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KBC Bank “Developing a Challenger Brand to target the New Retail Banking Consumer” Sales Institute of Ireland. Dara Deering Executive Director KBC Bank Ireland 18 th June 2014. Contents. Today’s Consumer KBC’s Response- A Digitally Led Bank. Attitude to Banks Remains Adverse.

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KBC Bank “Developing a Challenger Brand to target the New Retail Banking Consumer”

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Kbc bank developing a challenger brand to target the new retail banking consumer

KBC Bank

“Developing a Challenger Brand to target the New Retail Banking Consumer”

Sales Institute of Ireland

Dara Deering

Executive Director

KBC Bank Ireland

18th June 2014


Contents

Contents

  • Today’s Consumer

  • KBC’s Response- A Digitally Led Bank


Attitude to banks remains adverse

Attitude to Banks Remains Adverse

  • Trust is at an all time low (15% in Ireland – Edelman Survey)

  • Banks “have lost the personal touch”

Trust

  • Banks are trying to “squeeze money out of their customers”

Loyalty

Personal Service

  • Customers crave transparency & simplicity

  • Little differentiation between the offerings of the banks

Competition

Transparency

  • Customers “spreading their money around. No reason to be loyal”

Source: KBC Research


Consumer expectations have changed

Consumer Expectations Have Changed

Source: KBC Research


And digitalisation is rapidly changing behaviour

And Digitalisation is Rapidly Changing Behaviour

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

Majority of customers prefer digital channels

High levels pre-purchase search & research

The internet also plays a key role in switching behaviour

Almost 20% of internet users change their main bank online

Many channels to complete single process

Multiplicity of devices changing experiences

Adoption of technology

Creating game changers

Digitalisation

  • Customers expect an ‘omni’ channel approach

  • Anytime, Anywhere Banking

Research

Engaging

Purchasing

Transacting

Source: Eurostat, Mintel, CSO, Amarach


Meanwhile the benchmark lies outside the industry

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

  • 1bn YouTube users

  • 40% of traffic from mobile

  • 53% growth in web traffic from 2012-2013

Source: Digital Marketing Ramblings

Digital Operations growing customer base much quicker


Contents1

Contents

  • Today’s Consumer

  • KBC’s Response – A Digitally Led Bank


Ambition the bank of choice

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

Digitally Led Omni Channel Distribution

Contact Centre

Multi-channel, multi-product, Inbound/Outbound, Advice, Sales & “First-Point Resolution” Service

Highly trained Sales force

Digital Channels

Accessible, Personalised

& Innovative Sales & Service

Retail Hub

Modern, Welcoming & Engaging Urban Physical presence with Professional Advice & Service

Agile

  • Mobile Bank

  • Mobile Advisors

  • Workplace Banking

  • Pop-ups

Supported by Technology, CRM and Big Data Analytics Capability


Simple transparent product suite

Simple, Transparent Product Suite

Simple, core retail financial products…

Service is the New Product


Compelling brand communications platform

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

Supported through Social Media and Digital Marketing

Social Media Pillars

Followers

Twitter: 594

Facebook: 5951

LinkedIn: 4308

Digital Marketing Streams


Kbc bank developing a challenger brand to target the new retail banking consumer

Creating a High Performance Sales and Service Team

  • 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

  • Capability matrix identifies gaps within the team

  • Recruit right people with right skills

  • Culture of Flexibility and Support embedded

  • Staff competitions to identify process improvements

  • Staff recognition – daily/weekly

  • Monthly team communication sessions

Building a ”One Team” Mindset……

Performance, Accountability, Capability & Empowerment


Feedback on our service quality and team is very positive

Feedback on our Service Quality and Team is Very Positive

It is refreshing to see a bank taking proper care of its products and customers

Really good dealings with them, you can ring them any time, any problem I've had has been dealt with so quickly

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 was hassle free and unlike other banks your could talk to someone

They are easy to deal with and customer service is good and you can do a lot of your banking online without any hassle.

The staff were helpful and enthusiastic

I was especially impressed at the professionalism and assistance given by KBC Staff


And overall response is really encouraging

  • Customer Satisfaction

  • 25% increase in customers 2013

  • 82% overall avg. satisfaction with KBC staff

  • NPS

  • +29 NPS overall

  • +35NPS in KBC Retail Hubs

  • Easiest to do business with

  • +36 Net Easy ratingoverall

  • +46 in KBC Retail Hubs

  • Reputation

  • Number 1 reputation for 3rd year in a row (in RepTrack voted by the General Public)

  • Best New Debit Card - UK & IRELAND CARD & PAYMENTS AWARDS

  • Champion Sales Team - ANNUAL IRISH SALES CHAMPION AWARDS

And Overall Response is Really Encouraging


Thank you

Thank You


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