Bancos de varejo Hoje enfrenta desafios significativos ao crescimento e lucratividade. A erosão da confiança do cliente, a lenta recuperação econômica e a pressão da margem decorrentes de uma variedade de fontes estão entre os muitos fatores que explicam as dificuldades atuais. Em todas as regiões-as Américas, Europa e Ásia-Pacífico-as instituições financeiras lançaram campanhas de marketing com slogans como reinventar bancos, restaurar a confiança e aprofundar os relacionamentos com os clientes. O objetivo é fazer com que os clientes sintam que suas necessidades bancárias estão sendo bem cuidadas-para se tornar, em poucas palavras, mais "centradas no cliente". Os bancos também precisam entender a equação do valor do cliente-não investir demais em clientes que provavelmente não respondem a novas iniciativas ou cujo valor de longo prazo para o banco é relativamente baixo. Quer? Andy Maguire
In search of growth opportunities in this environment, many banks are focusing on deepening their share of wallet with existing customers. In all regions—the Americas, Europe, and Asia-Pacific—financial institutions have launched marketing campaigns with slogans such as Reinventing Banking, Restoring Trust, and Deepening Customer Relationships. The goal is to make customers feel that their banking needs are being well looked after—to become, in a nutshell, more “customer centric.”
Yet to make those two words more than just a catchy phrase, banks that choose customer-centricity as a strategy must figure out how to transform their vision into actions that deliver on promises. Banks also need to understand the customer-value equation—not overinvesting in customers who are not likely to respond to new initiatives or whose long-term value to the bank is relatively low.
Some key questions present themselves:
- What exactly is customer-centricity and why should retail banks care?
- What do retail-banking customers really want?
- Are any patterns of customer-centric banking emerging?
By exploring these and related questions in detail, banks can gain the understanding they will require to cope both with current challenges and with those that lie ahead.
