Lloyds Commercial Banking: Can you tick it?

This case study describes how Lloyds Commercial Banking launched a campaign based upon service in order to make UK small to medium-sized business (SME) prospects switch bank.

Lloyds Commercial Banking: Can you tick it?

Proximity London

Campaign overview

Lloyds Commercial Banking launched a campaign to turn high-value small to medium-sized business (SME) cold prospects into customers. But businesses that turnover between £1 million and £25 million a year have little time for extra admin, meaning just 4% of companies switch banks annually. And SMEs think banks are all the same – so even when they get a raw deal they tend to stay with 'the devil they know'.

By concentrating on a service proposition rather than a commercial one, Lloyds asked SMEs to score their current bank's...

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