CX by Swiss­quote

How can we maximise the customer experience? To find the right answers, we have to understand our customers’ needs and ambitions. And we have to implement the following principles.

1

Focus on customer centricity

In a competitive and crowded industry, we constantly seek to differentiate and think “client first” to keep Swissquote as the top choice for our customers. At all times, we are our customers’ champions.

2

Being first

We make new products available constantly. For example, we were the first online bank

  • to offer trading on cryptocurrencies;
  • to offer a multicurrency credit card that can be used to pay in 12 different currencies without conversion fees;
  • to enable clients to participate in initial coin offerings (ICOs) with the possibility to buy tokens and to hold them in custody at Swissquote.

3

Being simple

  • We are committed to keeping our platform simple to use;
  • We invest heavily in user research as a component of product and service design, e.g. to facilitate the account opening process or to improve the usability of our mobile apps;
  • We systematically conduct usability testing and regularly survey clients to collect qualitative feedback.

4

Being fair

We truly believe that trading should be accessible to anyone. Swissquote offers a broad range of training tools to help customers more easily and successfully join the trading universe.

5

Being efficient

We are investing systematically in new technologies allowing

  • to increase the customers’ efficiency;
  • to speed up service;
  • to enhance transparency.

6

Being sustainable

  • We strive to be exemplary when it comes to applying environmental, social and governance (ESG) criteria in our strategic decisions and day-to-day activities;
  • We are continuously extending our offering of products complying with ESG criteria;
  • Our behaviours aim to achieve positive environmental and social impacts.

7

Being excellent

  • To continuously improve our excellence in products, technologies and services, we set ambitious goals and measure the progress achieved;
  • We strive to keep our Net Promoter Score (NPS)On a biannual basis, we measure customer experience with Net Promoter Score (NPS), which is a standard indicator to give insights about customer loyalty. NPS measures customers’ willingness of potential recommendation of the brand to a friend or acquaintance. We combine NPS measurements with our customer experience and customer satisfaction research to continually increase customer delight and earn loyalty. We have received positive appreciation of our clients in our most recent NPS study in 2020. and client satisfactionSince 2016, we have been measuring client satisfaction in cooperation with the global market research firm Ipsos. The level of client satisfaction has been stable for the last four years. Even with the volatility of 2020, our customer total assets reached a record level with CHF 39.8 billion with in particular +CHF 5.3 billion in net new money and a +14.1% increase in new accounts. This confirmed the results of the International Client Satisfaction Survey that revealed a high satisfaction level of 5.4 out of 7.0. high and to increase it all the time.

Behind the scenes – the personas

Jan De Schepper, Chief Sales and Marketing Officer, explains why he is working with colleagues that never show up.

“Swissquote uses as scientific, data-driven approach to build personas.“

Some marketing professionals insist that customer experience starts with personas. Do you agree?

Uncovering and satisfying needs and wants is the essence of marketing. The purpose of personas is to create reliable and realistic representations of a target audience. Creating personas helps marketing professionals to understand users’ needs, experiences, behaviours and goals, preventing them of developing solutions for themselves. The development of personas belongs at the very beginning of a project, as personas can guide functionality, help uncover gaps and barriers or highlight new opportunities.

How do you define personas?

A persona is a fictional character, a distilled essence of real people that share common trading behaviours and preferences. Swissquote uses as scientific, data-driven approach to build personas. We use machine learning to cluster the client data in order to define relevant segments and qualitative research to uncover the interests, motivations and values of these clusters.

What is the difference between personas and client segments?

Segmentation helps to forecast market interest for a product or service. Segments are incredibly valuable for making sure a marketing message hits the right person and are therefore a key element of every media plan. Personas help to understand the emotional and behavioural triggers behind individual customers within that market. Personas are therefore an important tool for designers, copywriters and other marketing professionals to connect on a more personal level with a target audience.

How many personas has Swissquote defined?

Swissquote is a global bank offering over 3 million financial products to over 400’000 clients. Personas help us to reduce this complexity and to stay focused. We have defined a total of 15 personas that cover our main trading services and regions where we operate.

Could you give us some examples?

Yes, sure. Let me please quickly introduce two active traders, Markus and Damian.

Markus is a 35-years-old IT consultant living in Zug. He is married with no children. He is an active trader passionate about Forex and stocks. His goal is to make quick profits and his investment horizon aims at no longer than several months. He is quite confident in his trading skills and thinks he gets the markets. He usually makes trading decisions after analysing charts and using technical analysis. Markus is further interested in real estate, AI, football and tennis.

Damian is a 44-years-old engineer, working in a technological company, passionate about cryptocurrencies. He is an English expat, living with his wife and his two children in Dubai. He feels the markets and constantly looks for opportunities. When the moment is right, he pushes the trade button to buy/sell cryptocurrencies. Damian is always following market signals and market news, and compares them to his gut feeling. He is further interested in software, start-ups, biotech and travelling.