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[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Background ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],So what do SMEs want from their bank? ,[object Object],[object Object],[object Object]
[object Object],[object Object],But our bank was not fulfilling this need ,[object Object],[object Object]
Customer-Centricity and CRM … ,[object Object],[object Object],[object Object],[object Object]
Relationship Marketing ,[object Object],[object Object],[object Object]
Summarising the theory...
Industrial-level income stream analysis... STATISTICALLY SIGNIFICANT FINDINGS n =  1,355,663
Industrial-level product utilisation analysis... STATISTICALLY SIGNIFICANT FINDINGS n =  1,355,663
Top-level geographical economics...
How the customer wants to be served... STATISTICALLY SIGNIFICANT FINDINGS n =  2,273
Strategy integration...
Business cases for integrating the bank...
Execution ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Results: Up to a 1-in-2 hit rate
What management said... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What about the SME customers? W hen asked what the bank  could do differently to make a real difference to them, the most frequently reported category by SMEs was that the bank should be more  proactive  about understanding their business and meeting their requirements  Expert Segment Customer Survey 2008  This project was a 100% proactive approach to servicing our customers with the benefit of deep industrial insight
What about the SME customers? Based on Martín-Consuegra, Molina and Esteban 2006 According to the RMs, our bank was now becoming increasingly “top of mind”
Delightful financial results... Incremental revenue practically doubled every month during the pilot project
Conclusion ,[object Object],[object Object],[object Object],[object Object],[object Object],Our interpretation of the theory was enriching in terms of the apparent alignment between theory and results

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The relationship marketing advantage, ICSB Halifax, Canada, 2008