CLIENT NEED

After more than 50 highly successful years in operation, our client found themselves in the unfamiliar territory of a digitally-disrupted financial services marketplace. What had been their area of expertise since inception was being challenged by evolving digital technologies and business models. Company leadership realized their services must change to better compete in this new marketplace.

What had been our client’s area of expertise since inception was being challenged by evolving digital technologies and business models  

OUR ROLE

The new CMO brought Dreyfus Advisors on board to assess the situation, conduct research, interpret results and guide the company to create programs and an action plans. We saw the need to get company management to embrace consistent goals, using a common language, guided by evidence-based research and understanding of their customers’ needs. 

To explore customer needs in depth, we designed a market research program, gathering both qualitative and quantitative data. From the large quantity of information we then harvested key insights the company could translate into marketing strategies, including deep understanding of customer motivations, barriers and the company’s unique selling proposition or “Right to Win.”

With distilled data in hand, we planned and facilitated an on-site immersion session with the management team. Based on our findings of strengths and weaknesses, company leadership created marketing playbooks to prioritize resources and launch new initiatives for the upcoming year.

THE RESULTS

With the services and support provided by Dreyfus Advisors, our client has set its operational priorities and created messaging for new marketing campaigns. Our client has the confidence of investing scarce resources where customers will find the most value. They’ve also used the results as a resource for front-line employee training. 

Our client maintains a clear picture of their customers’ evolving needs by conducting semi-annual studies to monitor key metrics and drivers of engagement. A sharper customer focus yields competitive advantage and growth in today’s digitally driven marketplace.