- Leading German regional bank
- > €10bn in assets
- ~ 500.000 private current accounts
Situation and Objectives
- Increase revenue of current account business
- Introduce maintenance fees while keeping churn rate low
- Convince sales force to improve value selling (shift focus from price to value)
Value Selling Tool
- Created a new, differentiated current account offering with significantly higher prices.
- Introduced loyalty pricing elements to give customers the chance to keep their old price (or get an even lower price) when using more products (“emergency exits”).
- Designed emotional, interactive web-based product configurator for (1) sales force in branches and (2) digital sales.
- Bundled all basic banking products (debit cards, credit cards, overdraft facility) into one “basic banking solution” presented within the configurator.
- 60% revenue increase from current accounts
- Only 1,5% churn rate (mostly low value customers)
- Satisfied sales force