Industry
Banking & Financial Institutions
Retail & Business Banking
Company Profile
- Leading German regional bank with 45% market share in the SME business in its region
Situation and Objectives
- Increase profits from credit lines granted to SMEs
- Increase cross-selling of further products to (and thus loyalty of) existing SME customers
- Launching a loyalty bonus program for SMEs
Holistic Loyalty Program
Results
- Developed a holistic price/product/sales program around the topic “liquidity for companies”
- Introduced a truly innovative pricing for credit lines (including completely new price points)
- Developed a holistic loyalty program, which included: (1) new design of product categories, (2) creation of a digital sales tool, (3) development of holistic sales approach, (4) use of new “intuitive framing” for cross-selling
Impact
- 20% increase in profits from credit lines
- increased product usage rate (cross-selling)
- successful implementation of new price points
