Windsor Building Society; Personal Selling and Customer Management- A case digested for academic study purposes (By Luiz Moutinho, 1995)

Financial business and marketing is another field of business that requires a much higher expertise in both financial and mathematical expertise.  Investment banking in Europe and the Americas is creating the connection and system of the whole financial economy.  With this notion, financial investment banking is an important machine in the whole economy of the European and American regions.  As a result, the participation of the internet infrastructure in transmitting the online banking transactions will allow the financial banking operation faster and accessible.

MARKETING FINANCIAL SERVICES THROUGH TECHNOLOGY:

Bank marketing managers of today are dependent on their global marketing information through the online information provided by multinational companies in their respective website and stock market information.  As such, B2B business transactions are having cross referencing through the given real time online information.  The term CIF (Customer Information File) is organized information of customers inside the database of the company creating a huge amount of company raw knowledge for further marketing research of the company.   

SELLING DIRECT FINANCIAL SERVICES:

The concept of the case study drives to the direct selling training of the company in selling the merchandise of the business.  Furthermore, the case discusses the importance of direct selling and marketing negotiations to different behavioral response of customers.  As a result the direct selling concepts allows the company to aid the online selling in order to reach intensively the customers that can’t be reach by the new information technology.

WINDSOR BUSINESS OPERATION BACKGROUND:

During 1990 Windsor was awarded for excellent training performance of their workers for marketing financial or lending services.  The positive outcome of direct selling strategy of the company will eventually change as the customers will evolve in their behavior in purchasing the lending services.  But at this time, the company can still feel the need of having the sales representatives in introducing the product to the market.

POSSIBLE KEY PROBLEMS:

1 In having direct selling strategy of the company, how can the company assess the effectivity for each representative in delivering the information about the product towards the customers?

2 Is telling marketing the answer for combining the operation between the internet technology and direct selling?

3 Granting that every region of the world is having a representative to manage the marketing communication, do you think decentralization is a good idea for the case?

CONCLUSIVE IDEAS:

As the case is presenting in its present situation that the company is both dependent on the online and direct selling strategy in reaching the customers, the company must further anticipate the nature of the business in few years time knowing that the acceptance of the customer towards the modern technology is rapid.