Executed a VIP client acquisition strategy for a major Omani bankSurface Transport & Logistics
For one leading Omani bank, success and double-digit sales growth came with a cost: an amazing product that needed to be pushed to the right clients and gain market share.
The effort vastly improved the bank’s market share within high-end retail clients, they knew that in order to succeed in capturing that segment their business development and customer acquisition strategy needed to be much more aggressive than what they are. They turned to First Capital to acquire new VIP clients.
The biggest challenge was that the sales team was not able to cover the market properly. A large segment of their target market was overlooked due to many reasons, which meant that potential customers are being lost to competitors. The bank’s direct sales team could not tap into this segment for some reasons. This was holding the bank back; they knew they could corner more of the market if they had the ability to be more mobile and thorough while searching for new clients. The work addressed three critical issues :
- Identify and focus on eligible clients:
The sales team focused their efforts on a few of the highest-value retail clients and more of general banking relationship clients to achieve monthly targets.
- Determine the right acquisition method:
With over 100k clients a unified marketing strategy and method would be more economical, yet high networth individuals expect to be approached in a different manner.
- Maximize hit rate:
While approaching individual retail clients consumes a great deal of time, targeting the wrong client could escalate the matter. With some VIP clients, the presence of very senior relationship managers and even the bank’s CEO might be a requirement. The bank needed to ascertain the prospect’s interest in advance
The solution First Capital came up with combined identifying eligible prospects, interests and booking appointments for further discussion or closure. The solution was to introduce proper product introduction and client relationship management done using First Capital’s database and market knowledge.
This allowed the relationship managers at the bank to be involved in closing the deal with the prospect in front of them instead of randomly looking new clients to introduce the product to.
The bank’s relationship managers have become more focused; the bank also has the benefit of generating client call reports instantaneously whenever needed. They can now make decisions such as introducing new products or changing benefits and fee structure on the fly based on the latest real time data.
The effort vastly improved the bank’s planning and execution functions, created and implemented a new customer acquisition policy and increased market share in the high networth individuals domain.
By the numbers, this what was achieved during 12-month period:
- Contacted over 800 HNIs
- Acquired 90 new HNI clients immediately and 45 during the following year
- Lowered the cost of acquiring new clients by 75%
- Increased conversion rate by 35%