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Das Kundenmanagement wird neu entdeckt : Bank 2.0
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Das Kundenmanagement wird neu entdeckt » Von Martina Goehring » Beitrag » Bank 2.0

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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 'CET/1.0/no 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 'CET/1.0/no DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 25

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Das Kundenmanagement 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.

Kundenorientierung durch Informationsmanagement:

Für Banken offensichtlich noch Neuland? Strategisches Marketing, Datamining und CRM sind für andere Branchen längst Standard und eine Selbstverständlichkeit zur Erhebung von Frühindikatoren und Messung der Zufriedenheit, zur Auswertung des Bedarfs- und Kundenverhaltens, zur Entwicklung kundenspezifischer Angebote oder zur Kundenbindung.

“Sie (Die Banken) reden einfach noch viel zu wenig mit den Leuten und haben zu wenig Übung im Zuhören” meint Martin Engstler vom Fraunhofer IAO. Kundenorientierung bedeutet: erhöhter Dialog, Kundenfeedback, besseres Beschwerdemanagement, Zufriedenheits-Benchmarks für die Filialen, Produktbewertungen und Empfehlungen.

Kundenorientierung durch Beratungsqualität:

Hohe Fluktuation, geringe Karrierechancen, wenig leistungsbezogene Vergütungssysteme und fehlende Qualifikationsanpassungen sind wesentliche Hauptursachen für die mangelnde Beratungsqualität bei vielen Instituten. Vor allem qualifizierte Mitarbeiter müssen motiviert werden und Chancen haben, durch ihre Leistung und ihr Fachwissen Karriere machen zu können. Der Bankberater der Zukunft wird sich sicher gerne zum Dienstleistungs- oder Relationship-Manager weiterentwickeln, wenn es Modelle mit erfolgsabhängigen Vergütungsbestandteilen und Bonussystemen gibt, die sein Engagement und seine Verkaufsleistung berücksichtigen.

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