Post on 17-Jul-2015
“Seeing it from their side” Des Jones
Marketing Director: STANLIB Des Jones
Marketing Consultant: STANLIB
Your Customers
You sit opposite people today who think
they know more than professionals At STANLIB, we want
customers to
understand that they
need advice
This presentation will look at how
customer expectations are evolving
and how these
affect their view of the investment
category and those who work in it
In a Nutshell…
Need to Know Less
What is the
second biggest search engine in the world?
Customers are
reading less, watching more and prefer for it to be
easy for them to understand
Rumsfeld Continuum
Danger of not knowing what you don’t know in a world that makes you believe you can know everything
Predictably Irrational
Immediate implications of decisions have more weight than distant gains
No retirement
Happy retirement
Phase of Decreasing Brand Choice
1062 listed funds in South Africa
25% Reduction
Still
796 funds to choose from
Ease
R3 Billion Button
Sales went up 45% – $15 million in the first month, and
$300 million in the first year
What does all this mean?
Ensuring that you stay relevant to an evolving customer and
gearing your business to address these customer drivers
1. How do you access Investment expertise?
2. How do you create demand for advice and get customers
to trust you?
3. How do simplify complexity for your customers?
4. How do you build key relationships and who do you
partner with?
“Seeing it from their side” Des Jones
Marketing Director: STANLIB Alan Ehret
Head of Retail Distribution
STANLIB’s response to these drivers
Investment Excellence Customer People
Buyer 2.0 has
researched the problem
Is to focus on the following areas
And support advisers when they
engage with their customers
Access to STANLIB’s Investment Experts’ Knowledge– Weekly Focus
Knowledge Value Assessment and Perception
Choices Engagement
Knowledge Value Assessment and Perception
Choices Engagement
Access to STANLIB’s Investment Experts’ Knowledge– Market Commentary
Knowledge Value Assessment and Perception
Choices Engagement
Access to STANLIB’s Investment Experts’ Knowledge– Economic Focus
Knowledge Value Assessment and Perception
Choices Engagement
Access to STANLIB’s Investment Experts’ Knowledge– Monthly Economic Wrap
Knowledge Value Assessment and Perception
Choices Engagement
Access to STANLIB’s Investment Experts’ Knowledge– STANDPOINT Publication
Building Customer Trust and Demand for Advice
Knowledge Value Assessment and Perception
Choices Engagement
Knowledge Value Assessment and Perception
Choices Engagement
Building Customer Trust and Demand for Advice
Knowledge Value Assessment and Perception
Choices Engagement
Building Customer Trust and Demand for Advice
Knowledge Value Assessment and Perception
Choices Engagement
Building Customer Trust and Demand for Advice