Grow & Scale - Improving Sales Effectiveness
Earn Primary Clients | Adding IMM new primary clients' by F28 to reach 35% primacy
5-year primary client objective...
FROM
~28%
ΤΟ
35%
SOURCES OF PRIMARY GROWTH
... by personalizing value propositions and rewarding loyalty at key stages of the client lifecycle
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ACQUIRE
Penetrating
~40%
Existing Client Base
Grow key primary
New to Canada
~40%
Scene
~20%
ENGAGE
RETAIN
segments:
New-to-Canada,
Students, Early Career
Nudge near-primary²
into primary and
convert non-primary
relationships
Offer service
excellence, and reward
long-term, profitable
clients for their loyalty
200,000+ new primary clients
per year in F22 & F23
Primary clients generate ~2x more revenue, have ~2x more products,
interact ~2x more and are ~5x more loyal
Note: For footnoted information refer to slides 39 to 43
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