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. The 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 the current leading position. To keep this position under the changing conditions, the bank needs to invest in customer loyalty. The bank has identified five strategic priorities in the Annual Report 2014: Enhance client centricity; Invest in the future (IT systems, sustainability, employer image); Strongly commit to a moderate risk profile; Pursue selective international growth and Improve profitability.
Enhancing client centricity
Corporate Communications recently replaced the proposition “Anno nu” with “What’s your story?” Roland van Maanen, Head of Marketing Communication: “It shows that we care about the dreams, wishes and ambitions of our customers. And that we’re here for them every day, to help them make those dreams, wishes and ambitions come true.”
But 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.
Strategy Consultant Market Development
Step 1: Anticipating changing conditions
Step 2: Strategy development
Step 3: Implementation
An unusual consulting exit opportunity
- Strategic insight
- Minimum 7 years’ relevant work experience
- Management Consultancy
- Experience in finance and business development