Professional Documents
Culture Documents
Abhishek Soni KNV Chinna Rao V.B.Sahay Kamlesh Tiwari Yuvaraj Dhage
6/27/2011 Mep-4 1
MERRILL LYNCH
Established in 1907 The prominent financial management and advisory company serving governments, institutions and investors throughout the world. Delivering services to individual clients (retail brokerage) through stock broker and financial advisors (FAs) Merrill Lynch places client relationships first and is proud to conduct or business based on five unwavering principles: Client Focus, Respect for the Individual, Teamwork, Responsible Citizenship and Integrity.
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SUPERNOVA
Why Supernova - Merrill Lynchs maximum FAs rarely contacted their clients to offer them new investment products, which actually create customer dissatisfaction. What is Supernova It is the name of business process to manage client relationships originated in Merrill Lynchs Indian-polis Office. Origin of Supernova It is a Idea of Rob Knapp, head of Mid West Dist office whose Customer Satisfaction ranked last among 32 dist in country in 1995 Object of Supernova To create the Ultimate client experience. What it look like? Then came
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SEGMENTATION
Appropriate number of clients 200 per FA based on different criteria. Clients minimum asset - $1 million at Marrill lynch Choice of client through a spreadsheet model What about other clients? Transferred to other FAs or Financial Advisory Center served through toll-free number
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ORGANIZATION
Supernova provides administrative support followed by help getting organized Administrative support through Client Associates by way of daily Folder System The Supernova service promise using 12-4-2, Segmentation, Organization guaranteed You will have a multi financial plan in place You will be contacted by FA at-least 12 times every year Response within one hour and resolution within 24 hours
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ACQUISITION
Each year FA to acquire some new high-quality clients Least promising clients to be transferred to other FAs or Financial Advisory Center Now FAs find 2 to 4 hours everyday for client acquisition Referral through existing prosperous clients
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CHALLENGS IN IMPLEMENTATION
Economic backdrop Politics and recognition Follow up/support Client expectations Changing role of some FAs Misinterpretation Inclusion of Client Associates
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Strengths
Proper work distribution Excellent customer service using 12-4-2 Organized working environment Segmentation of clients
Weaknesses
Dependence on limited customers Increased client expectations FA freedom decreased
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Learning Generated
The Case Study tells the need of Customer Service Excellence modeling for Customer Satisfaction. The mechanism of Serving Customer always requires improvement in service delivery design as per the need of hour. Become innovative & pro-active to implement serviceprocess like Supernova with 12-4-2 contact discipline, segmentation, organized for acquisition of Customer.
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