CASES

INDUSTRY: Financial services

Brief

Home Credit is one of the world’s leading “point of sale” consumer finance providers with operations in countries as diverse as Russia, the USA, Vietnam and India.  Though highly successful and profitable by almost any standard, the CEO of Home Credit for the Czech and Slovak Republics recognised an impending challenge.  With an increasing number of competitors entering Home Credit’s markets, the brand was largely invisible even to its own customers and lacked meaningful differentiation.

Solution

We began our engagement by leveraging our Value Driver Assessment^™ as a means to understand the organisation’s current brand and customer experience management capabilities and helping them create an action plan to close important gaps.  Then we undertook a comprehensive audit of the end-to-end customer experience, comparing Home Credit’s practices to its nearest competitors.  This created the basis for a prioritised improvement programme to remove dissatisfiers and implement preference-drivers to enable Home Credit to pull away from competitors and turn a business that was largely transactional into one that was focused on building strong customer relationships.  With a new vision for what was possible and much momentum underfoot, we set about helping the management team define an inspiring, customer-centric organisational purpose.  We used that purpose as a launching pad for a “customer bill of rights”, which would serve as the basis for a new repositioning campaign.

Results

Our collaboration with Home Credit has led to dramatic improvements in employee engagement, brand preference and NPS enabling the business to maintain market share despite increased competition and market saturation.