Bank of Ireland to continue long-standing relationship with Trinity Business School

Lucy Murray works in the customer segments and propositions division in Bank of Ireland Retail Ireland. "We are responsible for the design, development and delivery of relevant propositions –both products and services – to our personal customer base," she says.

“We do this through in-depth understanding of our customer segments using ethnographic interviews, quantitative and qualitative research methodologies and cocreating propositions with our customer in the room.” Murray heads up the bank’s Mass Market segment.

History

Bank of Ireland's relationship with Trinity goes back a long way. "Trinity is one of Bank of Ireland's first ever customers so we have a long relationship with the University. We have worked with Trinity Business School specifically and have sponsored the Trinity Business School awards for the last 25 years. We are supporting the launch of the new Trinity Business School building and in particular the innovation programme, Tangent," she says.

“At Bank of Ireland we support several programmes but from my role, specifically, we support the Customer Management Leadership Group. This is a team of professionals from non-competing industries that meet on a bi-monthly basis to share ideas and get inspiration in order to drive better customer engagement and outcomes. All companies involved are passionate customer advocates and the Customer Management Leadership Programme (CMLP) offers us a unique forum to learn and support each other as we work towards delivering brilliant service to our customers.”

CMLP

The CMLP programme is class-room based and each company can have two representatives at each workshop. “The workshops covers diverse topics including Building a Business Innovation Model and Delivering Enhanced Employee Engagement,” she says.

“A company on the programme hosts each workshop and we have been very lucky to host a number of the workshops in Bank of Ireland. This gives us the opportunity to invite more participants and maximise the wealth of knowledge we garner from other companies and the superb academics and practitioners that Prof John Murphy lines up for each seminar.”

Serving customers brilliantly is a key value at Bank of Ireland

The workshops are “engaging, inspiring and always practical where we have been able to apply some of the lessons quickly,” she says.

“An example would be the Business Model Innovation module, where we developed and implemented techniques to continuously better our customer understanding and engagement. The Business Model Innovation taught us how to use the Reparatory Grid which allows us to better perceive the key elements of our products and services from the perspective of the customer and deliver more compelling and engaging propositions.”

Serving customers brilliantly is a key value at Bank of Ireland, she says, “we have implemented some of the programme learnings in order to help us deliver on that. Overall, the key benefit of the programme is exposure to non-competing companies and learning from them on how to best engage and deliver value to our customer.”

Not alone would she recommend it, but “we have recommitted for the next year. That’s the best testament.”

Trinity has set about making a world class business school and now ranks in the top two per cent of business schools worldwide. Now amongst the fast growing business schools in Europe, its new facility opens on Thursday, May 23rd.