Our experts were presented with a problem in a major financial services institution: despite a major shift in marketing strategy designed to shift the institution’s customer base from fixed-income investment products to mutual fund products,
Our experts spent time meeting with the bank’s employees from the executives in charge of sales, marketing and customer service to the front-line employees responsible for selling the customer. We evaluated the strategy and the plans put in place to achieve it – and we identified a key business practice that had evolved under the old strategy and continued under the new one. It had become a habit that no one had even considered changing and it was the major impediment to success. Changing that one deeply-ingrained practice, enabled the strategy to succeed and sales immediately began to shift to mutual funds.
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