This project is part 2 of a collaborative project between J.P Morgan Asset Management Marketing Team and the Royal College of Art and Design, looking at how to improve the current approach to Customer Relationship Management for the wholesale division across Europe. Our role was to understand the evolving needs across the B2B2C value chain and develop an innovative suite of services that deliver more personalised, responsive and relevant content at a strategic and transactional level.. We collectively prioritised the B2B segment as the challenges of information provision were clearly evident in this context. This report focuses on the solutioning behind the challenges raised and provides recommendations for a potential implementation plan.
As the short-term team, we aim to focus on the second part of the double diamond process. Our research and synthesis is based on the Year 2’s findings.
So our team have been working on the short term opportunity for the last couple of weeks.
We were quite keen to hop on to the project and help Vivian and Chee build some of the deliverables based on the key insights and research they have worked on over the last few months. And so we are focusing on the second part of the double diamond, which means the execution and refinement of the solution.
THE CHALLENGE
Help marketing and sales teams align their strategies in order to create tailored marketing campaigns.
HOW
By designing a set of tools that allows them get a wider perspective and find new opportunities for their valued clients.
WHAT WE KNOW
Different categorisation criteria in every regionThe process of delivering strategies is very individualWeekly meetings where teams can work togetherDifferent team dynamics in different regions Some regions are trying a different approach at the moment.
OUR CONCEPT
Enhancing the client and contact experience by bridging the gap between the marketing and sales teams through collaborative workshops.
The video
