We begin our reflection on the customer “retail”, the unknown whomever, you, me as a private individual.

What does it occur? The year spent, my banker received me as soon as I emitted the wish of it, did not miss with each one of my go to recall me that my real projects were interesting, that I was to enter the club of the customers + within sight of my potential, to see thinking of the private Bank.

That made about a year that I did not see my banker, my real project specify myself I have an excellent opportunity, however my budget a little “will be stressed”, I am in extreme cases of the 33%. Considering my relation with my banker, I think that that should not be too problematic.

Appointment management, my in charge of account changed, I have zapper the mail informing me, it is 3rd in 2 years. D-day, my news in charge of account is charming and receive me, that starts with corser at the time of the discussion on my project. You know “subprime” passed by there the rules evolved/moved, I inform you that your file with few chances to pass, on the other hand I have an excellent life insurance to propose to you.

This is of course a fiction, however with a doubling of the refusal of real financing in the last months is really?

What thinks Mr. Whomever?

Its situation did not change, it even had a small wage increase of 3%, the amount of its purchase is the same one as one year earlier.

• He leaves dissatisfied
• He will not buy life insurance
• He’s new account manager is not in the box “likeable” of his brain

The balance for the Banks is to have 1 dissatisfied customer who will not develop a close relation with his bank, with the costs of acquisition customers it is necessary to be posed a certain number of question for better preserving those existing:

1°) How to maintain a relation in spite of the “change” of account managers

2°) How to manage in time the change of credit policy

3°) How to arrive at a natural cross-selling

A number of initiatives make it possible to regulate this type of problems, if one selected to attack. An decision factoris to evaluate the extent of the phenomenon, the persistence and the consequences of negative positioning customer.