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“Seeing it from their side” Des Jones
Marketing Director: STANLIB Des Jones
Marketing Consultant: STANLIB
Customer AV Plays
The STANLIB Customer
437 282 customers
across ten African countries
Your Customers
You sit opposite people today who think
they know more than professionals At STANLIB, we want
customers to
understand that they
need advice
This presentation will look at how
customer expectations are evolving
and how these
affect their view of the investment
category and those who work in it
In a Nutshell…
Four Changing Customer Drivers
Knowledge Value Assessment and Perception
Choices Engagement
Four Changing Customer Drivers
Knowledge Value Assessment and Perception
Choices Engagement
A Lot of Little Information
1 Exabyte (EB)
= 1000000000000000000 = 18 zeros
Multi-Tasking
Need to Know Less
What is the
second biggest search engine in the world?
Customers are
reading less, watching more and prefer for it to be
easy for them to understand
R6 Billion per Year Communicating
Buyer 2.0 has researched the problem
Rumsfeld Continuum
Danger of not knowing what you don’t know in a world that makes you believe you can know everything
Four Changing Customer Drivers
Knowledge Value Assessment and Perception
Choices Engagement
Professional Standing
Top of mind information to make decisions
Incidences of Paid Advice Reducing
Predictably Irrational
Common experiences overshadow distant truths
Predictably Irrational
Immediate implications of decisions have more weight than distant gains
No retirement
Happy retirement
Judged by The Shiny
Image and product
mismatch has become more transparent
Four Changing Customer Drivers
Knowledge Value Assessment and Perception
Choices Engagement
Phase of Decreasing Brand Choice
1062 listed funds in South Africa
25% Reduction
Still
796 funds to choose from
Phase of Increasing Brand Choice
9000 Products
1976
40 000 Products
Today
Market has Cottoned onto Behavioural Economics
Context Effect
Heuristics of Trust
Market has Cottoned onto Behavioural Economics
Global Choices Becoming Local
17.5% of High Net Worth
Individuals’ assets sit outside of SA
Four Changing Customer Drivers
Knowledge Value Assessment and Perception
Choices Engagement
Acknowledgement
Sample of one
Pinterest Image of watches or golf accessories
Trust
Morality of Care
Service
Less comparison with the
category than external
Clarity
Rise of simple complexity
Liking
Being liked has never been more
important
Ease
R3 Billion Button
Sales went up 45% – $15 million in the first month, and
$300 million in the first year
What does all this mean?
Ensuring that you stay relevant to an evolving customer and
gearing your business to address these customer drivers
1. How do you access Investment expertise?
2. How do you create demand for advice and get customers
to trust you?
3. How do simplify complexity for your customers?
4. How do you build key relationships and who do you
partner with?
“Seeing it from their side” Des Jones
Marketing Director: STANLIB Alan Ehret
Head of Retail Distribution
STANLIB’s response to these drivers
Investment Excellence Customer People
Buyer 2.0 has
researched the problem
Is to focus on the following areas
And support advisers when they
engage with their customers
Four Changing Customer Drivers
Knowledge Value Assessment and Perception
Choices Engagement
Knowledge Value Assessment and Perception
Choices Engagement
Access to Investment Expertise
Access to STANLIB’s Investment Experts’ Knowledge– Weekly Focus
Knowledge Value Assessment and Perception
Choices Engagement
Knowledge Value Assessment and Perception
Choices Engagement
Access to STANLIB’s Investment Experts’ Knowledge– Market Commentary
Knowledge Value Assessment and Perception
Choices Engagement
Access to STANLIB’s Investment Experts’ Knowledge– Economic Focus
Knowledge Value Assessment and Perception
Choices Engagement
Access to STANLIB’s Investment Experts’ Knowledge– Monthly Economic Wrap
Knowledge Value Assessment and Perception
Choices Engagement
Access to STANLIB’s Investment Experts’ Knowledge– STANDPOINT Publication
Building Customer Trust and Demand for Advice
Knowledge Value Assessment and Perception
Choices Engagement
Knowledge Value Assessment and Perception
Choices Engagement
Building Customer Trust and Demand for Advice
Knowledge Value Assessment and Perception
Choices Engagement
Building Customer Trust and Demand for Advice
Knowledge Value Assessment and Perception
Choices Engagement
Building Customer Trust and Demand for Advice
Creating Simplicity from Choice
Knowledge Value Assessment and Perception
Choices Engagement
Creating Simplicity from Choice
Knowledge Value Assessment and Perception
Choices Engagement
Knowledge Value Assessment and Perception
Choices Engagement
Creating Simplicity from Choice
Knowledge Value Assessment and Perception
Choices Engagement
Creating Simplicity from Choice
Building Relationships
Knowledge Value Assessment and Perception
Choices Engagement
Building Relationships
Knowledge Value Assessment and Perception
Choices Engagement
Building Relationships
Knowledge Value Assessment and Perception
Choices Engagement
“Seeing it from their side” Des Jones
Marketing Director: STANLIB
