Who will be the winners and losers? Industry Branding shares its research on the rising expectations of service and the key drivers of customer satisfaction in banks. From the Transform conference MENA in Dubai on 2 June 2014. For more info on Transform events please visit http://www.transformmagazine.net

1. Beyond
utility

2. In the age
of the App
utility is key

3. People
love
Apps

4. Mortgage
Savings
Credit Card Loan
Investments
Insurance
Cash
Accounts
Pension
My Bank

5. Without customer relationships,
Customer
Relationships

6. Defenceless

7. Our
Lowest
Rate
Ever!

8. USP to ESPUnique Selling
Proposition
Emotional Selling
Proposition

9. Feeling

10. Individuality

11. Community

12. For brands to
succeed in the age
of the App we must
go beyond utility.

13. Features
Segmentation
Corporate
Economics
Motivations
Communities
Human
Psychology
Branding
yesterday
Branding
tomorrow

14. Utility Affinity

15. Industry’s own
bank brand
tracking research
is consistent in
showing this…

16. An ideal bank
Solves problems
effectively and quickly
Easy and quick to
make transactions
Charges that are
fair and predictable
Great online experience
24 hour a day service,accessible
from around the world
The bank shares
my values
It is a trusted
company
Utility Affinity
Source: Industry Benchmark Study, Bank Brands, September 2013

17. Three drivers of brand advantage for banks
How would you
rate the attitude of
this brand towards
customers?
1
Brand
longevity
3
Brand
attitude
2
Brand
trust
Will this brand be
here in 10 years?
How much do I
trust this brand?

19. Jeremy Davies,
Chief Marketing Officer,
Commerical Bank of Qatar
Dr Fraz Chishti,
Chief Innovation Officer,
Noor Bank