RDI provided the insights to help a bank better target the commercial business market.


As commercial customers mature, they are demanding more services from their financial institutions.
This includes:

  • financial advice
  • technology to evaluate and manage their cash flow

RDI was asked to help gain an understanding of the needs of commercial customers, as well as evaluate several options for how the institution could deliver services in an economical manner.


RDI conducted a series of mini focus group discussions with small-to-medium-sized commercial banking customers.


Our client was able to identify the service needs of small- to medium-sized customers. It was learned that service needs may not be determined just by size of business. Based on these insights and reactions to several service model concepts, our client was able to develop new service strategies.