Transcript Next steps - Planet GV

JJ Mois Année
Competitive Intelligence as a key decision
factor in Komercni banka
André Léger
Executive Director, Marketing
Agenda
 KB and the Czech banking market
 The competitive intelligence in KB
 Illustrative example on the mortgage loans
2
KB and Czech banking
market
 A few figures about KB
Network and employees
 360 branches
 7 500 employees
Clients
 Individuals
- 1 200 000 clients
- market share 20%
 SB and MEM
- 300 000 clients
- market share 35%
 A competitive banking market
 A concentration of the number of banks
 A decrease of the multibancarisation rate of customers
 Main players belong to international groups and bring strong upgrade of
their commercial offer
3
Agenda
 KB and the Czech banking market
 The competitive intelligence in KB
 Illustrative example on the mortgage loans
4
Competitive intelligence in KB
Competitive intelligence in KB:
Set of information (banking markets, customers) that enables targeted decisions
Information
Analysis
Distribution
Decision
5
Scope of sources
Competition
Monitoring and
Benchmarking
International Trends
Monitoring
DECISION MAKERS
Information for better
decisions and actions
?
Customers’ needs
and expectations
KB network feedback
and insights
6
Scope of sources
Competitors monitoring and benchmarking: an extensive monitoring of
competitors activities
Competitors
monitoring
Processing
Main outputs
Daily
30
sources
 IR report &
alert
 Commercial offers
Weekly
 Competitors
Newsletter
 Prices & IR
 Financial Results
KB Market
Research
Quarter
 Products
comparisons
 Market Shares
report
7
Scope of sources
Customers feedback: provide a deep understanding of Czech customers’
financial needs and expectations
Customer
feedback
Processing
 Customers feedback:
- Expectations
- Satisfaction
- Loyalty
 40 surveys/year
 18000 interviewed
customers
Main outputs
for each
survey
Market Research
suppliers
KB Market
Research
 Oral presentations to
managers
 Detailed and summary
reports
8
Scope of sources
KB network insight: get feedback from KB network on local competitors’
activities and customers needs
Network Insights
Main outputs
Monthly
 Product and process potential
issues
 Regular reports
 Competitors local activities
 Customers’ feedbacks
 Regular meetings
 Informal contacts
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Scope of sources
International trends: providing best practices from foreign banking markets
Trends
monitoring
Processing
Main outputs
Quarter
 Consulting companies
market analysis
KB Market
Research
 List of analysis
at disposal for
managers
Networking
Societe Generale Group
Banking associations
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Agenda
 KB and the Czech banking market
 The competitive intelligence in KB
 Illustrative example on the mortgage loans
11
Competitive intelligence in
the mortgage loans strategy
Context: KB needed to secure and strengthen its position in a strongly
growing market
MARKET GROWTH
EVOLUTION*
Volume
growth
MARKET SHARES
EVOLUTION*
GROWTH POTENTIAL*
(mortgage to GDP)
Total
Market
KB
2004
2005
2006
VI-05
XII-05
III-06
VI-06
CZ
PL
FR
EU-15
*Illustrative data
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Competitive intelligence in
the mortgage loans strategy
Competition
Monitoring and
Benchmarking
 Interest rates war
 Innovation
 Aggressive communication
 Agressive Offers
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Competitive intelligence in
the mortgage loans strategy
 Customer Behavior:
 Behavior change
 Social shift
 Communication to customers:
 Technical:
• Innovation
• Transparent fees
?
• Easy subscription / Simple products
 Soft Skills:
• Professional seller
• Bank = Partner
Customers’ needs
and expectations
• Easy deal
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Competitive intelligence in
the mortgage loans strategy
International Trends
Monitoring
 Improved Risk Scoring
 Innovative Products
 International Mortgage Loans
15
Competitive intelligence in
the mortgage loans strategy
 Role of 3rd parties
 Conversion rates
KB network feedback
and insights
16
Competitive intelligence in
the mortgage loans strategy
Competition
Monitoring and
Benchmarking
International Trends
Monitoring
DECISION MAKERS
Insights for better
informed action
?
Customers’ needs
and expectations
KB network feedback
and insights
STRATEGY
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Mortgage Loan Strategy
Strategy Impact:
 5 Marketing aspects
 Complete Sale Process (before sales – sales – after sales)
Example of strategies on the Czech market:
 Distribution Network:
Real Estate partnerships
 Processes:
Instant Mortgage
 Communication:
Easy and fast
 Price:
Guaranteed Interest Rate
 Business Model:
Anyone can get a Mortgage
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Other examples
Student ID Card
 4 in 1 card
 Target: students
 Channels:
 Trends monitoring
(US best practices)
Bancassurance
Quality
 1st phase: sell
insurance products
 Network of
animators
 2nd phase: connect
insurance to bank
products
 Internal
communication and
trainings
 Channels:
 Quality commitments
 Trends monitoring
(Worldwide trends)
 Channels:
 SG Group practices
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Other Examples: KB quality
organization
15 Quality Animators
HQ
(1 per bank Arm)
Customer
Satisfaction
and
Quality
Promotion
Unit
Corp Sek.
Risk
IT
Comm.
Audit
HR
Payments
POM
Invest
HQ
Internal
Customers
External
Customers
Finan.
Corp Banking
Distribution
39 Quality Animators
Network
(GoB Managers)
Network
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Other examples: KB quality
commitments
Security: we protect your money and banking data
- funds management
- personal data protection
- security of direct banking
Trust: we offer you a trustworthy relationship
- RM at disposal
- clear information about charges
- warning about any condition changes
Speed: easy and fast access to money and banking data
- direct banking tools
- 24/24h access to banking information
- dense ATM/branch network
Satisfaction: your satisfaction is important to us
- fees reimbursement
- no closing fees
- complaint system
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Conclusion
 Competitive Intelligence used on a daily basis
 Legal information gathered on a formal or informal way
 Raw information to be analyzed and distributed efficiently
 People are the main key success factor of the process
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