市場調査レポート

マルチチャネルバンキングにおける支店ベースアドバイスの発展

Evolution of Branch-Based Advice in Multichannel Banking

発行 Mercator Advisory Group, Inc. 商品コード 234230
出版日 ページ情報 英文 24 Pages
納期: 即日から翌営業日
価格
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マルチチャネルバンキングにおける支店ベースアドバイスの発展 Evolution of Branch-Based Advice in Multichannel Banking
出版日: 2012年03月16日 ページ情報: 英文 24 Pages
概要

多くの銀行および信用組合は、顧客インタラクションおよびアドバイスの高い水準を保持しつつ、効率を高める戦略として、窓口に重点を置いたフルサービスのビジネスモデルから、セルフサービスまたはハイブリッド型のセルフ/フルサービスアドバイスモデルへの転換を実行しています。

当レポートでは、金融機関において変化する支店ベースアドバイスの役割、およびマルチチャネル戦略の一部としての発展方法について調査しており、概略以下の構成でお届けします。

エグゼクティブサマリー

イントロダクション

新時代の幕開け

  • 変化の時代
  • 変わるものと、変わらないもの
  • 顧客は今も支店を定期的に訪れる
  • 様々なチャネルと顧客の安心感
  • バランスをとること
  • 厄介な問題
  • 情報シェアとアドバイスの役割
  • サービスとアドバイスの相互作用

3つの主要な支店ベースアドバイスモデル

  • セルフサービス/セミセルフサービス
  • 離れた販売員とのリアルタイムアクセス
  • フェイス・トゥー・フェイスの相互作用

金融機関にとっての正しいチャネル戦略を構築する

  • チャネル戦略の中心に顧客を据える
  • 支店コストは管理されなければならない
  • 低価格で良いサービスに向けた発展的支店の利用

顧客のチャネル嗜好およびマルチチャネル戦略

  • 正しいチャネルミックスの決定
  • チャネルにわたって一貫した実行が鍵

フェイス・トゥー・フェイス支店導入戦略:実例

  • 裕福な消費者に的を絞って支店を選ぶ
  • 優先顧客のための特別プログラム
  • 預金をひきつけるための支店ネットワークの拡大
  • 「将来の支店」
  • 抱き合わせ販売および高額商品販売の機会を追求するためのリソースの自由化
  • 競合的メリットとしての支店レイアウト

結論・戦略的見通し

図表

目次

New research from Mercator Advisory Group examines the changing role of branch-based advice and how it is evolving as part of a multichannel strategy

Boston, MA -- In new research, ‘Evolution of Branch-Based Advice in Multichannel Banking’, Mercator Advisory Group reviews the transformation many banks and credit unions have undertaken from teller-focused full-service business models to self-service or hybrid self-/full-service advice models as a strategy for increasing efficiencies while retaining high levels of customer interaction and advice.

Highlights of this report include:

While the foundation of banking is still centered on the branch concept, the way that branch business is conducted is changing fundamentally.

The formats of self-service banking customers are becoming accustomed to using and the opportunities this activity opens for FIs.

The dilemmas FIs face and the models they should evaluate when finding ways to continue to offer high levels of customer service while reducing the cost of sales presents significant challenges for financial institutions.

“The dichotomy between being able to offer high levels of customer service while reducing the cost of sales presents significant challenges for financial institutions. Not only do they need to retain a highly valued, yet costly, branch presence, but also they must carefully evaluate projects that hold great promise for improved efficiencies, profitability, and interaction,” comments Ed O'Brien, director of Mercator Advisory Group's Banking Channels Advisory Service.

One of the 10 exhibits in this report:

Source: Mercator Advisory Group
© Mercator Advisory Group

This report is 24 pages long and has 10 exhibits.

Organizations mentioned in this report include: Apple, Bank of America, Coastal Federal Credit Union, Diebold, First National Bank of Omaha, JPMorgan Chase, KeyBank, TD Bank, uGenius, and University Federal Credit Union.

Table of Contents

Executive Summary

Introduction

Dawn of a New Era

  • The Times They Are a-Changin'
  • While Some Things Change, Some Remain the Same
  • Customers Still Visit Branches Regularly
  • Customer Comfort Level with Various Channels
  • A Balancing Act
  • Vexing Challenges
  • The Role of Information Sharing and Advice
  • The Interaction Between Service and Advice

Three Primary Branch-Based Advice Models

  • Self-Service/Semi Self-Service
  • Real-Time Access to Remote Representative
  • Face-to-Face Interaction

Establishing the Right Channel Strategy for a Financial Institution

  • Putting Customers at the Center of Channel Strategy
  • Branch Costs Must Be Managed
  • Use of the Evolving Branch for Good Service at Low Cost

Customer Channel Preferences and Multichannel Strategy

  • Determining the Right Channel Mix
  • Consistent Execution Across Channels Is Key

Face-to-Face Branch Deployment Strategies: Examples

  • Select Branches Targeting Wealthy Consumers
  • Specialty Programs for Preferred Customers
  • Branch Network Expansion to Attract Deposits
  • “Branch of the Future”
  • Freeing Resources to Pursue Cross-Selling and Up-Selling Opportunities
  • Branch Layout as a Competitive Advantage

Conclusions and Strategic Implications

  • Copyright Notice
  • End Notes

Figures

  • Figure 1: Frequency of Bank Branch Visits
  • Figure 2: Branch-Based Interaction Is a Top Reason for Bank Branch Use
  • Figure 3: Customer Satisfaction with Financial Institution's Communication Methods
  • Figure 4: Financial Institutions' Hierarchy of Advice
  • Figure 5: Branch-Based Advice Models
  • Figure 6: Putting Customers at the Center of Channel Strategy
  • Figure 7: Number of FDIC-Insured Branches in the U.S., 2002 - 2011
  • Figure 8: Open Branch Lobby with Multichannel Access
  • Figure 9: Branch-Based Remote Teller Layout
  • Figure 10: Branch-Based Remote Office Layout
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