Global 
Germany 
Targeted leadership development creates sustainable behavioral changes
Jutlander Bank implemented the strategy “Denmark’s most personal and accessible bank” through targeted leadership development and broad involvement from top management to customer employees.
10
%NPS improvement – Private customers
23
%NPS improvement – Business customers
7
%
Improvement in overall
satisfaction
Differentiating in a crowded financial market
Despite good positioning in customer satisfaction, the bank wanted to differentiate itself in a competitive market where it was difficult for customers to see differences between providers. They set customer experience on the strategic agenda and started with extensive surveys, focus groups, interviews, and customer calling evenings for top management to get unfiltered customer feedback and challenge their own assumptions.
Inclusive leadership development & tailored training
Broad involvement through a 15-person working group across business, private, managers, advisors, staff, and customer employees plus management. They developed a tailored Jutlander Leadership program that was not just teaching but gave leaders tools to exercise the leadership needed to transform the bank and culture, combined with training all advisors in using tested tools with step-by-step IT system support.
"The inclusive process created a strong foundation for developing leadership and behavior. We designed a tailored program that was not ‘just’ training, but a program that equipped leaders with the tools needed to exercise the kind of leadership required to transform the bank and its culture, and to handle the dilemmas that arise in the wake of that transformation."
Loyalty, leadership, and culture transformation
Private customers became significantly more loyal (10% improvement in NPS Private) and business customers became significantly more loyal (23% improvement in NPS Business). Employee job satisfaction increased (7% improvement in satisfaction), particularly in how much employees identify with the bank’s strategy. The change required leadership as managers became more leaders and less advisors, while advisors shifted from calculation focus to anthropologist-like conversations about customer dreams and scenarios.
Denmark's most personal & accessible bank
Jutlander Bank works with the strategy of becoming Denmark’s most personal and accessible bank to ensure increased customer satisfaction and strong future positioning.
