Motivating enterprise-wide initiatives Cath Tillotson

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Motivating enterprise-wide initiatives October 2013

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“Working together for success”

1. Using data to drive decision-making

2. Business benefits

3. Enterprise-wide project management – client insight

4. Lessons learned

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Imagining the future world of wealth - 19/09/2013

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Projects and process

SEEK• Client research• Advisor research• Market mapping• Company/intermediary research• Brand identity audits

THINK• Product/service development• Business case development• Concept solutions• M&A diligence• Brand identity development

CREATE• Campaign management• Change management• Strategic marketing• M&A implementation• Specialist consulting

SHAPE• Market entry solutions• Media and event solutions• Training and education solutions• Sales and marketing campaign• Brand identity solutions

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Using data to drive decision-making

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Wealth management and client-centricity

Source; CapGemini and RBC Wealth Management, World Wealth Report, 2013

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The scale of the knowledge gap

Source: Scorpio Partnership Private Banking KPI Benchmark 2013

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Using data to drive better business decisions

The old – NNM as a proxy for client satisfaction

The new – comprehensive dashboard of client satisfaction KPIs

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Plotting the customer journey

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And getting to grips with what drives clients

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The business benefits

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Budget management

Client referralsClient retention

Adviser retention

Brand evaluation

Targeted marketing Regulatory compliance

Margin retention

Product development

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Case study –global qualitative UHNW research

100 face-to-face interviews with

individuals worth >USD50

million76% would do more business with the bank

Curriculum outline

Course structure

ROI = 5x

NNM of USD10 billion within 6 months

Resourcing

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Client insight – project management

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Three pillars of client insight

Groundwork

Buy-in

Fieldwork

Objectives Methodologies Data protocols

Segmentation Customisation Contact strategy

C-suiteWho, why, how

Contact processBusiness headsFeedback

Front line

Contact mngm’t Data processing Reporting

Logistics Analysis framework

Client feedback

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Case study – global quantitative millionaire insight

Digital insight from 4,400 millionaires

Groundwork

Largest global HNW insight project to date

Buy-in Fieldwork

Validate the global WM value proposition

Digital, multi-lingual Flash-based survey

Valid millionaire sample from 21

countries

Benchmark and spotlight questions

Question design

Panel mngm’t

Data processing

Reporting

Data cleansing

Survey design

Data strategy

Interim reporting

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Lessons learned

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No battle plan survives contact with the business...

...or its clients, for that matter

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Soft-skill project management

1. People will inevitably come ahead of process

2. The best outcomes come from the best fit, rather than the best process

3. Keep going – client insight has the power to achieve radical change and it can take time for businesses to adapt

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Catherine TillotsonManaging partner

14 Waterloo PlaceLondon

SW1Y 4AR

T: +44 (0) 20 7811 0120www.scorpiopartnership.co

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