Winners rationale

Many banks boast of putting clients first and at the centre of their operations, but scantily few live up to such pledges. Credit Suisse is an exception to the norm, having demonstrated year after year that it continues to rethink the private banking experience from a client perspective and keeps delivering transformations that have enriched the overall dynamics between a U/HNW individual and a bank.Crafting a bespoke client experience almost always requires more meticulous planning and execution than establishing a simpler interaction in the hope of bringing in net new assets. Yet it is an experience that Credit Suisse was adamant a client should get in 2019. Through meetings and exclusive event invitations, the private bank identified the individual’s assets, goals, and risk tolerance. The rate of red carpet onboarding allowed Credit Suisse to squeeze turnaround time without sacrificing risk control. Equipped with proprietary technology, clients were in a position to have a digital walkthrough of the Credit Suisse experience, right from the onset.

Clients’ day-to-day experiences hinged on the dedicated front services premium team catering to their needs — be they ad-hoc or regular investment reviews. Tech-enabled monthly portfolio reviews complemented by risk analysis allowed investors to regularly revisit their investment choices. Formal in-person portfolio reviews with the tagged relationship manager benefitted clients, whilst creating opportunities for Credit Suisse to propose investment ideas and products to a sophisticated tier of individuals. Well-known digital platforms such as CS Invest and Canopy gave clients a more holistic view of their investments with the bank and beyond, truly providing them with a 24/7 Swiss banking experience that is hard to find elsewhere.

Credit Suisse’s flagship Digital Private Banking platform continued to hit the right buttons, as it took into account clients’ inclination to rely on mobile devices to fulfil their own banking needs, having become savvier in reviewing and executing deals without having to go through an RM. Should the client want to speak to an RM, CS Chat — which is the zoom-in brand for the Apple Business Chat solution in Asia — provided a simple and compliant communication method by tapping on Apple’s iMessage platform.

Beyond day-to-day investment services, Credit Suisse looked after its clients’ next gens by catering certain events to the younger age group and formulating succession and wealth plans for UHNW families.

Credit Suisse in 2019 kept up the momentum for creating a more immersive and bespoke client experience, making it the private bank of choice for Asia’s upper echelon.

Credit Suisse is Asian Private Banker’s Best Private Bank – Client Experience for 2019.