Business Problem

St.James's Place were going through a rebrand and reposition aiming to bring more of their customers under the SJP brand than their independant partner advisor brands. Working with SJP we identified two things. Firstly, a tone of voice issue that was being addressed within the rebrand, and secondly, a need to gather information about potenial customers before sending that data to their partners to aid that lead in financial planning.

Approach

We spent time exploring the idea of financial wellbeing with the SJP project team and how we could use that as the way to talk to and build a picture of a potenial customer's financial world allowing us to build that all important picture for the partner advisors.

We then aimed to create web components for the newly designed website that could be used anywhere on the site depending on the user and what we knew about them as they explored the SJP website.

Solution

Using a chat UI, we wrote scripts to engage with the user on their level. We asked questions about how they felt about their financial world and what they wanted to do with it now and in the future. We asked quick-fire multiple-choice questions to foster easy engagement whilst keeping the chat script personable and as real as possible.

Using this chat UI, we were also able to dynamically save chat data allowing users to pick up where they left off after each visit. This allowed us to engage through new questions depending on the amount of time between visits.

Recording each engagement with the user, their responses, and the timeline of those responses enabled us to build a profile of the person containing information from where they are in the country to how they feel about the future of their finances, family, and how they want to plan for it. All this data was then passed to a partner advisor of the user's choice based on the specialisms that user required.

Previously, SJP would capture leads and had little choice but to pass details to all the partner advisors in the region as an unqualified lead. Now, that lead is both qualified and has a deep profile meaning conversion to customer is far more likely with the chosen advisor.