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Trust is the Killer App!
Stephen Coulter, Managing Director
©2001Emerging Thought
©2001 Emerging Thought
What Customers Want
Spend less time banking and changing banks…
• A bank that knows/respects/manages their relationship
• A bank that makes better offers to retain loyal
customers than it offers its new customers
• A bank that makes it easier for them to deal with it than
another bank
• A bank that doesn’t make “junk mail” offers unrelated to
customer need
• A bank that provides customer contact staff with
information to manage customers better
A bank they can trust………
©2001 Emerging Thought
Trust has eroded as Service Improved
• 35 years ago Banks were held in higher trust
• Most transactions were across the counter with a real
local person
• Human error happened but was mitigated by personal
relationships and touch
• Customers trusted people and this reflected in their trust
of banks
• As transactions moved from branches to ATM’s EFTPOS,
Phone & Internet problems were NOT mitigated by
human relationships
• Increasing types and levels of fees further eroded trust
• Customers do not recognise that service levels (24x7)
and channel access have never been better
©2001 Emerging Thought
Improving Customer Service Has
Eroded Customer Relationships
1975 1980 1985 1990 1995 2000
Perceived
Customer Service
X
ATM’s
X
EFTPOS
X
IVRU
X
Fees X
Internet
X
2001
?
Availability 24x7
Over 150,000 Locations
Any Branch
Plus Any Phone or PC
Error Rates Reduced Dramatically
Lower Margins
Availability 10-3, Mon-Thurs & 4 Fri
Less than 2,000 Locations
Home Branch Concept
Human Errors
High Margins
©2001 Emerging Thought
Drivers of Trust
Customer Focused Framework
+
=Customer Service
©2001 Emerging Thought
Trust & Customer Service Can Be
Sustainable Competitive Advantages
• Bankers think product, customers don’t
• Technology is allowing product features to be
imitated faster
• Products are commoditising
• Price differences will continue to narrow
• Low costs/efficiency is a hygiene factor
©2001 Emerging Thought
Customer & Relationship Focus Are Needed
to Win Trust & Deliver Customer Service
• Customer centric information is a prerequisite for good
customer service
• Customers must trust an organisation to be prepared
to provide information
• Customer convenience(time) is maximised if one
organisation manages this information
©2001 Emerging Thought
Some Thought Starters
• Customer Service
– Better use of email, SMS and formatted
attachments such as Outlook Calendar items and
tasks
– SMS as the other pervasive communication link
• Trust Based Services
– Identification, authentication
– Bio Metric services, especially voice
– True cash management
– Payment services
– Safe storage of information & valuables
©2001 Emerging Thought
Conclusion
• The internet has not changed fundamental
customer needs, nor their financial resources
• Time is the currency of the new millennium
• Customer focused organisations that provide
solutions to help customers save time and money
will win
• Customers will consolidate for true convenience
Trust is the fundamental prerequisite for success
©2001 Emerging Thought
Find Out More
Stephen Coulter
040.333.8888
stephen@emergingthought.com

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Trust is the Killer App

  • 1. Trust is the Killer App! Stephen Coulter, Managing Director ©2001Emerging Thought
  • 2. ©2001 Emerging Thought What Customers Want Spend less time banking and changing banks… • A bank that knows/respects/manages their relationship • A bank that makes better offers to retain loyal customers than it offers its new customers • A bank that makes it easier for them to deal with it than another bank • A bank that doesn’t make “junk mail” offers unrelated to customer need • A bank that provides customer contact staff with information to manage customers better A bank they can trust………
  • 3. ©2001 Emerging Thought Trust has eroded as Service Improved • 35 years ago Banks were held in higher trust • Most transactions were across the counter with a real local person • Human error happened but was mitigated by personal relationships and touch • Customers trusted people and this reflected in their trust of banks • As transactions moved from branches to ATM’s EFTPOS, Phone & Internet problems were NOT mitigated by human relationships • Increasing types and levels of fees further eroded trust • Customers do not recognise that service levels (24x7) and channel access have never been better
  • 4. ©2001 Emerging Thought Improving Customer Service Has Eroded Customer Relationships 1975 1980 1985 1990 1995 2000 Perceived Customer Service X ATM’s X EFTPOS X IVRU X Fees X Internet X 2001 ? Availability 24x7 Over 150,000 Locations Any Branch Plus Any Phone or PC Error Rates Reduced Dramatically Lower Margins Availability 10-3, Mon-Thurs & 4 Fri Less than 2,000 Locations Home Branch Concept Human Errors High Margins
  • 5. ©2001 Emerging Thought Drivers of Trust Customer Focused Framework + =Customer Service
  • 6. ©2001 Emerging Thought Trust & Customer Service Can Be Sustainable Competitive Advantages • Bankers think product, customers don’t • Technology is allowing product features to be imitated faster • Products are commoditising • Price differences will continue to narrow • Low costs/efficiency is a hygiene factor
  • 7. ©2001 Emerging Thought Customer & Relationship Focus Are Needed to Win Trust & Deliver Customer Service • Customer centric information is a prerequisite for good customer service • Customers must trust an organisation to be prepared to provide information • Customer convenience(time) is maximised if one organisation manages this information
  • 8. ©2001 Emerging Thought Some Thought Starters • Customer Service – Better use of email, SMS and formatted attachments such as Outlook Calendar items and tasks – SMS as the other pervasive communication link • Trust Based Services – Identification, authentication – Bio Metric services, especially voice – True cash management – Payment services – Safe storage of information & valuables
  • 9. ©2001 Emerging Thought Conclusion • The internet has not changed fundamental customer needs, nor their financial resources • Time is the currency of the new millennium • Customer focused organisations that provide solutions to help customers save time and money will win • Customers will consolidate for true convenience Trust is the fundamental prerequisite for success
  • 10. ©2001 Emerging Thought Find Out More Stephen Coulter 040.333.8888 stephen@emergingthought.com