Boost the premium offer of a bank

Context

Our client is a regional branch of a major banking group. It offers a full range of banking and insurance products to individuals and businesses.

The challenge

Our client wanted to rethink its Private Banking offering, which was little understood and too limited. Given the nature and sensitivity of the customers concerned, the project presented significant challenges.

The project gave rise to a certain amount of apprehension internally about its consistency with the company’s mutualist values and the need for teams to develop their skills.

The solution

The Spirit Advisors teams helped the company to define a target marketing model (positioning, segmentation, visual identity, etc.) and an appropriate marketing model (organisation of teams, relationship model, by agency, etc.).

The project involved 8 workstreams:

• 4 sites content of the offer
• 4 support areas, including human resources and communication

Our experts provided methodological support in terms of project management and change management, as well as content (voice of the customer/voice of the business study) to better identify and prioritise internal and external expectations.

The impact

In just a few months, the Spirit and customer teams built up a complete offer with all the marketing components : positioning, pricing, products, communication and distribution. A large number of projects were undertaken and managed in a Lean way.