World retail banking_report_2012Document Transcript
World RetailBanking Report 2012
Contents 3 Preface 4 Key Findings 7 Chapter 1: Unlocking Pathways to Greater Customer Loyalty 8 Customers Express Conflicting Sentiments toward Banks 12 The Need for a Customer Experience Index 21 The Growth of Mobile Banking2 5 Chapter 2: At a Crossroads, Retail Banks Must Identify and Prioritize Core Strengths 26 The Ground Beneath Banks Is Shifting 28 Traditional Tactics Are Less Effective in the Current Environment 32 The Way Forward: Extreme Measures for Extreme Times40 Methodology41 About Us
PrefaceCapgemini and Efma are pleased to present the 2012 World Retail Banking Report.Retail banks around the world are struggling to maintain their competitiveness in the face ofsevere external challenges. Massive debt loads are threatening the global economy, while stringentregulations put in place as a result of the financial crisis of 2008 are staunching traditional revenuestreams. Customers, still distrustful of the industry, have become increasingly accepting of non-bank alternatives, and social media is giving them an opportunity to publicly explore them.More than ever, retail banks must strive to create stronger bonds with their customers. The2012 World Retail Banking Report addresses this imperative by establishing a new framework foridentifying and measuring success in retail banking. Specifically, our Customer Experience Index(CEI) offers a mechanism for accurately taking stock of the critical measure of customer loyalty.The CEI improves upon traditional measures of customer attitudes by incorporating customers’standards and expectations, alongside their channel preferences, to shed light on whethercustomers are having positive experiences in the areas most important to them. Our findings showthat positive customer experience is an extremely predictive indicator of customer loyalty.We created the CEI by beginning with a large, in-depth investigation of the many voices andopinions around the world that make up the modern bank’s retail customer base. Our Voice ofthe Customer surveys queried more than 18,000 customers in 35 countries across six geographicregions, making it one of the most detailed studies of its kind.Findings from the CEI led us to identify three models of emerging retail-banking specialists.Focusing on one or two of the models—product leader, distributor, and utility/processor—willgive banks an opportunity to stand out in today’s increasingly competitive marketplace. Banksshould prioritize the movement toward a more focused approach as a long-term goal, executed insync with efforts to improve customer loyalty.In this report, we also examine mobile banking’s role in improving the overall customerexperience. While mobile banking adoption is still low, it could become an extremely compellingchannel for large numbers of customers. Gaining a better understanding now of how to shapepositive experiences through mobile will position banks for the future.As always, it is a pleasure to provide you with our findings. We hope you continue to find value inthe World Retail Banking Report’s insights.Jean Lassignardie Patrick DesmarèsGlobal Head of Sales and Marketing Secretary GeneralGlobal Financial Services EfmaCapgemini
4 2012 World Retail Banking Report Key Findings C ustomers may be the lifeblood of retail banking, but to many institutions they remain somewhat inscrutable. Our surveys of thousands of customers across the globe have found that traditional measures of customer attitudes can yield confusing results. For example, customers say they are largely satisfied with their banking relationships, even though most do not trust their banks and half are unsure they will stay with them in the short-term. Banks recorded a global average of 65% in terms of customer satisfaction, with North American banks having the highest average levels at 80%. Despite this outcome, only 50% of customers are confident they will remain with their primary bank over the next six months. Further, only 15% have trust and confidence in the banking industry. The inability of current measures to present a coherent picture of customer expectations and behaviors is problematic, given the large number of secular changes currently impacting the industry. Globally, extremely high debt levels, political turmoil, regulatory change, and evolving customer habits are creating an environment more difficult than any the industry has experienced in decades.
Key Findings 5O ur 2012 World Retail Banking Report offers a mechanism for better understanding customers, as well as a prescription for navigating the current terrain. Our Customer Experience Indexproved to be an effective indicator of customer loyalty, which is an essential element of retaining andattracting customers. We found an almost linear relationship between positive customer experienceand the likelihood of staying with a bank.While banks modestly increased their levels of positive customer experience from last year, theystill are not delivering enough positive experiences. Just over 40% of customers are having positiveexperiences through most channels today. The mobile emerged as the channel through which thegreatest improvement in positive customer experience is likely to occur in most regions.As they seek to improve the level of positive customer experience they offer, banks must also respondto the changes occurring in the environment by developing a long-term strategic plan. Importantly,the plan should not be to “do everything.” Rather, banks should focus on a specific area of expertisewithin the distinct disciplines of product innovation, distribution, and utility/processing. A gradualtransformation, involving investment in core strengths, will help lay the groundwork for the future. Having a long-term strategy and combining it with greater insight into customer behaviors and attitudes offers a compelling argument for greater retail banking success. While banks are making progress in this area, our report suggests specific areas for further improvement.
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7 Chapter 1Unlocking Pathways toGreater Customer LoyaltyLong-standing measures point to contradictory customer feelings toward banks. Customers around the world continue to have low trust and uncertain loyalty toward banks, yet overall satisfaction remains high in most regions.Globally, positive customer experience increased modestly from 35.8% in 2011 to 42.7% in 2012. Canada led all countries with the highest levels of positive customer experience, defined as satisfaction along the dimensions most important to customers. Other regional leaders were Australia, Norway, Turkey, South Africa, and Argentina.Positive customer experiences generate loyalty, but few banks consistently deliver them. Less than 50% of customers are having positive experiences through most channels today. Banks need to work harder to ‘wow’ customers as a way to strengthen relationships, as well as to improve loyalty and profitability.The mobile channel had the highest increases in positive customer experience in most regions, but the branch and internet remain the two most important channels. While mobile banking is still nascent, uptake could accelerate more quickly than internet banking adoption, despite concerns about security, consistency, and ease of usability.
8 2012 World Retail Banking Report Customers Express Conflicting Sentiments toward Banks Despite low levels of trust, confidence, and loyalty, is also the reason that many unbanked customers have customer satisfaction with banks remains high in not put their money in a bank in the first place. The most regions. lower the trust levels in banks, the wider the opportunity Satisfaction levels have little impact on loyalty. Despite for newer entrants, including non-banks, to attract overall high satisfaction, 40% of customers are not sure disenfranchised customers. they will stay with their primary bank, and 9% are likely to change in the next six months. Despite the importance of trust, the industry has struggled, especially in recent years, to provide it. Trust Canada’s banks led the world in customer satisfaction in the banking industry has been especially tenuous since at 82%, followed closely by those in Switzerland the start of the global financial crisis. Twice as many (79%), the United States (78%), India (78%), and the customers around the globe (31%) say they have little or Philippines (78%). no trust in the banking system, compared to the 15.3% Eight markets, including six in Europe, experienced who say they do (see Figure 1). The highest rates of double-digit improvements in customer experience. distrust exist in the Middle East and Africa (50%), Asia- Pacific (44%), and Latin America (38%). Despite improvements, trust levels are still low Compared to last year, some signs of improvement Trust is a fundamental element of the banking system. emerged. Banks in North America experienced a 7% Without it, consumers would have little reason to deposit increase in trust and confidence levels compared to 2011, their income into current accounts or put their retirement while those in Western Europe experienced an increase funds into long-term savings accounts. Low trust levels of 3%. These improvements are heartening, given the create a less efficient system as customers pull their funds multitude of economic, regulatory, and competitive out of banks in search for better options. A lack of trust challenges facing banks in the U.S. and euro zone. Figure 1 Level of Agreement That Banking Customers Have Trust and ConfidenceFIGURE 1 in the Banking Industry (%), 2011–2012 Level of Agreement That Banking Customers Have Trust and Conﬁdence in the Banking Industry (%), 2011–2012 Percentage Point Change Global Average Global Average Percentage Point Change 2011–12 (31%) (15%) 2011–12 -1 18% 23% 3 Western Europe 19% 20% 21% 20% -8 North America 7 29% 13% 30% 13% 6 Central Europe – 24% 13% 38% 13% -4 Latin America 6 42% 7% 50% 8% NA Middle East & Africa NA NA NA 44% 6% 10 Asia-Pacific -3 34% 9% Disagree and Strongly Disagree Agree and Strongly Agree 2012 2012 2011 2011 Note: Total may not add to 100% as the percentage of respondents with answers corresponding to ‘Somewhat Disagree’, ‘Neutral’, and ‘Somewhat Agree’ have not been shown Source: 2012 Retail Banking Voice of the Customer Survey, Capgemini, 2011, 2012
chapter 1 9Customers do not feel strong loyalty Also, as customers increasingly use the internet toIn addition to anemic trust and confidence, banks are discover information about competitive financialinspiring fairly low levels of customer loyalty, a critical offerings, loyalty may emerge as a large factor keepingelement of retail banking. Loyal customers not only buy some from switching. A significant regulatory shift inmore products over longer periods of time, they become some markets will even make it easier for customers toadvocates of a firm and inspire other people to buy its switch from one bank to another via a shared accountproducts. Especially in times of stress, as when the global database and account portability between banks (howeverfinancial crisis and the European debt crisis caused the massive inertia may still mean this is not a watershedbanks in the U.S. and Europe to experience a surge in moment, more of an erosion). In such an environment,withdrawals and a drop in loan applications, institutions customer loyalty would be essential not only to counterwith the most loyal customers benefit by having a reliable the ease of switching, but to keep retail banking frombase of individuals to supply both deposits and a demand becoming even more of a commodity than it already is.for loans. Despite the importance of having a loyal customer base,Customer loyalty will become more important as non- only 51% of customers globally are confident they willbank competitors enter the market and increase the array remain with their primary bank over the next six months.of available financial transaction options for consumers. A large group of customers do not have strong feelingsFigure 2 Customers’ Likelihood to Change Their Primary Bank in the Next Six Months, by Country (%), 2012 FIGURE 2 Customers’ Likelihood to Change Their Primary Bank in the Next Six Months, by Country (%), 2012 Global Average Global Average Total Unsure or (40%) (9%) Likely to Leave (%) China 70% 12% 82% Taiwan 76% 4% 80% Vietnam 54% 15% 69% Saudi Arabia 52% 15% 67% UAE 44% 20% 64% Germany 29% 33% 62% India 47% 13% 60% Hong Kong 56% 4% 60% Austria 25% 34% 59% Spain 45% 12% 57% Mexico 45% 11% 56% Brazil 48% 7% 55% Japan 52% 2% 54% Argentina 43% 10% 53% Singapore 47% 6% 53% Portugal 47% 4% 51% Turkey 43% 8% 51% Czech Republic 43% 7% 50% Italy 45% 5% 50% Poland 40% 7% 47% Switzerland 24% 22% 46% Sweden 38% 7% 45% Philippines 41% 3% 44% Russia 37% 6% 43% UK 34% 6% 40% Belgium 33% 7% 40% Norway 30% 9% 39% US 31% 7% 38% South Africa 29% 8% 37% Canada 31% 5% 36% Australia 28% 5% 33% Finland 30% 3% 33% Denmark 27% 6% 33% France 26% 5% 31% Netherlands 26% 3% 29% % Unsure % Very Likely and LikelySource: 2012 Retail Banking Voice of the Customer Survey, Capgemini, 2012
10 2012 World Retail Banking Report about their bank. These are the 40% of customers who Banks in Asia-Pacific were least successful in satisfying are unsure if they will stay with their bank. Another their customers, with their average of 53% putting them 9% of customers is likely to change banks in the next well below the global average. Asian-Pacific banks in six months (see Figure 2). The customers most likely to several advanced Asian markets do not appear to have switch banks are in Austria (34%), Germany (33%), and kept up with the high expectations and demands of Switzerland (22%). the sophisticated clientele in their regions. Of all the countries worldwide, Hong Kong and Japan scored the Despite low loyalty, satisfaction levels lowest, with only about one-quarter of their banking remain healthy customers expressing satisfaction. Banks have long used customer satisfaction measures to gain greater insight into how their products and Canada emerged as the country with the most customers service levels meet or surpass customer expectations. expressing satisfaction, at 82%. Canada achieved this Especially as the market has become more competitive, satisfaction level by increasing its satisfaction from last banks have attached a high level of importance, as well year by 14%. It surpassed the U.S., last year’s leader, as substantial internal resources, toward improving likely because of its solid performance throughout the customer satisfaction. These efforts appear to be paying global financial crisis, as well as increased investment off to some extent. in customer-focused technology. A quartet of countries followed in the 78% range: Switzerland at 79%; the U.S. Despite low levels of trust and loyalty, banks fared well at 78%; India at 78%, and the Philippines at 78%. in terms of satisfaction, recording a global average of 65%. Banks in North America had the most success Russia emerged as the satisfaction leader of Central in customer satisfaction, at 80% (see Figure 3). This Europe with 76% of its customers satisfied. This outcome outcome is understandable in light of the investments represented a percentage-point increase of 22.6% from in customer-focused technology North American banks 2011 and likely resulted from major service improvements have been making for some time. North American made by state-owned Russian banks, which control a banks also have had more success in identifying what is large part of the market. Mexico was the leader of Latin important to their customers compared to banks in some America at 73%, and South Africa the leader of the other regions, and some have even started partnering Middle Eastern and African nations at 73%. with social media firms to better engage their customers. Figure 3 Customer Satisfaction with Primary Bank (%) by Region, 2012FIGURE 3 Customer Satisfaction with Primary Bank (%) by Region, 2012 Global Average Global Average (4%) (65%) 2% North America 80% 3% Central Europe 71% 5% Latin America 69% 5% Middle East & Africa 67% 5% Western Europe 66% 2% Asia-Pacific 53% Dissatisfied + Very Dissatisfied Satisfied + Very Satisfied Note: Total may not add to 100% as the percentage of respondents with answers corresponding to ‘Somewhat Dissatisfied’, ‘Neutral’, and ‘Somewhat Satisfied’ have not been shown Source: 2012 Retail Banking Voice of the Customer Survey, Capgemini, 2012
chapter 1 11 Several countries experienced notable increases in loyalty. For the second year in a row, quality of service satisfaction levels between 2011 and 2012. Six of the emerged as the leading reason customers leave their eight countries that saw the highest increases were banks. Globally, more than half of customers (53%) said European, including the Czech Republic, which had the they would leave their banks because of the quality of highest percentage point increase (24%), putting it at a service they received (see Figure 4). Close behind, at 73% satisfaction level. India followed with an increase of number four, was ease of use, cited by 49% of customers. 23%, putting it at 78%, and Russia had the third-largest These findings indicate that banks able to offer high- increase (23%), giving it 76% satisfaction. quality, easily understood, and convenient services have an opportunity to differentiate themselves in the market. The European debt crisis appeared to be driving some of the results in the region. The relatively healthy nature of The second and third reasons customers leave their the Czech Republic’s banks throughout the crisis likely banks are price-related, including fees, cited by 50% of aided the large increase in satisfaction they experienced. customers, and interest rates, cited by 49%. Factors that Similarly, the crisis seemed to weigh on banks in Spain, are less important to the decision to leave include reward which at 50% had the lowest satisfaction level of the and loyalty programs at 28%, and a bank’s brand image European banks. or reputation, at 29%. Emerging relatively low on the list was a desire for personal relationships, cited by 34% Customers want high-quality service of customers. By identifying the factors that cause customers to attrite, banks can begin to make changes aimed at moving customers toward greater satisfaction, and ultimately, Factors That AffectAffectCustomers Leave a Banka(%), 2012 2011-12 Figure 4 FIGURE 4 Factors That Why Why Customers Leave Bank (%), 53% Quality of Service 55% 50% Fees 50% 49% Interest Rates 49% 49% Ease of Use 51% 44% Quality of Advice 45% 42% Accessibility / Convenience 45% 40% ATM Locations 39% 37% Branch / Bank Locations 36% 37% Product Availability 36% 34% Personal Relationship 35% 29% Brand Image / Reputation 27% 28% Rewards / Loyalty Programs 24% 22% Recommendations 19% % Responses 2012 2011 Source: 2012 Retail Banking Voice of the Customer Survey, Capgemini, 2011, 2012
12 2012 World Retail Banking ReportThe Need for a Customer Experience Index Customer experience is an effective predictor of loyalty. These findings contribute to an unclear picture of the Those enjoying a more positive experience are unlikely expectations and motivations of retail-banking customers. to change banks. They indicate a need for greater precision in measuring Customers who have been with their banks for at least retail-bank customer behaviors and attitudes, as a starting five years are at much lower risk of leaving, no matter point for better serving them. In 2011, we introduced how positive or negative their customer experience. the Capgemini Customer Experience Index (CEI), which measures customers’ banking experiences across Banks can grow profitable relationships by “wowing” 80 different touch points, as a means of gaining greater customers through positive experiences. Similarly, they insight into customer perceptions of their retail banking. risk losing customers through negative experiences. The ability to carry out day-to-day banking The CEI addresses the disconnect between measures conveniently and efficiently is more important to of customer confidence, loyalty, and satisfaction by customers than having specialized services. identifying the factors that are most important to Globally, positive customer experience levels increased customers, and then measuring satisfaction specifically modestly from 35.8% to 42.7%. At 56.2%, Canada had along those dimensions (see Figure 5). The CEI supports the highest levels of positive customer experience. in-depth views of customer experience along three The biggest improvements in customer experience came from Western European countries, including Norway with an increase of 12.3% and Netherlands Figure 5 Dimensions of Capgemini’s Customer Experience Index (CEI) with an increase of 10.9%. Central European countries followed, including Russia with an increase of 9.8%, Poland with one of 7.9%, and Turkey with one of 6.9%. ■ Current, Depository ■ Information Gathering Accounts & Payments ■ TransactingCurrent measures offer a mixed picture Cu ■ Credit Cards ■ Problem Resolution stoOn the surface, the findings of our surveys of customer ■ Loans ts ■ Account Status & History me uctrust, loyalty, and satisfaction appear to raise more rL ■ Mortgages od ife CEI Prquestions than answers. One might expect, for example, cy clethat extremely low trust levels would lead to less satisfied Channelscustomers. Yet the average global satisfaction level of65% is much higher than the average global trust and ■ Branch ■ Phoneconfidence level of 15%. One might also expect that ■ Internet ■ ATMsatisfied customers would be more loyal, yet the average ■ Mobileglobal loyalty level of 51% is much lower than the globalsatisfaction level. Source: Capgemini analysis, 2012
chapter 1 13dimensions: products (including current, savings and samples of at least 500 retail-banking customers in everypayments accounts; credit cards; loans; and mortgages); country covered. The resulting data can be segmented bychannels (including branch; internet; mobile device; a wide range of customer variables, including the region,phone; and ATM), and lifecycle stage (including country, or size of the city customers live in, as well asinformation gathering; transacting; problem resolution; their age, gender, investable assets, employment status,and account status and history). education, and other factors.The CEI is built upon Voice of the Customer data fromover 18,000 banking customers in 35 countries across sixgeographic regions (see Figure 6). Online surveys polledFigure 6 Geographic Scope of Customer Experience Index, 2012 CENTRAL EUROPE MIDDLE EAST & AFRICA ■ Czech Republic ■ Saudi Arabia ■ Poland ■ South Africa ■ Russia ■ UAE ■ TurkeyNORTH AMERICA■ Canada■ United States WESTERN EUROPE ASIA-PAcific ■ Australia ■ Austria ■ Norway lATIN AMERICA ■ China ■ Belgium ■ Portugal ■ Hong Kong ■ Argentina ■ Denmark ■ Spain ■ India ■ Brazil ■ Finland ■ Sweden ■ Japan ■ Mexico ■ France ■ Switzerland ■ Philippines ■ Germany ■ UK ■ Singapore ■ Italy ■ Taiwan ■ Netherlands ■ Vietnam WRBR 2012 New Countries WRBR 2011, 2012 CountriesNote: Austria was considered to be part of Western Europe for analysis purposes in 2012Country boundaries on diagram are approximate and representative onlySource: Capgemini analysis, 2012
14 2012 World Retail Banking ReportFigure 7 Customer Experience Index by Country, 2011–2012 2012 Global Average 2011 Global Average Point Change (72.1) (72.2) 2011–12 79.3 Canada 1.6 77.7 79.0 US 1.0 78.0 77.0 India 0.0 77.0 76.5 Australia 0.3 76.2 76.2 Norway 2.4 73.9 75.2 UK 0.8 74.5 74.7 Czech Republic 1.4 73.3 74.9 South Africa NA NA 74.6 Germany 0.4 74.2 74.6 Turkey 1.5 73.1 74.6 Philippines NA NA 73.7 Switzerland -2.3 76.0 73.4 Poland 1.3 72.2 72.7 Argentina NA NA 72.3 Sweden -1.2 73.5 72.2 Mexico 0.7 71.5 71.8 Russia 2.7 69.1 71.9 Austria -3.5 75.4 71.2 Portugal NA NA 71.2 Denmark NA NA 70.2 Vietnam NA NA 70.1 Belgium -1.7 71.8 70.0 Finland NA NA 69.7 UAE NA NA 69.5 Netherlands 1.5 68.0 69.5 Singapore -1.8 71.3 69.5 France 0.2 69.2 69.4 Brazil 0.3 69.1 68.8 Italy 0.2 68.6 68.5 Spain -2.0 70.5 67.6 China -1.1 68.7 66.8 Taiwan NA NA 65.6 Saudi Arabia NA NA 64.5 Hong Kong -0.9 65.4 63.4 Japan 1.3 62.2 0 10 20 30 40 50 60 70 80 90 100 CEI (On a Scale of 100) 2012 2011 Regional CEI LeaderNote: 10 markets were added to the Customer Experience Index only in 2012, and hence there is no 2011 data for theseSource: 2012 Retail Banking Voice of the Customer Survey, Capgemini, 2011, 2012
chapter 1 15North American markets continue to Banks are not “wowing” customerslead the CEI Banks have been much less successful when it comes toThe overall CEI, which examines customer experience delivering positive satisfaction along the dimensions mostacross all products, channels, and lifecycle stages, shows important to customers. These types of experiences arebanks doing an adequate job of delivering a positive crucial to truly delighting customers and winning theircustomer experience. As in 2011, the vast majority of loyalty. Viewed from this more in-depth perspective,countries are close to the global average CEI score of banks achieved a global positive experience average of72.1, with Canada and the U.S. still residing in the top only 42.7%. This outcome represented a modest increasespots at around 79 (see Figure 7). from the global average of 35.8% recorded in 2011.India emerged as the regional leader for the Asia-Pacific Banks in North America were likely to offer the mostbanks, scoring just behind the two North American positive customer experience levels, with Canada and theleaders with a 77. Norway was the Western European U.S. achieving 56.2% and 55.7% respectively, followedleader with a 76.2 and Czech Republic was the Eastern by Australia with 52.4%, Norway with 51.4%, and IndiaEuropean leader with a 74.7. The Latin American with 49.8% (see Figure 8). The lowest positive customercountries surfaced lower on the rankings, with Argentina experience scores came out of Asia-Pacific, with Japanthe leader in that region with a 72.7. and Hong Kong scoring 17.1% and 12.9%, respectively.Figure 8 FIGURE 8 Customerswith a Positive/ Negative Experience by Country (%), 2012 Customers with a Positive/Negative Experience by Country (%), 2012 Global Average Global Average (2.9%) (42.7%) 0.8% Canada 56.2% 1.6% US 55.7% 2.4% Australia 52.4% 3.8% Norway 51.4% 1.4% India 49.8% 3.3% Turkey 47.6% 2.8% South Africa 45.8% 2.1% UK 45.3% 2.1% Germany 45.2% 3.1% Switzerland 44.3% 4.5% Argentina 43.1% 2.0% Czech Republic 42.7% 1.9% Philippines 42.3% 2.9% Poland 41.2% 3.8% Denmark 40.5% 5.8% Portugal 39.0% 4.0% Austria 36.9% 4.9% UAE 36.8% 4.5% Netherlands 35.9% 5.2% Finland 35.8% 3.1% Mexico 35.7% 3.3% Russia 35.6% 8.5% Spain 34.6% 6.5% Vietnam 34.5% 7.0% France 33.8% 4.9% Belgium 33.8% 1.7% Sweden 31.2% 5.7% Brazil 30.1% 3.0% Singapore 28.2% 10.1% Saudi Arabia 26.6% 5.4% Italy 25.3% 7.8% China 25.2% 3.6% Taiwan 23.1% 6.5% Japan 17.1% 4.3% Hong Kong 12.9% Negative Experience Positive Experience Regional Positive Experience LeaderNote: Total may not add up to 100% as the percentage of respondents with neutral answers has not been shownSource: 2012 Retail Banking Voice of the Customer Survey, Capgemini, 2012
16 2012 World Retail Banking ReportRounding out the bottom four countries were China More customers are satisfied, than areat 25.2% and Taiwan at 23.1%. The poor performance having positive experiencesof Japan and Hong Kong may be due to the high As in 2011, general satisfaction levels are much higherexpectations that consumers in these advanced economies than positive customer experience rankings. In everyhave of their banks. These expectations have not been country analyzed, there are significantly more satisfiedfulfilled in recent years by any novel or significant customers than there are customers having a positiveinnovations in service delivery. experience (see Figure 9). In Italy, for example, banks are approaching the global average of 65% in satisfaction, butThe five countries with the biggest gains in positive have a positive customer experience of only about 25%.customer experience compared to 2011 are all European.Banks in the two biggest gainer countries—Norway, with These findings indicate that banks should proceed withan increase of 12.3% and Netherlands, with an increase caution when it comes to measuring customer satisfaction.of 10.9%—have been investing in new channels and Clearly, high customer satisfaction levels are easier tocustomer-focused technologies. Norway’s largest bank, achieve than high levels of positive customer experience.DNB, introduced a new web platform and online bank, Yet it is only through the ability to “wow” customersas well as 24/7 customer service in 2011. In Netherlands, through positive experiences that banks can expect toa critical mass of customers adopted mobile banking in generate high levels of loyalty.2011. In addition, almost all large Dutch banks are nowproviding personal financial management tools to help Banks in a handful of countries significantly improvedcustomers optimize their finances. from 2011 their levels of both general satisfaction and positive customer experience. These include banks fromThe other countries that increased their positive customer Canada, the U.S., and Australia, as well as the Europeanexperience ratings were all in Central Europe and nations of Norway, Germany, and Turkey (see Figureincluded Russia, by 9.8%; Poland, by 7.9%; and Turkey, 10). Banks in other countries, including India, Italy,by 6.9%. As in the case of satisfaction, Russian customers and Switzerland, increased overall satisfaction, but hadmay be responding to general improvements in services virtually no impact on positive customer experience (seebeing offered by state-owned banks. In addition, none of Figure 11). Banks in a few Asia-Pacific markets werethe five European gainers have been severely affected bythe European debt crisis.Figure 9 Positive Customer Satisfactiona vs. Positive Customer Experienceb, by Country, 2012FIGURE 9 Positive Customer Satisfactiona vs. Positive Customer Experienceb, by Country, 2011-2012 90% Percent of Banking Customers with a Positive Satisfaction South Africa Canada India Switzerland US 75% Czech R. Australia Average Positive France Norway Satisfaction (64.5%) Italy Sweden Belgium UK Argentina 60% Portugal Netherlands China Singapore Saudi Arabia 45% Spain Positive Satisfaction = Positive Experience Taiwan 30% Hong Kong Japan 15% Average Positive Customer Experience (42.7%) Regional CEI Leader 0% 0% 15% 30% 45% 60% 75% 90% Percent of Banking Customers with a Positive Customer Experiencea) Positive Customer Satisfaction has been defined as positive or very positive; b) Positive Experience has been defined as positive or very positiveSource: 2012 Retail Banking Voice of the Customer Survey, Capgemini, 2012
chapter 1 17Figure 10 Positive Customer Satisfactiona vs. Positive Customer Experienceb for Select Countries withFIGURE 10 Positive Customer Satisfactiona vs. Positive Customer Experienceb for Select Countries with Improved Customer Satisfaction and Customer Experience by Country, 2011-2012Improved Customer Satisfaction and Customer Experience by Country, 2011-2012 90% Percent of Banking Customers with a Positive Satisfaction 75% Average Positive US Satisfaction Australia Canada Norway Germany 60% Turkey 45% 30% 15% Average Positive Customer Experience 0% 0% 15% 30% 45% 60% 75% 90% Percent of Banking Customers with a Positive Customer Experience 2011 2012a) Positive Customer Satisfaction has been defined as positive or very positive; b) Positive Experience has been defined as positive or very positiveSource: 2012 Retail Banking Voice of the Customer Survey, Capgemini, 2011, 2012Figure 11 Positive Customer Satisfactiona vs. Positive Customer Experienceb for Select Countries withFIGURE 11 Positive Customer Satisfactiona vs. Positive Customer Experienceb for Select Countries Improved Customer Satisfaction, by Country, 2011-2012with Improved Customer Satisfaction, by Country, 2011-2012 90% Percent of Banking Customers with a Positive Satisfaction 75% Average Positive Switzerland Satisfaction UK 60% Italy India 45% 30% 15% Average Positive Customer Experience 0% 0% 15% 30% 45% 60% 75% 90% Percent of Banking Customers with a Positive Customer Experience 2011 2012a) Positive Customer Satisfaction has been defined as positive or very positive; b) Positive Experience has been defined as positive or very positiveSource: 2012 Retail Banking Voice of the Customer Survey, Capgemini, 2011, 2012
18 2012 World Retail Banking ReportFigure 12 Positive Customer Satisfactiona vs. Positive Customer Experienceb for Select Countries withFIGURE 12 Positive Customer Satisfactiona vs. Positive Customer Experienceb for Select Countries Decreased Customer Experience, by Country, 2011-2012with Decreased Customer Experience, by Country, 2011-2012 90% Percent of Banking Customers with a Positive Satisfaction 75% Average Positive Satisfaction Sweden 60% Singapore China 45% 30% Hong Kong 15% Average Positive Customer Experience 0% 0% 15% 30% 45% 60% 75% 90% Percent of Banking Customers with a Positive Customer Experience 2011 2012a) Positive Customer Satisfaction has been defined as positive or very positive; b) Positive Experience has been defined as positive or very positiveSource: 2012 Retail Banking Voice of the Customer Survey, Capgemini, 2011, 2012among the small group that experienced declines in years after becoming a customer. For customers whopositive customer experience along with only small or remain with their bank through the first five years, thenegligible increases in satisfaction (see Figure 12). probability of staying with the bank for a very long time increases exponentially.Positive customer experienceleads to loyalty One aspect of customer perception that appears toThe findings from our surveys of customer trust and have little impact on customer experience is trust andsatisfaction showed that these factors are not effective confidence. We found that customers could have highindicators of the crucial measure of customer loyalty. positive experience without having much trust in theirA much better indicator of customer loyalty is positive banks. In Australia, for example, more than 50% ofcustomer experience. In fact, the likelihood of customers customers report a positive experience, but only aboutto change their primary bank within the next six months 20% of those customers say they trust their banks.increased almost linearly as the customer experience gotpoorer (see Figure 13). Accordingly, as the experience gets Positive experience lacking inmore positive, the customer is less likely to change banks. important channelsThe most loyal customers are those who are enjoying the Channel performance is a key element of the customermost positive customer experiences. experience. That’s because delivery channels are the prisms through which customers gauge theirThese findings point to a prescription for minimizing experiences. The branch and the internet remained thecustomer attrition. Banks should ensure customers most important channels, with roughly 70% to 90% ofare having positive experiences by improving their customers in all regions citing them as so. Yet banks weresatisfaction in the areas that matter most to them. This, not effective in delivering an experience to match thein turn, should lead to increased customer loyalty, which level of importance customers placed on those channels.could also translate to more cross-selling and result in a The percent of customers reporting a positive experiencemore profitable customer relationship. through these channels ranged between only about 40% and 60% (see Figure 14).The greatest effort into improving the customerexperience should occur within the first five years of a Customers were less likely to view the phone andcustomer’s relationship. This will help ensure that over a mobile channels as important, with only 40% to 60%period of time, the bank is able to deepen the customer of customers in all regions indicating as much. Therelationship and make it more profitable by capturing exception is North American customers, of whicha larger share of the customer’s wallet. That’s because nearly 75% ranked the phone as important. Alongpeople are most likely to leave their bank one to four
chapter 1 19Figure 13 FIGURE 13 Customer Experience Index vs. Likelihood to to Change Primary Bank, Global, 2012 Customer Experience Index vs. Likelihood Change Primary Bank, Global, 2012 100 The most loyal customers were found to be the ones 90 who were enjoying the most positive customer experience The likelihood of customers Some customers who are Customer Experience Index to change their primary bank very likely to change their within the next six months banks in the short-term may 79.5 was found to increase almost do so regardless of the 80 linearly as the customer experience, because they experience got poorer may be strongly influenced 74.4 by other factors 70 68.9 69.6 65.9 64.5 64.3 60 0 1 2 3 4 5 6 7 Very Unlikely Not Sure Very Likely Likelihood to Change Primary BankSource: 2012 Retail Banking Voice of the Customer Survey, Capgemini, 2012Figure 14 Positive Experience of Channels vs. Channel Importance by Region, 2012FIGURE 14 Positive Experience of Channels vs. Channel Importance by Region, 2012 100% Percent of Banking Customers with a Positive Experience 80% 60% 40% 20% 0% 0% 20% 40% 60% 80% 100% Percent of Banking Customers Who View Channel As Important Branch Internet Mobile Phone North America (NA) Western Europe (WE) Central Europe (CE) Asia-Pacific (AP)Source: 2012 Retail Banking Voice of the Customer Survey, Capgemini, 2012
20 2012 World Retail Banking Reportwith identifying the phone and mobile channels as less A common finding of customer attitudes toward theimportant, customers also experienced considerably lower different channels is that customers are more interestedlevels of positive experience through these channels. in accomplishing a wide range of everyday banking activities, than in receiving specialized services throughGiven the importance of the branch and internet, banks those channels. In effect, banks must improve theircould benefit by improving the customer experience ability to conveniently fulfill fundamental banking needsthrough these channels. Our Voice of the Customer through all channels, before they make investments insurvey found that, in terms of branch banking, customers more advanced, personalized services.are most interested in having a knowledgeable staff(67%) and low waiting times (65%). Not as important is The mobile channel has high potential for improvingpersonalized branch service (61%) and the ability to open overall levels of positive customer experience. In everyan account in less than 30 minutes (58%). region except North America and Asia-Pacific, mobile had the highest increases in positive customer experienceIn terms of internet banking, customers are looking for compared to 2011. Positive experience in the mobilemore complete services. They most highly value the channel increased by nine percentage points in Centralability to carry out all types of transactions (70%), as Europe, four percentage points in Western Europe, andwell as have a holistic view of account information (68%). five percentage points in Latin America (see FigureThey also want to be able to find answers to all their 15). While positive experience in mobile increased byqueries (64%). Less important is having personalized four percentage points in Asia-Pacific, positive branchservice (58%). experiences in this region increased by slightly more (five percentage points).In ATM banking, basic account management emergedas the most important attribute. Nearly 47% of customers The only region where positive mobile experiencescited as important the ability to manage their accounts by did not increase was in North America. Here, positivebeing able to make payments and transfers. The ability experience levels decreased by two percentage points.to scan and deposit checks through the ATM is valuable North American banks may be having difficulty meetingfor 44% of customers, and finding answers to all banking the high expectation levels of North American customersquestions is important for 42% of customers. Less who are already accustomed to using mobile phones for aimportant is having a customized interface (39%). multitude of purposes.Figure 15 Customers with a Positive Experience by Channel and Region (%), 2011–2012 Branch Internet Phone Mobile 62% 63% 48% 37% North 3% 3% -1% -2% America 59% 60% 49% 39% 49% 56% 34% 35% Central 7% 4% 6% 9% Europe 42% 52% 28% 26% 43% 49% 31% 28% Western 1% 2% 2% 4% Europe 42% 47% 29% 24% 44% 46% 32% 34%Middle East NA NA NA NA & Africa NA NA NA NA 46% 45% 31% 31% Latin 2% 4% 1% 5% America 44% 41% 30% 26% 42% 42% 30% 30% Asia 5% 3% 3% 4% Pacific 37% 39% 27% 26% 2012 % Point Change 2011-2012 2011Source: 2012 Retail Banking Voice of the Customer Survey, Capgemini, 2011, 2012
chapter 1 21The Growth of Mobile Banking Customer-experience improvements are most likely 80%, the absolute population using mobile is much larger to occur in the mobile channel, except in North than in the developed nations. In fact, three-quarters of America and Asia-Pacific, where they are happening global mobile subscriptions were from the developing in the branch. regions in 2011. The branch and internet continue to have the highest customer experience levels, but mobile is approaching Smart phones are particularly well-suited to mobile them, presenting an opportunity for aggressive players. banking, thanks to their advanced functionality. Smart phones have made rapid gains since 2009, driven largely Mobile banking is still nascent, but adoption could by the European market. The number of smart phone accelerate, matching or even surpassing the rate of users is projected to increase to 631 million by 2015, up adoption of internet banking. from 172 million in 20091. Despite this growth, basic Innovation in mobile banking is hampered by security mobile phones still heavily outnumber smart phones, concerns, a lack of harmony in the mobile banking making them an important part of an effective mobile- ecosystem, and issues of usability. banking strategy.Banks and customers alike have reasons More than 60% of customers worldwideto adopt mobile will likely use mobile banking by 2015The forces of supply and demand are coming together As customers increase the amount of time they spendin mobile banking, setting the stage for exponential and the number of activities they perform throughincreases in adoption. On the supply side, banks are mobile phones, mobile banking is expected to grow.providing increasingly sophisticated, real-time mobile Mobile banking fulfills customer demand for real-timeservices. In addition to basic transaction capabilities like account updates, and is accessible whenever and whereveraccount look-ups and money transfers, they are starting a customer chooses. Available 24/7 from virtually anyto take advantage of advanced mobile features like geo- location, it offers customers the most convenient methodlocation to provide enhanced offerings such as mobile of banking possible.coupons and branch/ATM locator services. In some areasof the world, particularly parts of Africa where other Like their customers, banks that invest in the mobilechannels are not well established, banks are positioning channel can benefit in a number of ways. A strong mobilemobile as the primary way of accessing the bank. channel can help bring costs down by moving customers away from more expensive channels, such as the branch.On the demand side, customers are doing their part by At the same time, mobile can be used to drive revenuesadopting mobile and smart phones in large numbers. by enabling banks to target the large market of unbankedMobile carriers are building network connections to individuals, especially in the emerging markets. Mobilesupport the more sophisticated services consumers also serves to improve the experience and drive the loyaltyare seeking. And currently unbanked consumers are of customers who value its convenience.emerging as a new market, as they look to bankingservices delivered through mobile devices to help propel The industry as a whole needs to establish a presence inthem into the ranks of the banking populace. While mobile simply to ensure it doesn’t lose market share togrowth in mobile banking is still at an early stage, it is non-bank entities seeking to take advantage of mobile’spoised to grow similar to the way internet banking grew ubiquity and convenience to offer banking services.over the last decade. Mobile operators, for example, are starting to offer payments and transactions, and may move towardMobile phones have the advantage of ubiquity. The more advanced services, such as direct deposit intodeveloped markets, including North America and customers’ mobile phone accounts. These efforts mayEurope, have already reached mobile-phone saturation, significantly reduce customers’ dependence on banks forwith at least one subscription per person. While the payment services.penetration rate in the developing economies is at about1 “Mail Manager Now Compatible With iPhone, iPad, Android Smartphones and Tablets and Windows Phone 7”, marketwire, July 12, 2011
22 2012 World Retail Banking ReportNearly three-quarters of customers today have never until widespread adoption of e-commerce, along withused mobile banking, but that percentage is expected to the establishment of sites like Amazon and eBay, led tofall by nearly half by 2015. While the biggest percentage increased comfort levels with the technology. Similarly,of users by 2015 is expected to be those who use it a mobile banking is currently constrained by security issuescouple of times a year (18.5%), the number of daily users and runs the risk of not gaining traction (see Figure 17).is expected to increase from 2% to 9.8%. In total, morethan 60% of customers are expected to be using mobile by A more likely scenario, however, is that the security2015, putting banks under pressure to develop a full suite concerns get resolved and mobile banking begins on aof mobile banking services (see Figure 16). growth path. Whether mobile eventually surpasses the internet as the most preferred channel may depend on theCurrent trends indicate that adoption of mobile banking quality of services it offers and their ease of use.may evolve in a similar way as internet banking did.Internet banking was hampered by security concernsFigure 16 Mobile Banking Usage Statistics (%), Global, 2005–2015EFIGURE 16 Mobile Banking Usage Statistics (%), Global, 2005–2015E Growth (% points) 100% 2005–15 80% 37.7% Never -33.4 50.4% 58.2% 71.3% 60% 18.5% Couple of times a year 7.4 40% 17.6% 15.0% 16.8% Monthly 7.7 11.1% 14.2% 20% 12.4% 17.2% Weekly 10.6 9.1% 13.0% 10.6% 6.6% 2.0% 9.8% Daily 7.8 3.8% 4.9% 0% 2005 2010 2011 2015ESource: Capgemini analysis, 2012; 2011, 2012 Retail Banking Voice of the Customer Survey, Capgemini
chapter 1 23Figure 17 FIGURE 17 Potential Evolution of Mobile Banking vs. Internet Banking Potential Evolution of Mobile Banking vs. Internet Banking Complex Mobile Banking Scenario 3 Mobile Banking overtakes internet banking and becomes the most preferred banking channel Internet Banking Widespread adoption of Sophistication of Service e-commerce Amazon.com, Ebay.com leading to a Mobile Banking Scenario 2 greater sense of security of Mobile Banking takes off and the channel among users banks offer wide range of services on the mobile channel however mobiles lag the internet channel due to ease of use Communication protocols are established, though Purely internet Mobile Banking Scenario 1 security is still a concern based banks Mobile Banking is heavily constrained due to security M-Banking is launched concerns and may not gain however with not much traction. We believe this much success is the least likely scenario Rudimentary 1980 1990 2000 2010Source: Capgemini analysis, 2012Mobile’s flexibility lets it drive a wide Western Europe, for example, mobile will likely be usedrange of strategies to dovetail with social banking and support near-fieldThe potential for delivering sought-after services through communication. In Asia-Pacific and the Middle East/the mobile channel is high. Mobile banking innovation Africa, it is more likely to be used to target unbankedis already occurring in every corner of the world. consumers and to support person-to-person banking.Lloyd’s TSB in the U.K., for example, is using near-field communication to support contactless payments The path to greater usage of mobile banking is notat the 2012 Olympics through special-edition phones without challenges. Security remains a top concern.commemorating the games. ING Direct, meanwhile, The business models between banks, telecom carriers,offers mobile payments that occur when individuals tap and other third-party providers have yet to be workedtheir phones together via “bump” technology. out. Developers will need to offer sophisticated services, while still keeping user interfaces simple. And mobileIn Malaysia, Hong Leong Bank has overcome must evolve to work with existing channels to deliver theinteroperability issues by introducing a mobile-banking consistency between channels that customers desire.app that runs on the three major smart phone platforms.American Express is pushing the boundaries of reward Going forward, banks should keep in mind threeprograms by offering mobile users discounts when tenets of mobile-banking development. First, customerthey “check in” via mobile geo-location at participating demand for functionality, combined with the smallmerchants. Nigerian banks are using mobile to bank screen sizes and processors of mobile phones, willthe unbanked. And Commonwealth Bank of Australia require banks to develop highly useful, but simpleis breaking down channel silos by allowing account services. Second, banks should evaluate how theyapplications started in one channel to be completed want to position the mobile channel alongside existingin another. channels, given the current and expected importance of those channels. Third, given mobile’s flexibility inWorking in mobile banking’s favor is its potential to fulfilling a number of different strategies, banks shouldfulfill a wide range of strategies, depending on the have a firm understanding of the customer segment theyneeds of a particular region. In North America and intend to target with mobile banking.
24 2012 World Retail Banking Report
25 Chapter 2At a Crossroads,Retail Banks Must Identifyand Prioritize Core StrengthsThe retail banking industry is at an inflection point. Long-term shifts and short-term shocks are converging at the same time, adding a new level of difficulty to the industry’s ongoing challenges.Determining the optimal response requires clarity of vision. At a time when having a long- term strategy is paramount, retail banking executives are highly uncertain about how they should prepare their firms for the future.In the absence of a long-term focus, retail banks are choosing to ‘do everything.’ A broad approach to retail banking is not a model for success. Banks must differentiate themselves by organizing around areas of strength.Three categories of retail banking specialists are emerging—product innovators, distributors, and utility/processors. Retail banks must identify where their strengths lie along this spectrum.A phased transformation will require investing in core strengths, while gradually minimizing other areas. In the short-term, banks should focus on developing ‘must-have’ capabilities related to their core strengths, while planning for gradual investments in supporting capabilities. They should also start planning to reduce investments or decommission/outsource operations in areas that are non-core to their projected business model.
26 2012 World Retail Banking ReportThe Ground Beneath Banks Is ShiftingMassive debt loads weigh on the global Short-term disturbances are alsoeconomy as super cycle ends shocking the systemRetail banks around the globe are facing challenges more The long-term debt story is behind other economicsevere and intractable than any they have encountered events that have punctuated the short-term. The Unitedbefore. Some are the culmination of long-term trends; States suffered its first ever credit-rating downgrade inothers the result of short-term shifts. All are occurring 2011, with Standard & Poor’s citing high debt levels.against a backdrop of ongoing legacy issues that continue Meanwhile, Europe’s sovereign debt woes continuedto bedevil the industry, including aging technology to gain traction, with the ratings of several countriessystems and expensive branch networks. experiencing downgrades in early 2012.One of the biggest potential problems has been building The contagion has spread to individual banks. Ratingsfor decades, but is only now poised to have an impact. agencies have downgraded or put on warning dozens ofSteadily growing levels of public and private debt in banks in the United States and Europe. At the same time,developed economies around the world since the 1980s cross-border lending exposure to the fragile euro zone ishave resulted in debt loads not seen since just before the now reaching levels that could present systemic dangers ifGreat Depression. Economists call it the debt super cycle, Europe fails to stabilize its debt crisis.and it portends an extended period of sluggish growthworldwide, high unemployment, and volatile markets. The pervasive economic instability has inevitably led to political turmoil. The governments of several countriesThe super cycle began when debt levels fell after the have been ousted, and citizens around the world haveGreat Depression and remained consistently low for taken to the streets in protest of a wide range of economicdecades. The downward debt trend reversed itself when ills, including austerity, unemployment, and inequality.low interest rates began prevailing in the early 1980s. At In a vicious cycle, the political unrest is causing uneasethat point, consumption-driven debt started accumulating in the global financial markets, raising the interest ratesin modern economies including the G7, spiked in the paid by indebted nations to even higher levels, further2000s, and resulted in the current unsustainable levels. threatening their solvency.Today, public debt is a primary reason governmentsface increased difficulty in stimulating their economies. On top of the economic burden is a regulatory one.Further, it has raised the specter that default by a major New rules and requirements to come out of the 2008euro-zone country could set in motion a prolonged global financial crisis have been particularly onerous. Whileeconomic recession. past regulations may have imposed extra administrative work, many of the most recent ones are having a directConsumer trends are not helping the situation. With low impact on revenues. Changes to the way U.S. banks canconfidence in the economy and limited credit availability, charge for basic products like current accounts, and creditconsumers have begun deleveraging, leading to a fall in and debit cards, for example, have eliminated billions ofeconomic activity. Total outstanding household debt fell dollars of retail-banking fee income.to $11.6 billion in the third quarter of 2011, compared toa peak value of $12.5 billion in the third quarter of 2008. The too-big-to-fail mandate that has long characterizedGovernments attempting to counter a major deleveraging global banking policy is now getting increased scrutiny.cycle responded by adding debt onto more debt, running Opposition is coming not only from the populaces oflarge fiscal deficits, and increasing debt levels on central countries that have imposed austerity measures, butbanks and government balance sheets. from high-level policy makers who have proposed that being too big to fail is too big, period. Rather than aBetween consumer deleveraging and fiscally weak wholesale dismantling of large institutions, however,governments, countries around the world now run an the more likely outcome will be enhanced regulatoryincreased risk that they will reach the limits of their oversight of globally important firms, with perhapsability to borrow. In effect, even though the industry just one or two firms dismantled by market forces and/orweathered a global financial crisis, it may well be on the government intervention.precipice of another.
chapter 2 27Another outcome of the 2008 crisis is tightened core- North American banks STRUGGLING WITHcapital requirements. Basel III, the most recent global customer trustregulatory standard to oversee bank capital adequacy, A disregard for banks became apparent in two events ofseeks to address many of the banking-system flaws that late 2011 and has now become one of the main issuesbecame visible in the crisis by applying more stringent facing the industry in North America. An online eventrequirements than its Basel predecessors. Meeting the called Bank Transfer Day encouraged customers torequirements is expected to have a substantial impact move their accounts out of large commercial banks toon bank profitability. At the same time, it may hamper non-profit credit unions. The Credit Union Nationaleconomic growth. The Organization for Economic Association reported that more than 40,000 consumersCooperation and Development (OECD) has estimated joined credit unions on the designated transfer day andthat implementation of Basel III will decrease annual more than 200,000 joined in the month leading up to it.GDP growth by 0.05% to 0.15%.2 Similarly, Occupy Wall Street protesters brought together via social media set up an encampment in downtownEvolving customer habits present New York City. Their actions spurred similar protests innew threats other cities around the world throughout the fall.Customers themselves are changing the way theybank, making it difficult for retail banks to continue The increasingly vocal outcries against banks have furtherbusiness as usual. For one, they are flocking to non- damaged the already poor reputation of the industry inbank competitors. Americans fed up with bank fees are North America. Capgemini’s Voice of the Customerincreasingly seeking out the more than 1,000 money survey found that only 20% of customers in Northcenter stores of the discount retailer Wal-Mart to cash America and just over 15% worldwide have trust andchecks, pay bills, wire money overseas, or load money confidence in their primary banks.onto prepaid debit cards. Wal-Mart also offers taxpreparation services and a credit card with no annual fee. Much of the dissatisfaction with U.S. banks stems from fees. A spate of new regulations, as well as the openingSimilarly, as a number of customers across the world of the Consumer Financial Protection Bureau, is nowincreasingly start relying on mobile phone operators and making it harder for banks to impose fees. While the feeonline services such as PayPal for making their payments, restrictions may have the benefit of improving relationstheir dependence on traditional retail banks, and their with disgruntled customers, they are already resulting inneed for having a bank account is declining. drastically reduced profit streams.Customers are also putting pressure on banks by Further eroding the economic prospects of Northdemanding service through a wide range of channels, American banks are the large fiscal and current accountincluding physical branches, mobile phones, tablets, deficits being run by the U.S. Federal Reserve, whichpersonal computers, and automated teller machines. Until could lead to more restrictive monetary policies andthe competitive standard changes, banks must bear the slower growth. The euro-zone debt crisis continues tocost of supporting this multitude of channels. present a significant risk to the U.S. banking sector, given its exposures there. And a shift by consumers from creditFinally, customers have been greatly empowered by products to less profitable debit products could impactsocial media. Networking sites such as change.org, loan growth.which promotes social change through the use ofonline petitions, and Facebook, have given consumers Sovereign debt crisis in Europea convenient mechanism for banding together to make could be cripplingtheir voices heard. Perhaps the most striking example As disheartening as these trends are for retail banksof this newfound power occurred at the end of 2011 in North America, the overall situation in Europe iswhen Bank of America was forced to drop a plan to potentially far more concerning. The sovereign debtcharge a $5 monthly fee for debit-card usage. An online crisis in the peripheral euro-zone states shows no sign ofpetition garnered 300,000 signatures, generating a media abating, and could impact the future of the Economicbacklash against Bank of America and causing other and Monetary Union (EMU). Half of the credit ratingsmajor banks to drop similar plans. of countries in the euro zone have been downgraded, further depreciating the euro currency and the economic stability of the Eurozone.2 Slovik, P. and B. Cournede (2011), “Macroeconomic Impact of Basel III”, OECD Economics Department Working Papers, No. 844, OECD Publishing
28 2012 World Retail Banking ReportThe ongoing crisis is already leading to high levels of will almost equal that of North America and Europestate interference in the banking sector. Besides slowing combined. By 2030, middle-class spending in Asia willoverall economic activity, the crisis could also lead to be nearly double that of North America and Europelosses on sovereign debt holdings, large debt write- combined.3 This emerging middle class is expected todowns, and an increase in non-performing loans for drive significant growth of retail banking services.banks. Businesses have lost confidence in the economyand consumers have lost trust in the banking sector. A potential downside to near-term growth in Asian retail banking is the risk of property prices falling, affectingWhatever the ultimate fallout from the debt crisis, mortgage loan profitability. Asian banks also face thethere is no question European banks will need to meet prospect of reduced European lending, which currentlyheightened requirements for capital adequacy, liquidity, makes up 25% of total foreign lending. They also mustand risk management. Closing current capital shortfalls adhere to Basel III regulations, which will force themis expected to have a substantial impact on profitability, to increase their capital ratios, reduce riskier assets andreducing return on equity for the average European bank. accept government cash to reduce solvency risk.Expanding middle class set to propel Some emerging economies, meanwhile, are at risk ofAsia-Pacific banks slowing down. In early 2012, the World Bank cut itsAlthough the European debt crisis could impact financial 2012 growth forecast for developing countries to 5.4%markets in Asia-Pacific, this region has the brightest from 6.2%. India, China, and Brazil experienced agrowth prospects for retail banking. The region did not decline in GDP growth in late 2011, and signals indicatesuffer as badly as Europe and the U.S. during the 2008 there may be more decline ahead. The slowdown incrisis, and momentum there is only accelerating. emerging economies will not only affect the local retail banks in those regions, but also the global expansionThe Organization for Economic Cooperation and plans of banks in developed nations.Development has projected that by 2020, the percentof global spending by the middle class in Asia-PacificTraditional Tactics Are Less Effectivein the Current EnvironmentThe long-term future is instilling high the crisis, including higher core capital requirements andlevels of uncertainty improved risk management routines, are also cause forDespite the many challenges retail bankers around the higher confidence.globe face today, they are not wholly unprepared. Theyhave encountered crises before, including the dot-com Retail bankers are less certain about their ability to copecrash of 2000. In fact, compared to their readiness in in the long-term. About 60% of executives say they are2000, and later in 2008 when the financial crisis hit, at least somewhat prepared to handle the challenges thatbankers believe, according to Capgemini’s 2012 Global will arise in 2014 and beyond. This dip in confidenceRetail Banking Executive Survey, that they are better is mainly attributed to uncertainty about the globalprepared to deal with today’s short-term challenges than economy and the impact of regulatory changes. It alsothey were to handle the previous crises (see Figure 18). reflects the fact that most banks have placed strategic importance on the short-term, and have done little toLess than 40% of bank executives said they were at least address long-term issues.somewhat prepared for the dot-com crisis of 2000 andthe financial crisis of 2008. Banks are far more upbeat While bankers are fairly confident overall about theabout their ability to navigate the short-term future, future, customers are much less so. Not even 40% ofwith nearly 80% saying they are at least somewhat customers think banks are at least somewhat prepared forprepared. This short-term optimism is likely due to their the short- and long-term future. One encouraging sign isrecent success in surviving the financial crisis and their that even though bankers were less optimistic about theircurrent focus on the short-term. Certain outcomes of preparedness for the long-term, customer confidence in banks is expected to gradually increase over time.3 Kharas, H. (2010), “The Emerging Middle Class in Developing Countries”, OECD Development Center, Working Paper No. 285
chapter 2 29FIGURE 18 Retail Banking Industry Readiness / Preparedness Assessment byFigure 18 Retail Banking Industry Readiness/ Preparedness Assessment by Bank Executives andBank Executives and Customers (% of Respondents), 2012 Customers (% of Respondents), 2012 Dot Com Crash Credit Crisis Present Short-Term Future Long-Term Future 80% Indicating at Least “Somewhat Prepared”) Bank Preparedness (% of Respondents Bank Executives 60% 40% Customers 20% 0% 2000-2002 2007-2009 2010-2011 2012-2014 2014+Source: Capgemini analysis, 2012; Capgemini 2012 Global Retail Banking Executive Survey; Capgemini 2012 Retail BankingVoice of the Customer SurveyToday’s challenges are more acute economic uncertainty, the cost of raising new capital hasthan before soared, weighing on bank valuations, while pervasiveBankers’ general unease about the future is ratings downgrades have led to a rise in borrowing costs.understandable. Banks are facing a convergence of issues At the same time, interbank lending has declined.unlike anything they have experienced before. Not only isthe mix of challenges greater, so is the degree. Similarly, while banks have always had some trouble winning the trust of their customers, the problem todayConsider regulation: While banks have always had has never been more acute. The number of Americansto bear the brunt of it, today’s rules are impacting expressing a great deal or a lot of confidence in theirprofitability in a way older regulations never did. For banks began to fall in 2006, according to Gallup. Spurredexample, Know Your Customer controls require banks along by the global financial crisis, in which institutionsto formally identify and document customers, a task went bankrupt or required government assistance tothat mostly creates extra administrative work. Newer survive, consumer confidence in U.S. banks plummeted,rules regulating overdraft and debit-card fees have been reaching an all-time low in late 2010.far more severe; they directly impact revenue streams,causing banks to have to consider new business models to Customers are presenting other never-before-seenretain profits. issues. People could always complain to their friends and neighbors about their banks, but social media hasA higher degree of difficulty is also associated with given them the means to amplify and organize theirthe cost of capital. New Basel regulations have forced complaints into social action. The pressure on banks tobanks to increase capital adequacy ratios and upgrade rescind their monthly debit-card fees is unprecedented. Inrisk governance systems, putting additional burdens on general, information sharing over social media is makingbank profit margins. To meet higher capital requirement consumers more aware of their alternatives and less aversenorms, most banks will likely be forced to sell off assets to changing banks.and raise capital. Customers are also more sophisticated than ever before.Meanwhile, the ongoing sovereign debt crisis in Europe Their experiences with top consumer brands such ascould impact the future of the monetary union and have Apple and Amazon have dramatically increased theiran adverse impact on the balance sheets of banks due expectations and demands for personalized service. Andto forced debt write-offs. Growing state intervention as they adopt new devices such as smart phones andand greater public scrutiny could pose a challenge to tablets, they are putting pressure on banks to keep up withindependent decision-making by banks. With so much what is becoming an expensive proliferation of channels.
30 2012 World Retail Banking Report Profit sources will be increasingly The generic retail-banking customer of the future has hard to find vastly different characteristics than those of the recent Not surprisingly, all of the pressures on retail banks past. While retail banking customers typically returned have constrained profitability. The top global banks to traditional behaviors following a crisis, too many saw profits drop significantly during the financial variables related to customer expectations are currently in crisis, with retail banking negatively affected by deposit play for that outcome to reliably occur again. Capgemini’s withdrawals, reduced lending, and rising rates of Voice of the Customer survey shows customers have mortgage foreclosures. During and after the crisis, the increased demands for the future, compared to before the main drivers of retail banking profits experienced lower crisis, across several dimensions. margins. Consumers deleveraged, reducing credit card and other debt, and house prices and sales volumes fell. Low transaction fees are a top criteria for 59% of Even though profits recovered somewhat in 2010 and customers in the future, up from 48% pre-crisis. Not 2011, the ongoing sovereign debt crisis in Europe and surprisingly, bank strength is of high concern for 57% of fears of a double-dip recession are putting profitability future customers, up from 47% pre-crisis. Rounding out under pressure again. the top three customer demands is the need for service across channels, important for 57% of customers in the Customers cannot be counted upon to lift banks out future, up from 45% before the crisis (see Figure 19). of the profitability quagmire. Fee income related to consumer overdrafts and transactions has been severely Over time, customers are expected to give importance curtailed. Mass affluent customers, which in the past to almost all the conveniences retail banking can offer. provided a stable source of reliable profits, are being Compared to before the crisis, customer demands are siphoned off by brokers, investment firms, and asset higher with regards to a desire for relationship services managers. Increasingly, banks are looking to mid- (52% versus 40%); value-added services (49% versus 37%), tier deposit accounts to drive revenues, but designing and product innovation (47% versus 34%). profitable products for this customer segment is difficult.FIGURE 19 Demands of the “Retail Banking Customer of the Future”, 2012 Figure 19 Demands of the “Retail Banking Customer of the Future”, 2012 59% 52% Increased demand Preference for low 1 55% 4 for relationship 47% transaction fees services 48% 40% 57% 49% High demand High concern for 2 53% 5 for value-added 43% strength of banks services 47% 37% 57% 47% High importance Emerging interest in 3 to service levels 52% 6 40% product innovation across channels 45% 34% Future Present Pre-Crisis Note: The above charts represent percentage of respondents indicating the criteria as ‘Important’ or ‘Very Important’ based on 18,321 responses from Voice of Customer Survey Source: Capgemini analysis, 2012; Capgemini 2012 Retail Banking Voice of the Customer Survey
chapter 2 31Traditional profit levers are becoming in particular are preventing banks from expandingless effective geographically by mandating that banks build theirRetail banks need to take action to counter all the capital bases from internal sources.industry- and customer-related challenges facing them.Yet they cannot fall back upon traditional responses. Raising capital, another fallback solution, is aActions they typically took in the past to sustain significant challenge in the current economy. Banks,profitability simply do not have the same effectiveness or particularly those in Europe, are already scurrying toare unavailable in today’s environment (see Figure 20). comply with new capital rules. And with anxiety over the industry’s health riding high, banks seeking to raiseFee income is a prime example. Banks relied heavily on capital are finding investors either scarce or in demandit over the years to boost profits, but now their ability to of hefty discounts.do so has been severely crimped. First, new regulationseliminated a rich source of fees related to current-account Reducing costs, always the default option, may be theoverdrafts and debit cards in the U.S. The ability of most effective of the traditional responses. But this optionbanks to impose new fees to cover the shortfall soon does not necessarily position banks strategically for thebecame imperiled by consumers empowered by social long-term. And in the short-term, banks will likely facemedia. With consumer awareness of fees now very high, higher costs as they invest in automation and informationany bank effort to raise fees is likely to cause customers to technology to increase efficiency.consider low-cost, low-fee competitors, such as retailers,telcos, and non-profit credit unions. Compliance and customer loyalty rule in the short-term; core competencies inFor years, banks also turned to mergers and acquisitions the long-termas a tool to expand market share, cut costs and ultimately With traditional tactics becoming less effective, banksincrease profits. But increased capital requirements and will be forced to rethink their strategic approach.uncertainty about the future are dissuading banks from Opportunity lies in prioritizing certain short-term actionsseeking out acquisition partners. European regulators while preparing for long-term shifts. The era of slowly evolving business models is over. Rather, a clear vision of the bank’s ultimate endpoint is necessary.Figure 20 Traditional Retail Banking Responses and Their Effectiveness, 2012 Traditional Current Comments Responses EffectivenessRaise Fees With increasing customer awareness, banks have been constrained from raising or adding new fees, while new regulations prevent banks from imposing new fees Fee concerns have led to loss of large customer base to non-banking players such as retailers and credit unionsAdd New Fees Recently, there have been massive protests over social media against banks for imposing fees on traditional free services such as debit card usageStrategic M&A Increased capital requirements due to Basel III regulatory constrains prevent banks from using M&A as a means of strategic growth Strategic M&A is not a part of the current strategy for retail executives due to uncertainly about industry’s futureGeographical Regulators, especially those in Europe, are preventing geographical expansion of banks to preventExpansion deleveraging in local geographies as banks try to build their capital base from internal sources Uncertainty of retail banking industry’s future, slowdown in emerging countries, and increased capital requirement has led to low effectiveness for global expansionRaising Capital Raising additional capital allows banks to meet regulation requirements and expand, but remains a challenge in present times Retail banks are challenged by both scarcity of available capital infusion and increased cost of capital while they need to increase their core capital due to regulationsCost Reduction Cost reduction remains a key priority for most of the banks across the globe and holds significance due to ongoing pressure on interest margins Banks are expected to continue to invest in automation and IT in order to reduce operational costs Highly Ineffective Today Highly Effective TodayNote: The above charts represent percentage of respondents indicating a measure as ‘Effective’ or ‘Very Effective’Source: Capgemini analysis, 2012; Capgemini 2012 Global Retail Banking Executive Survey
32 2012 World Retail Banking ReportIn the short-term, there is no getting around compliance strategically to ensure continued growth of corewith new and emerging regulations, including the Basel businesses. Finally, banks need to take care offrameworks and, for U.S. banks, the Dodd-Frank Act. business by raising capital, not only to meet regulatoryBasel regulations are forcing banks to increase their Tier expectations, but also to provide adequate support for1 ratios and reduce the weighting of riskier assets. In operations and bolster investor sentiment.Europe, SEPA requires banks to revamp retail credittransfers and direct debits. In the U.K., the FSA’s At the same time that banks are moving toward theseRetail Distribution Review, set for implementation in short-term goals, they should be laying the groundwork2012, raises professional standards for independent to meet their long-term visions. The most important stepsfinancial advisers and wealth managers. In light of these for the long-term will be to identify and specialize aroundregulations, banks should seek to optimize their product core competencies, while divesting non-core businesses.portfolios, and consider discontinuing products or This approach will let banks differentiate themselves inservices that have become less profitable. a highly competitive environment, while also preserving capital and boosting profits by shedding non-essentialWith profitability harder to come by, preventing businesses. Throughout the long-term, banks shouldattrition of the most profitable customers is increasingly maintain a focus on personalized service, as this willimportant. Accordingly, putting in place targeted always be an essential element of building a loyal andcustomer retention programs is a high short-term profitable customer base.priority. So is cost reduction, but it should be doneThe Way Forward:Extreme Measures for Extreme TimesBanks must identify their strengths assess the capabilities they currently possess around eachThree business models for the future—product leader, of these areas, and the steps they would need to take todistributor and utility/processor—are emerging (see become true specialists. They should evolve graduallyFigure 21). Retail banks should begin working now to toward one or a combination of two of these models, while still prioritizing necessary short-term actions.Figure 21 Retail Bank of the Future—Leaner Business Models, 2012 RETAIL BANK OF TODAY: A COMPLEX BANK RETAIL BANK OF THE FUTURE: LEAN BANK Product Leader Channel Management Product Development Product Leader Product Leader + + Risk Management Distributor Utility/Processor Technology Investments Internal Systems Sub-optimal Area Distributor + Utility/Processor Distributor Utility/ProcessorSource: Capgemini analysis, 2012
chapter 2 33Product model emphasizes innovation, They use channel analytics and take advantage ofsegmentation common information technology and customer databasesProduct leaders have superior skills in developing, to develop strategies for migrating customers to morebundling, and pricing products, while also managing efficient channels. They are quick to roll out productscustomer risk. They are less concerned about the quantity and services that are aligned to the specific capabilitiesof new customers acquired, than their overall quality, of each channel and that take into account the channelincluding lifetime value. They have a high ability to offer behaviors of individual customers. Their channela mix of optimally priced products, taking into account investment decisions are highly aligned to an overallproduct demand, as well as a customer’s risk profile, channel strategy.potential profitability, and lifetime value. Banks today tend to fall short of these requirements.Product leaders invest heavily in best-in-class customer While they have introduced a growing number ofon-boarding and cross-selling technology, and can price channels in response to customer demand, they have notproducts dynamically. They are innovative product done a sufficient job of integrating them. Service anddevelopers, drawing upon customer segmentation tools product distribution usually occurs through channelsto identify demand for new products, while keeping operating in distinct silos and through applications thatin mind changing macroeconomic, technological, have been bolted on to existing legacy systems. Theirregulatory, and market trends. They emphasize risk ability to perform channel analytics and use customermanagement, using real-time risk assessments based on data to enhance the end-user experience is poor.360-degree customer views. To become more efficient distributors, banks need toA customer-based view of risk is a departure from the improve channel integration and their ability to servestandard practice today of assessing risk by account. customers seamlessly between channels. They shouldBanks today also tend to offer a surfeit of products, upgrade their use of channel analytics so they can betterincreasing the complexity of risk management, pricing flow customers to the channels that best suit theirand operations. Nor have banks put much thought into needs. And they should develop a proficiency in quicklyaligning products to meet changing capital requirements. rolling out products and services that are optimized for specific channels.To become a product leader, banks need to change theirrisk models to accommodate customer views, and strive Superior utilities/processors offerto simplify their product sets across fewer customer value-added information servicessegments. Given changing capital requirements, they Utilities/processors excel in cost-effective transactionshould also seek to introduce products that better fulfill processing. They operate their internal systems atnew capital and liquidity needs. For example, they optimum transaction speeds and capacity levels, andmight offer current accounts that include investment have the ability to scale to meet future processing needs,capabilities, which would receive the beneficial treatment locally, regionally or globally. They employ best practicesof stable funding. Or they could offer product bundles in business-process engineering to achieve lower totalthat combine financing and deposits, such as retail costs and improved operations performance. They alsomortgages that carry interest rates based on the net instill consumer trust by meeting or exceeding securityamount of outstanding credits and deposits. standards and operating at close to 100% uptime.Channel integration and analytics are Processing specialists do more than just executehallmarks of distributors transactions. They analyze the data going through theirDistributors specialize in channel management. They systems to gain insights that can be applied to newhave a strong customer relationship management product development, customer segmentation strategies,infrastructure to support a consistent picture of clients and compliance risk. They also generate fee income byacross channels. Seamless integration and organized leveraging their data to offer value-added informationalbusiness-process flow between all channels offers services. By using a shared services utility model,customers a common user experience, regardless of the banks can leverage their state of the art infrastructurechannel they use. to offer value-added services to other institutions, and hence will lower their total cost of ownership throughIn addition to having superior sales productivity, combined transaction volumes while generatingdistributors are experts at optimizing a mix of channels. additional fee income.They offer an unparalleled self-service experience.
34 2012 World Retail Banking ReportMost banks today view their data processing units as In the future, retail banks must maintain a much leanercost centers that require steep investments in technology, operation. They should work now to identify theirbut generate thin margins. Because most banks do not strengths within the three emerging models of productconsider processing to be strategically important, they leader, distributor, and utility/processor. Over time, banksface growing competition from non-banks, the threat should seek to focus on one, or at most two, of these threeof commoditization, vulnerability to downtime, and key business areas, and strategically develop them intoan inability or unwillingness to use transaction data to true specialties.develop value-added services. This approach lies in stark contrast to the strategy manyTo become more proficient processors, banks need to retail banks anticipate pursuing. Rather than identifydrive operational excellence while controlling costs and build on their core strengths, a significant number ofand maximizing capacity and scalability. They need to banks are seeking to be end-to-end providers, with solididentify and offer services that take advantage of the capabilities in all three areas of product development,data they possess. Finally, they must achieve certificate- distribution, and processing.level compliance and security. These certificates are alsokey in the qualification process for providing services to Our Executive Survey found that more than one-thirdother institutions. (34%) of banks expect to target an end-to-end model in the future, up from 23% currently (see Figure 22).Too many banks are planning to offer This “do-everything” approach will require a largeeverything, while specializing in nothing investment across all three functional areas, andTo prepare for the future, today’s retail banks must reduce may become increasingly difficult to maintain in thetheir complexity. Retail banks are currently heavily current environment of depressed profits, greaterinvested in all aspects of the business—they develop regulatory scrutiny, and increased economic andproducts, create and manage the channels for delivering competitive pressures.them, oversee risk, and run the internal systems requiredto keep the entire operation going. An increasing percentage of banks are seeking to pursue a hybrid model. Forty-four percent of banks expect to focus on two core areas in the future, up from 38% currently.Figure 22 Self-Assessment by Banks vs. Capgemini Assessment a of Banks (% of Respondents), 2012FIGURE 22 Self-Assessment by Banks vs. Capgemini Assessmenta of Banks (% of Respondents), 2012 100% 3.2% 11.4% 11.0% 5.0% Distributor and Utility/Processor 5.5% 5.9% Distributor and Product Leader 80% 19.2% 25.1% 9.6% End-to-End Model (all 3) 11.4% Distributor 60% 22.8% Product Leader and Utility/Processor 14.6% 34.3% Product Leader 40% Utility/Processor 21.0% Noneb 10.5% 44.7% 20% 7.3% 8.2% Pure Models 12.3% 8.7% Hybrid Models 5.9% 2.3% 0% Self-Assessment Target Capgemini of Banks Future Model Assessmenta) Capgemini Assessment is based on an internal model that re-categorizes the banks surveyed into one or more of the three extreme modelsb) None refers to banks which scored low (less than 5 on scale of 1 to 7 with 7 being ‘best in class’) in current capability calculated based onparameters of three modelsSource: Capgemini analysis, 2012; Capgemini 2012 Global Retail Banking Executive Survey
chapter 2 35The most popular approach is to combine product With most banks possessing minimal capabilities, theleadership with distribution, favored by 25% of banks in industry appears to have missed the mark by spreadingthe future, up from 19% currently. its investments across a large number of areas, but achieving excellence in none. Maintaining their across-Meanwhile, fewer banks are seeking to move toward a the-board investments may hold them back from buildingpure model. Twenty-one percent expect to be purists in a differentiated capability. Rather than seeking to makethe future, down from 39% currently. Banks are most improvements across the board, banks should considerlikely to move away from the distribution-only model, more focused investments.with 10% of banks viewing that as an endpoint, versus21% currently. Business-model strategies and future investments are not alignedPart of the problem in choosing a specialty may be that Focused investments would be an improvement over thebanks do not see themselves as currently excelling in any misaligned investment plans of many banks today. Banksone area. Asked to rate their emerging-model capabilities we assessed to be product leaders, for example, are placingon a scale from one to seven, with seven being best in almost as much priority on distribution and processingclass, banks scored themselves right around a four in all as they are on product development. Similarly, hybridthree areas. For the future, they anticipated improving product-leaders/utility-processors are looking to invest intheir capabilities to right around a five for all three areas. distribution, rather than minimize it (see Figure 23).In fact, banks are even less capable than their self- Product leaders should focus on maintainingassessments indicate. Based on a proprietary Capgemini investments in must-have capabilities, which includeassessment, nearly half of banks (45%) achieved a score product innovation, pricing and product mix, alongof five or less when their capabilities across all three areas with regulatory compliance (see Figure 24). In general,were examined. Banks are also less apt to be adhering to banks we identified as product leaders need to investone of the models than their self-assessments indicate. more in customer-driven product development, whileWhile 77% say they are adopting a pure or hybrid model, minimizing or decommissioning certain distributorour assessment reflects the actual number as only 50%. skills, such as channel analytics, and certain utility skills, such as scalability.Figure 23 Capgemini-Assessed Current Capability and Future Priority Scores by Model, 2012 Product Leader Distributor Utility/Processor Current Model Capability Capability Capability Followed (Our Assessment) Current Future Current Future Current Future Capability Priority Capability Priority Capability Priority Product Leaders are looking to invest Product Leader 5.6 5.9 4.7 5.6 4.9 5.5 Distributors are not in distribution and sufficiently investing processing in building their Distributor 4.3 5.3 4.8 4.5 4.7 distribution capability 4.4 Utility/Processor 5.0 4.8 5.2 5.5 5.4 4.8 ‘True’ Product Leader and Utility/processors hybrids are looking to Product Leader + 4.8 5.5 5.0 5.0 4.6 5.5 invest in distribution Distributor Retail banks with instead of minimizing it End-to End model are Product Leader + 5.2 5.0 5.1 5.7 5.2 increasingly looking 5.7 Utility/Processor to invest across all ‘True’ Distributor and the areas instead of a Utility/processors Distributor + 5.2 5.6 5.3 5.6 5.2 focused approach 5.0 hybrids are looking Utility/Processor to invest in product development instead End-to-End 5.9 5.5 5.9 5.5 5.9 5.5 Retail banks with of minimizing/ decommissioning minimal capabilities None across all three areas, 4.0 4.2 3.8 4.3 4.0 4.2 categorized as None, are still not building capability in any of the Focus Areas for Models focus areasNote: Any value greater than or equal to five is considered to be as ‘Above Average Capability’, and/or ‘High Priority’Source: Capgemini analysis, 2012; Capgemini 2012 Global Retail Banking Executive Survey
36 2012 World Retail Banking ReportDistribution experts face a similar misalignment. Banks understandable. For the most part, utilities/processorswe identified as distributors are not sufficiently investing are already high performers when it comes to scalability,in building their distribution capabilities. Similarly, operating margins, data-driven market intelligence, andhybrid distributors/processors are seeking to invest in compliance. But at the same time, these firms shouldproduct development, rather than deemphasize it. also seek to minimize their investments in distribution and product development (see Figure 26).We found distributors should be placing more short-term emphasis on must-have distribution capabilities, Leaders are identifying and buildingsuch as channel analytics, channel delivery excellence, upon core strengthsunparalleled service, and reduced time to market. Most banks today have not proven their ability to excelOver the long-term, they should seek to improve other in any of the three emerging-model areas of productsupporting distribution capabilities, such as delivering leader, distributor or processor. Yet many are planning toa multi-channel experience and integrating channels adopt a ‘do-everything’ strategy requiring them to have(see Figure 25). superior skills in all three areas. This approach could be particularly difficult to support in the current constrainedUtilities/processors are also misaligned. Those we operating environment.identified as processing leaders actually plan toinvest more in product and distribution capabilities Retail banks face a choice. They can continue tryingin the future, and less in processing. Since we found to support an end-to-end model and invest their finitemany of these companies to already be operating at resources across all facets of that model. Alternatively,high levels in terms of their processing capabilities, they can opt to become a purist, focusing on a specifictheir inclination to invest less in these areas may be business model, or take a hybrid approach, in whichFigure 24 ‘True’ Product Leader Positioning on Key Parameters, 2012 Top Priority 7.0 Potentially Minimize/Decommission Continue/Increase Investments Product Pricing Product Mix Time to Market Firms’ Future Priority of Investment 6.0 Data-driven Compliance Regulatory Compliance Relationship Pricing Data-driven Compliance System Downtime System Security Balance Sheet Driven Channel Delivery Excellence Risk Management Channel Analytics Customer Segmentation Product Innovation Transaction Volume Current Transaction Speed Real Time Risk Underwriting 5.5 Multi-Channel Experience Channel Investment Decisions Back End Integration Operating Margin System Scalability Highest Service Levels Front Office Integration Customer Driven Data-driven Market Intelligence High Technology Innovation Priority 5.0 Lowest Maintain/Potentially Decommission Re-Assess Priority 1 1 4.5 5.0 5.5 6.0 7.0 Worst in Class Strong Capability Best in Class Firms’ Current Ability Distribution Utility/Processing Product Must Haves DifferentiatorsNote: The above analysis reflects pure extreme models only and firms targeting a hybrid model could combine inputs from two of the pure model analysisSource: Capgemini analysis, 2012; Capgemini 2012 Global Retail Banking Executive Survey
chapter 2 37Figure 25 ‘True’ Distributor Positioning on Key Parameters, 2012 Top Priority 7.0 Potentially Minimize/Decommission Continue/Increase Investments 5.5 Firms’ Future Priority of Investment System Downtime System Security Front Office Integration Time to Market High 5.0 Leading Channel Capability Priority Channel Delivery Excellence System Scalability Multi-Channel Experience Technology Innovation Transaction Volume Back End Integration Customer Segmentation Highest Service Levels Data-driven Compliance Product Mix 4.5 Current Transaction Speed Product Innovation Channel Analytics Data-driven Market Intelligence Product Pricing Channel Investment Decisions Real Time Risk Underwriting Balance Sheet Driven Risk Management Operating Margin Relationship Pricing 4.0 Regulatory Compliance Customer Driven Lowest Maintain/Potentially Decommission Re-Assess Priority 1 1 3.5 40 4.5 5.0 5.5 7.0 Worst in Class Strong Capability Best in Class Firms’ Current Ability Distribution Utility/Processing Product Must Haves DifferentiatorsNote: The above analysis reflects pure extreme models only and firms targeting a hybrid model could combine inputs from two of the pure model analysisSource: Capgemini analysis, 2012; Capgemini 2012 Global Retail Banking Executive SurveyFigure 26 ‘True’ Utility/Processor Positioning on Key Parameters, 2012FIGURE 26 ‘True’ Utility/Processor Positioning on Key Parameters, 2012 Top Priority 7.0 Potentially Minimize/Decommission Continue/Increase Investments System Downtime Product Mix Data-driven Compliance Operating Time to Market Margin Technology Innovation Firms’ Future Priority of Investment 5.5 Leading Channel Capability Balance Sheet Driven Risk Management System Security Front Office Integration Product Pricing Channel Transaction Volume High Customer Segmentation Investment Priority System Scalability Multi-Channel Experience Decisions Channel Analytics Data-driven Market Intelligence 5.0 Back End Integration Current Transaction Speed Highest Service Levels Channel Delivery Regulatory Compliance Real Time Risk Underwriting Excellence Relationship Pricing Product Innovation 4.5 Customer Driven Lowest Maintain/Potentially Decommission Re-Assess Priority 1 1 3.5 40 4.5 5.0 5.5 7.0 Worst in Class Strong Capability Best in Class Firms’ Current Ability Distribution Utility/Processing Product Must Haves DifferentiatorsNote: The above analysis reflects pure extreme models only and firms targeting a hybrid model could combine inputs from two of the pure model analysisSource: Capgemini analysis, 2012; Capgemini 2012 Global Retail Banking Executive Survey Front Office Integration Time to Market Leading Channel Capability Channel Delivery Excellence
38 2012 World Retail Banking Reportthey combine two of the three models (see Figure 27). elements relevant to all the models. These foundationsRetail banks able to identify their core areas of strength include business intelligence systems, rationalization ofand build upon them will be positioned to be leaders information technology systems, and compliance.in the field. Those that continue to follow anunfocused and undifferentiated approach may find Phase 1 involves investing and building scale in thethemselves as laggards. “must-have” attributes pertaining to the chosen area of specialization. For example, product leaders willThe evolution of a retail-banking leader likely emphasize product pricing and innovation, whileMoving toward a core area of strength will require distributors will focus on developing channel deliverya gradual transformation consisting of three phases excellence and a broad network of delivery points. At the(see Figure 28). Phase 0 involves understanding the same time that they build up their must-have capabilities,bank’s current capabilities with respect to the three banks will need to also develop a plan for maintaining,future models—creating products and managing risk; minimizing or decommissioning functions that are non-distribution, and processing. Determining the best essential to their identified specialties.future model will require high-level decision-making, incombination with a willingness to invest in foundational The final phase requires investing in differentiating capabilities that support the area of specialization. For processors, these might involve transaction speed andFigure 27 Path Forward for Retail banks RETAIL BANK OF TODAY: A COMPLEX BANK CHOICE RETAIL BANK OF THE FUTURE: LEAN BANK Today, most of the retail banks are either already following, Retail banks have a Based on this choice, retail banks may become or planning to adopt, the “doing everything” model choice either to: either a leader or laggard in the market However, they have not been able to excel in any of the Focus on one model, or three models to-date a focused hybrid model Continue to focus on end-to-end (all three) model Retail banks need “Leaders” to identify their core focus areas (Product/ Risk, Distribution, or Utility/Processing) and Product Leader build capability in one or two areas only Product Product Leader Leader + + Distributor “Doing Utility/ Processor Everything” (Sub-Optimal) “Laggards” Distributor Retail banks, + Utility/ continuing to pursue Distributor Utility/ Processor a “doing everything” Processor approach, will not be able to build strong capability across all the modelsSource: Capgemini analysis, 2012
chapter 2 39Figure 28 Roadmap Towards ‘Retail Bank of the Future’ ModelsFIGURE 28 Roadmap Towards ‘Retail Bank of the Future’ Models Ph. 0 (Decision/ Phase 1 (Must Have) Phase 2 (Differentiators) Foundation) Relationship Differentiating Balance Sheet Driven Pricing Leadership Position Regulatory Risk Management Compliance Product Pricing Customer Driven in one of Six Models Product Design Product Leader Customer Multi-Channel Product Mix Segmentation Experience Product Innovation Channel Investment Leading Channel Decisions Capability Current Transaction Time to Market Front Office Speed Integration System Security Independent Standard Back end Transaction Volume Network Products Integration System Downtime Technology Rationalize IT Channel Delivery Channel Analytics Innovation Excellence Improve BI Highest Service Operating Margin Levels Data-driven Make decision on System Scalability Compliance future model Data-driven Market Intelligence Distributor Utility/Processor Intent Execute Decommission/Minimize/Maintain Layer Tactical (or Execution) Strategic (or Design)Source: Capgemini analysis, 2012volume, while for product leaders they might be customer The phased transformation approach positions bankssegmentation and relationship pricing. As they develop to become industry leaders in their areas of strength bytheir differentiating capabilities, banks simultaneously optimally directing funds to areas in which they haveneed to adopt a full-scale decommissioning of non-core the potential to excel. The approach propels retail banksareas. As banks evolve into industry leaders, they will toward leadership in a target future model by buildingthen have the ability to provide value-added services to upon and strengthening their current capabilities.other banks that lack sufficient capability in those areas.
40 2012 World Retail Banking ReportMethodology2012 Global Banking Voice of Capgemini’s Customerthe Customer Survey Experience IndexA global survey of customer attitudes toward retail The responses from the global Voice of the Customerbanking forms the basis of the ninth annual World survey, which analyzed customer experiences acrossRetail Banking Report. Our comprehensive Voice of 80 data points, provide the underlying input for ourthe Customer survey polled over 18,000 retail banking proprietary Customer Experience Index (CEI). Thecustomers in 35 countries. The survey sought to gain CEI calculates a customer experience score that candeep insight into customer preferences, expectations be analyzed across a number of variables. The scoresand behaviors with respect to specific types of retail provide insight on how customers perceive the qualitybanking transactions. The survey questioned customers of their bank interactions. They can be dissected byon their general satisfaction with their bank, the product, channel and lifecycle stage, as well as byimportance of specific channels for executing different demographic variables, such as country, age, investabletypes of transactions, and their satisfaction with those assets and comfort level with technology. The result is antransactions, among other factors. The survey also unparalleled view of how customers regard their banks,questioned customers on their trust and confidence in and the specific levers banks can push to increase thetheir bank, why they choose to stay with their bank, number of positive experiences for customers. The indextheir perceived importance of different services provided provides a foundation for banks to develop an overallby their bank, and other issues. We supplemented these retail delivery strategy that will increase satisfaction indetailed findings with in-depth interviews with senior ways that are most meaningful to customers.banking executives around the world.
41About UsCAPGEMINI EfmaWith around 120,000 people in 40 countries, Efma, a not-for-profit association formed in 1971 byCapgemini is one of the world’s foremost providers of bankers and insurers, specialises in retail financialconsulting, technology and outsourcing services. The marketing and distribution. Today, more thanGroup reported 2011 global revenues of EUR 9.7 billion. 3,000 brands in 130 countries are Efma membersTogether with its clients, Capgemini creates and delivers including over 80% of Europe’s largest retail financialbusiness and technology solutions that fit their needs institutions.and drive the results they want. A deeply multiculturalorganization, Capgemini has developed its own way of Efma offers the retail financial service communityworking, the Collaborative Business ExperienceTM, and exclusive access to a multitude of resources, databases,draws on Rightshore®, its worldwide delivery model. studies, articles, news feeds and publications. Efma also provides numerous networking opportunitiesFor more information: www.capgemini.com. through work groups, online communities and international meetings.Capgemini’s Financial ServicesGlobal Business Unit For more information: www.efma.comCapgemini’s Global Financial Services Business Unitbrings deep industry experience, innovative serviceofferings and next generation global delivery to servethe financial services industry. With a network of18,000 professionals serving over 900 clients worldwideCapgemini collaborates with leading banks, insurersand capital market companies to deliver business andIT solutions and thought leadership which createtangible value.For more information:www.capgemini.com/financialservicesRightshore® is a trademark belonging to Capgemini
42 2012 World Retail Banking ReportAcknowledgementsWe would like to extend a special thanks to allof the retail banks and individuals who participatedin our Banking Executive Interviews and Surveys.The following banks are among the participants who agreed to be publicly named:ABN Amro, Netherlands; Abu Dhabi Islamic Bank, UAE; Access Bank, Azerbaijan; Aktia Real Estate MortgageBank Plc, Finland; Al Hilal Bank, UAE; Ålandsbanken Sverige AB, Sweden; Alpha Bank, Bulgaria; AnadolubankNetherlands, Netherlands; Artigiancassa Spa, Italy; Banca Carige SPA, Italy; Banca Cívica, Spain; Banco ComercialPortuguês, Portugal; Banco Espirito Santo, Portugal; Bancolombia, Medellin, Colombia; Bank Austria, Austria;Bank Austria UniCredit, Austria; Bank Leumi Romania, Romania; Bank Norwegian, Norway; Bank of New Jersey,US; Bank Zachodni WBK, Poland; Bankhaus August Lenz, Germany; Bankia, Spain; Banque Cantonale Vaudoise,Switzerland; Banque de Commerce et de Placements, Portugal; BAWAG PSK, Austria; BCR - Erste Group, Romania;BDO Unibank, Inc., Philippines; BMCE Bank, Morocco; BNL Finance, Italy; BNP Paribas, France; Bosna BankInternational, Bosnia and Herzegovina; Bridgewater Savings Bank, US; Caixa Geral de Depósitos, Portugal; CatalunyaBank, Spain; CBC Banque S.A., Belgium; CEC Bank S.A., Romania; Ceska Sporitelna, Czech Republic; Charter OneBank, US; China Banking Corporation, Hong Kong; CIMB Niaga, Indonesia; Citizens Bank & Trust Company, US;Credem, Italy; Credit Libanais, Lebanon; Credit Suisse AG, Switzerland; Danske Bank, Sweden; DekaBank DeutscheGirozentrale, Germany; DenizBank, Turkey; Diamond Bank PLC, Nigeria; DNB, Norway; Emporiki Bank, Greece;Encore National Bank, US; Erste Group Bank, Austria; Eurobank EFG, Greece; First Bank of Nigeria, Nigeria; FirstGulf Bank, Singapore; Fokus Bank, Norway; General Bank of Canada, Canada; Habib Overseas Bank Limited, SouthAfrica; Hypo Alpe Adria d.d., Croatia; Ica Banken, Sweden; ICICI Bank Ltd., India; IDBI Bank Limited, India;ING, Netherlands; Isbank, Turkey; KBC Bank, Belgium; Landbouwkrediet NV - Centea NV, Belgium; LaurentianBank, Canada; Malayan Banking Berhad (Maybank), Malaysia; Meinl Bank AG, Austria; Millennium BCP, Portugal;Moens Bank A/S, Denmark; Montepio, Portugal; NIC Bank, Kenya; NLB d.d., Italy; Nordea, Norway; Nova KBM,Slovenia; OCBC NISP, Indonesia; Oma Säästöpankki Oy, Finland; OTP Bank, Ukraine; Philippine National Bank,Philippines; Poidem Commercial Bank, Russia; ProCredit Bank, Albania; Punjab National Bank (International)Ltd., UK; Rabobank, Netherlands; Raiffeisen Bank, Romania; Rizal Commercial Banking Corporation, Philippines;Rørosbanken Røros Sparebank, Norway; Santander, UK; Sberbank of Russia, Russia; SEB, Latvia; SEB, Sweden;Skandiabanken, Sweden; Societe Generale Expressbank, Bulgaria; SpareBank 1, Norway; SpareBank 1 NordtNorge, Norway; Standard Bank Group, South Africa; Storebrand Bank, Norway; Svea Ekonomi Bank AB, Sweden;Swedbank, Sweden; The Foothills Bank, US; UkrsotsBank, Ukraine; UniCredit Group, Italy; UniCredit Group, CzechRepublic; Vaba d.d. banka Varazdin, Croatia; Volksbank International, Austria; VTB24, Russia; Westpac, Australia;Yapi Kredi Bank, Turkey
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