Challenge: A national financial services provider was considering offering a “Client Pledge” assuring clients that they remain committed to prioritizing client needs. The hope was the pledge would further promote customer loyalty.

Objective: To investigate if articulating this promise in a “Client Pledge,” including a number of specific promises/guarantees, would encourage customer loyalty and attract prospects.

Solution: Focus groups were conducted among clients and prospects to test reactions to a series of Client Pledges, ultimately to understand the most appropriate proposition, the overall perceived value of a pledge, and its impact on perceptions of the client.

Result: Given reactions to the pledges, Plan-it made recommendations regarding a go/no go decision and potential opportunities to strengthen the customer experience.