Loyalty Practice targets financial services

The Loyalty Practice is introducing a new offering to assist financial services brands in using the FSA's 'Treating Customers Fairly' regulation to build customer relationships and drive loyalty.

Currently TCF is seen by many in the sector as a regulatory issue.

The loyalty practice is helping its clients use TCF as a springboard to build real relationships with customers and increase customer value.

Working with organisations, the Loyalty Practice will advise on how CRM principles implemented by financial services brands to meet TCF regulations, can be further built on to firmly place customers at the centre of their organisation and drive loyalty.

This strategy will assist in building advocacy amongst staff, promoting cultural change, driving customer loyalty and, as a result, differentiate brands in a commoditised market place.

Launched in early 2008, the Loyalty Practice reinforces HSandP's commitment to a new approach to client servicing that will centre around 'collaboration'.

Louise Isaacs, Head of the Loyalty Practice at HSandP, said: "Many Financial services brands currently see the TCF regulation as an extra burden and are just meeting basic requirements, rather than using it as a marketing driven sales opportunity.

"By allowing firms to become customer-centric organisations, the Loyalty Practice will enable them to make decisions centred around the customer, helping them to build relationships and in turn increase customer value, which is an especially important factor in an increasingly challenging market place".

Hicklin Slade and Partners is a relationship marketing agency that builds measurably better relationships between brands and consumers.

This manifesto is delivered through core competencies in account planning, digital capability and creative, supported by an experienced data function, and dedicated consultancy the Loyalty Practice.

Launched in 2008, the Loyalty Practice embodies a new approach to customer loyalty - empowering clients to build and benefit from loyalty by systematically addressing their business challenges.

HSandP approaches client briefs with a rigorous focus on planning and measurement and has pioneered a unique system for payment by results.

A third of the agency is made up of planners, all of whom work directly with creatives and account handlers, and beyond that, with clients and their customers.

This dedication to accountability has enabled HSandP to get, grow and keep customer relationships for brands including Norwich Union Direct, Honda, Diageo and Camelot.

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