Knowledge Area Review
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Knowledge Area Review Impact of digitisation on business banking relationship management model July 2012 Disclaimer ICG has made good faith efforts to ensure that this Knowledge Area Review (KAR) is a high-quality publication, and a reasonable interpretation of the material it purports to review. However, ICG does not warrant completeness or accuracy, and does not warrant that use of the KAR through ICG’s provisioning service will be uninterrupted or error-free, or that the results obtained will be useful or will satisfy the user's requirements. ICG does not endorse the reputations or opinions of any third party source represented in the KAR. Confidentiality ICG and their clients compete in a marketplace that generates value through the creation and management of information. It is therefore important that both parties maintain the confidentiality of each party’s information. ICG will protect the confidentiality of all client information it receives and manages. Similarly ICG asks that its clients protect ICG interests and under no circumstances share, or in any other way distribute, ICG information without the explicit and prior written permission of ICG. Copyright Notice While third party materials have been referenced and analysed in this KAR, the content represents the original work of ICG's personnel. This work is subject to copyright. ICG is the legal copyright holder. No person may reproduce the KAR without the explicit written permission of ICG. Use of the copyright material in any other form, and in any medium whatsoever, requires the prior agreement in writing of the copyright holder. The user is allowed "fair use" of the copyright material for non-commercial, educational, instructional, and scientific purposes by authorised users. 2 © Internal Consulting Group 2015 “We know exactly where technology is heading. What we lack is the imagination [regarding] what to do with it” Samil Ismail Global Ambassador, Founding Executive of Singular University Convinced, as I am, that no industry sector or organization will be immune from digital transformation, I have spent the last two years looking at the effect of digitization on more traditional industries. My conclusion is that digitization is probably three steps ahead of our managerial capabilities to exploit it! Didier Bonnet Global Practice Leader at Capgemini Consulting and Executive Sponsor for Capgemini Consulting’s Digital Transformation program 3 © Internal Consulting Group 2015 Contents 1. Introduction 2. Key messages 3. Impact of digitisation 4. Lessons from retail banking 5. Digitising business banking Appendices 4 © Internal Consulting Group 2015 1. Introduction Introduction This document is a Knowledge Area Review (KAR). It summarises available public research and case studies on the impact of digitisation on business banking*. More specifically, it describes how the pervasive adoption of connected, cloud, and mobile technologies across industries is being leveraged to improve the efficiency, revenue or customer satisfaction of the relationship management model currently used by most banks to serve their business customers (‘the business banking model’). Much has been said and written about the impact of digitisation on consumer banking and other industries; not so much, though, on business banking. Business banking has so far not been at the forefront of application of new technologies, except for some digitisation of back-office processes. A recent CEB TowerGroup survey found business banks rolled out mobile solutions for the first time predominantly in late 2010 and 2011. In our view, this is because lending is the core product for most SME businesses. Credit assessment of these typically riskier borrowers requires the costly (for the customer and the bank) collection and maintenance of a large amount of information on the customer. This dependence on credit can be leveraged by the bank to cross-sell a number of other products. Thus business customers, especially the small and mid-sized corporates, have tended to have a single bank and long-standing relationships. Surely there have been for a many of years a number of players on the fringes of the business banking world providing payments and other specialised services. But so far no non-bank entrant has come in with an all- encompassing value proposition for mid-corporates with credit at its core. So the question is not so much one of what bank incumbents or new entrants are doing in Australia or other markets, but more one of to what extent digital technologies question the implicit assumptions behind the traditional business model centred on a relationship manager facilitating access to a range of product specialists. * ‘business banking’, throughout this document, will be used in a broad sense to mean providing banking products and services to 5 businesses with more than $1m of turnover (i.e. all businesses except micro-businesses) © Internal Consulting Group 2015 1. Introduction Introduction (cont’d) In other words, the question of the impact of digitalisation on business banking is more one of forecasting how digital technologies could impact the current business model. This document is structured as follows: 1. ‘Impact of digitisation’ asks what do new technologies mean and how are they changing our lives; it describes the types of technological innovation industries can experience and how responses need to differ, as well as how we can estimate the likely speed and quantum of digitisation in business banking 2. ‘Lessons from retail banking’ looks at disruptive innovation in consumer and small business banking; specifically, what new customer value propositions and business models are being created, who are some of the new players, and obstacles to offering an all-encompassing proposition to this segment that rivals the banks’ 3. ‘Digitising business banking’ revisits the traditional relationship management model and its rationale and asks a. how is the model evolving (how digital technologies are being deployed to sell and service business customers by banks and non-banks and possible future developments) b. how do data analytics create value; what’s the current state of development of data analytics in banking; how can analytics capabilities be developed; and how can ‘big data’ be leveraged c. to what extent are the implicit beliefs of that model being questioned by new digital technologies d. how it could be disrupted, i.e. how could banks be desintermediated e. how investments in digitisation should be prioritised 6 © Internal Consulting Group 2015 1. Introduction Focus of this document This document focuses on the relationship management model that is typically used by banks to cover their business customers (here defined as businesses above $1m of turnover). It excludes micro-businesses and financial institutions Micro Small Mid-corporate Corporate Financial Segment businesses business* / Middle Market Institutions Turnover <$1m $1 - 50m $50m - $500m >$500m Main Business owner Business owner / Finance Team interface Finance Director Typical • Branch staff RM based in Business Banking Centrally based RM + coverage Centre + BBC and HO-based • Branch-based Product Specialists model small business Product Specialists RM team Focus of this document * Some small businesses with complex needs may also be served by the coverage model typically associated with mid-corporates 7 Source: ICG analysis © Internal Consulting Group 2015 1. Introduction Sources used This KAR is a synthesis of relevant public domain materials obtained by searching the sources below using a multitude of key words §. Google Scholar §. Google Web §. Business and financial journal databases §. Management consulting firms’ websites §. Websites of major consulting firms 8 © Internal Consulting Group 2015 Contents 1. Introduction 2. Key messages 3. Impact of digitisation 4. Lessons from retail banking 5. Digitising business banking Appendices 9 © Internal Consulting Group 2015 2. Key Key messages messages §. The explosion of new digital technologies (broadband, mobile devices, cloud computing) – and the myriad of internet applications and new business concepts that ride on their cusp – are fuelling the imagination (and generating concerns) about how the traditional business banking model could be transformed. §. Most of this innovation has so far been in the consumer banking arena. The thinking is only now starting about the application of new digital technologies to business customers, especially at the front-end. §. Nevertheless, the time has well and truly come for the business market. Accenture argues we are reaching a tipping point where the relationship between the business customer and the bank is eroding and the traditional bundled product offer to SMEs (with credit at its centre) could be unpicked as a result of a combination of credit unavailability, lower credit needs, new technologies, changing SME needs and regulatory pressure to make switching banks easier. §. Most of the expected innovation in business banking is focused on new products and services leveraging the mobile channel (payments products being the most prominent). Nevertheless, we can easily imagine a world where a number of new technologies are leveraged to transform quite substantially the way a relationship manager performs his/her key activities. §. It is difficult to anticipate where disruptive innovation could come from (points of entry), but given the centrality of credit for most businesses, especially SMEs, innovation in lending is likely to be the