INTERMEDIARY PERCEPTION CASE STUDY

INCREASING BUSINESS BY IMPROVING CONSULTANT PERCEPTIONS

Chatham Partners recently completed a Consultant Perception project for a large institutional investment manager offering a broad product suite ranging from domestic/international equity to fixed income and money market securities.

Objectives

• Increase the win rate of new business opportunities by understanding how the company is viewed by key intermediaries; fine tune product development, sales and marketing strategies based on intermediary feedback.
• Benchmark the Company against key competitors in order to determine strengths and weaknesses in comparison to peer competitors.
• Provide actionable recommendations to prioritize product development, technology and personnel initiatives for the greatest short and long term ROI.

Chatham Solution

• Developed a customized telephone interview script.
• Conducted telephone interviews with key intermediaries and provided transcripts of all telephone conversations immediately after call.
• Analyzed intermediary product/service and overall company perceptions.
• Provided actionable recommendations to improve both product/service offerings and intermediary perception of company.

Results

• Improved satisfaction with consultant coverage by 7% from year-to-year.
• Identified areas for improvement in the positioning of the Company’s product/service offerings.