Proactive client approach
Recover and further increase market share. That is what Atradius, a large Dutch loan insurance company, wanted to do. Berenschot was tasked to identify improvement actions designed to retain existing clients. And for developing and acquiring new favourable prospects and markets.
Breakthroughs
The analysis resulted in the implementation of four improvement plans. With key breakthroughs:
- Achievement of sales targets. Sales and account managers are working far more effectively. The market treatment is more focused. And they devote a significantly higher percentage of their time to client visits.
- Clients and intermediaries are very positive about the attention they are currently receiving. Many former clients have returned. In part due to focused special offers.
- Customer service provides more intensive support to account managers. By handling telephone calls and e-mails, and administrative tasks.
- A revival of internal collaboration and culture.
Measurable
What gets measured gets done.Atradius now identifies the desired behaviour and the targeted results. The company measures whether this behaviour and results are in fact achieved. And adjusts plans and activities where necessary.
Improvement plans
Berenschot fulfilled the role of process coach and expert in the area of marketing & sales in the financial services sector. And supported Atradius with the implementation of the improvement plans:
- Approach large clients in cooperation with intermediaries.
- Tailor their service offering in specific markets to client needs.
- Increase the number of client contacts made by sales staff.
- Increase the effectiveness of commercial departments.
Employee behaviour
Onno Ponfoort, Berenschot Consultant: “Changes in the marketplace also require changes to one’s own organisation. This is why it is important to not only review content and manage by output. But to specifically include a review of employee behaviour as well. The improvement plans are focused on proactively approaching the client. In close mutual collaboration.”
Step-wise approach
Berenschot’s approach consisted of the following steps:
- Focus on the situation, interviews with key officers.
- Execution of an elaborate strategic market study, including an analysis of competitors.
- Execution of a strategic market research involving clients, prospects, intermediaries and former clients. Including personal interviews.
- Review of the internal organisation.
- Development of improvement actions and implementation plans.
- Support and management of the project organisation. Focused on the realisation of the selected improvement actions.
