In 1973 at Amro Bank started a program specifically aimed at our own customers informing them that like in a supermarket, we are delivering different (financial) services. They were invited to make use of several more services: a savings account next to a current account, a furniture insurance next to a mortgage, foreign currency next to a planned vacation, etc. It goes without saying that a vital part in the cross- selling was played by the personnel in the branch offices. They knew the client, his circumstances, his actual services, his needs; thus, they were more capable in advising customers of possible additionally desired services suited to their particular needs. However, in order to be successful we had to use other techniques as well. For, time is money, and it would have been too costly & time consuming by giving full liberty to our personnel in order to advise our clients individually. There were more than 3 million interesting private clients; consequently, we decided to use mass media on a individually-directed basis. Next to that there were another 12 million potential private customers in Holland who needed financial advice.
The prerequisite for any market process is the communication between supplier and consumer. Communication in two respects: 1. In that the supplier is active in informing the consumer in line with the latter's requirements; 2. In that the consumer is active in procuring information in connection with an offer. This second aspect of communication is dealt with here in detail and on the basis of the study report "Status and Chances of Investment" published by ADIG-Investment analysed as to how one can obtain information on investments, how sources of information are assessed and what awareness is present as to how well or how poorly one is informed . Firstly, facts show that 85% of the population over 14 years of age have at some time or other made enquiries regarding investments in other words, money and the possibilities of investing it is a subject, which occupies almost everyone, at least from time to time.
The prerequisite for any market process is the communication between supplier and consumer. Communication in two respects: 1. In that the supplier is active in informing the consumer in line with the latter's requirements; 2. In that the consumer is active in procuring information in connection with an offer. This second aspect of communication is dealt with here in detail and on the basis of the study report "Status and Chances of Investment" published by ADIG-Investment analysed as to how one can obtain information on investments, how sources of information are assessed and what awareness is present as to how well or how poorly one is informed . Firstly, facts show that 85% of the population over 14 years of age have at some time or other made enquiries regarding investments in other words, money and the possibilities of investing it is a subject, which occupies almost everyone, at least from time to time.