ISA Customer Diary 2014 Report

Presented by the ISA Customer

Brought to you by Lexden, the Customer Strategy Agency

Conducted in March/April 2014

Introducing Lexden, the customer strategy agency

We help clients exploit the commercial advantages of putting customers at the heart of their business.

Our expertise is leveraged through our

‘What Matters Most’ customer strategy solutions.

We achieve this by approaching the challenge with the customer primary in our considerations:

Customer Insight & Interpretation Commissions

Customer Experience Programmes

Customer Value Proposition

Process

Customer Performance Tracking (NPS/CSAT) & Reporting Platform

Customer Adoption through Cultural Change Programme

Business & Partner Alignment to Customer Strategy Mentoring

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The 2014 ISA Customer Diary Methodology

Who: One consumer seeking an ISA records provider engagement Currently holds £10,000k combination of Cash & Stocks & Shares ISAs

When: Consideration phase - 19th March to 5th April 2014 Also included - post 5th April 2014 messages seen

How: Capture and assess all ISA messaging seen travelling into and around London in terms of positive & negative sentiment to arrive at a preferred provider for this year’s ISA selection.

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A review of the ISA season brought to you from the customer’s perspective

What influences consumer decision making along the ISA pathway to purchase?

When looking for an ISA consumers purchasing directly will be exposed to several influencing factors (blue chevrons). In different markets the same patterns occur and the same importance is placed on various factors.

From our studies, first-hand customer experience of a brand will have the most significant impact on an existing relationship with a customer (c50%). However, at consideration phase ‘experience’ is often difficult for products such as financial services to demonstrate. Consumers use factors such as those below to form an impression and create a preferred list* and eventually a decision.

It is these factors we have used to build the 2014 ISA Customer diary.

ADVERTISING

REPUTATION

PEER EVALUATIONS

COMMUNICATIONS

PROSPECT EXPERIENCE

PRODUCT

TERMS

BRAND

*none of which most consumers consciously register in reaching their decisions

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We recorded messages from these providers

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ISA messages were presented to us across the following media

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BRANCH WINDOW TRAIN & UNDERGOUND TAXI ONLINE

INSERTS DIRECT MAIL PRESS & MAGAZINE ADS EVENTS

The level of ISA messaging observed, peaked on 25th March, prompted by an ES ISA section

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Evening Standard ISA Guide

Providers comms registered on our consciousness at different points in the review period

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19th Mar 26th Mar 4th Apr Post 5th Apr

ISA Diary key observations & insights contents

• 2014 ISA season highlights • Key message word bank • Provider’s specific integrated campaign review

– Fidelity – HSBC – Other

• Sentiment analysis • Critical observations impacting consumer confidence • Top 3 providers based on messaging and communications • Season summary • Recommendations for 2015

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A review of the ISA season brought to you from the customer’s perspective

Full ISA DIARY access now available

The full report is complete, including observations, opinions and visuals of all communications for brands referenced.

For a FREE electronic copy of the FULL 2014 Customer ISA Diary please email christopherbrooks@lexdengroup.com stating ‘ISA’.

Lexden 7th Floor Elizabeth House

York Road London SE1 7NR

0207 0362968 www.lexdengroup.com