Capital One
Quantifying the value of brand to drive change
How do you engage a business, grounded in a history of rigour and analytics, with something as intangible as brand? This was the background we did with the Capital One UK business to drive a growth agenda through broadening the appeal with UK consumers.
Challenges
Capital One UK understood the ‘who’ and ‘what’, but not the ‘why’ behind customer behaviours. The UK CMO wanted to build this capability in an effort to revitalize the brand and customer experience, and ultimately deliver on the growth ambitions.
Actions
We helped to drive a transformational agenda by:
Delivering a step change in customer insight through customer segmentation
Using discrete choice analysis to demonstrate the cash value of strengthening brand value versus tangible levers such as APR
Engaging and creating advocates in the business, from the management team down, on how to apply the insight into tangible actions
Using the analysis to evolve their brand positioning
Informing how the business now develops propositions targeted at specific customer segments