{"id":1393,"date":"2021-03-16T14:44:25","date_gmt":"2021-03-16T14:44:25","guid":{"rendered":"https:\/\/www.tenlifestylegroup.com\/?p=1393"},"modified":"2021-06-01T08:37:58","modified_gmt":"2021-06-01T08:37:58","slug":"lifestyle-services-drive-cx-transformation","status":"publish","type":"post","link":"https:\/\/tenlifestylegroup.com\/2021\/03\/16\/lifestyle-services-drive-cx-transformation\/","title":{"rendered":"Why Bank CEOs Are Using Lifestyle Services To Drive CX Transformation"},"content":{"rendered":"\n<p>Banks worldwide&nbsp;are&nbsp;currently&nbsp;facing&nbsp;the perfect profit storm of low-interest rates,&nbsp;increased&nbsp;lending and geo-political risks,&nbsp;plus an enduring&nbsp;high-cost base of high-street branches that&nbsp;feels&nbsp;inefficient \u2013 especially&nbsp;given the&nbsp;rapid adoption of digital services during COVID-19. <em><strong>So,&nbsp;why are&nbsp;75% of CEOs of the world\u2019s 50 largest banks supporting new and increased investments in customer experience (CX) transformation&nbsp;in 2021&nbsp;[1]?&nbsp;<\/strong><\/em><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h6 class=\"wp-block-heading\"><strong>1. High-quality concierge services drive retention and acquisition of the profitable \u2018mass&nbsp;affluent\u2019 and \u2018High-Net-Worth\u2019 customers.&nbsp;&nbsp;&nbsp;<\/strong><\/h6>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>A 2019&nbsp;McKinsey&nbsp;report&nbsp;states,&nbsp;\u201cSimply put, when customers are more satisfied, they are more engaged and generate more value for banks\u201d&nbsp;[2]. Concierge,&nbsp;or lifestyle services,&nbsp;can act as&nbsp;a&nbsp;strategic solution to drive CX transformation, with <a href=\"https:\/\/www.tenlifestylegroup.com\/the-value-of-concierge\/\" target=\"_blank\" rel=\"noreferrer noopener\">case studies<\/a>&nbsp;revealing&nbsp;the more engaged&nbsp;a customer is with new-generation concierge&nbsp;and its associated benefits, the more likely they are to be retained.&nbsp;<\/p>\n\n\n\n<p>In terms of driving acquisition,&nbsp;Ten&nbsp;Lifestyle Group&nbsp;has proven that valuable customers will start a new relationship with a retail or private&nbsp;bank&nbsp;\u2013&nbsp;or&nbsp;climb the value ladder by concentrating assets and products in a single bank&nbsp;\u2013&nbsp;in order to receive the best concierge and related lifestyle services.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>Examples:&nbsp;&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Leverage&nbsp;events.<\/strong> At events, dinners, and gigs, hosts (existing bank customers) inspire their guests (typically peers, friends, or family) to join the bank by the example of the service.&nbsp;<\/li><li><strong>Amplify&nbsp;word of&nbsp;mouth.<\/strong> Valuable customers are 12 times more likely to talk about their lifestyle services than their financial products to their peers. Lifestyle CX drives brand endorsement.&nbsp;<\/li><li><strong>Endorsement of the brand.<\/strong> Concierge use tends to <a href=\"https:\/\/www.tenlifestylegroup.com\/how-to-drive-your-banks-net-promoter-score-performance\/\" target=\"_blank\" rel=\"noreferrer noopener\">drive overall bank NPS<\/a> by 15-25 points. <\/li><li><strong>Lifestyle CX as a channel partner.<\/strong> Ten creates a desire for concierge service amongst the affluent and High Net Worth and then directs them to those banks who offer the services as a complimentary benefit.&nbsp;This allows partner banks to win new customers at a lower \u2018cost of acquisition\u2019&nbsp;via&nbsp;Ten.&nbsp;&nbsp;<\/li><\/ul>\n\n\n\n<div style=\"height:19px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"713\" height=\"488\" src=\"https:\/\/www.tenlifestylegroup.com\/wp-content\/uploads\/2021\/03\/5.png\" alt=\"Member-get-member drives CX transformation\" class=\"wp-image-1423\" srcset=\"https:\/\/tenlifestylegroup.com\/wp-content\/uploads\/2021\/03\/5.png 713w, https:\/\/tenlifestylegroup.com\/wp-content\/uploads\/2021\/03\/5-300x205.png 300w\" sizes=\"(max-width: 713px) 100vw, 713px\" \/><\/figure><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h6 class=\"wp-block-heading\"><strong>2. Concierge services help to drive profitability per customer.&nbsp;&nbsp;<\/strong><\/h6>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Competition within the financial sector is rapidly growing&nbsp;\u2013 in&nbsp;2019, 19% of US&nbsp;financial&nbsp;institutions were&nbsp;new to the market and&nbsp;had already captured almost 4% of total banking&nbsp;revenues [3]. It\u2019s therefore&nbsp;important for banks to create value-delivering, cross-channel&nbsp;offerings to&nbsp;monetize&nbsp;customer&nbsp;experience, driving improved revenue and profit expansion [4].&nbsp;<\/p>\n\n\n\n<p>Concierge services can be specifically designed to drive product uptake from customers,&nbsp;which&nbsp;in turn helps increase&nbsp;customer profitability and revenues. Examples include:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Offering a house doctoring service,&nbsp;which&nbsp;flags&nbsp;customers who&nbsp;may be&nbsp;interested in&nbsp;mortgage&nbsp;advice.&nbsp;&nbsp;<\/li><li>A&nbsp;concierge action that generates a high NPS is shared (GDPR compliantly) and provides an effective \u2018warm\u2019 contact opportunity for a banker to reach out to a customer. One bank that underwent a CX transformation concluded that a satisfied customer willing to recommend their service to a friend was five to eight times more profitable than one with a negative perception [1].&nbsp;<\/li><li>Integrating the bank\u2019s payment options into concierge transactions.&nbsp;<\/li><li>Using concierge to create warmth amongst the broader family (spouse and NextGen)&nbsp;opens up&nbsp;opportunities for new product sales and growing&nbsp;AuM. For more information on how concierge can play a crucial role in engaging and retaining the next generation of clients, please visit our <a href=\"https:\/\/www.tenlifestylegroup.com\/how-lifestyle-services-can-engage-the-nextgen-and-retain-assets-under-management\/\" target=\"_blank\" rel=\"noreferrer noopener\">NextGen case study<\/a>.<\/li><\/ul>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h6 class=\"wp-block-heading\"><strong>3. Digitally enabled concierge services allow efficient engagement with customers.&nbsp;&nbsp;&nbsp;<\/strong><\/h6>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>More than ever, it\u2019s important for banks to gain an&nbsp;information advantage over&nbsp;competitors to create an enhanced customer experience.&nbsp;Some&nbsp;92% of surveyed bank executives&nbsp;consider&nbsp;it very or somewhat important to&nbsp;have&nbsp;advanced analytic&nbsp;capabilities [5]. However, few&nbsp;banks will be&nbsp;able to master the skills to integrate, analyze and act upon the insights they&nbsp;generate from their&nbsp;greatest resource&nbsp;\u2013&nbsp;their customers. PWC states that the leading players in&nbsp;the industry will&nbsp;collect data from both traditional sources, as well as non-traditional sources [4],&nbsp; including&nbsp;concierge.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>Ever since&nbsp;launching&nbsp;the first digital, global, transactional concierge platform in 2018, Ten&nbsp;has&nbsp;been consistently investing in supporting more activity online and over&nbsp;the&nbsp;phone. This has reduced the average cost per touchpoint whilst&nbsp;improving&nbsp;data gathering&nbsp;for the banks,&nbsp;user experience for the customers,&nbsp;and increased&nbsp;returns&nbsp;on&nbsp;investments.&nbsp;<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h6 class=\"wp-block-heading\"><strong>4. Concierge&nbsp;services&nbsp;have&nbsp;proven to be highly valued by customers during the pandemic.&nbsp;<\/strong>&nbsp;&nbsp;<\/h6>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>COVID-19 showed the value of concierge as a responsive benefit. Customers who had used&nbsp;Ten for global travel, restaurant access and live entertainment&nbsp;now&nbsp;utilized&nbsp;it for&nbsp;domestic&nbsp;breaks,&nbsp;\u2018at home\u2019 support and virtual events.&nbsp;In contrast, other benefits, such as event pre-sales and face-to-face client entertainment,&nbsp;were&nbsp;challenged either in terms of cost&nbsp;or&nbsp;relevance.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Ten&nbsp;offers a highly&nbsp;personalized&nbsp;concierge&nbsp;service&nbsp;that is&nbsp;related to&nbsp;current&nbsp;needs\/location,&nbsp;and delivered&nbsp;brilliantly.&nbsp;As a result&nbsp;of this investment, Ten\u2019s corporate clients&nbsp;saw&nbsp;a&nbsp;higher and&nbsp;more proactive engagement and increased NPS and activity among valuable customers during the pandemic.<\/p>\n\n\n\n<p>For more information on how Ten&nbsp;has been&nbsp;supporting&nbsp;members throughout&nbsp;the pandemic,&nbsp;have a look at&nbsp;<a href=\"https:\/\/www.tenlifestylegroup.com\/concierge-innovations-and-trends-2020-and-beyond\/\" target=\"_blank\" rel=\"noreferrer noopener\">this&nbsp;case study<\/a>.&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"713\" height=\"488\" src=\"https:\/\/www.tenlifestylegroup.com\/wp-content\/uploads\/2021\/03\/6.png\" alt=\"Solo plane passenger with face mask\" class=\"wp-image-1424\" srcset=\"https:\/\/tenlifestylegroup.com\/wp-content\/uploads\/2021\/03\/6.png 713w, https:\/\/tenlifestylegroup.com\/wp-content\/uploads\/2021\/03\/6-300x205.png 300w\" sizes=\"(max-width: 713px) 100vw, 713px\" \/><\/figure><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h6 class=\"wp-block-heading\"><strong>5. Concierge services offer a single channel through which to drive CX transformation through several initiatives.&nbsp;&nbsp;<\/strong><\/h6>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>It\u2019s&nbsp;no secret&nbsp;that cutting-edge CX will be one of the most&nbsp;powerful&nbsp;differentiators between&nbsp;competing banks in the future. According to The Financial Brand, some&nbsp;of the top customer&nbsp;experience trends in 2020 were [6]:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Hyper-personalized services at scale&nbsp;<\/li><li>Seamless multi-channel experiences&nbsp;<\/li><li>\u2018Humanized\u2019 digital interactions&nbsp;<\/li><li>Transparency, security, ethics and trust&nbsp;<\/li><\/ul>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>A valuable concierge service&nbsp;such as Ten&nbsp;will allow banks to deliver on all these targets&nbsp;by:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Offering&nbsp;customers&nbsp;a hyper-personalized&nbsp;tech&nbsp;experience,&nbsp;with automated processes&nbsp;benefitting from&nbsp;years of experience working with banks and their customers.&nbsp;&nbsp;<\/li><li>Offering&nbsp;multi-channel experiences by providing customers access to leading&nbsp;specialists in fields such as dining, travel and entertainment&nbsp;\u2013&nbsp;and&nbsp;humanizing what would otherwise&nbsp;be a digital&nbsp;interaction.&nbsp;&nbsp;<\/li><li>Earning,&nbsp;and maintaining,&nbsp;the trust&nbsp;of clients and&nbsp;members by investing in&nbsp;its&nbsp;people, process and technology to keep members\u2019 data safe and&nbsp;secure.&nbsp;For more information on Ten\u2019s information security, please read <a href=\"https:\/\/www.tenlifestylegroup.com\/three-key-questions-to-ask-when-selecting-a-cx-provider\/\" target=\"_blank\" rel=\"noreferrer noopener\">this&nbsp;article<\/a>.&nbsp;<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>While many CEOs see branch reductions and the continued commoditization of financial products as inevitable, investing in CX transformation through&nbsp;a&nbsp;digitally-enabled&nbsp;concierge&nbsp;allows them to leverage their installed base of profitable customers in ways that creates&nbsp;differentiation,&nbsp;and&nbsp;grows both the scale and profitability of that crucial segment.&nbsp;&nbsp;<\/p>\n\n\n\n<p>If you are a senior bank leader, we\u2019d love to share more about our relevant experiences and listen to your objectives for 2021.&nbsp;Contact Ten for further information or for an informal chat \u2013 we\u2019re here for you 24\/7 and would love to help.&nbsp;&nbsp;<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-white-color has-text-color has-background\" href=\"mailto:businessdevelopment@tengroup.com\" style=\"background-color:#432651\" target=\"_blank\" rel=\"noreferrer noopener\">Contact us<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Bibliography<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><a href=\"https:\/\/www.mckinsey.com\/industries\/financial-services\/our-insights\/managing-a-customer-experience-transformation-in-banking\" target=\"_blank\" rel=\"noreferrer noopener\">McKinsey &amp; Company &#8211; Managing a customer-experience transformation in banking<\/a><\/li><li> <a href=\"https:\/\/www.mckinsey.com\/~\/media\/mckinsey\/industries\/financial%20services\/our%20insights\/global%20banking%20annual%20review%202019%20the%20last%20pit%20stop%20time%20for%20bold%20late%20cycle%20moves\/mckinsey-global-banking-annual-review-2019-vf.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">McKinsey Global Banking Annual Review 2019<\/a><\/li><li><a href=\"https:\/\/newsroom.accenture.com\/news\/banks-revenue-growth-at-risk-due-to-unprecedented-competitive-pressure-resulting-from-digital-disruption-accenture-study-finds.htm\" target=\"_blank\" rel=\"noreferrer noopener\">Accenture &#8211; Banks\u2019 Revenue Growth at Risk Due to Unprecedented Competitive Pressure Resulting from Digital Disruption<\/a><\/li><li><a href=\"https:\/\/financialservicesblog.accenture.com\/show-me-the-money-how-customer-experience-drives-value-in-banking\" target=\"_blank\" rel=\"noreferrer noopener\">Accenture &#8211; How customer experience drives value in banking<\/a><\/li><li><a href=\"https:\/\/www.pwc.com\/gx\/en\/banking-capital-markets\/banking-2020\/assets\/pwc-retail-banking-2020-evolution-or-revolution.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">PWC &#8211; Retail Banking 2020 Evolution or Revolution?<\/a><\/li><li><a href=\"https:\/\/thefinancialbrand.com\/91369\/top-banking-customer-experience-cx-trends\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Financial Brand &#8211; 5 Customer Experience Trends for Banking in 2020<\/a><\/li><\/ol>\n","protected":false},"excerpt":{"rendered":"<p>Investing in CX transformation allows profitable customers to be leveraged in ways that create differentiation, and grows the scale and profitability of that segment.<\/p>\n","protected":false},"author":5,"featured_media":1425,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[19],"tags":[],"class_list":["post-1393","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-proposition"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Bank CEOs Are Using Lifestyle Services To Drive CX Transformation - Ten Lifestyle Group<\/title>\n<meta name=\"description\" content=\"Investing in CX transformation allows leverage of profitable customers to create differentiation and grow the scale and profitability of that segment.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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