Retail Banking in CEE: Exploiting the Potential of ... - Roland Berger

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CROSS-SEGMENT OFFERING – UTILIZING THE LINK OF BUSINESS AND PERSONAL NEEDS
Furthermore, expectations vary among countries and it is important to understand all
the local specialties of clients. Deviations can result from different country cultures or
grey economy aspects in CEE compared to Western Europe. Thus it may be risky for
some CEE clients to make their wealth visible for tax authorities with one-stop shopping.
COVERAGE MODEL ALTERNATIVES
There are four major models that can be used when serving two identities of a client.
Our interviews showed that the majority of the CEE banks use the separated-businessand-private-banking
model. This traditional approach does not allow the full utilization
of client potential and guarantees no more than limited information sharing, even in
case of a sophisticated cross-motivation system.
The super-banker model is mainly applied in Western Europe where economies are
much more transparent and the grey zone is insignificant. There banks can afford the
most expensive relationship managers that are able to serve both private and business
needs of micro clients. This model requires high quality staff and a huge amount of
trainings. Thus it is not yet recommended for implementation in Central and Eastern
Europe. Here banks should rather strive for the lead-banker model, which is one centralization
step before the super-banker one. With lower expenditure, it nevertheless
offers fast information flow and opportunity utilization as well as a "virtual" one-stop
shopping experience for clients.
For initiators, there are two types of cross-capturing in terms of private and micro business
needs: either they motivate professionals to use the banking services for private
purposes as well or they target private clients (mainly affluents in CEE) considering
their micro business interest.