Hoe banken de klant weer centraal stellen

Balans versterken, kosten besparen, vertrouwen herstellen, serviceniveau verbeteren, klanten behouden… Tot aan hun bestaansrecht toe, zijn banken de afgelopen jaren uitgedaagd. Om aan al deze uitdagingen het hoofd te bieden vereist radicale keuzes. Lees hoe een van onze klanten hier invulling aan geeft.         

The banking industry faces no shortage of challenges. Client expectations are on the rise as they seek the same kinds of highly customized, consultative, and engaging experiences they’re accustomed to in virtually every other aspect of their daily lives. At the same time, clients are becoming increasingly more sensitive to fees. That sensitivity is putting considerable pressure on banks to reduce their fees or, in some cases, eliminate them altogether.

Further complicating matters is the fact that many products in the banking industry are becoming commoditized, meaning that unless they can find other ways to add value, most banks are forced to compete solely on cost. As if that weren’t enough, banks also have to contend with the fact that the cost of doing business face to face is going up. While talking to clients and prospects in person is critical to building and maintaining strong relationships, it’s also expensive and time-consuming. Practically speaking, that often leaves banks in a tough spot, forcing them to become painstakingly judicious about when, where, and how they use face time. And that, ultimately, can have an impact on revenue.

Now that we have a sense of some of the challenges that banks face, let’s take a look at one of the innovative ways our customer is combatting them head on.

Dealing with the challenges plaguing today’s banking industry calls for fresh thinking. For some banks, the solution is to reduce the cost of their client engagements while also using a combination of technology and marketing tactics to increase unaided sales.

By taking this client-first approach, our customer benefits from technology to make whatever time they are able to spend with clients much more meaningful.

Specifically, senior managers can adopt strategies that allow their client teams to own as much of the client journey as possible. In that way, it’s possible to increase unaided sales without the high cost of having a widespread office network and operating large customer teams. Here, technology has played a critical role, not just on the marketing side, but also when client manager actually meet with clients. For example:

  • Client managers have historically had large portfolios full of meeting materials along with them to face-to-face meetings. Today, however, they can use handheld technology that allows them to have everything they need in digital form right at their fingertips. Plus, they can customize those materials on the fly to suit each client’s individual needs, and pivot to find new materials when they’re requested.
  • Marketing & communication is now taking an pro-active role in driving the timeliness of client management cadences and activities, making face-to-face meetings more meaningful by taking the guesswork out of their needs and goals through analytics.
  • By leveraging technology within both their marketing and client teams to gather client insights, data, and preferences, our customer knows exactly what their clients care about. Subsequently it’s now easier for client teams to have more valuable client meetings.  by.

Ultimately, this hybrid coverage client-first model doesn’t diminish the importance of client-facing meetings. Rather, it makes them more valuable and meaningful by leveraging technology to ensure that client and marketing & communication teams are aligned throughout the full client journey. 

Following initial skepticism our customer is more and more recognized for taking a fresh approach on their client-first approach. If you have any enquiries what our sales enablement solutions can do for you, please contact us.