Shin Kong Bank held its high-value digital finance customer appreciation event for the third year running. VOCAL MIDDLE chose a food-and-wine pairing theme based on past years’ surveys and designed the content, flow, and space into an exclusive experience. The event was fully booked within 3 hours of registration opening, with nearly 100 guests attending and a 100% check-in rate, and produced behavioural evidence in the form of satisfaction scores and unprompted feedback.
Shin Kong Bank’s digital finance services have accumulated more than 800,000 customers, and its annual high-value customer event had entered its third year. The project needed to offer a fresh reason to take part on top of the existing relationship, while still meeting guests’ expectations of detail and exclusivity. The event therefore used offline interaction to carry forward the everyday digital-service relationship, so that invited customers could feel the brand’s understanding of their needs through the theme, the flow, and the on-site experience, and used registration, attendance, survey ratings, and unprompted feedback to assess the effect on the relationship.
Digital financial services have made transactions more convenient but have also concentrated everyday contact between brand and customer online. For high-value customers who have long used digital financial services, convenient features are only a baseline; exclusivity, the feeling of being understood, and the chance to build a relationship with the brand are what set a bank apart. Shin Kong Bank had already held guest events for two years, and repeating the same format in the third year would easily dull motivation and novelty. The opportunity for the project was to use past surveys to identify audience preferences, then integrate food-and-wine knowledge, five-sense experiences, and changes of space into one complete journey, so that the event theme and the brand promise of “close to life, thinking of the customer” supported each other.
Choose a theme that builds motivation to take part from past surveys
VOCAL MIDDLE first analysed surveys from past events and turned guests’ preference for lifestyle taste and in-depth experiences into a food-and-wine pairing theme. Rather than centring on brand information or one-way speeches, the event invited a wine expert to lead participants from common wines, through tasting methods and food pairings, to a gradual understanding of the differences, making the content itself a concrete reason to register and attend.
Link content flow and changes of space in a three-part experience
The project broke the idea of thanking guests into three consecutive experiences, arranging venues, food and wine, and interaction points along the tasting progression. Staff guided guests to taste, discuss, and try pairings in different settings, so that the sense of exclusivity came from a complete flow and its details rather than from venue specifications or a single high-priced element.
Validate the experience through on-site guidance and survey records
On-site execution paid attention to check-in, pacing, interaction, and feedback collection at once, keeping experience quality even at a scale of nearly 100 people. After the event, comparison among returning guests, overall satisfaction, and unprompted comments in an optional field were used to observe, respectively, how the experience compared with the previous one, the rating for the event itself, and the level of engagement.
The event was fully booked within 3 hours of registration opening, with nearly 100 guests and a 100% check-in rate. Among guests who had attended past events, 80% said this experience was better than the previous one; event satisfaction reached 100% for 3 consecutive years, and about 40% of attendees left positive feedback on their own initiative in the optional suggestions field.
The speed of registration and full attendance show the theme’s appeal; comparisons by returning guests and unprompted comments provide more concrete evidence of the experience than a single satisfaction score. These records support Shin Kong Bank’s approach of managing high-value customer relationships through events that are lifestyle-oriented, exclusive, and attentive to detail, and leave audience-preference data for comparison in later event design.
1.Why did Shin Kong Bank hold a high-value customer appreciation event?
Shin Kong Bank wanted to extend its everyday digital service relationship into offline interaction, thank its high-value customers, and express its service value of “close to life, thinking of the customer” through an exclusive experience. The third-year event also needed a fresh reason to take part in order to meet existing guests’ expectations.
2.What strategy and services did VOCAL MIDDLE provide in this case?
VOCAL MIDDLE analysed past surveys, planned the food-and-wine pairing theme, and was responsible for the content, flow, spatial settings, on-site guidance, and post-event survey records. Together, these three strands turned audience preferences into an experience that could be felt, joined, and compared.
3.How does this case differ from a typical VIP dinner?
This case did not simply provide food and a venue. The topic was chosen from past surveys, and a three-part experience was built from wine knowledge, food-and-wine pairing, changes of space, and interactive guidance. The event also kept returning-guest comparisons, satisfaction scores, and unprompted comments, giving the quality of the experience verifiable support.
4.What verifiable outcomes did this Shin Kong Bank case produce?
The event was fully booked within 3 hours of registration opening, with nearly 100 attendees and a 100% check-in rate; 80% of returning guests said this experience was better than the previous one, event satisfaction was 100% for 3 consecutive years, and about 40% of attendees left positive feedback on their own initiative.
