A presentation about the need to take a holistic view of 'relationship management' of customers, prospects, rest of the world and likers and haters alike, when we are trying to manage customers in a banking scenario. The situation of banks has changed dramatically in the world and it is essential to take a more customer focused and derived view of products and services so as to gain the trust and business of all kinds of banking customers in the next decade. I presented this paper at a eBanking Conference in April 2010 and developed the Relationship Management Model for Banks (RMM for Banks) to present my findings and rationale of the new approach.

1. eBanking
Setting the Direction Ahead
eBanking Conference - 2010, Karachi, Pakistan
by
Mohammad Akbar Moghal
Head of eBanking and CRM, Atlas Bank Limited
Copyright: M. Akbar Moghal

2. Questions?
• Is your website a ‘customer’ touch-point?
• Is it “electronic banking”?
• Are you developing/tailoring products on customer feedback?
• Does it bother you if a single customer is un-happy?
• Is measuring Customer Service viable?
• Is “electronic banking” considered a fad by your management? Or a
must have - ‘me too’?
• Is ‘transaction count’ your only measure to gauge success for your
eBanking portfolio?
22nd April 2010 eBanking 2010, Karachi

3. Agenda
• Connectivity and its Importance
• The Interaction and Transaction Framework
• The Relational Perspective
• Holistic Approach to eServices
• Formulating a Deployment Model
• New Areas of Growth
• New Business Models
• Future Interaction Scenario
22nd April 2010 eBanking 2010, Karachi

4. Connectivity and Its Importance
• Connectivity Scorecard by Nokia Siemens & LECG
• Definition: Connectivity or Useful Connectivity
measures the extent to which governments, businesses and consumers
make use of connectivity technologies to enhance social and
economic prosperity
Reference: The Connectivity Scorecard 2009 by Leonard Waverman, Kalyan Dasgupta and Nicholas Brooks; LECG and Nokia Siemens Networks
22nd April 2010 eBanking 2010, Karachi

5. Connectivity Scorecard 2009
Reference: The Connectivity Scorecard 2009 by Leonard Waverman, Kalyan Dasgupta and Nicholas Brooks; LECG and Nokia Siemens Networks
22nd April 2010 eBanking 2010, Karachi

6. Connectivity
• Learning's from the Connectivity Scorecard
Importance of ‘totality of interaction’
Effectiveness and Need of ‘useful communication’
Impact on Economic Growth
Productivity Gains
22nd April 2010 eBanking 2010, Karachi

7. The Interaction and Transaction
Framework
Usability (U)
U
Cost (C)
Risk (R)
Agreement (A)
Payment (P)
A P
Delivery (D)
R C
Context:
Timing (t), Location (l),
Relation (r), Product (p)
D
Reference: Derived from the paper, “Understanding Buyer and Seller Behavior for Improved Payment Product Development, Journal of Payments Strategy and
Systems Vol 1, Number 3”
22nd April 2010 eBanking 2010, Karachi

8. The Relational Perspective ..
‘Trust Factor’
22nd April 2010 eBanking 2010, Karachi

9. Atlas Bank – U&A Study Results
22nd April 2010 eBanking 2010, Karachi

10. The Relational Perspective ..
• Customer
– Greater Geographic Coverage 1) Responsiveness
– Effective and Timely Information
– Understand by ‘Customer Dwelling’ 2) Convenience
– Clarity of Communications
3) Clarity
• Bank 4) Functionality
– Cost Control
– Fee Income (Low Value High Volume)
– Float
– Customer Attraction and Stickiness (Retention)
22nd April 2010 eBanking 2010, Karachi

11. The Relational Perspective ..
• Customer
– Greater Geographic Coverage 1) Responsiveness
– Effective and Timely Information
– Understand by ‘Customer Dwelling’ 2) Convenience
– Clarity of Communications
3) Clarity
• Bank 4) Functionality
– Cost Control
– Fee Income (Low Value High Volume)
– Float
– Customer Attraction and Stickiness (Retention)
22nd April 2010 eBanking 2010, Karachi

12. The Relational Perspective ..
‘Customer Know-how’
• Customer Dwelling
– Not just ‘customer centric’
– Live their Lives
– Understand their ‘value-chain’
• Banks / Financial Institutions could then;
– Address their interaction, transaction and service needs
– Start addressing end-to-end constituent service components
– Help in personal, professional and business operations
– Address the Value-Chain Dynamics
22nd April 2010 eBanking 2010, Karachi

13. Holistic Approach to eServices
• Clear Vision and Direction on Customer Experience
– What, Where, How and With What Knowledge?
– Customer Managed Relationship (CMR)
• Multi-Channel ‘contact’ Integration and Supervision
– Driven by Customer Demand for Varied Interfaces; Competitive
Advantage; Speed of Service; Lower Costs and Ease of Use
• Enterprise-wide ‘relationship’ Management
– Single ‘view’ of the Customer across all Channel Interfaces (CI)
• Risk Review and Control
22nd April 2010 eBanking 2010, Karachi

14. Formulating a Deployment Model –
Defining Customer Experience
• Who owns the ‘customer’? 1) Responsiveness
– Retail / Consumer / SME / Commercial / Corporate
2) Convenience
– Service Quality Management
– Product Management 3) Clarity
– Marketing
– The ‘C’ Suite 4) Functionality
22nd April 2010 eBanking 2010, Karachi

15. Formulating a Deployment Model –
Exclusive / Inclusive Interactions
• Exclusive (to the Customer)
– Bank-wide Relationship Inquiries / Questions
– Financial and Non-Financial Transactions
– Service Requests / Fulfillments
– Guidance: Individual’s Financial Needs/Issues Redressal
• Inclusive (Prospect / Customer / Anyone)
– Guidance: the ‘make it / do it better’
– Feedback / Suggestions
– Product / Service Criticism
– New Ideas and Business Models
22nd April 2010 eBanking 2010, Karachi

16. Formulating a Deployment Model –
The Role of Social Media
• What are our markets?
• How do we plan to serve them?
22nd April 2010 eBanking 2010, Karachi

17. Formulating a Deployment Model –
The Role of Social Media
22nd April 2010 eBanking 2010, Karachi

18. Formulating a Deployment Model –
The Role of Social Media
22nd April 2010 eBanking 2010, Karachi

19. Formulating a Deployment Model –
The Role of Social Media
22nd April 2010 eBanking 2010, Karachi

20. Formulating a Deployment Model –
The Role of Social Media
22nd April 2010 eBanking 2010, Karachi

21. Formulating a Deployment Model –
The Role of Social Media
n these times of
In
upheaval in markets
and new business
models ..
22nd April 2010 eBanking 2010, Karachi

22. Formulating a Deployment Model –
The Benefits of Social Media
Reference: Social Media Marketing Industry Report, How Marketers Are Using Social Media to Grow Their Business - March 2009, by Michael A. Stelzner
22nd April 2010 eBanking 2010, Karachi

23. RMM 2.0© - Relationship
Management Model for Banks
C-Suite | Governance | Audit | Compliance
by
Marketing Communication | Feedback Review | Market Research | Future Trends | Product Development
d
Marketing and Customer Experience Management
h te
rig
Web Apps | Social Networking | In/Ex Blogs | Podcasts | Discussion Forums | Share Platforms | Wikis
Addressing the Complete Value Chain
y
op al
Website and Web 2.0
C Mobile h
Of Customer Experience
Voice|SMS|Email|Fax|Chat|IM Personal | Corporate IP
nd
a Managementg
VRS
Update
Various
Contact Center Internet
o
pe | BU OTC – ar M Management
d
Enterprise Alternative Channel
e lo
Branch OTC
v k b Operational
eEnterprise-wide Deployment of CRM System
D .AM Service Quality
Retail Consumer SME Commercial Corporate Trade
| | | | Various Host Systems | | | |
22nd April 2010 eBanking 2010, Karachi

24. New Areas of Growth for Banks
• Relationship Consolidation
– Customer-wide View of Service
– Consolidated Statement of Relationship
• Divergent Strategy
– Voice Recognition and Response
– Remote Cash-In and Cash-Out (ATMs / POS / Mobile / etc.)
– RFID – Know, Understand and Work for the Customer
– Real-time Credit Offers
• ‘Customer Facilitation’ Mindset
– Investment Management
– C2G and G2C Payment
– Payment Interactions with Varied Set of Merchants
22nd April 2010 eBanking 2010, Karachi

25. New Business Models
• The
Payments
Landscape
• The
Debt
Landscape
22nd April 2010 eBanking 2010, Karachi

26. New Business Models
• The
Remittances
Landscape
22nd April 2010 eBanking 2010, Karachi

27. Future Interaction Scenario
http://www.youtube.com/watch?v=9cGkGoRaYm0
http://www.youtube.com/watch?v=9cGkGoRaYm0
22nd April 2010 eBanking 2010, Karachi

28. Thank you
Mohammad Akbar Moghal
Head of eBanking and CRM
Atlas Bank Limited
6th Floor, Honda Defence Building
Korangi Road, Karachi
Direct: (021) 3520-3142
GSM: (0300) 8260228
Email: akbar.moghal@atlasbank.com.pk
akbar_moghal@hotmail.com
22nd April 2010 eBanking 2010, Karachi