The CLIENT PANEL
c
I
10
cliënt service
WHAT'S NewS Nummer 4 August 1995
Client service usually means we, as
a bank, provide our customers with
what they need. But it also appears
to work both ways.The introduc-
tion of the so-called 'Client Panel'
brings top managers of our cor-
porate customers into the bank to
advise us on how we can improve
the service we offer to them. Held
quarterly, the most recent cliënt
panel brought together a highly
experienced group of managers to
help the bank create the best
possible training program for
'The Professional Banker'.
It may seem an odd concept - inviting
your clients in to comment on a training
program. But, as the bank has discovered,
our customers actually appear to enjoy it.
These are busy people,' says Edwin
Prevoo of Marketing Services which organ-
izes the meetings. 'But even if they can't
attend in person, they send us detailed
memos on their perception of the subject
under discussion. I think it has been an
M HET BESTE RECEPT
■■I Wat verwachten klanten van een profes
sionele accountmanagers van het CBB? 'Vraag
het hen zelf!', vindt Harry Keizer van P&O. Sug
gesties van bedrijven als Akzo, KLM en Philips
zijn zeer welkom bij de ontwikkeling van een
cursus over het klantencontact. In het cliënten
panel geven zij glashelder aan welke expertise
en mentaliteit zij in hun ideale financiële advi
seur wensen. Een nieuwe vorm van klanten
binding.
eye-opener for everyone concerned.
Clients really want a relationship with
their bank, and they are prepared to invest
time and energy in that relationship.'
GETTING IT RIGHT
For some time now, personnel 8c organiz-
ation has been working on a training
course known as The Professional Banker.
'The idea here,' says Harry Keizer of
human resources, 'is to create a program
which will train account managers to ap-
proach business from the client's rather
than the bank's point of view. This course
will also travel throughout the interna
tional network. And because this is so
important to the bank, and therefore
ultimately for our customers, we wanted
to get it right.'
TESTING CONCEPTS
Getting it right involved sending the pro-
posed course to a
group of top
managers at large
Dutch corporates,
such as KLM,
Philips and Akzo.
Says Prevoo: 'We
asked them to
think about how
they believe an
account manager
should work with
them, what kind of
expertise and
know-how he or
she needs to have,
z, and then test their
It concepts against
the course's pro-
posed contents.' The managers clearly put
a lot of thought and effort into their con-
tribution to the panel discussion. 'It was
more than useful,' Prevoo says. 'They
came up with concrete suggestions on how
to improve it. Examples here are: too
much emphasis on capital markets and
other products and not enough on the
business research aspects of particular sec
tors. Essentially, they see the account
manager as a kind of general practitioner.
When you go to your local doctor, you're
often referred to a specialist. The bottom
line is that the doctor, read: account
manager, has to know which specialist you
need.'
MORE FOCUS
Other points raised were more focus on
operational and fiscal effects of products
on a company's operations, on network-
ing, both inside and outside the bank, and
ensuring the course contributed to the
development of a 'relationship manager'
rather than on account management.
'Clearly,' says Keizer, 'we have taken all
these suggestions on board, because they
are all relevant and pertinent. One of the
most practical ideas raised by the panel
was the use of role-play. We'11 definitely be
doing that.' As P&O are continuing to
work on smoothing out the edges of The
Professional Banker course, they may be
able to piek up some role-play tips as the
next cliënt panel meets in September. This
time the subject is international cash
management.
vox pops
It is odd to invite your clients in to advise us
on improving our performance? We asked t
Rabobankers around the world what they
think.
Roger Bradshaw - Hong Kong
'Not really. I think it's probably the best way
to keep up standards and monitor our per
formance. Without their input we would
more or less live in our own world.'
Anja Janssens - Antwerpen
'Client panels are great.Customers know
what's best for them and us.'
Pamela Green - London
'No, I think it's a good idea, provided CBS
doesn't take too much time from these
companies. It should be quite succesful, cer-
tainly with more open-minded companies
who want real relationships with their bank.
Jo Panjo - Milan
'Terrific! Being an Australian l'm pretty much
used to thinking this way. We're always
saying to our people: When a cliënt comes
in, leave everything you're doing. Because
clients are the most important.'
Lidia Floro - New York
'To an American nothing is more important
than the service he receives. Especially if his
money is involved! To improve service
levels, we must hear the customer's com-
ments and be accurate, responsive and
efficiënt, while maintaining cost controls to
remain competitive in this environment.'
Ahuva Belfr - Sao Paulo
'I like this kind of direct contact with clients.
It will give us an opportunity to lobby and
intensify our relations with these top man-
agers. Also, we might receive important in-
formation about economie developments.
An unique initiative in financial business!'