Bradford & Bingley plc



The strong presence Bradford & Bingley held in the mortgage lending market was being eroded by increased competition from high-street and online mortgage brokers. And, with thousands of mortgage customers nearing the end of their favourable fixed-rate mortgage term, the client was expecting a tidal wave of cancelled mortgage accounts and insurance products.

With millions of pounds worth of repeat business about to be lost, the Operations Director decided to undertake the first proactive customer retention project ever considered by the company. 

The total mortgage book reaching the end of the fixed-rate term was many millions. Simply allowing this business to be lost to other lenders was not an option.




We identified key drivers of customer loyalty and established how to convince target customers of the added value they benefited from by being a B&B customer and coached 3 carefully selected call centre staff on essential communication skills, emotional intelligence competencies and how to influence and persuade with the customers needs and wants remaining the key focus.

Following 5 days of our expert coaching support and within a 20 day period, in addition to generating new sales on mortgage related products, the client retained mortgage accounts valued at over 70% of the total expected to be lost to competitors.


Richard Clark, Operations Director, Retail Direct Sales

I appointed Summit to provide expert support on a high profile project to maximise customer retention and sales performance.

My own, very high expectations of Summit have been exceeded and the outcomes achieved by the project team have been outstanding.

Summit’s approach is unique in terms of providing best advice to the client and in terms of committing to achieving measurable improvements in performance. Personally for me, this was a refreshing change from many other training companies who shy away from remaining accountable.

The financial results achieved are very impressive as are the new levels of skill and commitment being delivered by my own colleagues. Both colleagues and customers are benefiting from the new approaches Summit has helped us to deliver.

I recommend Summit to executives wanting to achieve outstanding results with a training company that is honest, ethical and willing to commit to achieving real business results.

Richard Clark, Operations Director, Retail Direct Sales Bradford & Bingley plc

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