Client: Morgan Stanley

Challenge:  Increase awareness of – and participation in – an existing customer appreciation program for Morgan Stanley’s high-value clients, which, at the time, was almost ignored by these clients.

Solution:   Along with our design partners, Sensei developed the strategy, web and database development, hosting and management of an online experience called “Reserved Access.”  It’s an online portal that provides Morgan Stanley’s high-value investors (those with a minimum investment portfolio of US$1,000,000, managed by Morgan Stanley) access to various travel, entertainment, and educational perks as a reward for their loyalty.

The online portal was created to improve the client’s customer experience with Morgan Stanley as a whole, and with the Reserved program itself. The strategy was created after a thorough study of the client’s needs and expectations from an investment firm, as well as the operational and regulatory challenges within Morgan Stanley and its industry.

Results:  Within the first year, active usage in the Morgan Stanley Reserved program jumped from less than 50,000 clients to over 400,000 registered clients. 8% of the current registered client list upgraded their investment portfolios to join the reserved program.