Improving Employee Motivation and Customer Retention at SunTrust Bank

Desklib provides solved assignments and past papers to help students succeed.

Part A. Proposal Individual

Contents
Introduction.................................................................................................................................................3
System Thinking...........................................................................................................................................4
CATWOE Approach for Proposal.................................................................................................................4
Conclusion...................................................................................................................................................6
References:..................................................................................................................................................7

Introduction
This proposal is developed on the consideration of the struggling and significant loss of
customers that a bank faces because of competitors and lack of motived employees. The
description of incentive systems for employees and effective policies are also included in the
proposal in reference with SunTrust Bank. The analysis system thinking along with its tool such
as CATWOE are also discussed in the proposal in order to develop solution for the problems
faced by SunTrust Bank.

System Thinking
System thinking generally refers to the approach to understand certain rules that determines
different system of a business organization. System involves analyzing process of large amount
of information in order to solve problems of business organization. Moreover system thinking is
generally required to deliver efficient approaches to SunTrust Bank in order to deal with its
problems (Mohammadi, et. al., 2017). SunTrust could also approach and launch the incentive
plan through using the system thinking tool given below:
CATWOE Approach for Proposal
CATWOE is an approach that leads effective solutions and stimulates multiple approaches to
identify problem areas in business organization. SunTrust through CATWOE would be able to
overcome the problem through the application of incentive for employees to bring customers
through the following components of CATWOE:
 Customers: SunTrust require to become more interactive and the communication with
the customers should be strengthen in order to sustain existing and new customers. Thus
the employees should be motivated through incentives on retaining maximum customers.
 Actors: Actors of CATWOE approach generally refers to the employees of SunTrust as
the employees ensures that the process of transformation occurs in organization and also
to attract maximum customers (Kittelman, et. al., 2018). The employees of SunTrust also
required to know the schemes and services that the bank offers as it impacts the business
process of SunTrust Bank.
 Transformation Process: Generally transformation process of SunTrust relates with
transformation of bank policies and services by the application of effective policies
through the people associated with the bank and this also enhance the motivation of
employees of bank through incentives (Rebs, et. al., 2019).
 World View: This step includes bigger picture of the organization through the
consideration of people associated with the SunTrust Bank in order to decide incentive

programs and mostly it undertakes the consideration of the needs of employees and
customers for development of the bank (Sellitto, et. al., 2018).
 Owner: As being a manager of SunTrust Bank it is under the ownership to consider and
approach employees needs and enables the organization along with the employees for
effective performance and deal with the competition in market.
 Environmental Constraints: Under the environmental constraint, the constraints of the
new approach of incentives in SunTrust Bank are consider such as financial constraints,
competition, government law, etc. Though the available resources are developed to
motivate employees for their contribution and participation to bank work (Limani, 2018).

Conclusion
The CATWOE approach in the proposal is an efficient approach which helps business
organization to encourage employees for retaining customers and developing long term resources
to develop business of SunTrust Bank. The components of CATWOE approach are also helpful
for SunTrust Bank to develop effective approach to over problems.

References:
 Rebs, T., Brandenburg, M., & Seuring, S. (2019). System dynamics modeling for
sustainable supply chain management: A literature review and systems thinking
approach. Journal of Cleaner Production, 208, 1265-1280.
doi:10.1016/j.jclepro.2018.10.100.
 Kittelman, S., Calvo-Amodio, J., & Martínez León, H. (2018). A systems analysis of
communication: Defining the nature of and principles for communication within human
activity systems. Systems Research and Behavioral Science, 35(5), 520-537.
doi:10.1002/sres.2562.
 Sellitto, M., Pereira, G., Marques, R., & Lacerda, D. (2018). Systemic understanding of
coopetitive behaviour in a latin american technological park. Systemic Practice and
Action Research, 31(5), 479-494. doi:10.1007/s11213-017-9439-2.
 Mohammadi, A., Abbasi, A., Alimohammadlou, M., Eghtesadifard, M., & Khalifeh, M.
(2017). Optimal design of a multi-echelon supply chain in a system thinking framework:
An integrated financial-operational approach. Computers & Industrial Engineering, 114,
297-315. doi:10.1016/j.cie.2017.10.019.
 Rhoades, R., McCuistion, K., & Mathis, C. (2014). A systems thinking approach to
ranching: Finding leverage to mitigate drought. Rangelands, 36(6), 2-6.
doi:10.2111/RANGELANDS-D-14-00017.
 Limani, Y. (2018). System-thinking approach to the applied interaction between transport
and economy. Ai & Society : Journal of Knowledge, Culture and Communication,33(2),
275-289. doi:10.1007/s00146-018-0817-9.