TSB Bank: It’s not whether you get knocked down, it’s whether you get back up – how customer insight heralded a new era for TSB

TSB, a bank, conducted a research programme in Britain to realign its business and brand around customer needs by rebuilding brand reputation scores, return non-customer sentiment to pre-migration rates and restore PCA trading to growth.

Summary

In April 2018 the headlines were full of TSB's IT migration crisis that saw millions of customers without access to their money and five years of brand-building go up in smoke.

Basis helped TSB to realign its business and brand around customer needs by shining a light on people's true relationship with money. The impact of the insight has been deeper than client or agency could have imagined.

It led directly to a bold new business purpose: 'Money Confidence, for everyone, everyday'; and TSB has placed the customer at the heart of everything it does, because a...

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