Reflection - Storytelling 

 Challenge 

 Foreign nationals moving to the UK for professional , academic or personal reasons , who financial   institutions are eager to acquire as customers and serve to the full , have the same offers /   opportunities and burdens across competitors in the market .   This makes hard for any single financial   institution to stand out so to attract and engage them at an early stage . 

 However , offerings are highly affected by regulatory and practical constraints that leave little room   for products and services ’ improvement and to developing valid differentiators in the market place .    Hence , the main challenge remains to attract the audience with an undifferentiated offer , to intercept   their needs early on and entice them enough to become customers to then establish a long standing   relationship for future developments . 

 The market data provides strong basis to pursue this business with high potential for greater market   share and future business growth within the affluent customers ’ targeted segment . 

 Selection 

 The tool I chose is the storytelling as this will deliver a two folds ’ benefit . It will provide the deeper   insight and understanding we need to bring different elements to what we have and do n’t have in the   proposition currently available and shift focus on what really matters to prospects / future customers   with an understanding of their deep needs , sentiment and personal story , which will form the core of   the business goals ’ activities .   This will help also to build the business case with the top management   who ’ll need to support the future plan . 

 To do this first and foremost we must get to know the audience , deeply and thoroughly and   understand what would bring that element(s ) to hit the mark through alternative routes , vs tackling   the offering as it stands .   And I believe that storytelling will help us do that . 

 We ’ll need to gather essential part of the story where the emotional , social and functional needs   unfold and reveal themselves for what they really are in given circumstances .   This will help identify   the opportunities to become a trusted point of reference for this segment . 

 Application 

 To start gathering insight I organised some ( 3 - 5 ) round tables of small groups of people ( 5 - 8) , from   different nationalities within the age group , background and status of interest within the parameters   of our target audience .   Questions are mainly prompts for open discussion where sticky notes are   distributed to collect input and to cluster themes .   The conversation is guided so that we go through   the process customers followed before , during and after moving to the new country , assessing the   needs ( functional , emotional and social ) and the path they took . 

 One to one interviews ( with about 20 people ) which allow for more personal and deeper   conversations , provided us with the granularity of information we need to revert back to the initial   clustering ( input collected through the round tables ) to check the mapping of findings and to cross   reference circumstances and needs throughout the customers ’ journey . 

 Insight and Approach 

 By using this tool , we were able to grasp the common needs and expectations based on the shared   sentiment in a specific point in time – how that can help the audience in the transition and therefore   how the brand / company / institution becomes a strong ally for the present and the future needs of   these people .   It also allows to exploit what we take from customers ’ input and “ translate ” it into plain   language that relates to them and their stories , connecting them with the brand by seeing the   solution to their needs in a brand / company / institution that understands and fully comprehends   expectations by anticipating the response . 

 The interview techniques and round tables , coupled with market data , have provided both hard facts   and valuable insight to also bring on - board the top management who must support activities in order   to succeed .   In particular , the Storytelling tool enabled us to find the most powerful part of the   message , adding colour to the strategy and proving that we can gain mkt share with the same “ offer ”   whilst addressing the audience in the right way .   Recommendations on the narrative and the   communications at large have strong foundations , proving very successful to align front line staff with   senior management , creating a common understanding , accessible to all . 

 I trust the storytelling is the best tool to dig deeper , to gain true insight and formulate proposals   around the “ reality ” of lives with a good story designed to make them connect with the brand – with a   language and a narrative that they understand and identify with , particularly in a specific moment in   time ( i.e. circumstances ) which we can only investigate through immersion and sound understanding . 

 We gathered valuable vision on how to hit the mark by discovering where is the connection with the   brand and how to share awareness through the channel , language and manner that speak to the   audience we ’re trying to reach . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Reflection - Storytelling 

 Challenge 

 Foreign nationals moving to the UK for professional , academic or personal reasons , who financial   institutions are eager to acquire as customers and serve to the full , have the same offers /   opportunities and burdens across competitors in the market .   This makes hard for any single financial   institution to stand out so to attract and engage them at an early stage . 

 However , offerings are highly affected by regulatory and practical constraints that leave little room   for products and services ’ improvement and to developing valid differentiators in the market place .    Hence , the main challenge remains to attract the audience with an undifferentiated offer , to intercept   their needs early on and entice them enough to become customers to then establish a long standing   relationship for future developments . 

 The market data provides strong basis to pursue this business with high potential for greater market   share and future business growth within the affluent customers ’ targeted segment . 

 Selection 

 The tool I chose is the storytelling as this will deliver a two folds ’ benefit . It will provide the deeper   insight and understanding we need to bring different elements to what we have and do n’t have in the   proposition currently available and shift focus on what really matters to prospects / future customers   with an understanding of their deep needs , sentiment and personal story , which will form the core of   the business goals ’ activities .   This will help also to build the business case with the top management   who ’ll need to support the future plan . 

 To do this first and foremost we must get to know the audience , deeply and thoroughly and   understand what would bring that element(s ) to hit the mark through alternative routes , vs tackling   the offering as it stands .   And I believe that storytelling will help us do that . 

 We ’ll need to gather essential part of the story where the emotional , social and functional needs   unfold and reveal themselves for what they really are in given circumstances .   This will help identify   the opportunities to become a trusted point of reference for this segment . 

 Application 

 To start gathering insight I organised some ( 3 - 5 ) round tables of small groups of people ( 5 - 8) , from   different nationalities within the age group , background and status of interest within the parameters   of our target audience .   Questions are mainly prompts for open discussion where sticky notes are   distributed to collect input and to cluster themes .   The conversation is guided so that we go through   the process customers followed before , during and after moving to the new country , assessing the   needs ( functional , emotional and social ) and the path they took . 

 One to one interviews ( with about 20 people ) which allow for more personal and deeper   conversations , provided us with the granularity of information we need to revert back to the initial   clustering ( input collected through the round tables ) to check the mapping of findings and to cross   reference circumstances and needs throughout the customers ’ journey . 

 Insight and Approach 

 By using this tool , we were able to grasp the common needs and expectations based on the shared   sentiment in a specific point in time – how that can help the audience in the transition and therefore   how the brand / company / institution becomes a strong ally for the present and the future needs of   these people .   It also allows to exploit what we take from customers ’ input and “ translate ” it into plain   language that relates to them and their stories , connecting them with the brand by seeing the   solution to their needs in a brand / company / institution that understands and fully comprehends   expectations by anticipating the response . 

 The interview techniques and round tables , coupled with market data , have provided both hard facts   and valuable insight to also bring on - board the top management who must support activities in order   to succeed .   In particular , the Storytelling tool enabled us to find the most powerful part of the   message , adding colour to the strategy and proving that we can gain mkt share with the same “ offer ”   whilst addressing the audience in the right way .   Recommendations on the narrative and the   communications at large have strong foundations , proving very successful to align front line staff with   senior management , creating a common understanding , accessible to all . 

 I trust the storytelling is the best tool to dig deeper , to gain true insight and formulate proposals   around the “ reality ” of lives with a good story designed to make them connect with the brand – with a   language and a narrative that they understand and identify with , particularly in a specific moment in   time ( i.e. circumstances ) which we can only investigate through immersion and sound understanding . 

 We gathered valuable vision on how to hit the mark by discovering where is the connection with the   brand and how to share awareness through the channel , language and manner that speak to the   audience we ’re trying to reach .
### Output: 