Growth strategies in retail banking Study - Roland Berger
Growth strategies in retail banking Study - Roland Berger
Growth strategies in retail banking Study - Roland Berger
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MARKETING AND SALES EFFECTIVENESS<br />
Cross-sell<strong>in</strong>g ratio is another important measure of<br />
sales effectiveness<br />
Cross-Sell<strong>in</strong>g Ratios of selected Spanish banks, 2004<br />
[<strong>retail</strong> segment] 1)<br />
3.3<br />
Banco<br />
Popular<br />
3.4 2)<br />
3.7<br />
3.9 2)<br />
Banesto Santander Banco BBVA<br />
Sabadell<br />
Notes: 1) Analyzed products: current account, deposits, mortgage loans,<br />
credit cards, consumer loans, <strong>in</strong>vestment funds, <strong>in</strong>surance etc. 2) 2002<br />
Source: Annual reports; Salomon Smith Barney<br />
4.5<br />
6.3<br />
Bank<strong>in</strong>ter<br />
Average of<br />
Croatian<br />
banks: < 2.5<br />
Comments<br />
Mortgage loans as anchor<br />
products for cross sell<strong>in</strong>g<br />
Example: Santander<br />
customers with mortgage<br />
loans have six products <strong>in</strong><br />
average<br />
Bank<strong>in</strong>ter value proposition:<br />
"Most <strong>in</strong>novative,<br />
highest quality, multichannel<br />
convenience,<br />
personalized services"<br />
based on anchor product<br />
mortgage loans<br />
Usage and development of<br />
sophisticated CRM-Tools<br />
VIE-1789-90000-017-415<br />
30
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