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Value Proposition von Web 2.0 für eine Bank : Bank 2.0
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Value Proposition von Web 2.0 für eine Bank » Von Martina Goehring » Beitrag » Bank 2.0

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Value Proposition von Web 2.0 für eine Bank


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Geld Die branchenspezifische Bestimmung der Value Proposition von Web 2.0 für eine Bank ist zwar keine leichte Aufgabe, aber es ist auch kein Geheimnis, dass vor allem die Finanzdienstleister im Bereich der Kundenorientierung eine Menge Nachholbedarf haben.

So sucht eine Bank verstärkt nach innovativen Vertriebskonzepten an der Kundenschnittstelle. Die im Zukunftsreport des Fraunhofer IAO beschriebenen Szenarien der Zukunft für Finanzdienstleister für das Community-Banking, Life-Assistance-Banking, Convenience-Banking oder High-Tech-Banking verlangen geradezu nach einem Einsatz von Web 2.0 Technologien, aber eben unter Berücksichtigung spezifischen Branchenverhaltens. Den Deutschen fällt es meist sehr schwer, emotionale, menschliche Beziehungen zu einem Geldinstitut aufzubauen. Über Geld redet man nicht gerne, vor allem nicht über Geldvermehrung, die Neid weckt, oder über das Geldverlieren, das eher Schadenfreude hervorruft, und ansonsten wird das Thema Geld von den Kunden äußerst rational betrachtet. Auch gibt sich nach manchen Einschätzungen eine Großbank nicht gerne sozial oder „Bottom-up”, beides Elemente von Web 2.0.

Dennoch ist im Zuge einer neuen Kunden-Finanzbedarfsorientierung eine rationale Betrachtung des Einsatzes von Web 2.0 angemessen: eine Technologie, die nicht nur soziale, kollaborative und Nutzerorientierte Stärken besitzt, sondern deren infrastrukturelle Ausgestaltung die Effizienz und Effektivität der Geschäftsprozesse durchgängig erhöht.

Der langfristige Kundenkontakt kann für eine Bank keine Frage einer kurzfristigen Blogging-Aktion sein, sondern bedeutet den Aufbau oder die Wiedergewinnung einer Vertrauensposition, die Schaffung von einfachen und schnellen Zugängen für den Kunden zu Produkten und Services, aber auch das Netzwerk von Experten, wenn es darum geht, komplexe, existenzielle Entscheidungen mit großer Wirkung und hohem Risiko für den Kunden zu treffen. Hier haben die Finanzdienstleister einiges zu bieten, das nach außen aber wenig transparent und geschlossen ankommt. Web 2.0 bietet als Enabler zum Aufbau solcher langfristigen Kundenbeziehungen wesentliche Ansatzpunkte, diese „Blackbox” verständlicher zu machen.

Dabei geht es nicht darum, einer Bank die Nutzung von youtube, flickr oder xing schmackhaft zu machen. Neben der Gestaltung der Kundenschnittstelle sind vor allem interne Netzwerke, ein geeigneter Vertriebssupport, die interne Kommunikation, das Wissensmanagement und die Nutzung von verteilten Kompetenzen die Ansatzpunkte, an denen Web 2.0 Technologien ihre Stärke einsetzen können.

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  1. 1 Kommentar(e)

  2. Von Martina Goehring am
    Strict Standards: mktime(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 14

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    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 25

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 27

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 28
    18. Januar 2007
    | Antworten


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    “The long tail nature of Zopa and Prosper completely unhinges the value proposition of traditional banking” sagt James Gardner, Director for Retail Banking in the global financial services group at Getronics.

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  2. Strict Standards: mktime(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 14

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    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 25

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 27

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 28
    13. Mai 2007: centrestage » Value Proposition von Web 2.0 für eine Bank
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    Deprecated: preg_replace(): The /e modifier is deprecated, use preg_replace_callback instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/formatting.php on line 74

    […] NEU! [update 13.08.2007: Sie finden diesen Inhalt nun in unserem neuen Bankenforum.] […]

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