Success Story
FORWARD-THINKING BANK LOOKS TO VOICE OF THE CUSTOMER TO FINE-TUNE THE DELIVERY OF ITS LENDING STRATEGY TO CUSTOMERS WORKING TO GROW BUSINESS
Problem:
In the process of evaluating its lending strategy, a top national bank found a need for fresh insights from business customers to gain a ground-level view on the role the bank could play in the company's growth. The bank was focused on understanding current issues that business owners and financial controllers were facing while facilitating steady growth for the business.
Solution:
Barlow Research proposed an Expert Panel, which leveraged an in-depth discussion with business owners and financial controllers about the considerations that needed to be taken when the company was engaged in a growth strategy. The discussion focused on factors that enabled the businesses to grow in a smart and responsible manner, and specific ways in which the bank enabled or hindered that from happening.
Results:
The client utilized Barlow Research's Voice of the Customer insights from the Expert Panel to sharpen the delivery of its lending strategy. The bank rejuvenated its service delivery in a way that conveyed how they could effectively meet their customers' credit needs.
"Working with Barlow has been critical in allowing our team to build a framework on how we communicate our value proposition to our customers. Business owners have diverse yet very specific credit needs, and the ability to tap into the Voice of the Customer as we build our offering has made us successful."