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Session Description:
Nearly
9 in 10 small and mid-sized corporate
executives feel banks are facing a
crisis of confidence among their
clients. This begs the question: What
can banks do to help themselves through
this difficult situation while helping
their customers at the same time? It
comes down to execution in a few basic
areas that drive brand reputation:
-
Business bankers who are fair and
act with integrity
-
Demonstrated commitment to lending
-
Stable/strong financial condition
-
Exceptional customer service
-
Truly caring about customers and
valuing the relationship
More
than 8 in 10 corporate executives cite
these characteristics as highly
important drivers of brand reputation,
and this latest Market Pulse panel
confirms a shift in market sentiment.
Whereas in the past corporations were
inclined to “shop around” for the best
pricing or product offerings, there is
now an increased, and meaningful, focus
on brand image and market reputation.
Companies want to do business with the
strongest brands, and bank size and
product capabilities are having less
influence.
Banks need to understand the impact of
banker capability – and their
communication effectiveness – on shaping
brand image. Be honest and up-front with
clients. Be proactive about the ability
to help clients through this tough time.
Companies are looking for trustworthy
and strong partners. Banks have been
talking about these ‘relationship
banking’ characteristics for many years,
but now is an opportunistic time for the
leaders to ‘walk the walk’. The question
is who can do it - and the market
remains skeptical.
This session is appropriate for
senior financial services executives
with responsibility for Corporate
Banking, Business Banking, Relationship
Banking, Brand Marketing, Market
Research and Strategy teams.
About Christopher B. McDonnell:
Chris
McDonnell is Vice President of Greenwich
Associates and consults with banking
clients in the United States.
Chris joined the firm in 1997 as a
Research Associate responsible for
assisting in the collection and analysis
of the research used by the firm's
corporate banking clients.
Prior
to re-joining the firm in 2005, Chris
was a founding member of a
Manhattan-based digital communications
company, Eureka Networks. He graduated
from Notre Dame with a BA degree in
English and History and received his MBA
from Kellogg.
About Greenwich
Associates:
Greenwich Associates'
principal business objective is to
provide decision-makers in financial
services with expert advice for their
most critical strategic issues based
upon a unique combination of
comprehensive market research and
in-depth analysis.
Charley Ellis
founded Greenwich Associates in 1972
with the vision of a superior
professional firm in institutional
financial services, servicing the needs
of senior financial professionals with
timely, unbiased, actionable management
information.
The service concept
- custom consulting based on high
quality proprietary research with
ongoing relationships at a senior level
developed by experienced experts -
proved a sustainable business model.
The firm's initial offering in
personal trust services, large corporate
pensions, and large corporate banking in
the United States expanded to encompass
the spectrum of institutional financial
services - including stockbrokerage,
fixed income, foreign exchange,
derivatives, and investment banking - in
all of the major global financial
centers. The firm now interviews senior
corporate and institutional executives
in more than 70 countries around the
globe to gather the pertinent market
research.
In response to the
changing market environment, the range
of our products and services has widened
to include global programs, custom
research, online tools and services, as
well as specialized analytical services.
What began as a single office in
Greenwich, Connecticut for 10 employees,
now comprises over 170 professionals in
four locations on three continents. Our
client-base has expanded from 28 North
American-based clients in our first year
of business to over 250 global
relationships today.
In 2000,
Woody Canaday succeeded Charley Ellis as
the Senior Managing Director, marking a
new tenure of leadership for the firm in
the twenty-first century.
www.greenwich.com
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