ABI - Dimensione cliente 2013

1ABI – Dimensione Cliente - Palazzo Altieri - 10/11 Aprile 2013

Be Big, Act SmallThe evolution of

customer's expectations in a financial crisis context

ABI - Dimensione ClienteRoma - Palazzo Altieri – 10-11 Aprile 2013



ABSTRACT

From Satisfaction to Trust

From Loyalty to Intimacy



Trust1[noun] a feeling of confidence in someone that shows you believe they are honest, fair, and reliable

a.confidence that something is safe, reliable, or effective

Definition of Trust



Trust is Difficult to Regain

ACSITM – Retail Banks

19941995

19961997

19981999

20002001

20022003

20042005

20062007

20082009

20102011

201260

62

64

66

68

70

72

74

76

78

80

US

Great Banking Merges

Lehman Brothers

Bankruptcy

Europe National Debts

Crisis



Is Trust Difficult to Regain?


19941995

19961997

19981999

20002001

20022003

20042005

20062007

20082009

20102011

201260

62

64

66

68

70

72

74

76

78

80

US

UK

UK banks rescue

(RBS, Lloyds and Northern Rock)



Credit Unions performances are inverse than big players


19941995

19961997

19981999

20002001

20022003

20042005

20062007

20082009

20102011

201260

65

70

75

80

85

90

Large banks

Credit Unions



Common feeling

“A bank is a fellow

who lends his

umbrella

when the sun is

shining

and wants it back the

minute it begins to

rain”



Definition of Expectations

Expectations1 [noun] strong belief that something will happen or be the case

a.belief that someone will or should achieve something



Mathematical (?) definition of expectations

EXPECTATIONS = PAST EXPERIENCE + (HOPES-FEARS)



How to measure expectations?

HOPE FEARS



Don’t ask – let them tell

“If I had asked people what they wanted, they would have

said faster horses.”Henry Ford



60

65

70

75

80

85

0,0 0,2 0,4 0,6 0,8 1,0 1,2

What if…Investment advice & products

2009

2012

CFI Group Italia - National Banking Benchmark

20092012

Investment advice Investment product

Ability to increase/reinforce relationship

Eva

luat

ion

s




Relationship matters

9% 9% 17% 14% 9% 6% 34%

82 82

7774

70 70

64

Once a weekat least

Once every15 days

Oncea month

Once every2/3 months

Once every6 months

Oncea year

Never

EXCELLENT QUITE GOOD NOT ENOUGH

How many times have you been visited/contacted by your bank’s contact person?




Manage inefficiencies is more important than resolve them

Have you experiences any kind ofInefficiencies…?

98%93%

2%7%

70

60

72

63

30

35

40

45

50

55

60

65

70

75

1 2Large Banks Small Banks

YES

NO

YES YES

Small Banks appear to manage inefficiencies better also if produce more

NO



What we learnt studying Banks’ Customers

Recap

Brand Image does not belong to press news but to the experience. Customers consider image when they choose but they judge you referring to WHAT YOU MADE OR DID NOT MAKE TO THEM

Please, also consider expectations you are building. The state of relationship depends on what the Customer expects from you… think to promise you made EXPLICITLY or NOT



What we learnt studying Banks’ Customers

Recap

Do not look for SATISFIED Customers only, look for Customers who want to SPEAK with you: maximize their feedbacks… The good old bank counter have a UNIQUE SHORTCOMING: it convinces you to wait the Customer arrives

BE BIG, ACT SMALL


The

Deutsche Bank

Case


A long journey…

CFI Group supports Deutsche Bank since 2001

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Mark Zuckerberg launches Facebook

Wikipedia is launched Nikon ends the

production of film cameras

LinkedIn reaches

100 mio users

Barack Obama isthe 44°

President of USA


Enabling better relationship

Understanding/Listening Customers means

75

72

77

76

6969

75

68

71

65

73

65

76

69

77

7470

62

64

66

68

70

72

74

76

78

80

2007 2008 2010 2011

Ave

rag

e S

core

(0

-100

sca

le)

Helping organization to perform in the financial crisis tempest, better than main competitors

1

2

3

4

71

69

75

78

Helping organization to reinforce mental loyalty compared to main competitors.“If could come back in the past how likely do you would choose DB again?”


Balance expectations

Understanding/Listening Customers means

AGENCY

ATM

INVESTMENT PRODUCTS

ACCOUNT

INVESTMENT CONSULTANCY

HOME BANKING

MANDATORY COMMUNICATIONS

MARKETING COMMUNICATIONS

COSTS

LOANS

INVESTMENT CONSULTANCY

Market

COSTSMarket

AGENCYMarket

60

65

70

75

80

85

90

0,0 0,5 1,0 1,5 2,0 2,5

Ev

alu

ati

on

Ability to increase/reinforce relationship

Enabling better expectations and evaluations towards consultancy activities

Costs obtains better evaluationsand Relationship is less sensibleto them

Driving Agency in a point of strength


We wanto to change the common feeling

“A bank is a fellow

who preserves your

umbrella

when the sun is shining,

because he knows when

it will begins to rain”


Certified Quality Management System

CFI Group Italia SRLCorso di Porta Nuova, 3420121 Milano

+39 02 36572350 (tel)+39 02 36572355 (fax)

[email protected]

Deutsche Bank SPAPiazza del Calendario 3

20126 Milano

+39 02 4024.1 (tel)

www.db.com/italia

Thanksfor your attention

[email protected]

ABI - Dimensione cliente 2013

Economy & Finance

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