Industry
Banking & Financial Institutions
Company Profile
- Leading German regional bank
- > €10bn total assets
- > 50,000 custody accounts
Situation and Objectives
- Decrease churn rate, especially for younger customers
- Develop competitive online brokerage offering
- Reduce special conditions across all customer groups
Approach
- Using findings from behavioral economics, we differentiated the offer into a basic, a comfort and a premium package
- Clear value communication makes selection of the right package easier
- Combining product / portfolio design knowledge and digital possibilities, we designed a convenient and modern sales app for the salesforce
Basic-Comfort-Premium Portfolio
Results
- We developed two custody account environments: 1) competitive online brokerage accounts and 2) optimized accounts for advice-seeking customers ("old environment").
- We created sophisticated fencing conditions to protect the current revenue while introducing attractive online brokerage conditions.
- We designed a digital sales tool which enables the salesforce to easily select the right account. It also pushes value-selling by clearly communicating all services and values included in these accounts.
Impact
- Significant reduction of churn rate
- 50% more online transactions
- 80% less special conditions
