FreshMinds Research helps HSBC engage with expatriates
12/11/2009Earlier this year the "world's local bank" called on FreshMinds to help it promote its premium banking services to the wealthy expat community. The findings are reported in Marketing Week, published today. “Nobody was really talking to this audience and understanding what the real challenges are for them”, explains Paul Say, former head of marketing and communications at HSBC International. FreshMinds set about helping rectify this. “Understanding expat lifestyles better has helped HSBC become more ‘needs focused’”, explains Claudia Brendel, head of FreshMinds’ financial and professional services team. “It allows HSBC employees to speak to customers because they have understanding of the stresses of an expat lifestyle and the challenges that need to be overcome.”