CASE STUDY
Financial Services Company
Putting customers at the center of an organization’s transformation
Challenge
A large, US financial services company was seeing declining growth in customer acquisition and revenue. Facing key market forces – including shifting consumer behaviors toward greater collaboration and personalization, new threats from fintech entrants and intense competition for top talent – the C-Suite and Board of Directors decided to embark on a complete transformation of the business.
Solutions
Prophet partnered with the company’s CEO, Chief Growth Officer and leadership team to design a transformation agenda that answered a series of strategic questions around:
- Developing the organization’s purpose-based strategy
- Prioritizing key markets and target customers
- Aligning on key products, services and experiences to develop
- Building the culture and capabilities required to support the transformation
Prophet then created a multi-year, enterprise-wide roadmap that detailed the initiatives necessary to transform multiple parts of the business in parallel. A Transformation Management Office (TMO) was established to enable and accelerate the company’s three-year transformation, largely through quarterly alignment and funding cycles.
While helping manage the transformation, Prophet brought multi-disciplinary teams to help execute the work across business value drivers: Brand & Marketing, People & Organization, Customer Experience, Products & Services, Sales & Distribution, Data & Analytics. Along the way, Prophet has partnered to build new capabilities and codify processes so the organization can keep transformation momentum in the years to come.
Results
Prophet successfully launched a new brand that established the financial services provider as a leader in the industry. We helped develop a new employee value proposition to recruit top advisors and a new variable annuity product to grow its existing business. Prophet also introduced new revenue streams by helping expand its mutual funds’ presence on third-party platforms and creating a new managed account product – all while targeting and acquiring new buyer segments.
A year into the customer-centric transformation, Prophet is helping drive results such as +5% market awareness, +8% in new business revenue and a 20X increase in new leads.
Impact
5%
increase in market awareness
8%
increase in new business revenue
20x
increase in new leads