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Statements von der Bankenfachtagung Bank und Zukunft 2009 : Bank 2.0
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Statements von der Bankenfachtagung Bank und Zukunft 2009 » Von Martina Goehring » Beitrag » Bank 2.0

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Statements von der Bankenfachtagung Bank und Zukunft 2009


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Die Bankenfachtagung „Bank und Zukunft 2009“, veranstaltet vom Fraunhofer IAO und IBM hat gestern in Frankfurt im IBM-Finance Center stattgefunden. Einige Statements der Referenten habe ich als Lessons Learnt mitgenommen.

“Es war nie einfacher (als in einer Krise) Kunden zu gewinnen.” sagte IBM-Geschäftsführer Matthias Hartmann und hat den Banken dazu vier Strategien empfohlen

  1. Die Institute müssen sich konsolidieren und spezialisieren.
  2. Die Institute müssen den Missing Link zwischen Strategieplan und Umsetzung schließen. Es gibt zu viele Pläne in den Schubladen, die nie umgesetzt werden.
  3. Die Institute müssen nach dem Prinzip Client First handeln: der Kunde zuerst

  4. Die Institute müssen die Globalisierungschancen nicht nur produktionsseitig sondern auch marktseitig nutzen und Kosten- und Skalierungseffekte entlang der Wertschöpfungskette realisieren.

Martin Engstler vom Fraunhofer IAO stellte die Ergebnisse der neuen IAO-Bankenstudie 2009 vor. Einige sind mir aufgefallen, die zwar nicht unbedingt neu, aber bei den Banken jetzt auch angekommen sind:

  • Jede zweite Bank stellt sich zurzeit die Frage nach ihrer Positionierung im Markt und nach ihren Produkten.
  • Bei den meisten Instituten wird es keinen Investitionsstopp geben, aber Verschiebungen von Investitionen aufgrund der Krise sind durchaus an der Tagesordnung.
  • Die Internetseiten der meisten Banken spiegeln eher das Organigramm als den Kundenprozess wider. Die Kundenperspektive wird dennoch als eines der wichtigsten Trendthemen genannt.
  • Die Automatisierung von Prozessen soll durch Optimierung der Kooperationsstrukturen der Partner erreicht werden. Bislang wurde das Automatisierungsthema immer als reines IT-Prozessthema gesehen. Neu ist, dass nun auch auf Kooperation gesetzt wird, nicht nur intern sondern auch nach außen. Auch wenn Prozessoptimierung nicht alleiniges Ziel sein darf, es ist ein Anfang.
  • Die Trends für 2015 sind Konzentration auf Vertrieb und mehr Zeit für persönliches Kundenbeziehungsmanagement. Dieser Trend wurde wichtiger im Vergleich zu den letzten Jahren.
  • Interessant war, dass sich 50% der Institute gut vorbereitet fühlen für die Herausforderungen der Zukunft. Mit Blick auf die internen Strukturen wurde dieses Ergebnis vom Referenten allerdings bezweifelt. Demnach meinen aber die anderen 50%, nicht gut vorbereitet zu sein.

Ob diese zum Teil Extrempositionen nun Ausdruck von Ignoranz und Hilflosigkeit oder der Beginn eines grundlegenden Wandels einer Branche sind, die bislang als weitgehend stabil und unveränderbar galt, wird sich bald zeigen. Es erinnert mich an den vor ca. zehn Jahren begonnenen und als Megatrend bezeichneten Umbruch in der Medienindustrie. Diese hat sich, wie man inzwischen weiß, strukturell und in den Geschäftsmodellen grundlegend verändert. Da wir zurzeit am Ende eines Konjunkturzyklus nach Kondratieff sind, werden auch Paradigmenwechsel im Finanzmarkt nicht ausbleiben können.

Bernhard Keller von TNS Infratest berichtete aus der aktuellen Kundenstudie, die der Frage nachging, was Kunden von Banken und insbesondere von den Filialen erwarten. Da inzwischen 40% der Kunden ihre Bankgeschäfte online durchführen, muss man sich fragen, was machen die anderen 60% in der Filiale. Die meisten sind dort an den Automaten anzutreffen. Nur 8% der Filialgänger ist dort für eine qualifizierte Beratung (im Untersuchungszeitraum). Drei Viertel wissen nicht, warum sie in eine Filiale gehen sollten. Die Botschaft am Ende: die Banken müssen das Vertrauen der Kunden wieder gewinnen, das auf persönlichen Beziehungen basiert und nur in der Filiale funktioniert. Deshalb werden neue Filialkonzepte benötigt.

Persönliche Beziehungen lassen sich nicht nur in einer Filiale herstellen. Die Banken sollten sich auch mal fragen, wie man die Konzepte der sozialen Netzwerke und Communities im Internet für das eigene Kundenbeziehungsmanagement nutzen könnte.

Beim Vortrag von Tristan Reckhaus von IBM haben sich viele Banker vermutlich gefragt, was hat denn die Barbie-Community mit ihrer Bank zu tun. Bei den vielen Beispielen aus der Web 2.0 Welt im Vortrag habe ich mich zwar zuhause gefühlt, allerdings haben mir auch Hinweise auf eine Übertragbarkeit in die Bankenwelt gefehlt, insbesondere unter dem Aspekt Vertrauensbildende Maßnahmen, Kundenkommunikation und Marketing.

Ein Highlight aus meiner Sicht war der Vortrag von Alexander Artopé, Geschäftsführer von smava, dem online Marktplatz, der private Kredite von Menschen an andere Menschen vermittelt. Ich erinnere mich noch genau, wie ich dieses Modell bei einem Kundenbesuch 2007 als Beispiel vorgestellt habe und es dort belächelt wurde mit den Worten: „Ich kann mir nicht vorstellen, dass es Menschen gibt, die übers Internet völlig Unbekannten Geld leihen. Was haben sie davon? Was passiert, wenn nicht zurückgezahlt werden kann? Welche Sicherheiten gibt es denn, die doch nur eine Bank bieten kann?“ Diese Punkte und einiges mehr wurden sehr klar und überzeugend beantwortet.

„Vertrauen zum Kunden, Beziehungen zum Produkt und zu Menschen, Sicherheit aber auch Spaß am Geld anlegen“ alles Werte, die von den Referenten, insbesondere der Großbanken, in ihren Vorträgen als sehr wichtig herausgestellt wurden und die man zurück erobern müsse, sind in diesem innovativen Geschäftsmodell und der Community von smava realisiert.

Bei der Preisverleihung zur Geschäftsstelle des Jahres 2009 hat es mir dann für einen kurzen Moment etwas die Sprache verschlagen. Die vorgestellten Preisträger-Filialen sind allesamt ganz hübsch anzuschauen und ich persönlich bewege mich auch lieber in einem schönen hellen Raum mit angenehmer und moderner Atmosphäre, zumindest beim Einkaufen. Aber „Wartelaunches“ und „entspannte Wartezonen“ als innovative Kundenkonzepte einer Filiale zu verkaufen, ist nicht gerade zeitgemäß. Ich kenne keine Kunden, die warten wollen, wenn sie einen Termin haben, auch nicht in einem weißen Designer-Ledersessel. Dennoch, die italienische Filiale der Cassa Rurale di Treviglio hat mir am besten gefallen, weil sie die Raiffeisen-Philosophie sehr gut umgesetzt hat.

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  1. 1 Kommentar(e)

  2. Von Boris Janek 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 'CET/1.0/no 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 'CET/1.0/no 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 'CET/1.0/no 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 'CET/1.0/no DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 28
    7. Mai 2009
    | Antworten


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    Schöner Artikel. Wenig überraschender Verlauf. Erlaube mir hier einen Artikel von mir zu posten

    http://electrouncle.wordpress.com/2009/05/06/social-banking-volksbanken-raiffeisenbanken/

    Finde der passt ganz gut zum Thema

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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 'CET/1.0/no 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 '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

    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 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 'CET/1.0/no DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 28
    10. Mai 2009: Links zum abbiegen « Electro Uncle
    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

    […] http://www.bank-zweinull.de/2009/05/06/statements-von-der-bankenfachtagung-bank-und-zukunft-2009/ […]


  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 'CET/1.0/no 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 '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

    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 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 'CET/1.0/no DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 28
    12. Mai 2009: » Geschäftsstelle des Jahres 2009 - direktBank-Marketing | Best-Practice-Marketing für Banken und Sparkassen
    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

    […] folgen lassen. Glücklicherweise habe ich aber vorher entdeckt, dass Martina Göhring von Bank -Zweinull ebenfalls einen Bericht zu der Veranstaltung veröffentlicht hat. Schön, denn dann kann ich mich […]

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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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