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Die Filiale wird neu entdeckt. : Bank 2.0
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Die Filiale wird neu entdeckt. » Von Martina Goehring » Beitrag » Bank 2.0

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Die Filiale wird neu entdeckt.


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rlogoImpressionen zur FTD-Serie Bank der Zukunft

Die zehnteilige Serie der Financial Times Deutschland zu Aspekten der Bank der Zukunft wie die IT, die Zielgruppen und den Vertrieb habe ich mir durchgelesen. Meine Lessons learned und persönliche Analyse waren dabei, die ich hier zusammenfassen möchte.

Die Filiale wird neu entdeckt:

Die Strategie der Mischung verschiedener Vertriebsformen bringt derzeit eine Renaissance der Bankfiliale. Vielfältigste Formen und Kombinationen neuer Bankfilialen sollen die Menschen häufiger und länger in eine Bank führen. Mit welchen Konzepten das gelingen wird, ob mit Spielecke und Wickeltisch, Warteschlangen-Optimierung oder mit Dialogfilialen, wird die Zukunft zeigen. Wir haben hier an anderer Stelle bereits schon Filialkonzepte aus dem IAO-Innovationskreis vorgestellt.

Interessant sind die Erfahrungen mit dem Sparkassenbus in Ostfriesland, der durch den schrumpfenden Kundenkreis erhebliche Nachwuchsprobleme hat: „Die jungen Leute nutzen dann doch lieber das Internet” meint Carsten Mohr, Marketingleiter der Sparkasse Leer-Wittmund, zu der die Bus-Geschäftsstelle gehört. Ich frage mich, ob die Menschen im ländlichen Raum Internet-affiner sind als in den Städten.

„Die Zukunft der Bankfiliale sieht Manfred Eberl, Filialleiter der Frankfurter Sparkasse, im Verkauf - und nur im Verkauf.“ Seine Darstellungen aus den 80er Jahren lassen einen neuen alten Trend wieder beleben: mehr Präsenz bei Sportveranstaltungen, im Fußballstadion, auf der Pferderennbahn, auf Festen und bei Preisverleihungen sowie Mitgliedschaften in Karnevals- und Schützenvereinen. „Ich war manchmal mehr in der Öffentlichkeit als in der Filiale“.

Für die einen ist die Filiale mit persönlicher Beratung der mit Abstand wichtigste Vertriebsweg. Für die anderen benötigt eine persönliche Beratung vor allem drei Dinge: einen Ortstermin, einen kompetenten Mitarbeiter und eine gute Vorbereitung, um die richtigen Fragen stellen zu können. Und die findet man dann am besten im Internet.

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