Union Bank

CASE STUDY

Union Bank

“All Banks are the Same”

The following is one example of cg42’s work with Union Bank as part of a long-standing relationship from 2010 to 2013.

The challenges faced by our client:

  1. A culture that was product/offering focused, not customer-centric
  2. A limited understanding of customer/prospects limited primarily to their economic viability
  3. Competitive insight that was limited to product mix and financial performance
  4. A brand with limited level of establishment, minimal competitive differentiation, and a value proposition based primarily around price-promotion / deals
  5. Business performance that was unacceptable in light of the goal of becoming a top ten financial institution

The Skinny


From: “All banks are the same” To: Achieving double-digit growth for Union Bank & MUFG

How We Co-Created Positive Change for Our Client:

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Deep Customer Insight:
Both attitudinal & behavioral.

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Exploit Competitive Vulnerability:
By understanding where competition was vulnerable in the minds of their customers and determining which frustrations would drive switching behavior.

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A Compelling Value Proposition:
Seizing the opportunity to establish leadership and a new, bold voice in a category of “me too” propositions.

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Improved Customer Experience:
We systematically improved the customer experience based on an understanding of customer frustrations and mobilizing the front-line staff to create a culture of customer-centricity.

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Breakthrough New Offerings:
Developed the “Design Your Own Bank” offering which put the customer in control of the relationship—highest take rate of any new product introduction in the client’s history.

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Return on Marketing Investment:
Developed a system of marketing measurement that led to greater levels of ROI.

Ready to begin?


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Suite 6B
New York, NY 10012

email: info@cg42.com