Unlocking Brand Success in online trading
How Swissquote became a leader in online trading by shaping consumers’ expectations, harnessing context and communicating with empathy
Swissquote, the leading Swiss online bank, has built its reputation as an innovative, robust, and unique trading bank by understanding its customers' needs, expectations, and motivations. The bank's success lies in its three foundational pillars: shaping customer expectations, understanding context, and acting with empathy.
Shaping Expectations: Swissquote meets and shapes a wide range of customer expectations through its diverse suite of services, from securities to cryptocurrencies. Its focus on providing excellent customer service, transparency in operations, and value for money has earned it a leading position in meeting customer expectations for online investment platforms.
Understanding Context: Swissquote harnesses both macro and micro context. It stays abreast with global economic trends, regulatory changes, and societal attitudes towards investing, especially in the area of sustainable and ethical finance. At the micro level, it caters to individual customer needs, such as financial education and advanced trading platforms.
Acting with Empathy: Swissquote demonstrates empathy by understanding its customers’ aspirations and needs. It strives to provide reassurance and clear information during times of economic uncertainty. It also offers valuable resources, from its Swissquote magazine to its YouTube channels, providing financial advice and insights tailored to different levels of financial expertise.
Swissquote's successful branding strategy, which involves shaping expectations, harnessing context, and acting with empathy, has established it as a leading online trading brand. It stands out as a newer and more innovative bank, perceived as more modern and forward-thinking than the traditional banks it competes with.
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