Re-Imagining a B2B2C Sales Model

Key@Work is a complimentary financial wellness benefit program that companies offer to employees. It provides a valuable pipeline of new clients to KeyBank and a way to expand existing relationships. Sales and profitability were declining, and the sales model did not reflect changes in technology, channel usage, or employee and client behaviors and needs.

The Key Design Studio was engaged by the Key@Work team to help re-imagine legacy sales models and identify opportunities to improve effectiveness and adapt to changing client behaviors. The cross-functional team began by analyzing transactional and behavioral data and insights from customers and Bankers. This was used for customer journey mapping and to identify redundancies in data, training, and marketing materials. A workshop allowed the team to capture and understand Banker experiences and pain points. The cross functional team then co-created and prioritized new concepts. A new omni-channel sales model was identified, prototyped, and run through four rounds of user testing. Testing feedback was used to develop the 1400 branch roll-out plan.

The result was a new omni-channel sales model replacing the multiple legacy models that had operated independently by channel. It also enabled Key to scale a new operating model that increased Banker capacity and lowered operating costs. Most importantly it led to millions in incremental revenue, thousands of net new households, and improved customer and employee satisfaction.