HSBC Premier · 2023 · China · Shanghai, Ningbo, Chengdu
HSBC Premier Strategy
A research-led strategy redefining what an HSBC Premier wealth branch is for.
Premier clients had quietly stopped coming in.
So we went and asked them what would bring them back.
A wealth branch worth visiting again.
HSBC Premier's wealth branches were built for transactions that had already moved online, leaving the branch without a job.
The branch
Online
services now self-serve
The insight
Premier clients no longer need to visit for transactions.
The only reason left is
Tap the word.
We ran research with Premier clients, relationship managers and leadership to find what was breaking down, then turned it into ten Experience Principles mapped across the wealth journey. It gave HSBC a shared language for how a future Premier branch should feel.
Ten experience principles, mapped across three customer journeys. One shared language for how a future HSBC branch should feel. Hover a number to reveal each one.
Experience principles established
Primary research activities run
Flagship Premier branches as proof of concept
Distinct client journeys mapped
Leadership approved the principles and adopted them as the foundation for HSBC's flagship Premier redesigns in Ningbo and Chengdu, feeding straight into design guidelines and a longer-term playbook for the bank's China wealth strategy.
Research hub
Shanghai
Research with customers, frontline staff and leadership. Eight activities that showed where the branch was breaking down.
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