Success Story
A LARGE REGIONAL BANK LOOKS TO IMPROVE CUSTOMER CROSS-SELL WITH MIDDLE MARKET CUSTOMERS
Problem:
Middle market bankers operate in a relationship-driven market and maintain very intimate relationships with individual clients. This environment made it difficult for one bank to shift the focus from individual relationships and communicate the broader picture of the marketplace.
Solution:
In order to create engagement from their Relationship Management teams, this bank utilized Barlow Research's Customer Feedback and Action Planning workshops. Utilizing proprietary Voice of the Customer Research, these workshops created engagement with the relationship managers by providing team-specific results along with broader company and industry wide results.
Results:
Once the results were shown, the Relationship Managers developed ideas on processes improvements that could increase performance for the bank as a whole, rather than address just one individual relationship. From this research an increased focus and improved processes for treasury management solutions and error resolution has led to greater cross-sell and loyalty.
"Our Relationship Managers look forward to receiving their results. They compare it to receiving your ACT scores. Thanks to normative data; they know in what areas they are performing better than, the same or worse than the market. These workshops help to focus our internal strategy groups on solutions that have improved treasury management cross-sell and error resolution."