Understanding Customers and Market Dynamics to Inform Product Design

Stanbic Bank Uganda sought to refresh its Customer Value Proposition (CVP) for affluent clients by validating and improving offerings aligned to five strategic pillars: Loans, Transactions, Investments, Insurance, and Beyond Banking. The bank required data-driven insights to inform solution refinement before launching a refreshed CVP.

We conducted market research (qualitative and quantitative) to assess the perceptions, needs, motivations, and service expectations of affluent clients and relationship managers to validate relevance of existing offerings and identify new opportunities.

We analyzed customer perceptions across the five key service pillars, assessed client loyalty, service satisfaction, unmet needs, brand perception, and communication effectiveness.