KBC Bank
“Developing a Challenger Brand to target the New Retail Banking Consumer”
Sales Institute of Ireland
Dara Deering
Executive DirectorKBC Bank Ireland
18th June 2014
Contents
1. Today’s Consumer
2. KBC’s Response- A Digitally Led Bank
Attitude to Banks Remains Adverse
Source: KBC Research
Trust
Personal Service
Loyalty
TransparencyCompetition
Banks are trying to “squeeze money out of their customers”
Little differentiation between the offerings of the banks
Customers “spreading their money around. No reason to be loyal”
Banks “have lost the personal touch”
Customers crave transparency & simplicity
Trust is at an all time low (15% in Ireland – Edelman Survey)
Consumer Expectations Have Changed
Source: KBC Research
And Digitalisation is Rapidly Changing Behaviour
5
Customers expect an ‘omni’ channel
approach Anytime, Anywhere
Banking
43% of adults use Online PC Banking (33% in 2012)
By 2020, c.70% of all adults will be using online banking
15% of adults use Mobile banking (9% in 2012)
By 2016, over 50% of consumers will shop online in the EU (BCG)
Online spending expected to reach €5.7bn by 2016 (7% of all spending)
-access to payment and banking systems essential
Research
Engaging
Purchasing
Transacting
Source: Eurostat, Mintel, CSO, Amarach
Meanwhile The ‘Benchmark’ Lies Outside the Industry
• 1 billion enabled accounts• 359 million active monthly users• 87% share of U.S. mobile market
• 1.28bn Facebook users• 757 million daily active users• 28%-32%Estimated Facebook user growth by 2015
Source: Digital Marketing Ramblings
• 1bn YouTube users• 40% of traffic from mobile• 53% growth in web traffic from 2012-2013
Digital Operations growing customer base much quicker
Contents
1. Today’s Consumer
2. KBC’s Response – A Digitally Led Bank
8
Ambition – The Bank of Choice
• KBC large Group with 9 million Clients in core markets of Belgium, Central and Eastern Europe• KBC operating in Ireland for 41 years- Traditionally a Home Loan and Corporate Bank• Today it has 800 employees and 170k customers• Changing Competitive Landscape and Market Dynamics has created a Near Term Opportunity for
a new Retail Bank to emerge in Ireland
Challenger Bank Bringing a Fresh Innovative Approach to Banking
Digitally Led Omni Channel Distribution
Retail HubModern, Welcoming & Engaging
Urban Physical presence with Professional Advice & Service
Digital Channels Accessible, Personalised
& Innovative Sales & Service
Contact Centre Multi-channel, multi-product,
Inbound/Outbound, Advice, Sales & “First-Point Resolution” Service
Highly trained Sales force
Agile•Mobile Bank
•Mobile Advisors•Workplace Banking
•Pop-ups
Supported by Technology, CRM and Big Data Analytics Capability
Simple, Transparent Product Suite
Simple, core retail financial products…
Service is the New Product
Compelling Brand & Communications Platform
WE THINK YOU ARE THE HERO OF THIS STORY
WE ARE YOUR HELPFUL SIDEKICK
IF YOU SEEK RESPONSIBLE PEOPLE TO LOOK AFTER YOUR MONEY
ACCORDING TO YOUR WISHES.
IF YOU CRAVE FINANCIAL FREEDOM
THEN KBC IS
Supported through Social Media and Digital Marketing
Social Media Pillars
Digital Marketing Streams
FollowersTwitter: 594
Facebook: 5951LinkedIn: 4308
• Management presence and visibility• Real time performance on Whiteboards• Daily/Weekly performance tracker
• Side by side coaching• Weekly call/meeting calibration
sessions• Cross training to uplift capability• Performance feedback & coaching
• Staff competitions to identify process improvements• Staff recognition – daily/weekly• Monthly team communication sessions
• Capability matrix identifies gaps within the team
• Recruit right people with right skills • Culture of Flexibility and Support
embedded
Creating a High Performance Sales and Service Team
Building a ”One Team” Mindset……Performance, Accountability, Capability & Empowerment
Feedback on our Service Quality and Team is Very Positive
14
I was especially impressed at the professionalism and assistance
given by KBC Staff
The staff were helpful and enthusiastic
Thank you for the follow up. It is good to know that you have a good after sales service should I have any issues in the future’.
It is refreshing to see a bank taking proper care of its products and
customers It was hassle free and unlike other banks your could talk to
someone
Level of Courtesy and Professionalism 86% Very Satisfied
Staff Knowledge of products & services 80% Very Satisfied
Level of Interest shown by staff in dealing with you 79% very satisfied
Queries followed through within agreed timeframe 80% very satisfied
How easy it is to make contact by phone 78% very satisfied
Staff willingness to help you 81% very satisfied
They are easy to deal with and customer service is good and you can do a lot of your banking online without any hassle.
Really good dealings with them, you can ring them any time, any problem I've had
has been dealt with so quickly
And Overall Response is Really Encouraging
Thank You