UNDERSTANDING SHIFTING CONSUMER...
Transcript of UNDERSTANDING SHIFTING CONSUMER...
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UNDERSTANDING SHIFTING
CONSUMER PRIORITIES IN THE
BANKING INDUSTRY
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PRESENTER: ERNEST KIRUI
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PRESENTATION OUTLINE
Introduction
Research Objectives
Methodology
Findings
Conclusion & Recommendations
Q & A
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INTRODUCTION
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Overview of the Banking Sector in Kenya
The world of financial services is undergoing an incredible
transformation; mobile technology proliferation;
Capped interest rates has affected profits of banks in Kenya;
MPESA, Airtel Money, Equitel are accessible to all those using
respective lines;
M-Shwari which is run by Commercial Bank of Africa & Safaricom
had 12.6 million clients as on December 2015 (CBA Annual
Report, 2015).
KCB Launch of KCB-Mpesa March 2015 has attracted 6.5 million
customers (KCB Annual Report, 2015);
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The Concept and Rationale of the Study
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The Concept cont…
Source: CA 2017 Internet World Stats, 2017
88.10%
74.20%
Mobile Penetration Internet Penetration
Mobile and Internet
Penetration in Kenya 2017
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Internet or Mobile Banking?
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Concept Cont…
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Internet or Mobile
Banking?
Basic banking transactions at homes or in office
through a phone, desktop or laptop round the clock; no
restricted banking hours, no tellers, no queues;
Banks are being forced to find new and innovative ways
to deliver products and services via smartphones,
tablets and smart watches
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Concept Cont…
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STUDY OBJECTIVES
1. To identify emerging customer trends with
profound implications for the banking
sector.
2. To identify consumers’ perception on
digitization of the banking services.
3. To identify key drivers and explore barriers
to the shift from traditional banking
methods and practices to mobile and
internet banking.
4. To hypothesize the impact the shift will
eventually have on the future of market
research.
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METHODOLOGY
Desk Review; literature review of secondary and available
resources to improve overall understanding and enrich the
study
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FINDINGS
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1. EMERGING CUSTOMER TRENDS IN BANKING
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29% of banking customers worldwide would switch from their primary
bank to a different bank; (Nielsen, 2016);
In Kenya, 32.6% customers admire a different bank more than main bank
(Infotrak’s BankTrak, 2017);
Globally, customers who use a bank’s mobile channel frequently are 40%
less likely to switch to another bank as customers who use mobile rarely
(Bain & Company, 2016);
Further, customers who use branches frequently are almost three times
more likely to switch banks as customers who rarely use branches.
What are they looking for?
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EMERGING CUSTOMER TRENDS CONT….
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Interest rates, lower fees and charges, easy, unlimited and
convenient access to their accounts;
Consumer behaviors and expectations are evolving;
Banking customers expect their financial institutions to
offer personalized service and meet their evolving needs
quickly and efficiently;
Stories and experiences spread among peers over the
internet;
Banks are forced to both redefine their priorities and
transform their distribution models;
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EMERGING CUSTOMER TRENDS CONT….
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Grant access to
personal data
Need
personalized
service
Need protection
of their data
67%
63%
47%
Data access and protection, Global
(Accenture Financial Services, 2017)
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Impact of the Trends on Banking
Gap between what consumers want and expect from their
banks and what their banks can easily provide is growing larger;
Banks have little choice but to find a way to offer what
consumers need or risk losing customers;
New players such as technology firms, retailers and telecom
firms have joined the competition;
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2. CONSUMERS’ PERCEPTION ON DIGITIZATION OF THE
BANKING SERVICES
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Digital consumer behavior, preferences and choices determine to major customer-
centric changes within the enterprise;
Customers no longer need to queue in the banking halls waiting to pay their utility
bills, school fees or any other financial transactions; inconvenient;
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2. CONSUMERS’ PERCEPTION CONT…
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Mobile-Banks partnerships such as M-Shwari, KCB-
MPESA, Eazzy247, Equitel, PesaPap, e.t.c. are driving the
change in perception
Interactions with bank staff, a bank’s product value
proposition (including rates and fees), and the emotional
connection to brand determine loyalty (Bain &
Company, 2016);
Banks have a significant ability to push consumers along;
innovativeness
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3. KEY DRIVERS
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What causes the shift?
i. Ease of use;
ii. Accessibility and efficiency;
iii. Increased mobile and smartphone coverage;
iv. Mobile-only banks;
v. Switching to Paperless;
vi. Enhanced security;
vii. Globalization and diffusion of ideas.
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KEY BARRIERS TO THE SHIFT
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What bars the shift?
65% fear of cyber attacks & loss of personal data (CGI
Global, 2017)
Elderly and low profile customers - seek for psychological
support in the branch.
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CONCLUSION
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Mobile and internet banking is revolutionizing the world of finance;
There is rapid adoption of technology and evolving consumer
expectations; thus the need for innovation & proper interaction;
For banks to offer enriching customer experience, they need to
prioritize and critically address the areas of digitization,
simplification/agility, insights and data;
As banks slowly respond to these changes, some non-bank players such
as technology firms, retailers and telecom firms have grabbed the
opportunity;
The future of market research will be anchored on data mining and big
data analytics.
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RECOMMENDATIONS
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Let Customers Define Their Experience – speed and convenience as well as
tailored advice;
Re-Write Customer Processes for the Digital Era - deliver the digital service
customers want;
Banks to deliver products or services through application program interfaces
accessed and sold outside of the bank’s boundaries;
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RECOMMENDATIONS CONT…
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Tailor Branches to Add Value – branch for advise; mobile for basic transactions;
Win the Data Game - access more customer data to offer more competitive
prices and faster, easier services,
Market research products should be digitally customized; big data and data mining
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THANK YOU!!
Questions?
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