A major UK retail bank needed to understand the needs and experiences of its premier banking customers to inform the redesign of a proposition that would serve a high-value segment with significantly different expectations from mass-market retail.
What we established
We recruited premier banking customers who held accounts with the relevant institution and met the profile criteria for the target segment, ensuring participants had genuine experience of the proposition under review. The recruitment was handled discreetly given the sensitivity of engaging existing customers and the importance of avoiding any commercial or retention framing.
What changed
The proposition team received candid insight from the customers whose experience mattered most to the redesign, surfacing what the segment valued, where the existing service fell short, and what would drive genuine loyalty at this level. The findings directly informed the proposition changes taken forward.
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