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Branch Staff Specialization: Banking Case Study

The Company

A leading North American bank with over one thousand branches

The Challenge

The bank had hired specialized “relationship managers” and needed to know (1) if they were effective in increasing cross-sell, retention, and generating new accounts and (2) where they were most effective. The bank also wanted to identify which customers the relationship managers should target. Since so many factors influenced branch and customer performance, it was difficult to assess the new staff’s impact.

The Solution

The bank used APT's Test & Learn™ software to isolate the true incremental benefit of the relationship managers at each location. Test & Learn™ software then leveraged countless branch characteristics and customer profiles to determine where the specialized staff worked best.

The Results

The bank drove million of dollars in incremental profits by targeting the branches and customers most likely to generate profit by adding relationship managers.
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