Synovate case studies

Synovate commercial banking and investment research

Issue:

An international bank needed to undertake a major review of its strategy towards the small and medium enterprise market.


Action:

CBI's approach was to segment the market through quantitative survey research, sizing product and channel usage. A credit-risk model was also developed through analysis of the financial and commercial health of industry sub-sectors.

We then identified how the bank could convert the opportunities into new business through a key-driver and gap analysis.

This revealed the industry sub-sectors that represented the more lucrative prospects, identified the optimum product offering for the market and the most effective corporate communication message.


Download this case study (PDF)





Synovate commercial banking and investment research

Issue:

The client is one of the leading banks in the Middle East and the project was initiated by their Private Banking division. The main objective was to increase their understanding of their client base in order to improve their approach to customer relationship management without alienating important high-net-worth clients.


Action:

A staged approach was recommended where only the absolute essential information was collected directly from the bank's clients themselves.

  • First stage: focus group discussions with relationship managers to understand the attitude of clients and relationship managers, as well as to help in developing the subsequent stages
  • Second stage: self-completion questionnaires were sent to most of the bank's private banking clients. The questions were kept to a minimum and were specially designed to convey the importance of the project and respect to the clients
  • Third stage (in parallel with the second stage): self-completion questionnaires to obtain background information about each client were sent to relationship managers

We were then able to identify and prioritise areas for improvement in terms of the service and product delivery.


Download this case study (PDF)