Graham Flower
Senior Advisor

Graham is a Senior Advisor at Finalta where he is responsible for providing support to a number of leading European banks. He also sits on the panel of subject matter experts who give advice through Finalta’s Retail Banking Excellence Programme.

Before he joined  Finalta, Graham was Head of Customer Propositions and Marketing for HSBC Bank Plc. In this role, Graham defined and implemented HSBC Bank’s customer segmentation and proposition strategy, whilst delivering the UK Personal Bank operating plan (£1bn plus per annum  profit). He was responsible for developing and implementing customer propositions across three leading UK brands – HSBC (including Premier), M&S Money and first direct.

Graham’s previous role at HSBC was Head of Customer Management, with responsibility for the development and exploitation of the bank’s CRM capabilities. Graham developed the front office 1:1 sales and marketing systems, to increase retention and deepen customer relationships. He was also responsible for wealth management segmentation and deployment (based on current and future customer value).

Prior to this Graham was Group Head of CRM, a new role developed to drive CRM thinking and practices across the HSBC group for B2C and B2B.

Graham led the development and implementation of a fully integrated CRM system across HSBC Retail (including Credit Cards), Private and Commercial banking. This system was benchmarked by QCI as global best in class. CRM capability has driven annual double digit revenue and customer value growth for the UK bank, together with market leading customer satisfaction. 

Graham held a number of other positions during his time at HSBC bank, including: Head of Service and Sales Management and Divisional Service and Sales Director. He was also involved in the design and set up of first direct, the UK’s first telephone banking service.

Graham is a member of the Academic Board for the Institute of Financial Services and has authored a number of books on customer information management.