1. Effectively Communicating with Customers –
Asian Banker Research
Effectively Communicating with Customers –
Banks aggressively move towards electronic communication, but need to balance their channel strategy
March 2010 1 1

2. Agenda Efficient means of customer communication
Banks move away from paper-based communication
Frequency of customer communication
Regulatory changes affecting customer communication

3. The major benefit of SMS communication is the personal touch and the opportunity to reach the customer anywhere anytime
What are the most effective means of costumer communication*

4. Banks increasingly switch to paperless communication with customers, as it saves cost and supports social responsibility
Split between paper-based and e-communication

5. Bill inserts are seen as more efficient than modifying the bill for marketing itself, as banks want to keep bills clear
How efficient are the given document types in your customer communication?

6. Statements are frequently used for marketing, as they can be easily complemented with product and general information, without causing additional cost
What document types does your organisation use to communicate with customers and how frequently are they used?

7. Catalogues are seen as with the most effective means of communication and thus used by the almost all banks in mature markets
Frequency of various forms of paper-based customer communication in mature markets

8. Credit card marketing is more frequently used in the emerging markets than in mature markets
Frequency of Various Forms of Paper-based Customer Communication in Emerging Markets*

9. Unsolicited offers are less frequently used in mature markets, in Australia banks are restricted from their usage
Frequency of Paper-based Communication in Selected Countries

10. “The banks we like”
Commonwealth Bank has been embarking on a branch transformation project since 2007 with a community banking concept and a new approach towards interacting with customers.
OCBC deploys a powerful events based marketing platform and is now deploying the event based marketing and CRM based platform regionally. All customer interactions – whether monetary or non-monetary are captured every day and an optimised algorithm identifies the most appropriate mix of leads to be supplied to each channel every day. Furthermore an interactive mobile phone proposition brings customers closer to the bank.

11. The Questions We Ask
How do banks measure the effectiveness of customer communication?
What is the most effective communication channel and how does this show?
How often is communication initiated with existing clients (retail customers, SME, investors)?
How do banks balance marketing needs and communication with customer harassment and overselling?
In how far do banks understand customer needs and what is done to improve this?

12. For further information
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