This research focuses on the challenges in developing the cross-selling capability of a multinational European corporate bank operating in both the business and consumer markets. An extensive qualitative research design was carried out involving 50 interviews with chief financial officers (CFOs) and bank representatives from four European countries, eight workshops, and participant observation. The barriers to cross-selling experienced by the Bank are specifically: a lack of cooperation within organisational levels and units, non-existent information sharing among employees, underdeveloped internal services for cross-selling, resistance to change, and outdated CRM systems are identified as the five major internal challenges that banks have to cope with. Corporate customers however perceive that the five major challenges that inhibit the corporate banks’ ability to provide better services and to properly exploit cross-selling capability are: the lack of cross-asset management, inability to sell cross-asset services, fragmented organisational structure, the lack of sufficient internal marketing and communication, and lack of knowledge sharing. This study identifies ten major challenges—five that deal with the Bank’s internal personnel, and five identified by key corporate customers—that are essential to overcome to better address cross-selling efforts.

这项研究的重点是发展在商业和消费者市场运营的跨国欧洲公司银行的交叉销售能力方面的挑战。进行了广泛的定性研究设计，涉及来自欧洲四个国家的首席财务官（CFO）和银行代表的50次访谈，八次研讨会和参与者观察。世行面临的交叉销售障碍主要是：组织层次和单位之间缺乏合作，员工之间不存在信息共享，交叉销售内部服务不足，对变革的抵制以及过时的CRM系统被确定为银行必须应对的五个主要内部挑战。但是，公司客户认为阻碍公司银行提供更好的服务和正确利用交叉销售能力的五个主要挑战是：缺乏交叉资产管理，无法销售交叉资产服务，分散的组织结构，缺乏足够的内部营销和沟通，以及知识共享。这项研究确定了十项主要挑战，其中五项是与世界银行内部人员打交道，五项是由主要企业客户确定的，这是克服这些挑战以更好地应对交叉销售工作所必不可少的。缺乏足够的内部营销和沟通，以及知识共享。这项研究确定了十项主要挑战，其中五项是与世界银行内部人员打交道，五项是由主要企业客户确定的，这是克服这些挑战以更好地应对交叉销售工作所必不可少的。缺乏足够的内部营销和沟通，以及知识共享。这项研究确定了十项主要挑战，其中五项是与世界银行内部人员打交道，五项是由主要企业客户确定的，这是克服这些挑战以更好地应对交叉销售工作所必不可少的。