Annual Financial Statements 2010 of Bank Austria

Management Report
Management Report (CONTINUED)
� In 2010, the CEE retail Banking focus was on further improving
the sales force’s effectiveness and productivity as well as on the
migration to direct distribution channels to maximise bank availability
and increase accessibility of core banking services for customers.
The customer centricity business model was accentuated by the
launch of the new UniCredit brand positioning. A series of initiatives
were introduced to identify main areas of interest for the customers
for cross-border banking. The CEE banks were committed to optimising
the credit process, thus making loan products accessible and
readily available in an environment of restrictive legislative requirements.
In an attempt to achieve superior customer service and positive
experience, the banks implemented dedicated service models in the
Family & SME business segment.
In 2010, the measurement of external and internal customer satisfaction
was intensified with a special focus on instant feedback.
A dedicated Reputation Management Programme was introduced in
some banks in the region and is to be expanded in 2011.
� One of the major initiatives of CEE GBS in 2010 was the programme
to enhance the credit risk processes in selected CEE countries.
The programme focused on improving credit risk processes and
supporting IT systems with the primary objective of improving “timeto-decision”
(TTD) and “time-to-cash” (TTC). The project addressed a
range of processes for corporate and private clients.
In addition, risk control was further enhanced by two IT projects
which implemented new applications to support collection processes
and to prevent application fraud.
To improve customer services, a major focus was also on multichannel
IT applications. To this end, a number of service-oriented projects
were launched in 2010, including “M-Banking”, bringing a new
standard and quality of “Mobile Banking” to most of our CEE countries
in 2011, the introduction of second-generation ATMs in a
number of countries and the selection of a new Customer Relationship
Management (CRM) system which will be implemented in 2011
in Bulgaria, Romania, Serbia and Bosnia and Herzegovina.
The core banking IT system “FlexCube” was successfully implemented
in Russia to support customer needs and business growth.
The implementation of FlexCube has also commenced in Ukraine,
where it will be completed in 2011. The CEE efficiency programme
maintained the focus on implementing measures in the back-office
and real estate areas to achieve sustainable efficiency.
� “Local experience, global excellence” is the motto in CEE HR,
underlining the importance of linking local and global initiatives and
the value added for all involved. In all our activities the cooperation
and contribution of the CEE counterparts are essential, bringing real
benefits of this diverse community to the Group. In 2010, the development
of employees continued to have a high priority on the HR
agenda, highlighted by the following examples:
� The Mentoring Initiative for Executives in the CEE countries continued
to be very successful. This was reflected in the growing number
of participants.
� As regards training activities, training units successfully switched
to a stronger focus on in-house training and to other measures which
support learning processes and career development.
� A considerable number of management and soft-skill training programmes
were provided on site.
Bank Austria · Annual Financial Statements 2010
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