Atraer y Retener al Cliente en Banca Comercial

Atraer y Retener al Cliente
en B anc a Co m erc ial
1.
2.
3 .
4 .
2 0 0 9 .0 4 .2 0 C is c o E x p o
I nt r o
S o lu
A rq u
S e rv
d u c c i ón
c i ón d e N e g o c i o
i t e c t u r a d e l a S o l u c i ón
ic io s
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
1
Introducción
M u c h a s g r a c i a s p o r su i nt e r és, su t i e m p o y e l ne g o c i o q u e
t r a e n a C i sc o .
D o s h o r a s y m e d i a d e se si ón d i v i d i d a e n t r e s p a r t e s:
–N e g o c i o : G o nz a l o O l e a
–A r q u i t e c t u r a : F e r na nd o D e l g a d o
–S e r v i c i o s : J o s é Mª B a l l a r ín y R i c a r d o O r t e g a
Q u e r e m o s a p r e nd e r d e u st e d e s; su s c o m e nt a r i o s no s
a y u d a r án a m e j o r a r .
N o e sp e r a m o s q u e e st én d e a c u e r d o c o n t o d o l o q u e a q u í
se d i g a
P o d r án a c c e d e r a l a s p r e se nt a c i o ne s y a l a u d i o d e l a
se si ón e n h t t p : / / w w w .c i sc o .c o m / w e b / E S / e x p o / v i d e o s.h t m l
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
2
Atraer y Retener al Cliente
en B anc a Co m erc ial
1 . I nt r o
2 .S o lu
3 .A rq u
4 .S e rv
2 0 0 9 .0 4 .2 0 C is c o E x p o
d u c c i ón
c i ón d e N e g o c i o
i t e c t u r a d e l a S o l u c i ón
ic io s
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
Gonzalo Olea
I nt er net B u s i nes s S olu t i ons Gr ou p ( I B S G)
g olea@ c i s c o. c om
C is c o P u b lic
M ad r i d , 2 0 d e ab r i l d e 2 0 0 9
3
IB S G e s e l áre a de C onsul toría E stratég ica
de C isco S y ste m s
Historia
• S e c re a e n 1 9 9 8 p o r e l P re si d e nt e d e C i sc o c o n l a f i na l i d a d d e c re a r y m a nt e ne r
re l a c i o ne s d e ne g o c i o c o n nu e st ro s p ri nc i p a l e s c l i e nt e s, a y u d ánd o l e s e n l a
d e f i ni c i ón e i m p l a nt a c i ón d e su s m o d e l o s d e t ra nsf o rm a c i ón.
• A y u d a m o s a l o s p ri nc i p a l e s c l i e nt e s d e C i sc o a a u m e nt a r su s re su l t a d o s, m e j o ra r
l a e x p e ri e nc i a d e su s c l i e nt e s y / o i nc re m e nt a r l a p ro d u c t i v i d a d a t ra v és d e l a
u t i l i z a c i ón e f i c i e nt e d e t e c no l o g ía s i nno v a d o ra s ( no ne c e sa ri a m e nt e d e C i sc o ) .
• N u e st ra s c o l a b o ra c i o ne s c o n c l i e nt e s so n g ra t u i t a s; nu e st ro i nt e rés e s e l
c re c i m i e nt o y éx i t o d e nu e st ro s c l i e nt e s.
Q u é h ac e m os
• P a ra l l e v a r a c a b o
• C o m p ro m i so c o
• A u t o ri z a c i ón p a
a c u e rd o s d e c o
• L le v a ra c a b o p
u n p ro y e c t o , “sól o ” p e d i m o s a nu
n e l p ro y e c t o ( e sp o nso ri z a c i ón a
ra p u b l i c a r l o s re su l t a d o s d e l p ro
nf i d e nc i a l i d a d
i l o t o / i m p l a nt a c i ón, e n l a b úsq u e d
e st ro s c l i e nt e s:
a l t o ni v e l )
y e c t o , re sp e t a nd o l o s
a d e re su l t a d o s t a ng i b l e s
• T ra b a j a m o s c o n l a s p ri nc i p a l e s c o m p a ñ ía s a ni v e l m u nd i a l ( 9 0 % d e l a s T o p 3 0
o p e ra d o ra s d e t e l e c o m u ni c a c i o ne s, 7 0 % d e l a s c o m p a ñ ía s d e l F o rt u ne 5 0 0 )
R e c u rsos
2 0 0 9 .0 4 .2 0 C is c o E x p o
• 2 2 0 p ro f e si o na l e s, p ri nc i p a l m e nt e p ro v e ni e nt e s d e c o nsu l t o ra s d e ne g o c i o s.
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
4
N ota p re v ia e n e l conte x to e conóm ico actual
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
5
P rincip al e s re tos e n b anca com e rcial :
“q ué nos dice n l os cl ie nte s”
I nc r e me nt ar l a p r o d u c t i v i d ad d e l o s c a na l e s : w e b , c o nt a c t
c e nt e r , o f i c i na s , c a j e r o s y m óv i l
A c c e d e r a nu e v o s me r c ad o s c o n m o d e l o s d e ne g o c i o
i nno v a d o r e s
–B r a s i l , R u s i a , I nd i a , C h i na , …
–N u e v a s m a ne r a s d e h a c e r l a s c o s a s
–G l o b a l i z a c i ón
P o t e nc
t e c no l o
U t i l i z ar
mo d e l o
i ar e l i mp ac t o d e l as i nv e r s i o ne s h e c h as e n
g ía
t e c no l o g ías e me r g e nt e s p ar a i nno v ar e n l o s
s d e ne g o c i o
M e j o r e x p e r i e nc i a d e l o s c l i e nt e s , may o r e s
már g e ne s y c r e c i mi e nt o s ane ad o
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
6
C isco p ue de ay udar e n de te rm inadas áre as
A u me nt ar l a e f i c i e nc i a e n c o s t e s e n l as s u c u r s al e s
–Thin-l a y e r a r c hit e c t u r e s : a p l i c a c i o ne s e n e nt o r no s
c e nt r a l i z a d o s / v i r t u a l i z a d o s e n v e z d e e n l a s o f i c i na s
–V i r t u a l i z a c i ón d e s e r v i d o r e s
–e L e a r ni ng , e A d v e r t i s e m e nt
H ac e r l l e g ar t o d as l as c ap ac i d ad e s d e l a o r g ani z ac i ón a
l o s d i s t i nt o s s e g me nt o s d e c l i e nt e s s i n i nc r e me nt ar l o s
g as t o s o p e r at i v o s
–I nc r e m e nt a r l a r e l e v a nc i a a nt e l o s c l i e nt e s c o n c o m u ni c a c i o ne s u ni f i c a d a s ,
h e r r a m i e nt a s d e c o l a b o r a c i ón, v i d e o , …
I nno v ar e n l o r e l at i v o a l a e x p e r i e nc i a d e l c l i e nt e e n
t o d o s l o s c anal e s
–T e c no l o g ía s d e c o l a b o r a c i ón: v o z , v i d e o y d a t o s d e m a ne r a t r a ns p a r e nt e y
s e g u r a a t r a v és d e t o d o s y c a d a u no d e l o s c a na l e s p a r a o f r e c e r l a m e j o r
e x p e r i e nc i a a l c l i e nt e
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
7
Cisco puede ayudar en determinadas áreas
( Cont. )
D e s ar r o l l ar c as o s d e ne g o c i o q u e s o p o r t e n l as
i nv e r s i o ne s e n t e c no l o g ía
–A nál i s i s c o s t e / b e ne f i c i o t a nt o a ni v e l e s t r a t ég i c o , c o m o d e
p r o c e s o s , c o m o t e c no l óg i c o
E x t e nd e r l a v i d a út i l d e l o s ac t i v o s t e c no l óg i c o s
–S e r v i c i o s
–F i na nc i a c i ón
P o s i c i o nar l a R e d c o mo l a p l at af o r ma q u e d é s o p o r t e
a l a t r ans p ar e nc i a, l a g e s t i ón d e r i e s g o ( o p e r at i v o y
r e p u t ac i o nal ) y e l c u mp l i mi e nt o d e l o s r e q u i s i t o s
r e g u l at o r i o s
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
8
L a dif erenciación es un el emento básico en l a
obtención de v entaj as competitiv as
Marca
“L o q u e d e c i m o s ”
Mo d e l o d e
N e g o ci o
D i f e r e nc i a c i ón
E x p e ri e nci a
d e l cl i e nt e
I nno v aci ón
T e cno l óg i ca
y d e N e g o ci o
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
A l i ne a c i ón
“L o q u e h a c e m o s ”
9
… y l as e ntidade s f inancie ras tie ne n un
l arg o cam ino p or re corre r
V a l o r d e l a Ma r c a : B a nc a c o m e r c i a l f r e nt e a p r o d u c t o s
d e c o ns u m o
8 0
Citi
M e r r il l L y n c h
H S B C
M o r g a n S ta n l e y
7 0
J P M o r g a n Ch a se
G o ld m a n S a c h s
6 0
U B S
IN G
5 0
Co c a Co l a
4 0
T o y o ta
3 0
M c D o n a l d ’s
D isn e y
D a im l e r Ch r y sl e r
2 0
B M W
G il l e tte
1 0
0
L o u is V u itto n
H o n d a
B an c a C o m er c i al
P r o d u c t o s d e C o n s u m o / A s i m i l ad o s
B ran d V al u e 2 0 0 6
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
P e p si
N e sc a f é
S o n y
10
C icl o de V ida de l a E x p e rie ncia de l
C l ie nte
1
A t r aer
6
R et ener
V t a. C r u zad a
y u p -s ell
5
E x p e r i e nc i a
d e l C l i e nt e
C onv er t i r
I nc or p or ar
2
3
S er v i r
4
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
11
L a dif e re nciación se ob tie ne a trav és de
l a satisf acción de l cl ie nte
E x p e r i e nc i a
d e l
P ro d u c to
E x p e r i e nc i a
d e l C l i e nt e
+
E x p e r i e nc i a
e nla
T r a ns a c c i ón
=
+
E x p e r i e nc i a
e nla s
I nt e r a c c i o ne s
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
12
L a R e d IP de l B anco com o P l ataf orm a
h ab il itadora de l N e g ocio
S u c u r s a le s
O f i c i na s C e nt r a l e s
G e s
B ac
O rg
A d m
ti ón
k O ffic e
ani z ac i ón
i ni s tr ac i ón
Data C e nte r
S e g u r i d ad
P ro c e s o
T e l e c o m u ni c ac i o ne s
C al l C e nte r
B as e s d e Dato s
M ai nf r am e s
I nf r ae s tr u c tu r a
P ro d u c to s y
P o l ít i c as
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
B an c a
p er s o n al i z ad a
B an d a A n c h a M u l tim e d ia
IP
D atos, V oz , V id e o
y M ov il id ad
IP
C ar t el er ía D i g i t al
E-L ear n i n g
T el ef o n ía
y V i d eo
s o b r eIP
S eg u r i d ad
en O f i c i n as
R ed I n t el i g en t e
C is c o P u b lic
V en t a C r u z ad a
M u l t i c an al
13
L a N ue v a O f icina B ancaria
O f i c i na T r ad i c i o nal
I n f r aes t r u c t u r a t ec n o l óg i c a
o b s o l et a, d u p l i c ad a y d i s p ar
R es t r i c c i o n es d e b an d a
W A N i n c o n s i s t en t e
S o l u c i ón s i m p l e, i n t eg r ad a, c o n l as
úl t i m as t ec n o l o g ías en s eg u r i d ad , v o z ,
v i d eo y d at o s
B an d a an c h a, f l ex i b i l i d ad en l a W A N ,
o p t i m i z ac i ón c o m p l et a d e l a W A N
I m p l an t ac i ón d e eq u i p o s
y s er v i d o r es s eg ún
n ec es i d ad
C en t r al i z ac i ón d e l o s ac t i v o s c r ít i c o s ,
p erfo rm an c e g ar an t i z ad a, o p er ac i o n es
s i m p l i f i c ad as
O b s o l es c en c i a
t ec n o l óg i c a en s eg u r i d ad
D is as t er rec o v ery l i m i t ad o .
N o m o v i l i d ad
I n c o n s i s t en c i a en t r e
o f i c i n as
2 0 0 9 .0 4 .2 0 C is c o E x p o
N u e v a O f i c i na B anc ar i a
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
S eg u r i d ad c o m p l et a, i n t eg r ac i ón d e
V P N , firewall, I P S , N A C , et c .
I n t eg r ac i ón c o m p l et a W i r el es s -W i r el i n e
M o d el o c o n s i s t en t e d e o f i c i n a.
C o n s i s t en c i a en l o s s er v i c i o s o f i c i n ac en t r al
C is c o P u b lic
14
R e p re se ntación:
La E x p e r i e n c i a d e l C l i e n t e e n e l M ar c o d e
l a N u e v a O f i c i n a B an c ar i a
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
15
P l anif icación de l a V isita a l a S ucursal
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
16
P l anif icación de l a V isita a l a S ucursal
F u tu r e B a n k L o c a tio n s
C l i c k H er e T o
A r r an g e M eet i n g
maria.bertelli
9 5 1 1 3
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
17
P l anif icación de l a V isita a l a S ucursal
F u tu r e B a n k L o c a tio n s
L o a n O f fic e r
maria.bertelli
R ec o g n i z e M e
NN OO
N a m e : M a r ia B e r t e lli
R e g a r d in g : C o lle g e lo a n
YY EE SS
Send Me Teller
W a i t Ti m e U p da t es
9 5 1 1 3
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
18
P l anif icación de l a V isita a l a S ucursal
Wait time now 7
minu tes
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
19
Inte racción e n l a S ucursal
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
20
Inte racción e n l a S ucursal
C li ent P r of i le
Name: Maria Bertelli
C u s to mer s in c e: 2 0 0 2
H o me b ran c h : S an D ieg o , C A
P u rp o s e o f v is it:
1 :0 0 ap p o in tmen t w ith
J o h n S mith reg ard in g
c o lleg e lo an
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
21
Inte racción e n l a S ucursal
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
22
Inte racción e n l a S ucursal
15
7
0
Maria Bertelli has arrived
N a m e : M a r ia B e r te l l i
R e g a r d in g : Co l l M e g e aria
lo a n
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
B e rte l l i
C is c o P u b lic
23
Inte racción e n l a S ucursal
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
24
Inte racción e n l a S ucursal
G o t C a s h ?
N e e d T r a v e l In s u r a n c e ?
T o u c h H er e
fo r M o re
I n f o r m at i o n
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
T T o S h u enanc h d k H mY ero eu e
m of o r M e
r arM i n oi f ao r eb y
I n f o e-mr m ai
at l i o n
C is c o P u b lic
25
Inte racción e n l a S ucursal
DEPOSIT CASH
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
26
Inte racción e n l a S ucursal
W o u ld y o u lik e ar e c e ip t?
P rin t N ow
N o
E m ail
T e x t to M ob il e P h on e
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
27
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Inte racción e n l a S ucursal
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
28
U na nue v a f orm a de ase soram ie nto
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
29
U na nue v a f orm a de ase soram ie nto
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
30
U na nue v a f orm a de ase soram ie nto
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
31
U na nue v a f orm a de ase soram ie nto
W h at ab ou t al te rn ativ e
e n e rg y stoc k s?
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
32
U na nue v a f orm a de ase soram ie nto
College expenses
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
33
U na nue v a f orm a de ase soram ie nto
w w w . f u t u r e b an k . c o m / s t u d e n t b an k i n g
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
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L a se g uridad Física de l a S ucursal
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
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C ol ab oración continuada
The Time Is Ripe for Alternative Energy
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2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
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C ol ab oración continuada
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
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C ol ab oración continuada
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
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R az one s p ara e l op tim ism o: p or q ué l as
of icinas b ancarias continuarán inv irtie ndo e n
te cnol og ía
Porque l a of i c i na s i g ue s i end o el c anal p ref erent e y el que
m ej ores op ort uni d ad es p res ent a p ara l a v ent a
Porque l os c l i ent es s i g uen p ref i ri end o l as rel ac i ones “c ara
a c ara” p ara l as t rans ac c i ones “i m p ort ant es ” y p ara rec i b i r
as es oram i ent o
Porque l a g ran m ay oría d e l as red es d e of i c i nas nec es i t an
i nv ers i ones en t ec nol og ía
Porque l as i ns t i t uc i ones f i nanc i eras que qui eran
rent ab i l i z ar s us g rand es i nv ers i ones en b us i nes s
i nt el l i g enc e y C R M l o h ab rán h ac er en of i c i nas
Porque l a i nt eg rac i ón m ul t i c anal es l o que p erm i t i rá l a
op t i m i z ac i ón d e l a rel ac i ón c on el c l i ent e
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
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M uch as g racias !
2 0 0 9 .0 4 .2 0 C is c o E x p o
©2 0 0 9 C is c o S y s te m s , In c . A ll r ig h ts r e s e r v e d .
C is c o P u b lic
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