Branch Based Marketing
by George Waweru
Jun 23, 2006
1 min
This note discusses the role of branches as a marketing point for identifying prospective customers, determining their needs and matching products/services to these needs.
This note discusses the role of branches as a marketing point for identifying prospective customers, determining their needs and matching products/services to these needs. It also details out the benefits of branch based marketing which extends to increased profits, enhanced efficiency, increased responsiveness, more customised services, and refined monitoring. It provides lessons from Kenya and Uganda on successful branch based marketing. It chalks out steps for establishing branch based marketing—training, action planning, implementation, monitoring and review. The note finally cautioned about customer centric products and services designed and delivered in an efficient and customer friendly manner to fully leverage the potential of branch based marketing.
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