La banque d'un monde qui change 2004 - BNP Paribas

4041french retail bankingCORPORATECLIENTSBnp paribas grenobleRoll-out of the new businessapproach at end-2004Increasingly specific client requirements have ledBNP Paribas to apply differing sales approachesto each corporate client segment. The aim of thisis to position the French Retail Banking networkas the market leader by drawing on the wealthof offerings proposed by the Group.The approach is built around the Group’s 24Business Centres located throughout France,which are exclusively devoted to corporate clientsand institutions. Major corporate accountsare overseen by high-level Key Account Managerswho are based at the Bank’s main regional officesand who work in close collaboration with theBusiness Centres, the international networkand the Group’s specialised businesses to createcustomised solutions for each client.Additionally, two professional assistance services– Service Assistance Entreprise (SAE) and CashCustomer Services (CCS) – have been set upto deal with after-sales issues. The new approachwas the subject of a corporate communicationsdrive highlighting how the French Retail BankingDivision could provide essential expertise to itsclients’ projects.The increase in the Bank’s share of the loanmarket (+ 1.22 points) bears testimony tothe success of this new approach, whicheffectively meets client needs.Trade Centres andRegional Trading RoomsBNP Paribas Global Trade Services (GTS),a foremost world-class player in Trade Finance,maintained its leadership position in the Frenchmarket for both import and export documentarycredits and for international guarantees.The 2004 launch of the Connexis Trade Guaranteesmodule was a success. This new module wasdeveloped as part of the sustained campaign toboost international guarantee business. As regardsdocumentary credit, business is up by nearly 10%,which allowed BBDF to post a market share of 11.2%in import documentary credit and of 17.5%in export documentary credit (in number).During the year, Business Centre and Trade Centreclients were invited to some 10 presentationsorganised by GTS on country risks.The 7 regional Trading Rooms once again registeredimpressive growth in sales of derivatives productsin 2004 despite a less favourable context than inprevious years. Development of the investmentbusiness continued, with the sale of short- andmedium-term capital guaranteed structured products.