National key accounts research to protect competitive position and drive growth for leading financial services entity
About the Client
The company is recognized worldwide as a leading provider of long-lasting financial solutions that help companies thrive and grow. Client provides commercial lending and leasing as well as a broad range of financial services across industries. The company provides commercial lending and leasing, as well as a range of financial services for health care, media, communications, entertainment, consumers, real estate, and aviation
The company needed to better understand key customer-experience drivers due to increased competitive intensity, a new strategic focus, and changes in regulation and accounting rules with a goal of protecting their core business. Working within the company’s new strategic framework, the goal was to define what key accounts valued and actions that could be taken to enhance the customer experience.
How We Helped
Growth Decisions articulated an approach that translated the client’s specific business challenges into a targeted plan to research and profile their key accounts.
The five key results generated by this project were:
- Identified central elements of the customer experience that were valued by the clients themselves with emphasis on equipment leasing vs. corporate lending
- Helped the client articulate key retention drivers (benefits) vis-à-vis competition by segment/industry
- Uncovered central decision-making elements and processes for key accounts that could help to protect customer relationships including current challenges and dynamics for key account businesses
- Validated and updated current business assumptions around competitive advantages profiling aspects such as attribute comparison vs. commercial banks, required levels of service, breadth of offering, and highly valued lending products
- Proposed 25+ potential, realistic actions the client could take to impact the business in areas such as operations, account management, pricing, technology, branding/communications and new products
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