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The Importance of a Bank’s Reputation

Joaquín Maudos, Professor at the University of Valencia and Deputy Director at the Valencian Institute of Economic Research (IVIE), examines the relationship between the bank and the consumer, in an article published by the national economic newspaper EXPANSIÓN.  He reveals the worrying fact that no bank sits among the 50 companies in Spain with the best reputation. “The bank in general is already demonized, which makes it an easy target to exploit for electoral purposes,” he continues.

The author calls for a joint effort by firms, supervisors, the media and the education system to improve the image the bank in the public eye.

What do Corporate Banking Customers Want?

What are the current needs of corporate banking customers? To this day, they still demand managers who they can fully trust, along with products and services for their financing and transactional needs. Now, however, they desire even more. They want the relationship with their bank to be simpler and more direct, while also wanting to do more operations digitally.

The reinvention of the customer experience model has already advanced one step further in retail banking. Corporate banking, however, has lagged behind in this process. This is for several reasons, primarily the high complexity of clients and products alike and the low level of standardization in products and services. In addition, the cost of making mistakes can be very high, either from failing to comply with regulations or from the business impact of bad loans.

In this scenario, how should corporate banking address the need to reinvent its concept of relationship with its customers? It should focus more towards the customer experience aspect than towards its producto offering.  Moreover, does the corporate bank understand the real needs of the treasurer and financial manager, to develop the optimal customer experience for them?

In corporate banking, around 30 different customer experience models can be distinguished. Therefore, by applying the necessary changes to implement this range of new relationship models, changes are put into effect in both internal processes and systems.

When the corporate bank has a complete vision of what its customer experience model should be in the future, it will have to prioritize. Because it will have to decide which is the customer experience model that best adapts to the processes of digital transformation, and that can therefore count on the support of the entire organization.

Multidisciplinary tools

Introducing the new customer experience should be swift and agile, and should be executed through multidisciplinary teams and tools.  Both customer relationship managers as well as product, data and business intelligence specialists ought to be involved. Credit risk managers and analysts should also play a role, because this transformation is an activity based on internal processes related to the implementation of the new relationship model. In some of these processes, for example in onboarding (the receiving model for new customers), it is critical that the new model meets regulatory requirements.

To achieve sufficient visibility among different organizations regarding the new customer experience model, achieving tangible and rapid results is absolutely vital. Corporate banking firms, therefore, need to ensure that this new relationship model is configured as one its main pillars in the development of processes focused towards digital transformation.

Finally, if the corporate banking firms want to meet the challenge of providing a renewed customer experience, they take into account the opinions of a prior selection of their main clients. This is to ensure that, in the future, the entire customer base appreciates the advantages and the effectiveness of a new relationship model adopted by its preferred corporate bank.

Access the complete report by Boston Consulting Group

 

by Ole Bendik Heggtveit
Principal at the Boston Consulting Group y expert in digital corporate banking