team spirit - Bankier.pl

“Based on our new customer service approach, we offer customers exactly the level of service intensity
they need. We also take a closer look and use modern methods to analyse the typical requirements of
our customers in their respective circumstances, be it in their lives or in the company. Standardised
products go a long way towards meeting their needs. In this way we make the world easier for customers –
and for ourselves. And we find that customers want to be contacted by the bank and they appreciate the
competence required to find simple solutions for them.”
type and intensity of service that meets their requirements,
even if this involves turning away from banks’ traditional style
of doing business.
In 2005 we redefined the customer segments and implemented
the appropriate customer service model. The new customer
segmentation has brought service intensity into line
with customer expectations. We have also defined profiles for
four different categories of account managers – corresponding
to the four customer groups comprising “ErfolgsKunden”
private customers, “TopKunden” private customers, “Erfolgs-
Kunden” business customers and “TopKunden” business customers
– and allocated our employees to these categories
depending on their preferences and skills. In this context we
have upgraded sales career paths and adjusted basic and
advanced training programmes of our Sales Academy to
reflect the new structure. Our product range is of course
geared to a more detailed segmentation, with dynamic and
life-cycle activity features taking precedence over static sociological
criteria.
Customer business of Bank Austria Creditanstalt in Austria
Amounts in € bn at year-end 2005
Personal loans
15.1 14.7 Private Customers
Working capital finance
Export finance
Investment finance
Contingent liabilities
Financing business € 76 bn
11.9
11.1
29.1
8.6
by
product
Willibald Cernko, Managing Board member with responsibility for Private Customers Austria and SMEs Austria
21.7
39.3
by
segment
SMEs
Large Corporates
and Real Estate
Customer groups under the new service approach 1)
Number Share of Share of
of customers financing volume investments
ErfolgsKunden private customers 1,501,931 25 % 26 %
TopKunden private customers 240,486 16 % 37 %
ErfolgsKunden business customers 59,422 9 % 4 %
TopKunden business customers 27,632 51% 33 %
1) Private Customers Austria and SMEs Austria business segments
The shift to the new service approach in mid-2005 inevitably
involved changes in some long-standing relationships between
customers and their account managers at the bank. Nevertheless,
the number of our customers continued to rise. Following
this one-off adjustment, customer relationship continuity is one
of the basic principles of the bank, every customer is served by
their dedicated account manager. Surveys among customers
show that contact initiatives by the bank using all sales channels
and offering a wider product range are more highly appreciated
by a majority of customers than traditional, impersonal
ways of maintaining customer relationships.
Investments € 92 bn
42.2
25.5
24.4
by
segment
12.7
7.9
16.9
3.5
16.2
3.3
28.0
3.5
by
product
Sight deposits
Time deposits
Savings deposits
Own issues
Own mutual funds
Wohnbaubank issues and
real estate securities
Securities investments (shares, bonds
and third-party mutual funds,
held in safe-custody accounts)
Investments for which the bank acts
as intermediary (mainly building society
savings agreements, insurance policies)
Austrian Customer Business 53