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!'

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blad 'What's news' (EN) | 1995 | | pagina 10