Financial Services

Case Study: Banking Industry Service Provider

Situation
This company’s primary business is the development of consumer-focused design and construction of new bank branches to enhance consumer loyalty and branch efficiency. A primary marketing vehicle for this company is sharing information and success stories at an annual conference of retail bankers. Management’s objective for MCAworks was to find a way to make the conference more useful and productive for those target customers—in other words, to transform the conference into a “must attend” event.

Solution
We worked with management and the company’s external PR firm, to develop a detailed consumer research survey—identifying the most relevant trends, emotions, needs, feelings, and behaviors of retail bank customers. Results from this study were positioned as the centerpiece at the next annual conference (aside from entertainment, of course), thereby allowing potential participants to anticipate true value at the conference (“I might actually learn something”) and, not incidentally, to justify the trip to their superiors. In utilizing the study results as an educational tool, the company was able to turn an otherwise mundane and repetitive annual conference into a working and learning experience, replete with data, insights, and professional growth—allowing the company to reinforce its ongoing message as a professional, data-driven partner to banks.

Results
Attendance, satisfaction, and, most importantly, revenue, have all increased.

Contact John Rosen for more information.