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Expanding Customer Share-of-Wallet via the Professional Services Market: Eight Prescriptions that Could Differentiate You from the Competition
“The person who figures out how to harness the
collective genius of his or her organization is going to blow the competition away.”
–Walter Wriston
As Chief Executive Officer of Community Sample Bank, you are reviewing
your 2006 strategic initiatives. Among them is a mandate to double the
number of products that you offer your current customer base. Your recent
efforts to cross-sell products into your largely consumer-based market
have been gaining momentum, and it’s now typical to see customer
relationships—that started via a new mortgage—include deposit
and investment products offered by your institution. While these are favorable
developments, you still face the daunting task of taking the current “share-of-wallet”
level from four products to eight.
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Amortizing Advances
In the current interest-rate environment, our customers’ margins
are being squeezed—more and more everyday—and the all-important
“net interest spread” is harder and harder to come by. Since
margins are the key driver of financial performance for most financial
institutions, it’s no wonder to us that our customers are working
diligently to maintain their margins—by improving their yields on
earning assets and/or reducing the cost of interest bearing liabilities.
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