Professional Documents
Culture Documents
04
June 2010
The views and opinions expressed in this survey report are those of the survey respondents and do not necessarily represent the views and opinions of KPMG Professional Services. Unless otherwise stated in this publication, we have not sought to establish the reliability of the information obtained from sources outside of KPMG. We therefore cannot provide any assurances or guarantees that the survey findings represent an accurate view of the banking industry. There may be material differences between the findings of the survey and the actual state of the industry. No one should act upon the survey results or other information contained in this publication without appropriate professional advice after a thorough examination of the particular situation. KPMG accepts no liability or responsibility from the reliance of any party on the contents of this publication.
2010 KPMG Professional Services, a partnership registered in Nigeria and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. Printed in Nigeria.
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"The customers perception is your reality - Kate Zabriskie
Foreword
The Nigerian banking industry is in a period of rapid and increasing change which has been sparked off on the one hand by the recent banking industry reforms instituted by the Central Bank of Nigeria (CBN), and on the other hand by external global/ macro-economic pressures; an outcome of the world-wide financial crises. The regulatory - led reforms in the Nigerian banking industry have been aimed at upgrading the current practice and standard of banking within the country. The changes have included the adoption of a common year-end regime for Nigerian Banks, implementation of tenure limits for CEOs and non-executive directors, and the industry wide audit of all banks to verify and validate their financial health. It is envisaged that a more robust and healthy financial system will emerge after the implementation of these reforms. While Banks struggle with these changes and try to unearth solutions that will ensure continued relevance and ultimately preserve shareholder value, it will be interesting to learn how these changes may have affected the unintended victims the Customers. In this year's survey, we attempt to delve into the psyche of bank customers as we seek answers to such queries as: Is 'financial stability' still a critical basis for establishing and maintaining banking relationships? Has the recent industry turmoil/shake-up affected perceived service delivery to customers? How confident and trusting are customers in their banks? We again expanded the range of respondents across all customer segments and locations to ascertain the impact of these changes on customer trust, banking decisions and satisfaction levels. Overall, we surveyed about 8,000, 1,100 and 400 retail, SME and commercial/corporate respondents respectively across nine (9) locations nationwide. Results of this year's survey present a mix of surprises as well as some expected developments. While some dominant players from previous years maintain dominance of key segments and sectors, we see the emergence of new leaders in other market segments. In addition, while the overall customer satisfaction (CS) level for the corporate banking segment grew marginally, a decline was witnessed in the CS level for the retail and SME segments. Do these changes suggest a possible lack of consistency in addressing customer needs or are they reflective of the effort required by banks to effectively capture and deliver value to customers? This year's survey attempts to provide answers to these questions and more. Happy reading
2010 KPMG Professional Services, a partnership registered in Nigeria and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. Printed in Nigeria.
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Figure 1: Retail Respondent Demographics - Analysis by Occupational Category
Civil/Public Servant 17% Others 3% Private Sector Employee 31% Student 19% Self-Employed 30%
Others 0.5%
N250m-N1b 23%
10
20
30
40
50
60
Frequency Ratings
N1b-N5b 29%
Like prior years, feedback from the corporate/commercial respondents was solicited from key personnel managing the organisation's banking relationships.
2010 KPMG Professional Services, a partnership registered in Nigeria and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. Printed in Nigeria.
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These individuals were excluded in the retail banking survey so as not to introduce a bias to the survey results. The overall methodology adopted in calculating the customer satisfaction index (CSI) remains the same as with the previous editions of the survey and is as depicted in the diagram below.
Weighted Score
Product/Service Offering
Measures product range & appropriateness to customers needs
S I
(S x I)/ I
Convenience
Measures accessibility & quality of service from delivery channels
Perceived Value
Pricing
Measures fees, charges and rates on product
Overall Score
CSI
2010 KPMG Professional Services, a partnership registered in Nigeria and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. Printed in Nigeria.
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GTBank Maintains Dominance in Retail Banking
Figure 6: Most Customer Focused Bank by Location: Retail
Location
Aba Abuja Benin Ibadan Kaduna Kano Lagos Onitsha Port Harcourt
Bank
GT Bank Zenith Bank GT Bank
Figure 7: Top 10 Most Customer Focused Banks-Retail Intercontinental Bank Zenith Bank Zenith Bank GT Bank Fidelity Bank Access Bank
GTBank Zenith Bank Access Bank Diamond Bank Intercontinental Bank FCMB Fidelity Bank Oceanic Bank Bank PHB Stanbic-IBTC
70 72 71.91 74
Customer Satisfaction Index (%)
76
78
2010 KPMG Professional Services, a partnership registered in Nigeria and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. Printed in Nigeria.
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Skye Bank which featured in last year's top ten most customer focused banks did not make the list this year, and Bank PHB, which exited from the top ten last year re-emerged within the top ten. In addition, the positioning of the other top-ten players changed in comparison with last year's performance. Stanbic IBTC dropped six places from the 4th position in 2009 to the 10th position this year, while Fidelity Bank moved up two notches from the 9th position (last year) to the 7th position (this year). Overall, this year's survey result shows a general decline in aggregate customer satisfaction levels from 75.88 (in 2009) to 71.91 this year. Though GTBank is leading the pack, it's overall CSI dropped by 6.35 from the 2009 position. The same with Zenith Bank and Access Bank with a CSI decline of 4.64 and 3.39 respectively. What is however most instructive, and contrary to general expectations within the industry, is the continued feature of some banks impacted by the Central Bank's recent banking audits. Whilst Intercontinental Bank and Oceanic Bank are not new to the top ten ranking (ranking 3rd and 7th respectively in 2009), their continued presence in the top ten in spite of poor audit reports (and negative press) may be reflective of the efforts of the management team at managing customer service and maintaining public confidence, as well as pronouncements by the Central Bank of Nigeria regarding customer interest protection/safeguards, in these banks. Analysis of customer comments shows that while financial stability remains a key consideration for transacting businesses with banks, and regardless of concerns on the banks financial position, customers continue to maintain a relationship with these banks, and value the robustness of their product and service suite, as well as the proximity of their branches.
Industry Service Leaders In line with our usual practice, retail customers assessed satisfaction levels with their banks along five key service areas. The positioning of the banks varied across the five customer service areas. GTBank came tops in all the customer service areas except product/service offering where Access Bank led the pack.
Service Delivery Channel Champions In evaluating the customer satisfaction level with banks' service delivery channels for the retail segment, three key channels were assessed namely: ATM, Branch
2010 KPMG Professional Services, a partnership registered in Nigeria and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. Printed in Nigeria.
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and Internet Banking. The assessment covered the proximity, accessibility, availability and quality of service delivery by these channels amongst other factors. GTBank led in channel performance, managing to clinch the 1st position in ATM Banking with a CSI rating of 79.57 and Internet Banking with a CSI score of 74.59. Zenith Bank came tops in Branch banking with a CSI of 81.56.
Ranking 1
GTBank Zenith Bank GTBank
2
Zenith Bank GT Bank Zenith Bank
3
Intercontinental Bank Intercontinental Bank Diamond Bank
2010 SME Focused Banks About 1,100 SME banking customers were sampled across the nine (9) locations. Unlike the prior year where there were no market leaders, GTBank and Zenith Bank have emerged as the clear leaders in this industry segment.
GT Bank
GTBank also leads the way in the Corporate Banking Segment For the first time in the history of this survey, Zenith Bank's leadership in the corporate banking segment was challenged. GTBank emerged the most customer focused bank with a CSI of 80.08. Zenith Bank took the 2nd position with a CSI of 78.26, while FCMB (displacing Skye Bank from last year's 3rd position and moving up four notches) took the 3rd position with a CSI rating of 77 .26. Citibank and Bank PHB showed major improvements in their performance this year with Citibank climbing 5 places to claim the 4th position and Bank PHB emerging among the top ten for the first time. The industry wide CSI grew marginally at 33% (against 21% in 2009) of Nigerian banks having a CSI of 75 and above. This may imply improving levels of customer satisfaction within the corporate segment and suggests that more banks may be focusing on customer satisfaction as a key differentiating factor.
2010 KPMG Professional Services, a partnership registered in Nigeria and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. Printed in Nigeria.
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GTBank and Zenith dominate in all Customer Service Areas for Corporate Customers GTBank was the leading bank in the rankings across the five customer service st areas. The bank achieved the 1 position in the areas of customer care (84.08), convenience (82.55), transaction methods & systems (86.51), products & service offering (75.48) and pricing (72.69). Zenith Bank also demonstrated a good showing nd as it took the 2 position in four key areas including customer care (82.16), convenience (81.57), transaction methods & systems (84.29) and products & nd service offering (74.07). Sterling Bank clinched the 2 position for pricing.
Customer Care Product/Service Offering Transaction Methods & Systems Convenience Pricing
Financial Stability and Excellent customer Service as key reasons for maintaining banking relations in corporate and retail segments, respectively.
This year's survey reveals that the predominant rationale for customers maintaining banking relationship with their respective banks remains unchanged. In the corporate segment, "Financial Stability" still flags as the most important reason for maintaining relationship with banks while "Excellent Customer Service" retains its position as the most important reason for retail customers.
2010 KPMG Professional Services, a partnership registered in Nigeria and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. Printed in Nigeria.
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Financial Stability Excellent Customer Service Image and Reputation Proximity/ Accessibility to Branch Network Access to Credit Provision of Full Range Financial Services Pricing/ Cost of Products and Services Availability of Alternate Banking Channels Parent Company/ Affiliate requirement 5% 9.93% 9.84%
Excellent Customer Service Financial Stability Image and Reputation Proximity and Accessibility of Branch Network Employer's Requirement (Salary Accounts)
16.25% 15.87% 15.25% 13.59% 11.53% 11.13% 8.45% 7 .93% 5% 10% 15% 20%
8.85% 8.42% 8.20% 8.08% 10% 15% 20% Access to Alternate Delivery Channels Pricing/Cost of Product and Services Access to Credit
Rating Frequency
Rating Frequency
Service Expectation The survey also revealed the key service expectations for all the segments covered in the survey. Banks will need to pay attention to these key buyer values to better delight and increase the satisfaction levels of their customers. The analyses show that retail customers value banks with speedy transaction processing, while SME and corporate customers, on the other hand, are cost conscious and therefore value competitive rates, fees and other charges.
Retail
SME
Corporate
Ratings per Bank The frequency of ratings per bank is an indication of the bank's market focus or target customer segment. It may also be an indication of the bank's 'share of mind' of the customer. While GTBank is the most rated bank by the retail and corporate segments, Zenith Bank was the most rated bank by the SME segment.
2010 KPMG Professional Services, a partnership registered in Nigeria and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. Printed in Nigeria.
GTBank UBA Oceanic Bank 1076 1016 997 661 658 565 521 359
200 400 600 800
1443 1361
Zenith Bank GTBank UBA Oceanic Bank First Bank Intercontinental Bank Skye Bank Diamond Bank Bank PHB Eco Bank 55
50 70 90 110
GTBank and Zenith Bank emerge as the most frequently rated banks
Intercontinental Bank First Bank Skye Bank Bank PHB Diamond Bank Zenith Bank Fidelity Bank
Rating Frequency
Rating Frequency
GTBank Zenith Bank First Bank UBA Diamond Bank Intercontinental Bank Oceanic Bank Access Bank Ecobank Skye Bank
40
Rating Frequency
2010 KPMG Professional Services, a partnership registered in Nigeria and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. Printed in Nigeria.
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Today, banks that will win must be able to continuously reassess and redefine what constitutes value to their customers and deliver each and every time.
2010 KPMG Professional Services, a partnership registered in Nigeria and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. Printed in Nigeria.
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Beyond Financial Stability, Service Delivery is Key
Conclusion
Beyond Financial Stability, banks must continue to deliver value Again, this year's edition of the BICSS indicates that customers value financial stability and excellent customer service above all other factors when making informed decisions on their banking relationships. These two factors represent building blocks for banks to continually explore avenues of sustaining and improving the satisfaction levels of their customers. This requires banks to constantly redefine their service delivery strategies to enhance the value of satisfaction factors relevant to their customer base. Pricing, the surprise for the SME and corporate segment Surprisingly, whilst pricing as a factor on its own does not determine overall/ absolute customer satisfaction, it has featured very prominently as a critical buyer value for the SME and Corporate segments in this year's study. Customers across these segments are asking for more competitive rates in interest, fees and the other changes, beyond any other value. Who will lead the Pack The survey findings over the past 4 years, reveal opportunities for Nigerian banks to identify and create sources of competitive advantage. Banks that will break out as leaders in each segment, i.e. retail, corporate or SME, must develop new strategies aimed at far surpassing or improving current levels of satisfaction.
2010 KPMG Professional Services, a partnership registered in Nigeria and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. Printed in Nigeria.
2010 KPMG Professional Services, a partnership registered in Nigeria and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (KPMG International), a Swiss entity. All rights reserved. Printed in Nigeria.