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