Raising the bar on banking for affluent consumers in AMEA

A multinational bank wanted to grow its business in the affluent and super-affluent segment in AMEA.

The Central Question: How do we elevate our proposition and customer journey to better serve the needs of the affluent consumer?

Through a series of engagements, Right Angles helped the client gain insight into emerging trends and needs of the affluent consumer. We conducted 240 interviews over a series of engagements to get a deeper understanding of the affluent segment and gather feedback on planned new initiatives. Insights from the projects were fed into the development of the overall proposition, customer journey, and fine-tuning of existing offerings to better align with the target audiences' needs.