Marketing Mix of Credit Suisse and 7Ps (Updated 2024)

The Marketing mix of Credit Suisse analyses the 7Ps of Credit Suisse, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Credit Suisse. Credit Suisse is an international holding company of Swiss origins. This multinational corporation deals with the financial services sector and Banking. It was founded by Alfred Escher in 1856 and is headquartered in Zurich. Credit Suisse is a major player in several markets and is recognized for its brilliance and excellence. Some of the main competitors of this global firm are as follows-

• Wells Fargo
• HSBC Holdings
• BNP Paribas
• ABN AMRO Bank
• RBS
• Barclays Bank
• J.P. Morgan Chase
• Goldman Sachs Group

About Credit Suisse

• Type: Global investment bank and financial services firm
• Industry: Financial services
• Founded: 1856
• Founder: Alfred Escher
• Headquarters: Zurich, Switzerland
• Area served: Worldwide
• Key people: Axel Lehmann (Chairman) and Thomas Gottstein (CEO)
• Number of employees: 45,000

Credit Suisse Product Strategy

Credit Suisse is a stock corporation and also the largest provider of financial and banking services. It has four divisions and offers expertise in asset management, investment banking, and private banking. The company also has a Shared-Services group offering IT, legal, risk management, and marketing support to other divisions. The company was formed to provide monetary funding to Switzerland’s rail system. Loans issued by the firm were responsible for the country’s electrical grid and rail system in Europe. Credit Suisse helped in the development of the currency system in the country and funded entrepreneurship. During the 1900s, companies shifted towards retail banking as savings accounts became more popular daily.

Currently, Private Banking includes wealth management, institutional and corporate business. Investment Banking deals with trading, investment research, securities, capital procurement, and prime brokerage businesses. Asset management deals in selling alternative investments, investment classes, fixed-income products, equities, real estate, and several financial products.

Credit Suisse’s product mix focuses on financial solutions across several core areas in the financial services sector.

The new Product mix of Credit Suisse in 2024 is as follows (Source).

1. Wealth Management: This includes a range of services for managing wealth tailored to individual client needs.
2. Investment Banking: Providing services like capital markets access, financial advisory, and other banking solutions.
3. Asset Management: Offering investment products and solutions across various asset classes.
4. Retail and Commercial Banking: Primarily through its substantial presence in Switzerland, offering banking services to individual and business clients.

The company emphasizes a client-centric approach to customer first, aligning its services with client needs while focusing on wealth management, asset management, and a stable presence in its home market of Switzerland.

Credit Suisse Place Strategy

Credit Suisse is a prominent corporation that has operations in nearly fifty countries of the world. Its employee force is about forty-seven thousand from one hundred and fifty nations. Its operations are in four regions: the Middle East and Africa, Europe, Switzerland, America, and Asia Pacific. Clients are served through five divisional sectors: Global Markets, Investment Banking and Capital Markets, Swiss Universal Bank, Asia Pacific, and International Wealth Management. Divisions work intricately with each other to provide integrated solutions of a financial nature to clients. They are supported by corporate functions that offer business support and corporate services and implement procedures for daily operations.

The first international branch of Credit Suisse was in New York City in 1942. Independent auditors govern the company, the board of directors, and shareholders. The Annual General Meeting is an annual report organized by the company’s board of directors and investors to determine the agenda to be followed. The shareholders elect auditors and approve financial statements and annual reports.

Credit Suisse’s place strategy can be summarized as follows:

1. Global Network: Credit Suisse operates a global network in key financial markets worldwide, providing a broad geographical reach.
2. Strong Swiss Base: They have a strong presence in Switzerland, their home market, which serves as a core area for their banking operations.
3. Online and Digital Platforms: Credit Suisse offers online and digital banking services, allowing clients easy and efficient access to various financial services.
4. Client-Centric Approach: The bank adopts a client-centric approach in its operations, ensuring its services are easily accessible and tailored to client needs.
5. Diverse Client Base: Credit Suisse caters to a diverse range of clients, including individuals, corporations, and institutional clients, adapting its services and presence to meet the varying needs of these groups.

Credit Suisse Pricing Strategy

Credit Suisse is a forward-thinking firm that has earned respect globally because of its excellent services. During its starting year, the company adopted a conservative lending policy focussed on medium- or short-term loans. 25% of its revenues were earned mostly from its funding of the rail system. In its early years, the company followed a reasonable pricing policy as it was catering to middle-class people and funding lots of projects that were of national interest. During its later years, it set up insurance and banking companies and became the largest bank in the country. During this time, its pricing policy changed to premium as it provided a haven to all its clients. Its interest rates are marginally higher than those of its rival companies, but its impeccable services have helped it maintain its position as one of the best.

Credit Suisse’s pricing and marketing strategy in the financial services sector involves several key elements:

1. Value-Based Pricing: Pricing is based on the value delivered to clients, particularly in wealth and asset management services, where fees may be tied to the performance and management of assets.
2. Competitive Pricing in Retail Banking: In its retail banking sector, especially in Switzerland, pricing is competitive to attract and retain individual and small business clients.
3. Tiered Service Models: Different pricing tiers for various service levels, especially in wealth management, where more personalized and comprehensive services are offered at higher price points.
4. Fees for Specialized Services: In investment banking and advisory services, fees are often structured based on the complexity and scope of the services provided.
5. Transparent Pricing Structure: Credit Suisse aims for transparency in its pricing, providing clarity to clients about the costs associated with different services and products.

Credit Suisse Promotion Strategy

Credit Suisse has been the recipient of several national and regional awards. In 2010, it was titled Best Global Bank, and it was called Best Investment Bank and Best Private Bank by Euromoney magazine. It has developed an entry-level hiring program to provide the best possible services. The company ensures that world-class support and training are provided to employees to help them improve. All its campaigns are based on its approach towards its clients. The company has emphasized its qualitative services to maintain its customers’ loyalty. Credit Suisse sponsors several events and sports. Roger Federer has been its brand ambassador since 2009.

Some Recent Video ads and Print ads of Credit Suisse are:

Latest update on the acquisition by UBS (credit-suisse.com)

Credit Suisse People Strategy

When discussing the “People” element of the service marketing mix for Credit Suisse, you’re focusing on how the bank’s employees, management, and culture impact its service delivery, customer satisfaction, and overall brand perception. Here are some key aspects to consider.

1. Expertise and Professionalism: Credit Suisse, like many leading financial institutions, heavily emphasizes the knowledge and professionalism of its staff. This includes a wide range of professionals, from investment bankers to wealth management advisors, who must deeply understand the financial markets, products, and regulatory environments in which they operate.
2. Training and Development: The bank invests in continuous training and development programs for its employees to ensure they stay at the forefront of industry knowledge and trends. This commitment to professional growth helps attract top talent and ensures that the bank can offer high-quality, knowledgeable service to its clients.
3. Customer Service: Customer service staff play a crucial role in the “People” element of Credit Suisse’s service marketing mix. The quality of service these employees provide can significantly influence customer satisfaction and loyalty. Credit Suisse aims to maintain high customer service standards through rigorous training programs, performance monitoring, and feedback mechanisms.
4. Culture and Values: The organizational culture and values of Credit Suisse influence its service delivery and client interactions. The bank promotes a culture of integrity, responsibility, and respect, reflected in how employees engage with clients and each other. Such a culture supports the bank’s aim to build long-term, trust-based relationships with its clients.
5. Diversity and Inclusion: Credit Suisse recognizes the importance of diversity and inclusion in its workforce. The bank aims to enhance innovation, decision-making, and service delivery by fostering an inclusive environment that values diverse perspectives. This commitment to diversity is also essential for appealing to a global client base with varied needs and preferences.
6. Leadership and Management: The leadership and management team at Credit Suisse play a pivotal role in shaping the service culture and ensuring the effective implementation of service strategies. Their vision, decision-making, and leadership style significantly impact the morale and performance of the employees and, consequently, the quality of service provided to clients.

Credit Suisse Process Strategy

When analyzing the “Process” element of the service marketing mix for Credit Suisse, it’s essential to focus on how the bank designs, manages, and delivers its financial services to ensure efficiency, quality, and customer satisfaction. The processes at Credit Suisse are likely to be complex, given its status as a global leader in financial services, catering to a diverse clientele, including individuals, corporations, governments, and institutional investors. Here are several key aspects of Credit Suisse’s processes.

1. Client Onboarding: The onboarding process is crucial for setting the stage for a long-term relationship. This involves gathering client information, conducting due diligence, and ensuring compliance with regulatory requirements. Credit Suisse likely leverages technology to streamline this process, making it as efficient and user-friendly as possible while maintaining high security and compliance standards.
2. Risk Management: Risk management is a critical process for any financial institution. Credit Suisse would have comprehensive processes to assess, monitor, and mitigate financial and operational risks. This includes credit, market, liquidity, and operational risks. The bank’s risk management approach helps protect its assets and client investments and ensures stability and regulatory compliance.
3. Transaction Processing: Efficient transaction processing is vital for client satisfaction, especially in banking and financial services. Credit Suisse likely employs advanced IT systems and protocols for handling transactions quickly and accurately. This includes everything from simple banking transactions to complex trades and investments, requiring seamless back-end processes to ensure client orders are executed without unnecessary delays.
4. Customer Service and Support: Customer service and support processes are key components of the bank’s service delivery. Credit Suisse likely has multiple channels for customer support, including in-person meetings, online banking platforms, phone support, and digital messaging services. The efficiency, responsiveness, and quality of support provided through these channels are crucial for customer satisfaction and retention.
5. Product Development and Management: Developing new financial products and managing existing ones is vital to staying competitive. Credit Suisse would have processes for market research, product innovation, compliance checks, and the rollout of new offerings. Ensuring these processes are efficient allows the bank to respond quickly to market changes and client needs.
6. Technology and Innovation: Integrating technology and innovation into service delivery is crucial in the digital age. Credit Suisse invests in technology to enhance its service platforms, security measures, and operational efficiencies. This includes adopting blockchain, AI, and machine learning, from improving transaction processes to personalized financial advice.
7. Compliance and Regulatory Adherence: Given Credit Suisse’s global operation scale, compliance with international and local regulatory standards is a complex but crucial process. The bank needs to ensure all its services and operations comply with the laws and regulations of the jurisdictions in which it operates. This requires continuous monitoring, updates to processes, and staff training.

Credit Suisse Physical Evidence Strategy

The “Physical Evidence” component of the service marketing mix for Credit Suisse encompasses all the tangible and intangible elements that customers use to evaluate the bank’s service quality. In financial services, where the products are intangible, physical evidence becomes crucial for building trust, conveying quality, and differentiating the brand. Here are vital aspects of physical evidence for Credit Suisse.

1. Branch Design and Layout: The design and layout of Credit Suisse branches play a significant role in physical evidence. High-quality, professional, and welcoming branch environments can significantly impact customer perceptions and experience. This includes the architectural design, interior decoration, seating arrangements, and even the choice of colors and materials, all of which contribute to a sense of security, privacy, and prestige.
2. Digital Platforms and Website: In today’s digital era, the bank’s online presence is a critical form of physical evidence. Credit Suisse’s website and mobile banking app must offer a user-friendly interface, secure and efficient functionality, and comprehensive information about products and services. These platforms’ professionalism and ease of use directly affect customer perceptions and satisfaction.
3. Marketing Materials and Communications: Brochures, financial reports, advertisements, and all written communication from Credit Suisse are physical evidence of the bank’s professionalism, attention to detail, and brand values. High-quality, clear, and informative marketing materials help reinforce the bank’s image as a trusted financial advisor.
4. Statements and Reports: The quality and clarity of financial statements, investment reports, and other customer-facing documents are essential. These should be accurate, timely, and presented in a format that reflects the bank’s high standards. Well-designed reports can help make complex information more understandable and accessible, enhancing the customer experience.
5. Branding Elements: The bank’s logo, corporate colors, and other branding elements are visible signs of its identity and reputation. Consistent use of these elements across all physical and digital touchpoints helps build brand recognition and trust. For Credit Suisse, maintaining a strong, recognizable brand is vital for standing out in the competitive financial services market.
6. ATMs and Self-Service Kiosks: The availability, functionality, and appearance of ATMs and self-service kiosks are also forms of physical evidence. These touchpoints must reflect the bank’s commitment to technology, security, and customer convenience. Well-maintained and strategically located ATMs can enhance the banking experience and accessibility for customers.
7. Customer Service and Personal Interactions: While not physical in the traditional sense, the demeanor, appearance, and professionalism of the bank’s staff during personal interactions contribute significantly to the tangible aspects of service delivery. Employees’ behavior and appearance are critical in conveying the bank’s values and standards.

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