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Global Wholesale Bank II
A holistic view of relationship with global clients – shared by 3,500 client facing staff

Global Wholesale Bank II
Client Global Wholesale Bank
Sector Wholesale Banking
Solution
Client Coverage Processes

Brief

A major global bank created a new wholesale banking entity by merging its, formerly separate, corporate and investment banking operations.

A key objective of the new group was profitable management of its global clients. The bank's strategy to achieve this objective was to create efficient and knowledgeable client teams to manage its important client relationships.

Solution

The solution comprised the following program elements:
  • Client Strategy – advice on segmentation and coverage models.

  • Client Coverage Methodology – implementation of a practical methodology which worked universally across the bank to support the delivery of single and multi-product solutions to both local and global clients.

  • CRM Software Solution – a technology platform robust enought to scale the client coverage methodology globally, yet flexible enough to be customised to meet the bank's specific requirements.

  • Deployment Resource – advice and implementation resource to roll out the program to 3,500 bankers in 36 countries.

Results

The bank convened a strategy congress for its entire global leadership team. The software solution was the only IT system that featured in the bank’s long term strategic plan.

The bank cites three important achievements of the program:
  • Holistic view of the global client relationships – shared by 3,500 client facing staff working across product and geographic boundaries. This helped the client teams to provide unified service to the client.

  • Deal pipeline connected to individual accountabilities – for a given client or industry sector, senior management now has a strategic overview of both the revenue pipeline and the total sales activity supporting it. Furthermore, managers can quickly drill down to view individual accountabilities and the status of assigned tasks that support the revenue pipeline.

  • A high level of acceptance and usage of the relationship management application - attributed to an easy to use browser based application interface; simple but powerful functionality including integration with the corporate e-mail application; and the support of senior management during deployment of the program.


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