ABN AMRO is a leading player in retail, private- and corporate banking in the Dutch market, complemented by specialized operations around the world. The bank employs over 22 thousand full-time professionals. Its client base is stable and generates recurring and resilient operating income, of which over 95% consists of interest, fee and commission income.
Growth opportunities in the Dutch market are limited by its current leading position. To keep this position despite the changing conditions, the bank needs to invest in customer loyalty. The bank has identified five strategic priorities in the Annual Report 2014: To enhance client centricity; Invest in the future (IT systems, sustainability, employer image); To commit strongly to a moderate risk profile; Pursue selective international growth and Improve profitability.
Client centricity is much more than a marketing campaign; it’s deeply embedded in the retail organization and its relationship with the 5 million individuals and 300.000 small businesses. The marketing department has been transformed into the Customer Experience department, consisting of four teams focusing on customer relations, campaigns & publications, need-based client segmentation and customer experience. They all contribute to improving ABN AMRO’s Net Promoter Score for retail services. A recent example of how the bank responded to changing client needs is that they extended opening hours to evenings and weekends and expanded the webcam advisory services.