Revamping Traditional Investment Broking Digitally

27 Jan, 2020

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Revamping Traditional Investment Broking Digitally

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Pain Area

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Our client, a financial services firm, approached us to increase their business. The firm accrued revenue by earning commissions from the investments by their clients in share market. But they had multiple bottlenecks across offline and online operations as under:

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Online Business Bottleneck:

  • They had no digital presence except a website.
  • Their website architecture failed to attract new potential clients. Existing clients used the site only to check their investment health by logging in to their personal accounts.
  • They had no idea about approaching customers digitally as they have not done anything close to persona research of their target group.
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Offline Business Bottleneck:

  • Their process of customer interaction was complicated. There was no one way to track customer data of the client.
  • They had no marketing strategies in place. Also, their sales pitch was poor. Sales representatives targeted teachers at schools in villages by pitching them about national pension system (NPS), that too during school recess hours.
  • Due to lack of skilled workforce, the client confined its sales and marketing operations to rural areas as urban areas its competitors have effectively reached out to the academically better qualified and educated clients in cities.
  • Rural professionals were not aware of stock market investment and this client base was comparatively free from competition for our client.
  • There was no basis for deciding annual sales target. To achieve an unreasonable target, sales officials request any and every person to open an account in his firm irrespective of investment ability, resulting in increase in the number of inactive accounts.
  • The firm’s expenses of deploying sales officials to reach the target were getting wasted.
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Reason for approaching TDF:

A past client acted as an influencer and referred this financial services firm to seek our consultation services for business growth.

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TDF Research

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Research Findings: 

We categorized their 32 branches in to urban, rural, semi-urban and semi-rural across 13 districts in West Bengal. For each of the four categories, we divided the branches into performance levels based on highest and lowest contribution to the firm’s annual turnover.

Then, we visited one high and one low-performing branch for each category and interviewed 10 customers of each branch based on age. Upon discovering that 90% of the client’s customers are above 40-years-old, we classified them based on their transaction data and came up with the following groups: 

  • There were 9,000 live clients who had transacted within 2 years of our survey. The rest 13,000 clients had old transaction history and their contribution were deemed to be dead.

  • Out of the live clients, only 2,250 members had their transactions in the past 6 months, deemed to be active customers and the rest to be inactive customers.

We initiated persona research to know about the target group of our client. Our consulting for them was divided into two groups, namely process consulting and digital consulting.

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TDF Research

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Research Findings: 

We categorized their 32 branches in to urban, rural, semi-urban and semi-rural across 13 districts in West Bengal. For each of the four categories, we divided the branches into performance levels based on highest and lowest contribution to the firm’s annual turnover.

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Then, we visited one high and one low-performing branch for each category and interviewed 10 customers of each branch based on age. Upon discovering that 90% of the client’s customers are above 40-years-old, we classified them based on their transaction data and came up with the following groups: 

  • There were 9,000 live clients who had transacted within 2 years of our survey. The rest 13,000 clients had old transaction history and their contribution were deemed to be dead.

  • Out of the live clients, only 2,250 members had their transactions in the past 6 months, deemed to be active customers and the rest to be inactive customers.

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We initiated persona research to know about the target group of our client. Our consulting for them was divided into two groups, namely process consulting and digital consulting.

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Process Consulting

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Observations:

Since most of the live customers were old and active, we could only research the positive buyer persona and found out the following attributes:

  • The old customers are not digitally savvy, for which they don’t get updated information about the market in real time. They depend only on newspapers and TV channels.
  • They complained of the client not advising them sufficiently about the stock market behavior and benefits of investment, leading to hesitation and reluctance to invest for fear of loss.
  • They had no idea about the kind of shares where risks and returns are balanced and profitable to them, thereby avoiding to invest.
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Solutions: 

  • We advised the client to start educating existing clients about the brand and the stock market. This knowledge would initiate brand trust among existing clients and pass it down to potential young investors.
  • We advised the client to nurture existing leads instead of investing manpower and resources to target young potential clients online. We realized that investment is a habit of the aware investor and in this case, brand recall and trust is the most important. We realized that only existing old clients have that brand recall for our client.
  • We advised them to streamline customer data integration process and deployment of officials to get necessary contact information for those account holders whose information the client lacks.
  • We changed the sales mantra from number of clients to value of investment, setting a new target for each sales official of the client. Each official now had the target to collect an amount of investment that equals to or surpasses the minimum amount the client invests for the sales task. This recouped operational costs.
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Digital Consulting

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Observation:

Since most of the live customers were old and active, we could only research the positive buyer persona and found out the following attributes:

  • The client hadn’t worked on content strategy to educate customers online.

  • Their pro-sales approach stopped them from applying marketing strategies to create and promote content

  • The dearth of content about the stock markets gave a sense of fear to potential new leads and discouraged a lot of activity on the website.

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Solutions: 

  • We created 108 blogs for the client on the most common queries about stock market behavior, the kind of shares, their uses, risks and studies to sensitise the account holders about the stock market.
  • We revamped the client’s website architecture as per UX/UI best practices.
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Immediate Results

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  • By reviving the old customers through the means of educating and informing them further, the client witnessed a spike in its income in the form of commission earned because of increased investment.
  • The brand earned recognition due to the value of blogs circulated through their website. They got leads organically, thus reducing their acquisition cost.
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Long-term Results Prediction

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By constant and consistent customer education, the client can turn its customers into becoming intelligent investors who suffer less loss. The more their customers invest, the greater the earnings of the client will be in future.

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Conclusion

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The client had bottlenecks in sales, marketing and digital operations. We optimized their operational cost and streamlined their content hygiene, thus helping them scale up their business.

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Think You Need a Consultant?

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