Diagnosis of the service models of 4 subsidiaries of an international banking group
Context
The General Management of an international banking group asked its main retail subsidiaries to deploy 3 service models: Digital Only, Hybrid and Advisory. The Marketing Departments of each subsidiary designed differentiated offers based on central recommendations and market standards. The Group Marketing Department is responsible for carrying out a critical review of proposals from domestic markets.
Objective
The Group Marketing Department appointed VERTONE to ensure that the initial recommendations were well-founded, and to carry out a critical review of the proposals from 4 countries (France, Belgium, Italy, Turkey).
VERTONE contribution
International benchmarking of banking and non-banking players who have deployed different service models for the retail market. Critical review of the theoretical model proposed by General Management. Analysis of the positioning of banking competitors in terms of service models. Analysis of trends in each of the 4 pilot markets. Development of new recommendations for each of the 4 countries, in close collaboration with the subsidiaries' marketing departments.To find out more, contact our team
