Ahead of the Digital Marketing Leaders Summit Singapore 2019, we spoke to Filippo Stefanelli, the Chief Marketing Officer of StashAway. Filippo has 12 years of advertising experience in branding, storytelling and marketing activation campaigns through digital, traditional and video channels.
Tell us a bit more about yourself and your professional background
I am currently the CMO of StashAway, the leading digital wealth manager in South-East Asia. In this role, I oversee all marketing and growth channels with the goal of empowering people to accumulate and manage wealth for the long-term. Before joining StashAway in Singapore, I co-founded a successful creative agency in Italy. In the last 13 years I have planned and managed online and offline communications campaigns (one short-listed in the New York Webby Awards) for B2C and B2B clients in various sectors, among them tourism, wine, entertainment, FMCG, financial services, and fashion. I also lecture at University and in seminars on brand positioning, promotional strategies, and effective communication. I hold a Global Executive MBA degree from INSEAD, an MS in Management Engineering and a BS in Telecommunication Engineering from Politecnico di Milano.
What are your key responsibilities at your current role with StashAway?
I deal with everything related to customer acquisition and retention, both B2C and B2B, across the region. The incredible team I have the privilege to lead is also in charge of branding, PR, and Customer Engagement.
Users of digital investment platforms have increased over the past few years and StashAway has spotted opportunities in Singapore and Malaysia. Have you noticed any differences between customer loyalty/retention strategies between these two markets?
Yes, there are many differences across the region, and you can understand it clearly by listening to the content of the calls that reach our fantastic Customer Engagement team. We have adapted our communication strategy accordingly. The diversity also extends to the touchpoints preferred by our users, in some countries, you should interact mainly with instant messaging platforms because of cultural reasons, and thus we have invested heavily on that.
Lasting customer relationships are rare in the digital age – the competition is always just one click away. Have you tried out any innovative methods to enable long-term customer loyalty online? If so, were they successful?
Many of our customers rely on us for their retirement needs, and this means establishing a trust relationship that will extend for decades. Call it extreme loyalty. To sustain this, we don't think there are secret ingredients other than having the best product in the market, being there when they need us and instilling trust at every possible interaction. We have deployed significant resources to be the most competent in those three areas.
Filippo will be presenting at the Digital Marketing Leaders Summit, taking place on September 11 & 12 in Singapore. His talk will focus on key strategies to optimise the fintech customer journey and long-term loyalty. You can find more details here.