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Marketing Research for Customer Growthin Banking for the Energy SectorJorge Ball !John Cadavid !Noa Ecker !Steffen GrabowskiAlan Lo !Daniel Mencher !Stella Schour !Lisa Yau

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Agenda

Who We Are Research & Goals Recommendations:

Take time to deeply understand each individualcustomers needs.

Demonstrate an understanding of client needs withproactivity.

Focus on needs of small & start-up organizations.

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About Us

40 years banking and financial experience 30 offices worldwide, 2,000+ employees Wide range of financial products

Our energy clients have combined assets of $4Billion invested with us

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Research & Goals

2-Step Process Primary Research

Customer satisfaction Key drivers

Secondary Research Competitive landscape New opportunities

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Energy Landscape

Oilind

Solar Nuclear

Hydropower

Ethanol Coal

NaturalGas

Plus: Biomass, Biodiesel & Geothermal

Renewable Sources Nonrenewable Sources

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Market Shares

36

26

20

810

Petroleum

Natural Gas

Coal

Nuclear

Renewable

The U.S. Energy Information Administration, Energy Consumption, 2011

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Our Role in the Energy Sector

Provide loans to small firms Bond underwriter

Investment management IPOs Resource allocation consulting Mergers & Acquisitions

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Primary Research

Survey 1,000 energy clients responded Concentrates on product features & service

factors

Demonstrates what contributes most to overallquality satisfaction

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Hot or Not?

How likely would you be to use us for newbusiness in the future?

3.62 out of 5 How likely would you be to refer us to a

colleague or friend?

3.57 out of 5 How can we improve our popularity?

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Drivers

Key Drivers Investment Performance Responding Quickly

Service Drivers Meeting Commitments* Proactivity* Understanding Needs

* = We Need Work

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Service Driver Satisfaction Levels

3.8

3.53

4.1

3.52

3.47

4.33

3.99

4.32

4.1

3.62

Access to senior leaders

Communication

Courtesy

Meeting commitments

Proactivity

Reports & statements

Resolving problems

Responding quickly

Understanding needs

Web services

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Satisfaction by Experience

11+ years: 4.79

6-10 years: 4.37

1-5 years: 4.21

Less than 1 year:4.07

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Cross-Tabulation

Understanding needs correlates highly withkey drivers:

Investment Performance: 70.8% Responding Quickly: 71.4%

Means that those two things fluctuate nearlyin tandem with understanding needs

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Recommendation 1

Take time to deeply understand eachindividual customers needs

Understanding Needs correlates highly withInvestment Performance & Quick Response

Those two are our key drivers

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Recommendation 2

Demonstrate an understanding of clientneeds with proactivity

Proactivity is a service driver needing help Exploration for fuel is seasonal, capital needs

fluctuate predictably throughout year

Offer suite of financial products designed to: Provide liquidity in the warmer months Produce high growth in the winter time

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Recommendation 3

Focus on needs of small & start-uporganizations

Alternative energy sector Still in Wild West phase, but poised to dominate Smaller companies seeking to carve niche Subsidiaries of large cos needing outside capital

Offer suite of financial products: Anticipate clients the growth pattern Supply it with needed levels of capital throughout