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Rezepte für die Bank der Zukunft : Bank 2.0
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Rezepte für die Bank der Zukunft » Von Martina Goehring » Beitrag » Bank 2.0

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Rezepte für die Bank der Zukunft


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Der Blick in die Zukunft ist für die einen (die Kunden) oft Wunschbild an Forderungen, die meist aus einer aktuellen Unzufriedenheit heraus formuliert werden und für die anderen (die Betroffenen) oft Verteidigungsstrategie gepaart mit Zynismus, für den manchmal auch Verständnis gezeigt werden muss, und für die dritten (die Experten) immer ein Versuch, Verbesserungspotentiale auf neuen Wegen zu entdecken und zu erklären. Auch wenn diese Versuche manchmal scheitern oder völlig andere Wege gehen, sind sie absolut notwendig um auf Veränderungen vorbereitet zu sein und neues zu wagen.

Im Interesse dieses Blogs habe ich die Diskussion zum Thema: “Wie sieht die Bank der Zukunft aus?” im xing-Bankingclub Forum Vertrieb&Marketing verfolgt. Meine persönlichen Lessons Learnt aus der Diskussion drehen sich um die folgenden Themen zu neuen Vertriebsstrukturen und –wegen, die Banken in der Zukunft beschreiten müssen:

Standardprodukte

Das tägliche Geschäft über standardisierte Produkte wie z.B. der gesamte Zahlungsverkehr, Überweisungen u.a. werden zukünftig automatisiert abgewickelt. Hier können Banken Skaleneffekte geltend machen und diese in Form von kostenlosen Konten oder Rabatten an die Kunden weitergeben. Den Kunden werden hierfür vor allem online Vertriebskanäle (Internet, Automaten etc.) zur Verfügung stehen.

Dazu werden die Banken das Online Geschäft stärker ausbauen und die Services übers Internet weiter optimieren. Banken werden ihre Dienstleistungen um „nicht banktypische“ Leistungen (Cross-Selling) erweitern, um mit einem breit diversifizierten Leistungsangebot dem Markt begegnen zu können und somit die Schwankungen der Erträge zu minimieren. Cross-Selling fördert auch den Verbundeffekt der Institutionen. Dass Cross-Selling Potentiale bislang noch bei weitem nicht ausgeschöpft werden, zeigt eine aktuelle Untersuchung des ibi.

Beratung

Die Anforderungen an eine qualifizierte Beratung werden weiter steigen. Komplexere Angebote wie Anlage-, Vermögens- oder Vorsorgeberatung werden vermutlich nicht vollständig ersetzt durch online Angebote, aber doch maßgeblich unterstützt durch mathematische Software und Instrumente für Berechnungen, durch Visualisierungstechniken, durch Methoden zur besseren Messbarkeit und Vergleichbarkeit zwischen Anbietern und Produkten und durch Bewertungs- und Empfehlungsservices von den Anwendern selbst.

Die Beratung verlagert sich dahingehend, nicht Produkte zu verkaufen sondern individuelle Angebote in Form von Produkt+Service-Paketen zu gestalten. Neben Knowhow betrifft das auch die Mobilität und Flexibilität der Bank. Beratung wird in multipler Form (Multichannel Banking) erfolgen: in der nächstgelegenen Bankfiliale, beim Kunden in der Wohnung, am Arbeitsplatz, an einem anderen gewählten Ort, sowie unabhängig von Ort und Öffnungszeiten auch über online Medien und Telekommunikation.

Honorare

Die Bereitschaft für Beratung Honorare zu zahlen, wird als gering eingeschätzt. Vielleicht liegt es am Honorarmodell. Eine Beratung beim Autohändler ist auch kostenlos, da sie mit zur Akquisition und dem Ziel, ein Auto zu verkaufen, gehört. Ein Honorar, das sich am Erfolg der Beratung orientiert und am Ende aus dem Return der Beratung finanziert, wird sicher gerne bezahlt.

Sicherheit

Angriffe auf Online Banking oder direkt auf Bankserver durch Trojaner, Phishing, Pharming, Skimming, technische und soziale Mechanismens des Datenklaus, und damit verbundene Sicherheitssysteme werden auch immer wieder als wichtige Voraussetzung für die Akzeptanz von online Banking in der Zukunft genannt. Eine Thematik, die im Web 2.0 sicher noch weitere Aspekte und Herausforderungen für IT-Infrastrukturen und Identifizierungssysteme darstellt, aber als eine Selbstverständlichkeit angesehen werden sollte, um die sich „eine Vielzahl“ von Software-Ingenieuren aus Datenschutz- und Datensicherheit kümmern und (hoffentlich) vernünftige Lösungen hervorbringen werden. Sicherheit sollte nicht als Killerargument gegen alles Neue im Onlinegeschäft verwendet werden.

Filialen

Die Bankfiliale ist aus meiner Sicht keine Einrichtung, in der ich entspannen oder in Ruhe meine Latte Macchiato trinken möchte, sondern möglichst schnell und ohne viel Aufwand meine finanziellen Geschäfte erledigen möchte, ob es sich dabei um standardisierte Transaktionen oder beratungsintensive Anlagestrategien handelt, ist für mich egal.

Die Filiale der Zukunft steht beim Fraunhofer IAO immer wieder auf dem Prüfstand und wird hier im Blog daher auch besonders betrachtet. Auch die Experten in xing sind sich einig: die Filiale der Zukunft wird sich, dort wo es sie noch geben wird, verändern, ob sie nun aussieht wie Q110 oder eher wie ein Handelsgeschäft mit Finanzprodukten, genannt werden WaMu in den USA oder die neue Filiale der Valiant Bank in Bern in der Schweiz, oder Filialen, die sich auf wenige ausgewählte Produkte z.B. beratungsintensive Produkte mit hoher Gewinnspanne spezialisieren. Einig ist man sich weiterhin darüber, dass Standardgeschäfte nicht mehr in Filialen stattfinden werden. Ganz nach dem Prinzip, FDL-Produkte dort anzubieten, wo sowieso eine hohe Kundenfrequenz besteht, sind auch Third Party Anbieter wie Tchibo, Migros und COOP u.a. am Markt zu finden, die in ihren Kaufhausfilialen Bankberatung anbieten. Hier erwarten wir weitere Geschäftsmodelle, Franchisemodelle in der Kooperation zwischen Banken und Nichtbanken.

Zielgruppensegmentierung

Eines der meist angesprochenen Themen ist die Zielgruppensegmentierung und der Wunsch, Kunden „in Schubladen“ stecken zu können, z.B. anhand des biologischen Alters, der aktuellen Lebenssituation, des Berufes oder der Bildung. Ein bisschen habe ich das Gefühl, als würden die Bankkunden in einer eigenen Welt leben. Dabei sind sie ebenso Kunden von Autos, Mode, Schuhen, Büchern uvam. Bei Amazon, ebay, im Automobilvertrieb, beim E-Commerce nachgefragt ist man da schon etwas weiter.

In Zukunft ist die Zielgruppe gleich EINS, d.h. es gibt im Extremfall so viele Zielgruppen wie Kunden. Stunden vergehen, bis ein- und dieselbe Autovariante vom Band rollt, Auktionen verdeutlichen, dass die Käufer ihren eigenen Preis machen wollen, Amazon entwickelt on demand Longtail-Angebote aus Kombinationen von Warenverkäufen und Interessensprofilen, spreadshirt lässt seine Produkte vom Kunden designen und bewerten und produziert danach.

In einer Welt, in der die Kunden ihre Angebote selbst suchen und konfigurieren, sich informieren wie nie zuvor, sich von Freunden und Bekannten Rat holen, sich in Blogs, Foren und Communities austauschen, sollten auch die Banken neue Wege gehen.

Anders ausgedrückt heißt das: Die Kunden segmentieren sich selbst! Man muss ihnen dazu aber die Gelegenheit geben. Dafür erhalten sie dann z.B. ein maßgeschneidertes individuelles Paket mit eigenen Gebührenstrukturen, Basisdiensten und tiefer gehender Anlageberatung. Die Technologien und Services hierfür sind längst verfügbar.

DIE Bank der Zukunft wird es wohl nicht geben, aber die Bank von heute wird es in Zukunft auch nicht mehr geben. Die Diskussion in xing ist weiterhin im Gange.

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  1. 1 Kommentar(e)

  2. Von Renée 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

    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 23

    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
    12. Oktober 2007
    | Antworten


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    Ein erfreulicher Post. Werde ihn mal gleich bei uns besprechen. Mich würde ja interessieren, wie die Banken das Problem der Selbstsegmentierung mittel- und langfristig lösen wollen. Ausserdem ist wohl auch bei dem Thema Beratung noch längst nicht die kreative Luft aus dem Modellen für die Zukunft. ;)

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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

    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 23

    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
    10. Oktober 2007: roloblog
    Deprecated: preg_replace(): The /e modifier is deprecated, use preg_replace_callback instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-content/plugins/coolplayer/coolplayer.php on line 134

    Deprecated: preg_replace(): The /e modifier is deprecated, use preg_replace_callback instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-content/plugins/coolplayer/coolplayer.php on line 135

    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

    Finanzunternehmen 2.0 haben wir in verschiedenen Beiträgen thematisiert. Drei Thesen zur Zukunft der Bankkunden von uns werden im “Netzguide IT in Finance” Anfang November erscheinen. Im Zentrum werden die umwälzenden Auswirkungen der semantischen …


  3. 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

    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 23

    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
    12. Oktober 2007: Regelwerk » Zukunft der Banken
    Deprecated: preg_replace(): The /e modifier is deprecated, use preg_replace_callback instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-content/plugins/coolplayer/coolplayer.php on line 134

    Deprecated: preg_replace(): The /e modifier is deprecated, use preg_replace_callback instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-content/plugins/coolplayer/coolplayer.php on line 135

    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

    […] Vor ein paar Tagen kam auf Bank 2.0 ein Artikel heraus, der die Frage nach der Zukunft der Banken aufwirft. Ausgangsmaterial liefert ein Xing-Forum […]

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Strict Standards: call_user_func_array() expects parameter 1 to be a valid callback, non-static method Ajax_Comment_Preview::comment_form() should not be called statically in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/plugin.php on line 160
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