BNP Paribas Fortis: The "James" Banking Experience
商品編號：9B17E006
出版日期：2017/06/28
再版日期：2017/06/28
商品來源：Ivey
商品主題：International Business; Information Systems
商品類型：Case (Field)
涵蓋議題：retail banking;web conferencing;investment advice;customer relationships
難易度：4 - Undergraduate/MBA
內容長度：14 頁
地域：Belgium
產業：Finance and Insurance;
事件年度：2015
In October 2015, three senior managers at BNP Paribas Fortis, the leader in retail banking in Belgium and a subsidiary of the BNP Paribas Group, were discussing how to take the bank’s latest service, “James,” to the next level and grow its customer base fivefold by the end of 2016. Launched in 2009, James was a unique investment portfolio advice service that substituted web conferencing technology for face-to-face interaction between advisors and affluent banking customers. An important feature of the James banking experience was that each customer mainly interacted with the same advisor, and was able to do so from virtually any location, outside regular office hours. The use of technology to build strong customer relationships from a distance proved beneficial for both the customers and the bank. Now the BNP Paribas Fortis managers had to decide how to expand James’ customer base, outpace the competition, and organize for growth. How could they grow the country’s current base of nearly 20,000 James customers to 100,000 in just one year?
教學手冊：8B17E006;
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