HSBC: Customer centricity in a complex global environment

This case study describes how HSBC, the bank, devised the Customer Recommendation Index (CRI) programme to incentivise performance and help HSBC get closer to customers.

HSBC: Customer centricity in a complex global environment

Alex Wright, Ewa Davenport, Sebastian Mitchinson and Joshua SorenTNS UK and HSBC

Summary

With the Financial Services industry becoming increasingly commoditised, HSBC needed to become more customer focused. HSBC believed that the products, services and experiences offered needed to yield loyalty as an outcome. Therefore HSBC and TNS devised the CRI Programme as a highly integrated tool to incentivise performance and help HSBC become more customer-centric as a business.

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