Un nouveau face à  face stratégique pour les banques de détail européennes

La maturité de certaines technologies, comme les réseaux sociaux sur internet ou les smartphones par exemple, ouvre aujourd’hui la voie vers de nouveaux canaux d’accès à  la clientèles des banques. Le marketing et la communication ont donc dà» revoir leur stratégie afin de tirer, de manière cohérente et coordonnée, le meilleur de chaque nouvel outil.

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Face à  ces nouveaux défis, le cabinet de conseil McKinsey, en collaboration avec l’Association EFMA (European Financial Management and Marketing Association), se sont penchés sur ce sujet en analysant les stratégies des banques de détails européennes. L résultat de leur recherche est disponible dans un rapport accessible via les liens ci-dessous et après une inscription gratuite.

In response to consumer demand for more—and more varied—channels for financial services, Europe's retail banks are offering customers an increasingly sophisticated choice of remote (mostly electronic) interactions and traditional face-to-face connections through branches and other physical meeting places. Consumers say they want both electronic and physical contact points, but the extent to which they embrace electronic banking, and consequently the pace of change, varies significantly from country to country and generation to generation.

These are among the main conclusions of a joint study by McKinsey and the European Financial Management and Marketing Association (EFMA) titled Face-to-face: A €15–20 billion multichannel opportunity. The research included interviews with 3,000 consumers, an online survey of more than 150 banks, and in-depth discussions with leading European executives.

The report reveals a complex, fast-moving European retail-banking sector in the throes of deep-rooted change, with some players already well down the multichannel route and others just starting. It confirms that customers increasingly use face-to-face channels for sales and advice, and remote ones (the Internet and ATMs) for most transactions. But at a country and product level, and during different phases of a product purchase, the picture is more complex.

via  How Europe’s retail banks handle channel strategy – McKinsey Quarterly – Financial Services – Banking.

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