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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1. Futurewealth 2012-2013The digital future of
clientrelationshipsMay 2013
2. Scorpio Partnership 2013 2The Futurewealth projectA research
venture aimed at understandingall about the future of global
wealth
3. Scorpio Partnership 2013 3The story so farThis years
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 worlds 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.
4. 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.
5. 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)
6. Scorpio Partnership 2013 6Brand Love index by
sector6953CommitmentaverageMercedes Benz - 84American Express -
36Audi - 83American Express - 50Ferrari - 70HSBC -
36ExcitementaverageWarmthaverageIndex 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.
7. Scorpio Partnership 2013 7In pursuit of brand
perfectionLooking 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.
8. 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?
9. 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.
10. 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.
11. 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.
12. 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.
13. Scorpio Partnership 2013 13Total sampleBroken down by:Level
of wealthGender and work statusAge and regionDemographic profile of
Futurewealth participants
14. Scorpio Partnership 2013 14You can download the full report
from our website athttp://www.scorpiopartnership.com
15. 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