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Satisfying your customers

Britannia

Challenge: To use a new branch design to deliver a distinctive experience and more opportunities to talk.

Solution: Choreograph the customer experience from the outside in. Rehearse staff and managers in the new behaviours, and equip managers to certify each branch team's dress rehearsal.

Result: New working habits and a 20 per cent increase in sales.

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Citibank

Challenge: When the government of Argentina introduced new laws to encourage bank accounts, the bank wanted to test the market by opening branches in Blockbuster video stores.

Solution: Train staff to interact in a retail environment.

Result: Staff were ready, willing and able on opening day to meet the demand created by the marketing team.

Nationwide

Challenge: How to help customers make the most of newly refurbished branches.

Solution: Design a blueprint for branch "choreography" a joined-up map to define in detail how staff are to interact with customers. Agree non-negotiable staff and management activities. Train field managers, branch teams and key head office departments in the new behaviours.

Result: Increased performance in three styles of refurbished branches, with one of our pilot branches achieving first place in the network league table for three consecutive months.

Halifax

Challenge: Help a branch network that feared it was becoming the nicest organisation not to do business with, to improve life for its customers and recapture critical mortgage share.

Solution: Devise an award-winning Customer Focus Programme that encouraged more customer-oriented activities, improved sales coaching skills, and engaged managers in delivering "just-in-time" training.

Result: Sales of mortgages, current accounts and personal loans achieved record levels. Measured customer-satisfaction levels increased at the same time.

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Gulf Bank

Challenge: To provide a full range of high-quality banking services and satisfy its banking partner JP Morgan Chase.

Solution: Develop a fully structured sales manual, and grow market share through highly professional sales-management and customer-care teams.

Result: In 2005, the bank achieved record growth and profits for the sixth consecutive year. In the same year, it also won the title of "Best Retail Bank in the Middle East"

Burgan Bank

Challenge: To head off competition by involving middle management in creating a more customer-focused culture.

Solution: Equip the steering committee and middle managers to help grow professional front-line and call-centre skills

Result: Within three years, the bank doubled market share, increased profits and achieved measured improvements in its customer-satisfaction ratings. Its 2005 profits were up 43 per cent on the year before.