Case study - Banking on better customer relationships
Industry: Banking
Background:
Following a merger, a large European bank embarked on a profound organisational change process. The goal was to change the bank's management culture and to increase productivity with a specific focus on the sales forces in both the corporate and retail divisions.
IOWEU input:
As part of the organizational change process the IOWEU team developed an integrated training program that included 3 main areas: (1) managing people, (2) managing sales and (3) development of sales skills and attitudes (using Better Buyer Relationships materials as the core).
The program started with field observation in different branches around the country plus structured interviews with stakeholders. The developed training program was designed top-down, starting with strategy, continuing with management and ending with operational skills. The participants included the dedicated sales force and the middle management of the bank. The groups participated in a series of three training sessions linked together to integrate the specific skills and attitudes learned to the bank’s strategic goals.
Outcomes:
The sales performance management system was changed and linked to the bank’s strategy
The sales management techniques acquired enabled the middle management to focus on strategic clients