Zukunftsorientierte Vertriebsführung im Privatkundengeschäft

Summary

More than ever before, the critical question now being asked is whether the dense branch networks that to date have formed the backbone of banks’ retail distribution system should not be substantially scaled back. However, if one follows current customer needs, stationary distribution will remain indispensable as the main distribution channel for at least the next ten to fifteen years. This will require the dual strategy of making branches more sales-oriented while at the same time establishing more distribution channels.

The banks have now implemented measures aimed at restructuring their branch networks and creating a new sales culture. At the same time, the expansion of parallel distribution channels has brought with it an overhaul of distribution structures. This has placed greater demands on the efficient coordination of distribution, as clearly shown by the question of stationary versus mobile distribution.

Banks with a forward-looking distribution philosophy must find the courage to offer both branch-banking and remote-banking facilities within the same group if market changes dictate this. They must see that new challenges arising from the development and use of electronic distribution channels as an opportunity to retain their stationary distribution networks in the future — albeit in a different form — by making the “virtual bank” a reality.