Barclays Commercial Bank provides relationship banking to 81,000 business customers in the UK.
Challenge
This year, it wanted to drive wallet share opportunities by promoting its ‘Turning the Corner’ scheme. Barclays took the approach that businesses like to learn from each other and share ideas with likeminded people, and to this end developed a customer relationship marketing programme with several strands.
Solution
A microsite was designed which tackled a different prevalent business issue every month, including ‘how to’ guides and insightful articles. Traffic was driven to it via a monthly newsletter to customers. The site also featured interviews with customers sharing their experiences of the featured issue, encouraging customers to learn from their peers.
Five regional ‘Connect’ events were also held in Sheffield, Reading, Luton, Birmingham and Bristol, offering further opportunities for customers to connect with each other and widen their networks, share tips and do business together. Customers were able to exhibit their services or products for free, as well as attend a choice of three business clinics with speakers from Barclay’s Business Support Team, Cash Management & Trade team and its own partner HR consultancy Croner. There was also a keynote speech from Rene Carayol, a business guru and motivational speaker who talked about his top twelve tips to survive a recession.
The events attracted over 1000 attendees, delivered 200 business leads for Barclay’s customers and delivered 52 leads for Barclays Commercial Bank, with a potential income of £703,000. Due to the success of the events, Barclays went on to plan and host a further six in London, Manchester, Surrey, Cambridge, Nottingham and Cardiff.
Barclays also hosted a further series of events. Dubbed ‘Get the Inside Track’, these provided customers with the opportunity to hear what their peers were doing to survive and in many cases thrive in the downturn, providing the opportunity for them to discuss key topics specific to their industry with likeminded business people. Led by a professional facilitator, the events provided positive insight as the panellists discussed the opportunities and challenges which can emerge from a downturn as well as ways to streamline business efficiencies.
Barclay’s secured several high profile panellists, such as Kirsty Allsop from channel 4’s’ Location, Location Location’ and Andrew Feldman, chief executive of the Conservative Party, to speak at the events.
Results
Seven events were held in London, with 272 customers attending. Due to their success another nine events will be rolled out regionally. Barclays gained over 21 leads with estimated income in the region of £217,000, and retained income in the region of £800,000 from these events.
In total, it has invested £316,000 to date, and delivered potential income of £1.27 million from it.
“The overwhelming feedback from customers and KBI’s is that we are the only player in the market proactively hitting the street and engaging customers. With the economic environment as it is, the positive effect of such action should not be underestimated, says Eduardo CEO at Barclays Commercial Bank.
