When a financial services firm needed a hand to crack the code on Ultra High Net Worth Individuals (UHNWI), they came looking for us because we were able to deploy design thinking to solve an ambiguous problem.
Providend is a wealth management advisory serving High Net Worth Individuals (HNWI). They want to understand what makes this esoteric group get up in the morning and what keeps them awake in the night.
There are always two sides of a coin. So, we look from the inside by understanding who Providend is then at the outside by understanding who their customers are and what they think.
During the COVID-19 lockdown, we redesigned our workshops and brought them online. Then, we designed and conducted customised online surveys. We developed a proprietary metric called Providend Value Score (PVS) that combines the industry's best-of-breed metrics: CSAT, CES and NPS. We crunched the data and discovered patterns, developed a brand language in both visual and verbal terms, and designed a customer profile to help them better target their marketing efforts.
With actionable data and through a process redesign, we also streamlined their processes and reimagined their sales funnels while integrating with their newly implemented Salesforce. Then, we trained them how to manage the disparate systems via skills transfer training.
Contrary to popular belief, branding is not just window-dressing but in fact, business transformation with clear and actionable deliverables that impact the business from the inside out.