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Neue Produkte aus dem “Bankenkosum” : Bank 2.0
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Neue Produkte aus dem “Bankenkosum” » Von Martina Goehring » Beitrag » Bank 2.0

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Neue Produkte aus dem “Bankenkosum”


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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.

Neue Produkte aus dem „Bankenkonsum“

Bankenprodukte aus Kundensicht stellen sich eher relativ einfach und nüchtern dar: entweder man benötigt Geld oder/und man will Geld anlegen. Wie aus diesen zwei Zielrichtungen tausende an Varianten entstehen können, zeigen uns die Banken tagtäglich aufs Neue. Dennoch, die Konzepte für neue Produkte überzeugen noch nicht vollständig. Die Produkte differenzieren kaum aber „es gibt einfach zu viele Produkte“ laut Fraunhofer-Experte Martin Engstler.


Kredite oder Versicherungen in Verbindung mit Komplettangeboten wie Haushaltsgeräten, Handys, Gesundheitsdiensten oder Reisen anzubieten, ist darüber hinaus auch eine Domain von Handelsunternehmen geworden. Kleinkredite fürs Auto, den Führerschein oder fürs Studium gibts direkt aus dem Internet. Der Wettbewerb ist nicht mehr nur auf die eigene Branche beschränkt.

Eine Verschlankung, Vereinfachung und Konsumerisierung der Produktpalette wird empfohlen. Das bedeutet, Bankenprodukte wie Konsumerprodukte zu behandeln und die Menschen bei ihrem Konsumverhalten abzuholen.

Wenn das so ist, können wir dann auch dasselbe wie von einem Konsumerprodukt erwarten?

Wenn das Produkt nicht funktioniert, kann ich es zurückgeben!
Bei Nichtgefallen kann ich es zurückgeben!
Wenn es nicht das hält, was man mir versprochen hat, habe ich Gewährleistungsansprüche!

Ganz so wird es vermutlich nicht funktionieren können. Die Idee eines Zielgruppenbeirates, wie sie die Postbank hatte, erscheint mir insbesondere auch für die Produktentwicklung für sehr sinnvoll. Dahinter verbirgt sich der Gedanke einer Kundencommunity, in der sich die Beteiligten zum Unternehmen äußern können und ihre Stimme dazu gehört wird. Ein Trend, der der neuen Kommunikationskultur entgegen kommt.

Beispielhafte Trends für neue Produkte aus der globalen Bankenwelt hat FTD hier zusammengestellt.

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