Case study

Delivering a critical client outreach programme

Lead partnerMatt Beattie

Our client, the Capital Markets division of a major Japanese retail and institutional bank, needed to migrate 2,500 clients across six business areas into a new business entity.

This entailed a global customer outreach programme to inform clients, providing details of relationship management and operational changes. Completing this within a tight 9-month timeframe meant sending over 15,000 emails and managing the subsequent responses and queries. However, significant hurdles existed:

Fragmented data: The bank lacked a centralised customer database, hindering tailored communication and accurate client identification.

Action required: The bank’s customers needed to sign regulatory documents and confirm operational set up to onboard the new entity to continue trading.

Potential disruption: A smooth migration was crucial to prevent failed trades and strained client relationships, especially in reputation-sensitive markets like Japan.

Industry segment
Japanese Bank
Function
Client Outreach
Core capabilities
Client Outreach

Key outcomes delivered

Consolidated view of 2,500 clients created across six business areas
90% of customers engaged with the client in support of a critical migration exercise
Three phases of a complex programme were completed successfully within 9 months

Results

Clients in view

Consolidated view across six business areas

High engagement

0 %

Customers engaged with the client in support of a critical migration exercise

Rapid delivery

0 months

Three phases of a complex programme were completed successfully

Approach

BeyondFS was engaged based on our expertise in banking customer outreach programmes. We implemented a four-step approach:

Understanding & planning: We identified the programme's goals and devised a data strategy.

Data cleansing & centralisation: Due to the lack of a CRM system, we employed strong data practices to build a central database. This involved collecting missing information via phone calls with relationship managers, merging client details, and segmenting the bank's customer base (by region, product and revenue) and communications for different business areas.

Building the outreach engine: Recognising the bank's IT constraints, we rapidly built a cost-effective outreach tool using Microsoft Power Automate. This platform enabled us to send individually personalised emails, underpinned by robust quality assurance processes.

Response management: Our dedicated lean team of three managed all incoming responses and queries, logging them in a centralised system for efficient resolution by the relevant stakeholders. All responses were tracked and reported within Board level MI to feed into Go/No go decisions.

The Successful Outcome

The programme achieved 90% client engagement rate, exceeding initial targets, after two phases.

The Bank also benefited from enhanced customer understanding. The data consolidation process provided valuable insights into client characteristics, product holdings, and revenue potential, empowering the Bank’s relationship managers to better serve their clients.

The project's success highlighted the value of a centralised customer database, which paves the way for the bank to implement a permanent solution, eliminating the need for similar manual processes in the future.