Branch Distribution Opportunities in Africa

Transcription

1 14/05/2013 Distribution Opportunities in Africa Presented by Charmaine Scott Head Bancassurance Standard Bank Rest of Africa

2 How to think about the opportunity? Key questions Articulation Associated questions What is our opportunity? What are the customer s wealth needs? What proportion of those needs can we expect to capture and how much is this worth? What do our customers currently buy and what do they need but don t buy? Who else serves our customers? What propositions do we need to meet this opportunity? What product offerings are needed to meet those needs? What advice and service offering do our customers want/need? Do our current products meet these needs? Do we have the right advisory and service capabilities? What are the most suitable distribution models? What sales and advice processes are optimal for which customers in which situations? What is the profile of the appropriate seller in each situation? How does regulation constrain our ability to deliver the optimal solution? How can we manage this within the constraints of the bank network? What is the right operating model? How should I structure and manage my sales force(s)? How should I incentivise and performance manage them? How should I manage lead generation? What technology support is needed? What data environment is needed to deliver this? How will this integrate with the bank s existing infrastructure? Source: OW, Standard Bank Insights; CEB 2

3 Integrating traditional banking and insurance distribution channels Point of sale integration Customer Information integration Application form alignment Training integration Common system Cultural integration Overcoming cultural differences Managing relationships Integration of staff duties Retaining separated distribution channels Back office support integration Integrating back-office operations Shared customer management responsibilities Process efficiencies Claims integration Via branch consultants, or Directly to insurers Seamless processing 3

4 Insurance Technical knowledge Bancassurance Distribution Life Cycle Full broker model Included in core product or process Sold by frontline staff low advice Leads referral to insurance specialist The level of technical knowledge increases proportionately with the level of product complexity Product Complexity No advice Low advice High Advice 4

5 In-house research conducted on strategies that Africa Bancassurer s use to cross-sell insurance products Bank based sales Bank employees selling products face to face by invitation Direct response material for proactive discussions Use of visual aids and promotional material as icebreakers Focussed referral strategy Warm lead by referrer Semi-cold lead Pro-active vs re-active Alternate distribution strategies Targeting existing customers using telephone and internet Providing information via banks website Ability to request a product on line 5

6 operating models - Nigeria NIGERIA BANK A NIGERIA BANK B Suite SME Centre / SME desk inside standard branch Suite SME Centre Dedicated insurance Desk in every branch Relationship Manager Dedicated insurance desk in every branch Relationship Manager The bank has a team that visits client sites

7 operating models - Kenya KENYA BANK A KENYA BANK B (Credit Life products) SME Centre / SME desk inside standard branch Mainly offers embedded products to personal clients. Products cut across personal and private no dedicated private banking products All business insurance leads are passed on to broker Short-term insurance leads are passed on to broker Relationship Manager 7

8 operating models - Zambia ZAMBIA BANK A ZAMBIA BANK B Suite SME Centre / SME desk inside standard branch Suite Outbound sales force belonging to partner insurance company Own sales force Relationship Manager Call centre Call centre Relationship Manager Main source: In-country colleagues and competitor websites 8

9 operating models - Ghana GHANA BANK A GHANA BANK B Suite They don't really play in the business banc assurance space Suite They don't really play in this space selling insurance through its Microbanking to small traders Outbound sales force (not banc assurance dedicated) Relationship Manager Dedicated insurance desk at selected branches Relationship Manager

10 Critical success factors for branch distribution Golden moment Simplicity Knowledge Relevance Measurement Regulation Alignment Differences

11 Strong capabilities are necessary Customer insights Product development Marketing and campaigns Sales management Integration of customer insights into bank s segmentation and lead generation framework Shared product development process involving both bank and insurer Insurance marketing and sales campaigns as a core part of the bank s calendar Integration of insurance products into bank sales management framework 11

12 Other implications to consider Post sales service (opportunity or risk?) Increase customer loyalty and lifetime value (risk?) Cannibalising own business Time available to sell products & Shelf space Staff remuneration models 12

13 Summary Determine the opportunity Find the most appropriate distribution model Apply the critical success factors Consider the implications / risks 13