Case Study

Major Australian Bank - New to bank aquisition


The opportunity 

When such a large part of growth is new customers, it pays to be proactive. That was the approach a major Australian bank wanted to take, in order to meet the challenge of significantly growing their new customer base and on-boarding one million new customers within two years. The bank briefed us to deliver a program that would up-skill lending managers to be more proactive in business development, grow home loans and increase the share of new to bank leads.

  

Our thinking

We started this major project by conducting widespread interviews across all the bank’s brands. Talking to more than 50 people through out the different businesses, we gained key insights into the differing approaches to business development, lead generation and onboarding new customers. We followed this deep research with a high-level design day. Working with senior stakeholders from all the bank’s brands, we presented back our findings and approach, gathering more information for the project’s final design.

  

What happened next?

Testing and refining our design, we ran three pilot experiences. These two-day workshops were facilitated, with acting and demonstrations of proactive sales calling, and referral source conversations. This provided a simple model for proactive calling to new prospects. In addition, live calling opportunities gave participants the chance to test the techniques they’d experienced, so they could see evidence that the model worked, and develop the belief that they could achieve their ambitious new targets.

Before the rollout of the main program we ran a leaders conference. This up-skilled team leaders on the role they would need to take before, during and after the program launch, ensuring lending managers could embed new processes and behaviours, as well as facilitate with coaching.

  

Banking - Sales

• 420 Retail Lending Managers
• ROI: For every $1 spent on the program, the team returned $162 in home loan settlements.
• 6 months after program rollout over $122 million in new loans were settled as a direct result      of the program.
• 50% increase in proactive customer appointments – increased from an average of 6 to 9        
  appointments per week.
• During program the participants called 2538 prospective customers and booked 1118  
   customer appointments.
• The program won a highly commended award at the AITD awards in the category of Best
   Learning Organisation
• Overall NPS rating of 9.7 out of 10

In addition our client is using this project as a case study for how learning and training programs within the bank should be delivered in the future.
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