The most powerful profit lever in a modern marketing mix is a customer service concept that is tiered according to customer potential.
This involves assigning sales resources to customers with a high level of unexploited earnings potential based on a potential-based evaluation and prioritization of customers. zeb/ provides banks with a systematic approach for the effective management of private customer sales.
zeb/potential-oriented planning enables you to make a realistic and focused assessment of your sales potential. You get differentiated information about the potential which exists in your specific business area and transparency about the status quo in your sales organization. We also help you to establish a targeted, action-oriented marketing strategy. At the same time, we ensure that the marketing strategy is in line with your bank's overall strategy.
Our methodical approach:
- Based on the zeb/private customer study, we establish the customer structure, product utilization, volume and earnings potential of households in your region. We orient ourselves on your customer segmentation concept.
- In a second step, we compare market potential with your current sales figures. This comparison reveals unexploited potential that exists in your bank, and this potential is incorporated in the marketing strategy as a key variable.
- We also plan existing business on the basis of current business volumes, margins, future maturities and prolongation rates.New and existing business plans are harmonized with sales capacity plans and ascertained as far as activity level (bottom-up approach).
- New and existing business plans are harmonized with sales capacity plans and ascertained as far as activity level (bottom-up approach).
- The results of the bottom-up plan are compared with your strategic top-down plan. This facilitates the identification of any necessary modifications.
- Operational measures are defined on the basis of the results.
- Then, we help you to install a consistent implementation monitoring system which enables the prompt identification of any budget deviations.