From diagnosis to impact: a matter of conviction
Case study : Bank
Need
An online bank, whose pay-as-you-go bank card offer had not been taken up by customers, wanted to understand what was at cause. The aim? Identify the levers of appeal and optimize communication channels.
Approach
A mixed approach combining interviews, groups and a quantitative survey with a “decision tree” analysis, to decipher the pathways leading to customer adoption and build differentiated sales pitches for each target.
Impact
The results enabled to better understand decision pathways, negotiate budgets internally, assess market maturity, and optimize sales pitches as well as the website.
Tracing the customer journey, step by step
Understanding why customers were not convinced
Individual one-hour qualitative interviews were conducted with customers and lapsed users. This phase shed light on the information stages, decision criteria and reasons for non-adoption, providing a detailed understanding of the personal dynamics at work when choosing a card.
Focus on customer perceptions
Group meetings lasting two-and-a-half hours were held to explore perceptions of the new range: attractiveness of the free offer, barriers to adoption of the premium offer, relevance of associated services. These discussions led to concrete suggestions for enhancing the value proposition.
Understanding how membership works
A quantitative survey deployed among customers and prospects, enriched by a “decision tree” analysis, highlighted the sequences of arguments that trigger interest, as well as the hurdles that lie in the way of adhesion.
Bolstering conviction based on multiple perspectives
A cross-analysis of findings revealed three fundamental levers: arguments to convince internally, adaptation of the strategy to the market’s level of maturity, and reinforcement of the impact of key messages on digital media to maximize reach.
Far from being opposed to each other, qualitative and quantitative approaches offer a holistic point of view that is indispensable to the consideration of such strategic issues.
Mélanie Falcon
Ifop Marketing
Conviction to enhance performance
By combining these different methods, the online bank gained an understanding of the reasons for the poor performance of its premium offer. The study shed light on the pathways leading to adoption by its various targets, while enabling it to optimize its sales pitches and consolidate its development strategy.
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