The project is a study of the Alternative Business Channels of Geniki Bank, which are Call-Centers, E-Banking and ATMs. The project involved the development of a business plan for the year 2007 that unfolded in four steps:
1. Development of the Marketing plan for the Alternative Channels Division incorporating the 7 P’s related to service industries; Product, Price, Place, Physical Environment, People, Procedure & Promotion,
2. SWOT Analysis of all three channels.
3. Evaluation of the performance of ATM’s, Call Centers and E-Banking services of Geniki, by developing evaluation metrics for monitoring and reporting the performance of these channels.
4. Implementation of the metrics utilising Business Objects.
