PNB to trans­form its sales, mar­ket­ing func­tions

Banking Frontiers - - Project Pipeline -

Pun­jab Na­tional Bank is en­vis­ag­ing a trans­for­ma­tion in its sales and mar­ket­ing func­tions and it has sought the ser­vices of con­sult­ing firms to ad­vise it on this project. The bank wants to of­fer world-class sales and mar­ket­ing ser­vices for the ben­e­fit of its cus­tomers and the se­lected con­sul­tant is ex­pected to help it de­vise a method­ol­ogy and pro­cesses. The bank aims to bring in a mech­a­nism to im­prove cus­tomer re­ten­tion es­pe­cially among the elite HNI seg­ments, in­crease new cus­tomer ac­qui­si­tion and in­crease cross sell­ing/ up sell­ing to ex­ist­ing cus­tomers. The se­lected con­sul­tant would as­sist / guide the bank to work broadly on sug­gest­ing clear dif­fer­en­tia­tors be­tween mar­ket­ing and sales teams; re­design ap­proach and de­fine cus­tomer seg­men­ta­tion; con­duct de­tailed cus­tomer seg­men­ta­tion and tier­ing for ex­ist­ing cus­tomer base; and re­de­fine the seg­ment and strat­egy / value propo­si­tion for key cus­tomer seg­ments. The bank ex­pects the re-de­signed ap­proach to ra­tio­nal­ize and op­ti­mize jobs across the bank for greater fo­cus on busi­ness per­for­mance.

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