Developed a Customer value proposition for a new Digital bank in Malaysia

Situation

Our client was seeking to apply for a digital banking licence in Malaysia, and engaged us to develop a business plan

Approach

• Developed a customer value proposition, ecosystem and partnership strategy, and product roadmap for a new digital bank 
  

• Conducted in-depth segmentation of retail and micro, small and medium enterprises (MSME) customer personas within the unserved and underserved markets in Malaysia

• Conducted a detailed market sizing of the target customer groups and value pool analysis to assess the market potential for each persona

• Developed a 360-degree view of key financial requirements and pain points faced 

Impact

• Defined a unique customer value proposition, key target customers and products based on strengths and capabilities for the digital bank 
  

• Defined market position and go-to-market strategy

• Developed customer and partnership acquisition strategy

• Discussed key considerations and capabilities required for the digital bank

Customer experience designed to cater to the needs of all demographics, ages and income levels

Framework for identification and segmentation of key personas

Illustrative 360-degree view of customer persona