|
|
"We have learned a lot about how to do things in a structured manner and how we can adapt to changes and respond quickly."
|
|
Knowledge
|
|
One of the mandates of the SME Bank when it was formed in 2005 was to ensure that its SME (small and medium enterprise) customers had access not only to financial but also to advisory resources at the bank. The market-think® method was deployed to create a new and centralized advisory centre with multi-faceted skills to respond to the needs of micro, small and medium enterprises between 2006 and 2008 on a two year engagement.
|
|
Innovation
|
|
Before the bank could offer centralized advisory services to customers, new competencies and skills had to first be built from within the bank. The market-think® method was used to structure the centre’s capabilities in accordance to the “packaged method and frameworks”. At the same time, to ensure that internal as well as external expertise could be mobilise to respond to customer advisory requirements, a matching of customer service needs with these sources of expertise was facilitated through the Trax EMP™ Customer Management system, a patent-pending knowledge-driven application, which provided the Bank with a single view of all customer transactions from financial to advisory services.
|
|
Branding
|
|
The branding of the SME Bank Advisory Centre started with an innovative approach towards the management of SME advisory services. With this project, which utilised the Trax method, the requirements of brand “form” (what people saw in the physical service structure), brand “character” (what service values were delivered by new competencies built), and brand “delivery” (in the quality of advisory services) all converged to position the SME Bank as a pioneer in integrated advisory services for SMEs. Through the Advisory Centre, customers of the bank are not only able access financing for their businesses, but are now able to obtain personalised and professional support on how to improve the performance of their businesses.
|
| |
|