BNP Paribas Fortis
The Bank for Entrepreneurs

Focus on customer experience to realise growth

What is the customer’s experience of how he is treated by the account manager of a big bank? As a mailman who passes on messages from the client to the head office and vice versa. And yet, somehow, clients claim to be generally satisfied with the person who deals with their account. But they’re equally satisfied about the competition’s account manager. That’s why clients increasingly play off big banks with regards to pricing.

BNP Paribas Fortis wants to be the obvious choice as the bank that understands its clients and offers sensible expertise. How do we make sure entrepreneurs are prepared to pay the right price for this?

An aligned vision regarding the desired customer experience

Providing a customer experience that really makes the difference? An account manager simply can’t do this by himself.  The clients’ experiences are also inextricably connected to the decisions made in the head office. That is why we involved all the relevant services in the thinking exercise.

With the focus on considerably higher customer satisfaction, we developed a new way of working (together). But with conservation of all checks & balances, so without increasing the risk for the bank.

Delivering proof that the new customer vision works

With a small team of account managers, analysts and decision makers we developed a well-oiled process with contact moments that had a very reassuring effect on our clients. They also spontaneous thanked us for this.  

Surprisingly good customer experience leads to growth

In the Bank for Entrepreneurs’ Centre, where the experiment took place, 67% of the clients gave excellent satisfaction scores.

And we reached a transactional Net Promoter Score of 41.

My clients react surprisingly enthusiastically. I feel the relationship of trust grow. That is the best part of my job!’
- Sven Volders, corporate advisor