and Divisional Heads to structure and implement a programme of depth ‘Voice of Customer’ and Partner Introducer Programmes’ involving a mix of focus groups and depth telephone interviews to identify actionable and incisive insights and recommendations for product and service enhancement. The detailed CX research was used to establish a foundation for operational effectiveness and innovation centred around the Customer Experience to create strong, longlasting relationships with both businesses and intermediary channels.
