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Handelsbankenのケーススタディ:現地法人に意思決定権限を与えることで顧客重視の姿勢を強化

Handelsbanken Case Study: Localizing decision making to improve customer-centricity

発行 Datamonitor
出版日 ページ情報 英文 16 Pages
価格
Handelsbankenのケーススタディ:現地法人に意思決定権限を与えることで顧客重視の姿勢を強化 Handelsbanken Case Study: Localizing decision making to improve customer-centricity
出版日: 2012年04月23日 ページ情報: 英文 16 Pages
概要

スウェーデンの大手銀行であるHandelsbankenは、スカンジナビア諸国やバルト三国、オランダで事業を展開しており、国際的な金融危機の影響が残る英国のリテール銀行市場でも着実に業績を伸ばしています。同社は、非集中型の組織を採用しているため、各国の条件や顧客のニーズに合わせて商品の中身を柔軟に変えることが可能であり、このような特徴を活かして顧客重視のアプローチを推進することにより、顧客の満足度を高めることに成功しています。

当レポートは、顧客の信頼を獲得することにより英国市場で着実に業績を伸ばしているHandelsbankenの事例を紹介するもので、非集中型組織モデルと顧客重視のアプローチの利点、同社がメディアを使ったキャンペーンよりも重視する口コミマーケティングの効果などについて分析し、概略下記の構成でお届けいたします。

概要

  • 序説
  • サマリー

分析

  • 非集中型の組織構造を活かした商品展開で顧客の支持を獲得
  • 本書で扱う主な問題
  • 非集中型の組織構造が可能にする個別化されたエクスペリエンス
  • 市場での差別化を可能にする非集中型の組織
  • ローカル化モデルを成功に導くための不可欠な要素はスタッフ
  • 旧来の銀行に近いHandelsbankenのモデル
  • スウェーデンでの試行錯誤から生まれたHandelsbankenのモデル
  • 知名度が低いにもかかわらず急成長を遂げたHandelsbanken
  • 主なターゲットは比較的富裕な消費者
  • 個々の顧客のニーズに合わせて商品を設計
  • 支店でのやり取りを通じて顧客との結びつきを強化
  • オンラインサービスの提供でローカル化が進展
  • 顧客の満足度を高めるHandelsbankenのモデル
  • 個別化と信頼性重視の大きなトレンドに合致するHandelsbankenのサービス
  • 個々の消費者のニーズに応じた商品を提供可能
  • 財務状況に対する意識が高い顧客をひきつけるHandelsbanken
  • 「草創期」スタイルのバンキングサービスで顧客の信頼を獲得
  • ブランド認知度の低さが信頼獲得の足かせとなっているケースも
  • 学ぶべき点が多いHandelsbankenのモデル
  • 顧客との関係を強化するためソーシャルメディアを利用することも可能
  • 口コミによりブランド認知度が大幅に高まる可能性も
  • クレジットカードなどの商品を含めたサービス拡大の見通し
  • マスマーケティングが業績拡大の不可欠な手段ではないことを実証したHandelsbanken
  • ニッチ市場をターゲットにすることで顧客の要望に対応
  • 顧客のニーズに対応するうえで重要なのはスタッフ
  • 消費者にもさまざまな恩恵をもたらす非集中型の組織

付録

目次

Synopsis

This case study explores Handelsbanken's decentralized approach to retail banking, which allows for the tailoring of products to customer needs and devolves much of the decision making to the local branches.

Description

INTRODUCTION

Handelsbanken has achieved strong growth in the UK retail banking market, and this growth rate has increased even in the wake of the global financial crisis. The decentralized structure has allowed Handelsbanken to be more flexible with its offering and to tailor its products to its customers' needs. This customer-centric approach to banking has resulted in high levels of customer satisfaction.

FEATURES AND BENEFITS

  • Be more customer-centric by understanding how a decentralized structure can help design products which cater for a customer's individuality.
  • Achieve success by understanding how to market a proposition without national media campaigns.
  • Rebuild trust with consumers through learning how a traditional model of banking can strengthen relationships with customers.
  • Strengthen relationships with customers by learning the importance of a personalized approach to banking.

HIGHLIGHTS

  • Handelsbanken's decentralized model allows for the tailoring of certain products such as mortgages and loans to the individual needs of customers. This customer-centric approach to banking has resulted in high levels of customer satisfaction and loyalty for the bank.
  • Handelsbanken has grown solidly in the UK without the use of national media campaigns, instead relying on practices such as word of mouth marketing. Word of mouth marketing has a strong impact, as consumers trust their friends and family to recommend high quality products and will view these as "tried and tested".
  • Handelsbanken's decentralized structure is reminiscent of a more traditional model of banking. It is also a model which has helped Handelsbanken to emerge unscathed from two financial crises. This offers reassurance to the consumer and is likely to increase levels of trust.

YOUR KEY QUESTIONS ANSWERED

  • How can a decentralized model make a FS provider more customer-centric?
  • How does a branch focused model continue to succeed in retail banking?
  • How is it possible to grow a business without national media campaigns?
  • What are the benefits of tailoring products to customers individual needs?

TOC

OVERVIEW

  • Catalyst
  • Summary

ANALYSIS

  • Handelsbanken has a decentralized structure, which builds affinity with consumers through tailored products
  • Key issues covered in this case study include:
  • Handelsbanken's decentralized structure allows for a more individual experience
  • A decentralized structure differentiates Handelsbanken from the market
  • Staff are integral to the success of a localized model
  • The Handelsbanken model is reminiscent of traditional banking
  • The Handelsbanken model has been tried and tested in Sweden
  • Handelsbanken has experienced impressive growth despite a low profile
  • Handelsbanken primarily targets a mass affluent segment of consumers
  • Handelsbanken designs its products around the needs of the individual customer
  • In branch interaction between the consumer and Handelsbanken increases customer loyalty
  • Localization continues with Handelsbanken's online offering
  • The Handelsbanken model produces high levels of customer satisfaction
  • Handelsbanken's offering aligns with the Individualism and Authenticity Megatrends
  • Handelsbanken allows consumers to have products tailored to their individual needs
  • Handelsbanken attracts customers who are proactive about their finances
  • Handelsbanken's "early era" style of banking delivers authenticity for the consumer
  • Handelsbanken's low brand visibility may limit its authentic appeal for some consumers
  • There is much to be learnt from Handelsbanken's model of banking
  • Handelsbanken could use social media to engage with consumers
  • Handelsbanken is likely to receive significant recognition via word of mouth
  • Handelsbanken could expand its offering to include products such as credit cards
  • Handelsbanken has demonstrated that mass marketing is not essential to growth
  • Targeting a niche segment helps providers to meet consumer demands
  • Staff are essential to meeting consumer needs
  • Decentralization has a range of benefits for the consumer

APPENDIX

  • Definitions
  • The Datamonitor Financial Services Consumer Insight Megatrend Framework
  • Methodology
  • Secondary reading
  • Further reading
  • Ask the analyst
  • Disclaimer

FIGURES

  • Figure: Handelsbanken branches have a greater degree of autonomy than the rest of the UK retail banking market
  • Figure: Handelsbanken model takes a greater account of the customers needs
  • Figure: Handelsbanken products are tailored to the consumer by the branch
  • Figure: Customers are advised to contact their account manager to access online banking
  • Figure: More than 40% of consumers strongly agree that they would like to be treated as individuals by their financial services provider
  • Figure: A large proportion of consumers require their financial services provider to be a well-known brand
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