Objectif
The last economic slump and EU regulations are inducing a revolution in the financial market competitive scenario.
This means that a radical change is needed for the bank institutions to survive in this new market which is worth some thousands billion ECU and where roughly 30 big companies compete with some thousands (4,000 in Europe) of small/medium sized enterprises strongly related to their local area.
Big Banks, by widespread distribution, manage the competition over a global market, supporting a wide range of additional services to their customers.
On the other hand, local banks are forced to manage a restricted scenario with well identified characteristics.
They don't have the same critical bulk to set-up extra services so they need technological and organisational changes to compete and thus to survive.
The banks forming the potential market of REFIAG are facing a serious competitive crisis:
- Many of them have chosen to adopt a strategy in defence of their transitional market positions, using the loyalty of their oldest customers as a lever. However, the collapse of the protective barriers, the introduction by the competition of new distribution channels and the greater efficiency of the large national-scale banks are causing a continuous decrease of their market shares.
- Other banks recognise the need to bring about a rapid change in order to reduce their costs and offer more services to their customers. However, since the model that is gaining ground is that of the large multifunctional banks, they can find no alternative to merging with other banks, which means giving up their independence and their mission as expressing the local economy.
The objective of REFIAG is to create a local bank, which means equipped with many different customer service units, allowing it to meet the requirements of every segment of local society.
The strategic profile of the distribution model we intend to crate is the following:
- detailed identification of the requirements and expectations of the local customer segments to allow a reconfiguration of the service offered, defining the optimum mix of products, skills and communication and service management procedures for each customer profile
- the involvement of other local banks and regional banking associations would permit to set-up external synergy.
- specialisations of the channels, distinguishing between a small number of "multi-purpose branches" equipped with many skills and located in the main town centres and a large number of "specialised branches" scattered throughout the geographical area covered and focusing on homogeneous service profiles.
- integration of a new communication technologies into this distribution models, in order to offer the different customer profiles different delivery "modules".
REFIAG aims to achieve measurable economics benefits that can be verified on CARIT case:
- Redistribution in the sales network of the resources currently employed at the Central Offices for low added-value activities. The objective is to progress from the current 60% to 75%
- Increase of the management/customer relations activities and of those aimed at developing sales opportunities wich currently employ about 10% of the resources, increasing this proportion to at least 40%.
- Increasing the income originating from non-financial services by 50% in 3 years, moving up from the current 35% to at least 50% in respect of the brokerage margin
- Increasing the market share by 30%, from the current 25% to at least 32%.
To achieve these objectives, the Business Process Reengineering (BPR) have to be adapted and applied. Project management system will be introduced and multifunctional team structures are to be established.
REFIAG has an important market value: for several hundred banks in various European countries, it could represent a condition for survival and competitive re-launching.
Champ scientifique (EuroSciVoc)
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CORDIS classe les projets avec EuroSciVoc, une taxonomie multilingue des domaines scientifiques, grâce à un processus semi-automatique basé sur des techniques TLN. Voir: Le vocabulaire scientifique européen.
- sciences sociales économie et affaires économie
- sciences sociales science politique transition politique révolution
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Coordinateur
20123 Milano
Italie
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