Starting Point:
- Overarching strategy in the private customer segment has not been significantly adjusted for around eight years
- Many small branches available (regional savings bank), personal presence and visibility established as a strategic principle
- Staffing, substitution guidelines, and attractiveness for sales employees as key challenges
- Updating the strategy is challenging, as presence is to be retained as the bank’s DNA, while at the same time problems need to be solved and digital transformation must be driven forward
Activities BLC:
- Analysis and further improvement of segmentation for private clients
- Development of segment-specific strategies, incl. private banking/asset management
- Adaptation of existing product strategies to segment updates
- Review of branch network incl. setup of fixed logic for annual review of the network
- Development of roadmap for service transformation (process digitalisation & establishment of a “Credit Service Centre +”)
- Implementation of an overall HR concept (incl. increasing employer attractiveness)
- Adaptation of control and targeting logic in line with new strategy
- Accompanying management of further (in particular central) project initiatives in line with overall strategy
Key results:
- New segmentation logic defined
- Segment and product strategies extensively improved (incl. control/targeting)
- Branch network reviewed and regular process established for annual structured review
- Service transformation initiated: service centralised in terms of organisational structure and establishment of „Credit Service Centre +“
- Personnel measures developed as a key prerequisite for implementation