Financiers away to the depths of the internet

The Internet is considered as one of the business of retail sales channels with high potential. Many insurers have already opened a full-fledged Internet sales that do not require personal meetings. For example, a rare visitor from Moscow did not acquire foreign health insurance "Ingosstrakh", which is printed with a printer in exchange for cashless payment. For asset management companies are a significant source of customers and a serious tool to increase loyalty. Banks are able to provide through the Internet only "fee" services. The law requires the personal presence at the opening of the account. However, many active Internet users not actively use financial services online. This is especially noticeable on the customers of banks and insurers. The site "Rosgosstrakh" more than 10 thousand unique visitors daily, and all the company about 25 million retail customers. "Today, we can assume that the loyalty of our customers (with the development of internet banking -" F. ") shall be increased", - says head of retail business MDM Bank Marina DEMBITSKY. So you have to rely on subjective assessments of market participants, showing a complete confusion and vacillation. The banks. Interconnection revenue and customer loyalty is undeniable. Ideally, to assess the impact of internet services for bank earnings, we could compare the loyalty of customers using internet banking, with loyalty to the rest of the retail audience. Unfortunately, banks do not make such comparisons, or do not offer figures. "Loyalty to clients using the services of Internet banking is much higher for several reasons - I am sure the Deputy Head of retail banking SB Bank, Boris Demchenko. - First, the services of internet services used by active clients, who often carry out banking transactions. Secondly, having mastered the internet service of a bank and being satisfied with the level of service, the client does not seek to replace it with another service provider. " In addition, the loyalty is always influenced by convenience and price. The first in internet banking above the second - is lower because the cost of tellers are always above the cost of machinery. "The minimum payment at the office - $ 100-lei, and in the« Sbank.ru Private "- 15 rubles. For payment of utility bills at the office the client will pay $ 100-lei, the Internet will pay for free "- gives the example of Boris Demchenko. The second possible landmark - the percentage of users of Internet banking by the total number of retail customers. For example, the PSB more than 370 thousand depositors and borrowers, and 933 thousand active credit cards. At the same time 430 thousand customers make transactions in the system or have access only to information. "Over 30% of our retail customers are users of online banking PSB-Retail, in 2010 their number increased by 2 times," - says the head of the design and development of remote delivery channels PSB Galina Luzyanina. According to estimates of MDM Bank, internet banking are more than 20% of its retail customers, making regular payments to pay for services, loans and deposits. In 2010 10-15% of retail customers use the services of SB Bank of «Sbank.ru Private", or 48-63%, excluding depositors and "zarplatnikov." The ideal, when Internet banking duplicates a full office until the unreachable. The general opinion of the interviewed participants, Internet banking should necessarily provide information on accounts. "At least, it should be a statement of accounts, balances, history of operations, blocked amounts on the cards - lists the requirements Galina Luzyanina. - The client must be able to operate facilities between their accounts, cards, contributions, preferably in the online mode. " Category desirable to migrate the required transactions with the outside world - payments for services, transfers to other accounts at other financial institutions, templates. There is another important point: many of the representatives of the banks notice that Internet banking is important individualism. "The user receives a personal online study as a kind of intimate space, where it all should be convenient, simple, clear and sufficient to solve the current problems without resorting to an employee of the bank" - confirms Galina Luzyanina. Marina DEMBITSKY notes that the problem of internet banking - provide the client with personalized information. "The Bank reminds delay the impending payment or that the client will soon expire card - she said. - As a result, fewer visits to the bank. " Share of income that brings Internet banks, we can estimate the income of individual services. For example, an application for registration of a credit card filed 1000, 30 of them - through the Internet. Of course, for registration and receiving the card will still have to go to an office or meet with a courier. But the primary appeal through the site allows you to deduct the income from services provided to 30 people in favor of the Internet. "In 2010, the proportion of new orders major debit cards via remote banking (Internet and call center) was 6% of the total number of such orders, - says Galina Luzyanina. - Compared with 2009 the number of orders maps over remote banking services increased by 2.5 times. " "In 2010 the share of transactions on applications for credit, completed through the Internet, was 2% of total loans, most active are the clients of the European part of the country," - said Marina DEMBITSKY. In 2010, the services provided through the Internet, brought SB Bank 15% of retail revenues. Many banks summarize the statistics of appeals / applications through the website and call center, although technically they are different sales channels. The explanation is simple - many Internet users prefer to speak with a representative of the bank before you make a "reservation". "I needed a credit card. I found an acceptable offer, studying banking sites. But before you place an order, I wanted to again say conditions as on the site may be outdated information, "- explains the actions of a bank's clients on the forum. We can therefore assume that the orders placed through the contact center, have "a Web-" origin. Management companies. For management companies internet services - a very important part of information policy. Most of them do not have the legal possibility to conclude contracts on the Internet, and therefore to make payments online. No other fee-based Internet services they provide. Like most of the CC, TKB BNP "Paribas Investment Partners" provides online service "My Account" where you can learn about the state investment portfolio, investment, and the results of the transactions or obtain information about the value of units in the mobile phone. Service is used by 36% of retail customers. Also on site are working feedback and information center "KIT Info." Director of Development partner programs TKB BNP "Paribas Investment Partners" Danilin said Julia about an interesting study that was carried out by following the previous year. We considered two groups of customers who bought the first mutual funds in early 2010. The first group - those who have registered on the site, and the second - those who are not registered. "As a result, the first group increased their investments in 12 times without taking into account the growth of share value. They were very active during the year - to re-buy, sell and exchange their shares - said Julia Danilin. - The second group also re-buy during the year mutual funds, but less active, and the amount of borrowed funds increased by a factor of 4, excluding the share value. " That is easy to Internet-service company has brought indirect income. Insurance companies. "I think that the internet and everything connected with it - is the fastest growing part of the economy. And it is changing the world so much that in five years, all the industry will change beyond recognition. Everything is going online, do not have time to keep up with all these new applications! So what happens next is that the client directly from the accident scene through his communicator will send a single movement in the company coordinates and photographs of injuries, as well as get direction to the service. The only way to achieve this level of service - technology. No traditional methods do not replace "- said in an interview to" Vedomosti "president of the investment group" Sputnik "and group" Renaissance Insurance "Boris Jordan. Do insurers and field of activity in the network is much wider. They freely and banks can sell some of their products through the site. Thus, the company "INTOUCH Insurance" about 20% of retail sales brings the Internet. About a fraction of retail clients organization uses the Internet services - 22%. However, the key function of the sites of insurers still remains to send the application for registration of a company policy. Head of department of customer service and direct insurance companies "Rosgosstrakh" Renat Konurbayev believes that mandatory internet services for the insurer is not so much: feedback, calculators for calculating the value of insurance policies, online chat. Accordingly, it is these services focus. "The client may leave the site address for the two clicks, all requests are considered on-line. Calculate the cost of the policy can be just seven insurance products, will soon have a few calculators. The chat works in both directions at once - and included when the user initiates a dialogue, and outgoing - chat operator sees that the client is a long time on a page, and he asks the client: "How can I help you?" Our operators know the answers all the questions, not only related to sales, "- lists Renat Konurbayev advantages of Internet services, which focuses on the company. The company "INTOUCH Insurance" has traced the relationship between quality, speed, and revenue from online sales of a specific example. "With the introduction of options call me button - chime function to the customer within 5 minutes after filling out the online application - sales went up immediately, because the procedure was automated and the human factor was excluded, - the director of marketing," INTOUCH Insurance "Oleg Lebedev. - The system automatically dials the customer number and connects it with the free operator. " The dream of many avtostrahovateley - personal online study, which reflects the status of applications, the history of relations with the insurer. But while it's in the future. Internet customer loyalty is high IC as well as from banks. According to Renata Konurbaeva, more than 50% of customers who leave an application for insurance through the website or contact center themselves want to come to the office, or invite your agent. "55% of customers prolong their policies and remain with the company for the next year, the loyalty of Internet users is the same as for other customers" - says Oleg Lebedev. In addition, there are gradually trying to change fundamentally new algorithm using the Internet. Own website, online service delivery system - that's fine. But much of the Internet audience is unenclosed and is of great interest. The more so that it can be divided into narrow profile of each group and offer a special product. The company "INTOUCH Insurance" an experiment - to try to work with a social network "classmates." "Conversion to the policies of the contacts obtained through odnoklassniki.ru, 2-fold higher than that through our website, - says Oleg Lebedev. - The potential social Internet media is not revealed until the end, I guess that soon they will be in the same sales channels as well as the site of the company. " On the other hand, the case reflects the well-known tendency of the advertising market - branding is losing ground narrowly focused, targeted. In general, there is a paradox - if the company has developed web-services, its customers are more demanding and are extremely sensitive to the slightest deterioration. But if the quality of Internet service leaves much to be desired, the slightest improvement is a burst of enthusiasm. Strong dissatisfaction with customer calls the discrepancy actually stated capabilities. "Deferred payment not received per day. Tired of waiting, designed by hand - instant translation took place. If the problem becomes systemic, it is necessary to open an account at another bank ", - says Andrey Semkov. As indicated in the study of retail banking sector "Customer Experience Index 2010: Retail Banking Sector after the financial crisis," conducted by PwC and Senteo, «the results of the banks are either volatile or stable bad. Stable and bad results - it's the lesser of two evils, as in this case, customer expectations are so understated that even a small change for the better is a nice surprise and gives an incentive to quickly improve the situation. "