Using Customer Insights to Drive Value


Case Summary

Faced with increasing competition, more demanding customers, vendor-only status and a tactical sales approach, our client asked Symmetrics Group to help identify the strategic needs of its top accounts and craft the customer conversations needed to demonstrate how it could help.

Business Challenge

Our client offered the broadest array of front, middle and back office software applications for the financial services industry, from global trading to asset management; and from regulatory compliance to risk. The company had an enviable client list and a technology footprint worthy of partner-level relationships within its major accounts. However, its customer interactions tended to be tactical discussions about software functional needs. With customers demanding more strategic guidance and competitors gaining momentum, our client needed to change the nature of its customer conversations as well as customer perception.

Symmetrics Group Approach

Symmetrics Group worked with the major account teams to identify and prioritize the top set of business concerns unique to each customer. We helped them:

  • Formulate the business guidance they could offer customers based on their formidable knowledge of financial services, trends and other market drivers;
  • Determine what technology solutions and professional services expertise would best help customers address their needs;
  • And differentiate themselves from point solution providers best equipped to compete with our client in tactical sales only.


Major accounts teams have shared their long-term strategic vision with customers, working with them to jointly arrive at specific recommendations for achieving growth, improving operational efficiency, mitigating risk, lowering costs or maximizing the time employees spend on high-value work. These conversations have resulted in short-term revenue of $2 million, with several additional long-term pursuits in process.


“We think about the customer’s future, and we’re not rooted in our products. This enables us to have a different, more strategic discussion. We can have a more comprehensive discussion of the customer’s problem.”  – Division President

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