Delivery channel strategy for SME:s

1
Delivery channel strategy for SMEs

• Björn Kimby, Head of e-Banking SME (SEB,
  Stockholm, Sweden)

2
The SEB Group- the International network

• SEB has approximately 100,000 corporate customers
  in Sweden

3
Electronic banking in SEB
1997 SEBScreen Win
1999 TigerCyber Lynx
1998 SEBScreen Win 32
1979 SEBRA
1999 Trading Station
1998 ForecastWin
Technology
1983 NettingMainframe
1999 ForecastTCP/IP
1998 NettingWin
1989 SEBScreen DOS
1999 NettingTCP/IP
Internet for SMES 1997
1991 PC NettingDOS
Internet
Mainframe
DOS
Windows
1995
2000
1990
1996 NorwegianFunctionality
CountryFunctionality
1995 FinishFunctionality
1991 AmericanFunctionality
1998 EuroFunctionality
1994 SwedishFunctionality
1989 GermanFunctionality
1993 EnglishFunctionality
1989 InternationalPayments
4
Branches

• Many customers - focus on the largest SMEs
• Large volumes of manual transactions generated
  high costs
• Implementation of back-office
• Difficult to sell advanced electronic banking
  services

Branches
5
Internet

• Introduced for SMEs in 1997
• Easy to sell
• 50.000 customers
• 50 penetration35 use Internet only

Branches
Internet
6
Internet - Success Factors

• Internal and external marketing
• Customer support
• User friendly
• Products and functions with high usage

Number of SMEs using the Internet service
7
FX-transactions via the Internet -
8
Call-center
Branches
Call-center

• Add a call-center to the SME-offering and
  maximize business opportunities

Internet
9
The Call-center
First line
Basic business support
Second line
Internet support Business support Business
execution Outbound sales
Third Line
Advanced business support
10
Database marketing
Customer data base
Tools for analysis
Selecting target group
Selecting product
Selecting channel/channels
Implementation
Feed-back
Response
11
Summary

• Implementing an Internet channel can improve your
  SME-business by reducing transaction costs and
  facilitating an income-generating strategy
• Integrating your Internet channel with a
  call-center can improve your SME-business by
  finding and taking care of more business
  oppurtunities and selling products that you cant
  sell via the Internet.
• Implementing Database marketing can improve your
  SME-business by increasing your communication in
  a cost-effective way

The customer