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How banks can focus on the customer

Susan Skerritt, Regional Head Americas, Global Transaction Banking, Deutsche Bank examines 'client-centricity' and the essential elements to improving customer experience and delivering innovation.

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Comments: (1)

Enrico Camerinelli
Enrico Camerinelli - Aite Group - Boston 17 September, 2013, 21:26Be the first to give this comment the thumbs up 0 likes

Very effective and informative interview. I would like to add one consideration: What the corporate wants is not (necessarily) what the corporate treasurer wants. It is not  uncommon for companies to have internal ‘silos’ with lines of business (LOBs) such as sales, procurement, logistics, treasury and IT each having various goals that conflict, making it almost impossible for a bank to provide a holistic solution that addresses each LOB’s requirements.

Bottom line: There are many "customers" to serve. Some are just influencers while other are the decision makers. It is important for the bank to distinguish which is which and have for each a selected and tailored approach.