To enhance long-term broker productivity a US mutual fund company decided to treat the 30,000 brokers who sold their products as customers. The company initiated a relationship management programme and segmented its brokers based on available behavioural transaction information and survey-based measures of needs. The company tracked performance on a continual monthly cycle and gained greater understanding of broker needs and new insights into why brokers performed as they did. The company interv...

BPIR Categories

2.2.4 Formulate and review business unit strategy
14.1.1 Design & deploy performance measurement system
1.3.3 Review customer relationship approach

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