Building internal behavioural team at large European bank
Assessing the ability of BE to move the dial in the branch network of an Eastern European bank _ Building value through behavioural economics Phase II
Applied behavioural economics
Financial services strategy
Area of Expertise:
Large European retail bank
2015 - 2017
Genesis was commissioned to build a fully functional internal behavioural economics capability at a large European retail bank.
The first phase was an assessment. In the second phase, over the course of six months, the Genesis team upskilled internal staff members, facilitated executive training, and piloted the approach in the marketing & communications, branch, and contact-centre teams.
Overall, the work delivered on the ambition of building an internal team. Further, the pilots demonstrated multiple successes, building internal buy-in, including a 76% increase in financial product sales through the contact centre, a 42% increase in primary account sales in branches, and more than doubling online product sales.
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