How to Be a Hero to Your Bank’s Commercial Clients

1. 01
How to Be a Hero to
Your Bank’s
Commercial Clients
Presented by

2. Today's corporate bank clients are largely dissatisfied
with the services their financial institutions are providing.

3. ✤ Only one in five corporate financial professionals responding to
a CFO/SAP survey indicated a high level of satisfaction with
their bank.
CFO/ SAP Survey

4. ✤ Such dissatisfaction remains prevalent despite the fact that bank
marketers are vigilantly nurturing their business client
relationships and adding value to attract new customers.

5. Where is the disconnect?
Why do corporate treasures feel that their banks
are failing to meet their needs?

6. Guidance
✤ Survey respondents indicate their banks are
not effectively supporting them in their efforts
to fulfill expanded roles across increasingly
large and complex networks of businesses,
locations and accounts.

7. Guidance
✤ With a recovering economy, they cite cash
management as a primary challenge where
they need more guidance.

8. Communication
✤ Financial managers describe the quality of
current business communications from their
banks as both inadequate and too infrequent.

9. Trust
✤ Many corporate treasurers lack trust in their
financial institutions due to what they see as
their bank’s:
✤ Lack of understanding of their business in
general.
✤ Inability to provide the kind of support their
companies need to stay competitive within
their specific industries.
Corporate Treasurer

10. What is the cost of this disconnect?
✤ Corporate clients say they're more inclined
than ever to seek out an alternate financial
partner if these growing expectations and
ongoing needs are not being met by their
current financial institutions.

11. Financial Impact?
✤ The loss of a single corporate client having annual revenues of $1
billion + can cost a bank more than $500,000 in net profit that
could have been earned during a lifetime (eight-year) relationship.
Treasury Strategies Inc. benchmarking study

12. What’s the good news?
✤ Retaining 16 of these relationships = net profit in
excess of $8 million (over the lifetime of those
relationships).
✤ By reducing defections by your corporate clients
by 5%, you can improve your bank's net profits by
as much as 80%.
The Loyalty Effect, the Hidden Force Behind Growth, Profits and Lasting Value
Fredrick Reichheld

13. What can you do to retain these
valuable clients?
Fortunately they've provided the answer to that question themselves:

14. Corporates assert that in today's demanding business
environment, they need more strategic insights.
CFO/SAP Survey

15. They want…
✤ Risk management expertise.
✤ Deeper analysis and objective advice on the
business solutions best suited to their
corporation's long-term goals and high-
priority challenges, particularly in corporate
cash management.

16. They ask…
✤ To be kept apprised of regulatory issues that
affect their industry.
✤ To be made aware of new technologies that
might deliver greater efficiency within their
organization.

17. CFOs also reported that they wanted:
✤ Concise, transparent and fact-based business
intelligence.
✤ Benchmarks as to how their company's
financials compare to peers.
✤ Comparisons reported in terms of key
performance indicators (KPIs) and
capability/maturity comparisons.

18. ✤ A cost/benefit analysis for every proposed
strategy or service.
✤ To know the total cost of ownership and a risk
evaluation when considering a vendor's
solution.
CFO/SAP Survey

19. Financial pros are reported to prefer receiving these
crucial business communications in the form of:
-Newsletters.
-White papers and,
-Industry-related case studies.

20. In Summary

21. You are the primary communications gatekeeper
between your institution and its clients.
You have a unique opportunity to deliver on
each of these expressed needs and keep
your clients from straying to the competition.

22. About the publisher
For more information, contact:
FPS President Vince DiPaolo at 847-858-9566 or vince@fpsc.com.
Financial Publishing Services is the industry leader in quality content
development on behalf of corporate bank marketers.
FPS develops custom content for client newsletters, white papers, conference
presentations, case studies, video scripting, landing page development, and
bylined article writing and placement services. FPS also provides planning and
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