Money Talks: Unlocking transformational insight in banking through storytelling
Esther Garland, Riki Neill and Henrietta De SouzaFace and HSBC, UK
The business context
Driven by a desire to maximise lifetime value from its customer base, HSBC have been pursuing a strategy that involves focussing efforts on better serving an increasingly ambitious and entrepreneurial Emerging Middle Class; an audience that is forecast to increase globally by 8 – 15% annually. The hypothesis is that if you can lock them into the brand early, these customers represent a highly profitable opportunity for the bank through not only...