1、如何使銀行服務(wù)于龐大的小型微型企業(yè)市場Building an innovative SME franchise “征信產(chǎn)品在商業(yè)銀行信用風(fēng)險(xiǎn)管理中的應(yīng)用”國際研討會(huì) 2007年6月20日 中國天津 Symposium on Credit Reporting and Retail & SME Banking, Tianjing, ChinaJune 20, 2007印度工業(yè)信貸投資（ICICI）銀行所采取的方法 ICICI Bank Approach 提綱 Agenda管理客戶關(guān)系 Managing Customer Relationships建立創(chuàng)新的中小企業(yè)業(yè)務(wù)（中小企業(yè)銀行品牌） Buil

2、ding an innovative SME franchise 新興的增長領(lǐng)域 Emerging Growth Horizons建立一個(gè)咨詢模式 Building an advisory model為中小企業(yè)創(chuàng)建一個(gè)生態(tài)系統(tǒng) Creating an eco-system for SMEs2ICICI銀行所采取的方法 ICICI Bank Approach 提綱 Agenda管理客戶關(guān)系 Managing Customer Relationships建立創(chuàng)新的中小企業(yè)業(yè)務(wù)（中小企業(yè)銀行品牌） Building an innovative SME franchise 新興的增長領(lǐng)域 Emergi

3、ng Growth Horizons建立一個(gè)咨詢模式 Building an advisory model為中小企業(yè)創(chuàng)建一個(gè)生態(tài)系統(tǒng) Creating an eco-system for SMEs3傳統(tǒng)方法 Traditional Approach很少關(guān)注交叉銷售 Limited focus on cross sell沒有使用市場細(xì)分的方法 Un-segmented approach有限的交付渠道 Limited delivery channels根據(jù)財(cái)務(wù)報(bào)表進(jìn)行的刻板風(fēng)險(xiǎn)評估 Rigid financial statement oriented risk assessment缺乏積極主動(dòng)的銷

4、售體系 Absence of proactive sales architecture有限的產(chǎn)品系列 Limited product suite傳統(tǒng)的中小企業(yè)銀行業(yè)務(wù)是 Traditionally SME Banking was all about.4客戶的要求和認(rèn)識Customer surveys & insights 國際最佳實(shí)踐 Global Best PracticesICICI銀行的中小企業(yè)戰(zhàn)略 ICICI Bank SME Strategy我們對中小企業(yè)進(jìn)行了大量調(diào)研，以便了解 We have scanned the SME space to understand.5 5 年 ye

5、ars3-5 年 years1-3 年 years1 年 year長期的和忠誠度高的業(yè)務(wù)關(guān)系 Loyal, long banking relationships(百分比 Per cent)價(jià)格敏感度較低 Lower price sensitivity分行與寫字樓/住宅區(qū)的接近程度 Proximity of branch to office/residence優(yōu)質(zhì)服務(wù) Superior service銀行的聲譽(yù) Bank reputation與銀行職員的關(guān)系Comfort/relationship with bank staff服務(wù)費(fèi)用低 Low service fees817258494441

6、413928171715存款產(chǎn)品 Deposit products信貸產(chǎn)品 Credit products交易產(chǎn)品 Transaction products大量的交叉銷售機(jī)會(huì) Significant cross sell opportunities被調(diào)查對象中使用各類產(chǎn)品的百分比 Per cent of respondents using product支票賬戶 Checking account支付憑證 Pay orders電子轉(zhuǎn)帳 Tele-graphic Funds transfer定期貸款 Term loan定期存款 Fixed deposit外匯 Forex透支/信用卡 OD/ CC面

7、值支付 Payable at par信用證 LC銀行保函 BG保理 Factoring代發(fā)工資 Salary processing來源：麥肯錫研究報(bào)告 Source: Mckinsey Study Report中小企業(yè)客戶具有特殊性 SME customer is unique客戶調(diào)查和認(rèn)識 Customer survey & insights6存款 Deposits = 70-75%費(fèi)用 Fees = 20-25%貸款 Loans = 3-8%利潤比例 Profit Percentages 交易業(yè)務(wù)和存款是中小企業(yè)業(yè)務(wù)贏利性的驅(qū)動(dòng)因素 Transaction Banking and Depo

8、sits drives SME profitability來源：美國FIC咨詢 Source: FIC Consulting, USA客戶調(diào)查和認(rèn)識 Customer survey & insights7國際最佳實(shí)踐Global Best Practices市場細(xì)分 Market segmentation與零售戰(zhàn)略和分銷渠道相匹配 Aligned with retail strategies and channels個(gè)人銀行業(yè)務(wù)和企業(yè)銀行業(yè)務(wù)相結(jié)合 Integrated private and business banking多渠道獲取業(yè)務(wù) Multi-channel acquisition以

9、信貸評分為基礎(chǔ)的信貸評估 Credit score based credit assessment大量使用技術(shù)手段和自動(dòng)化流程 Intensive use of technology & automation國際最佳實(shí)踐 Global best practices8以客戶為中心 Customer focus以銷售為導(dǎo)向的市場細(xì)分 Sales oriented market segmentation全面的產(chǎn)品系列 Comprehensive product suite多樣化的交付渠道 Multiple delivery channels控制風(fēng)險(xiǎn) Contain risk專業(yè)化的放貸 Focuse

10、d lending以組合方式進(jìn)行風(fēng)險(xiǎn)管理 Portfolio approach積極主動(dòng)的監(jiān)控 Pro-active monitoring不僅僅分析財(cái)務(wù)表現(xiàn) Going beyond financials交叉銷售 Cross-sell根據(jù)客戶需求，為其提供全面服務(wù) Holistic approach to customer needs成本效率最優(yōu)化 Cost & efficiency optimization集中化處理流程 Centralized processes通過技術(shù)手段保證服務(wù)和產(chǎn)品交付的一致性 Leverage technology for consistency of service

11、s & deliveryICICI銀行中小企業(yè)戰(zhàn)略 ICICI Banks SME StrategyICICI銀行特有的中小企業(yè)業(yè)務(wù)4C方法 ICICI Banks distinct 4C approach to SME9產(chǎn)品Products方法Approach特定的產(chǎn)業(yè)集群 Specific industry clusters集群銀行業(yè)務(wù) Cluster Banking 與公司相連的渠道伙伴 Corporate Linked Channel partners與公司相關(guān)的業(yè)務(wù) Corporate Linked Business其它中小客戶 Other Small & Medium Sized

12、Cos小型業(yè)務(wù) Small Business以客戶為中心 Customer FocusICICI銀行 I- Bank傳統(tǒng)方式 Traditional通過專注于市場細(xì)分，拓展了中小企業(yè)資產(chǎn)覆蓋模式 Expanded SME assets coverage model through focused market segmentation“無差異化 one shoe fits all” 業(yè)務(wù)獲取Acquisition 評估Assessment 監(jiān)控Monitoring交付Delivery分散性的無差異方法 Diffused undifferentiated approach以“無差異”為基調(diào)的分散

13、性戰(zhàn)略 Diffused strategy with “one shoe fits all” attitude以價(jià)格為主導(dǎo)，沒有規(guī)模效益 Price led approach with no economies of scale不重視關(guān)系銀行業(yè)務(wù) No effort at relationship banking10以客戶為中心 Customer Focus基于流程和風(fēng)險(xiǎn)來樹立內(nèi)部品牌 Internal Branding based on processes & risk價(jià)值主張 Value proposition客戶 Customer 專注于資金類產(chǎn)品 Focused on Fund bas

14、ed products 針對性低 Low customization外匯/貿(mào)易 Forex /Trade第三方投資產(chǎn)品 Third Party Investment products資金/非資金 Fund / Non-Fund 交易銀行業(yè)務(wù)/現(xiàn)金管理服務(wù) Transaction Banking /CMS公司連接貸款計(jì)劃 Corporate linked lending program信用卡 CC定期貸款 TL支票賬戶 CA銀行保函 BG信用證 LC產(chǎn)品Products方法Approach業(yè)務(wù)獲取Acquisition 評估Assessment 監(jiān)控Monitoring交付Delivery投資

15、Investment彈性信貸 Flexi Credit企業(yè)信貸 Enterprise Credit快速外匯服務(wù) Rapid Forex信用卡證券化 Credit Card Securitisation漫游服務(wù)Roaming Protect快速現(xiàn)金管理服務(wù) Rapid CMS集群貸款計(jì)劃 Clusters lending programICICI銀行 I- Bank傳統(tǒng) Traditional傳統(tǒng) Traditional傳統(tǒng)方式 Traditional11不斷產(chǎn)生的客戶需求 Emerging Customer Needs交叉銷售和追加銷售其它的業(yè)務(wù)產(chǎn)品 Cross sell and up-sel

16、l other banking products 提供理財(cái)產(chǎn)品 Offer Wealth Management products交叉銷售共同創(chuàng)造業(yè)務(wù)增長機(jī)會(huì) Cross Sell - Co-creating growth opportunities通過風(fēng)險(xiǎn)投資機(jī)構(gòu)提供股權(quán)融資 Equity support through VC firms 結(jié)成伙伴，為印度的中小企業(yè)提供融資 Partnering for financing SMEs in India增長中的個(gè)人財(cái)富Growing personal wealth提供投資咨詢服務(wù)Offer Investment advisory support1

17、2分行 Branch以客戶為中心 Customer FocusTraditional單一的業(yè)務(wù)來源 Single source of acquisition 分行 Branch互聯(lián)網(wǎng) Internet電話服務(wù)中心 Call Centre移動(dòng)電話 Mobile伙伴 Partners采用多渠道來獲得客戶 Use multiple channels for client acquisition接近程度 Proximity 接觸 Touch使用方便 Ease of use安全性 Security客戶經(jīng)理 RM產(chǎn)品Products方法 Approach業(yè)務(wù)獲取Acquisition 評估Assessme

18、nt 監(jiān)控Monitoring交付Delivery電子郵件E-mail客戶 Customer客戶 CustomerICICI銀行 I- Bank傳統(tǒng) Traditional傳統(tǒng) Traditional傳統(tǒng)方式 Traditional13貸款申請 Loan Application 風(fēng)險(xiǎn)控制 Contain RiskOld根據(jù)財(cái)務(wù)報(bào)表進(jìn)行信貸評估 Credit appraisal based on financial statements信貸評分模型 Credit Scoring Model行業(yè)經(jīng)驗(yàn) Industry expertise集中化審批 Centralized sanctions產(chǎn)品Pr

19、oducts方法 Approach業(yè)務(wù)獲取Acquisition 評估Assessment 監(jiān)控Monitoring交付Delivery客戶 CustomerICICI銀行 I- Bank傳統(tǒng)方式 Traditional全方位評估 360 degree evaluation貸款主要集中于 Lending predominantly focused around: 預(yù)先篩選出的集群 Pre-selected clusters 公司連接客戶（產(chǎn)業(yè)鏈供應(yīng)鏈關(guān)系） Corporate linkages 參數(shù)化 Parametrisation14風(fēng)險(xiǎn)控制 Contain Risk分行 Branch事后監(jiān)

20、控 Post facto monitoring專門的清收部門 FocusCollectionsunits貸款組合監(jiān)控 Portfolio Monitoring借記卡/信貸卡總和Debit/ Credit Summation 逾期信用證/銀行保函/EPC單 Over due LC/BG/EPC Bills早期預(yù)警信號和貸款用途監(jiān)控 Early Warning Signals & end-use monitoring無信貸交易 No credit transaction借記卡/信貸卡結(jié)清 Rounded Debit / Credit 積極主動(dòng)的監(jiān)控 Pro-active monitoring 培養(yǎng)

21、了解和評估各領(lǐng)域信貸風(fēng)險(xiǎn)的能力 Building domain capabilities to understand and assess credit riskICICI銀行 I- Bank傳統(tǒng)方式Traditional產(chǎn)品Products方法Approach業(yè)務(wù)獲取Acquisition 評估Assessment 監(jiān)控Monitoring交付Delivery15分行 Branch成本效率最優(yōu)化 Cost optimization & efficiency以分行為主要交付渠道 Mainly branch based delivery集中化運(yùn)營 Centralised Operations互聯(lián)

22、網(wǎng) Internet電話服務(wù)中心 Call Centre多種交付渠道 Multi-Channel delivery集中化處理，以保證速度和一致性 Centralisation for speed & consistency 信用卡 Cards自動(dòng)提款機(jī) ATMs分行 Branch客戶經(jīng)理 RM產(chǎn)品Products方法Approach業(yè)務(wù)獲取Acquisition 評估Assessment 監(jiān)控Monitoring交付DeliveryI- BankTraditional傳統(tǒng)方式16客戶數(shù)量比2004財(cái)年增加了5.4倍 5.4 X increase in customer base over FY

23、04業(yè)務(wù)量比2004財(cái)年上升了4.5倍 4.5X growth in trade volumes over FY04 我們的業(yè)務(wù)模式推廣實(shí)現(xiàn)了初步成功 We had achieved initial scale up.17ICICI銀行所采取的方法 ICICI Bank Approach 提綱 Agenda管理客戶關(guān)系 Managing Customer Relationships建立創(chuàng)新的中小企業(yè)業(yè)務(wù)（中小企業(yè)銀行品牌） Building an innovative SME franchise 新興的增長領(lǐng)域 Emerging Growth Horizons建立一個(gè)咨詢模式 Building

24、 an advisory model為中小企業(yè)創(chuàng)建一個(gè)生態(tài)系統(tǒng) Creating an eco-system for SMEs18.未來的發(fā)展綱要必須基于客戶不斷變化的需求 our future agenda is driven by the changing voice of the customer. 以前客戶說 Earlier said.現(xiàn)在客戶說 Now saying. 我需要方便可靠的銀行服務(wù) I want convenience & reliability in banking services 我需要品種豐富的銀行產(chǎn)品 I want a wide range of banking

25、 products經(jīng)濟(jì)發(fā)展為業(yè)務(wù)增長帶來了機(jī)遇。我需要獲得融資，使我能夠有效地參與到這種增長中去 The economy is offering growth opportunities. I need finance to participate in this growth in an efficient manner19特定的行業(yè)集群 Specific industry clusters集群銀行業(yè)務(wù) Cluster Banking 與公司關(guān)聯(lián)的渠道伙伴 Corporate Linked Channel partners與公司客戶相關(guān)的業(yè)務(wù) Corporate Linked Busines

26、s其它中小規(guī)模的企業(yè) Other Small & Medium Sized Cos小型業(yè)務(wù) Small Business 起始階段Initial stage成長階段 Growth stage向加強(qiáng)型覆蓋模式發(fā)展 Leading to intensified coverage model.以中小企業(yè)為中心的市場細(xì)分 SME centric market segmentation關(guān)鍵客戶經(jīng)理 Key account managers集群銀行業(yè)務(wù) Cluster banking強(qiáng)化型關(guān)系工作組 Intensive relationship group電話業(yè)務(wù)組 Tele-calling group與

27、公司客戶相關(guān)的業(yè)務(wù) Corporate linked business小型業(yè)務(wù) Small business產(chǎn)品開發(fā) Product development市場營銷 Marketing風(fēng)險(xiǎn)管理與合規(guī) Risk management & compliance20商務(wù)信用卡 Business Credit Card 簡單的商業(yè)貸款 Simple Business Loans 銀團(tuán)貸款和股權(quán)融資 Loan syndication and equity support .以及新產(chǎn)品主張 and new product propositions21我們的中小企業(yè)戰(zhàn)略的成功實(shí)施已經(jīng)顯露成效，使ICICI銀

28、行在印度中小企業(yè)中樹立起了品牌 Our successful execution of SME strategy has yielded results and established ICICI Banks presence in the SME sector. 22向政策制定者反映中小企業(yè)問題，表彰創(chuàng)業(yè)精神 Voicing SME issues to policy makers & celebrating spirit of entrepreneurship2006年，ICICI銀行榮獲“新興印度獎(jiǎng)”，有35000名申請者. Overwhelming response of over 35

29、000 applications for Emerging India Awards 2006.23中小企業(yè)對話 SME Dialogue 新興企業(yè)雜志 Emerging Enterprises Magazine中小企業(yè)博覽會(huì) SME Expos中小企業(yè)評級機(jī)構(gòu) SME Rating Agencies攜手主要財(cái)經(jīng)日報(bào)經(jīng)濟(jì)時(shí)報(bào)，在中小企業(yè)間共享最佳實(shí)踐 Sharing best practices among SMEs in association with leading financial daily Economic Times發(fā)展商對商社區(qū) Developing B2B communit

30、y關(guān)注集群發(fā)展方面的問題 Addressing cluster specific issues與印度小企業(yè)發(fā)展銀行/中小企業(yè)評級社合作，在印度創(chuàng)立一家新的中小企業(yè)評級機(jī)構(gòu) Co-participating with SIDBI / SMERA for creating an SME rating agency in India樹立一個(gè)富有意義的形象和品牌資產(chǎn) Building a meaningful presence & brand equity24ICICI銀行所采取的方法 ICICI Bank Approach 提綱 Agenda管理客戶關(guān)系 Managing Customer Rela

31、tionships建立創(chuàng)新的中小企業(yè)業(yè)務(wù)（中小企業(yè)銀行品牌） Building an innovative SME franchise 新興的增長領(lǐng)域 Emerging Growth Horizons建立一個(gè)咨詢模式 Building an advisory model為中小企業(yè)創(chuàng)建一個(gè)生態(tài)系統(tǒng) Creating an eco-system for SMEs25如今，印度的中小企業(yè)正在重新整合以應(yīng)對國際競爭。他們正在尋找能有效管理現(xiàn)金流和獲得發(fā)展機(jī)會(huì)的產(chǎn)品/服務(wù)。Now, Indian SMEs are re-aligning themselves to face global competi

32、tion. They are looking for products / services to manage their cash flows efficiently and capture growth opportunities. 26中小企業(yè)門戶 SME Portal獲得客戶 Customer Acquisitions商對商市場 B2B Market place企業(yè)咨詢服務(wù) Business Advisory Services在線交易 Online Transactions中小企業(yè)銀行業(yè)務(wù)咨詢框架 SME business banking advisory framework27安全港協(xié)議（關(guān)于本演講內(nèi)容的免責(zé)聲明）Safe HarbourExcept for the historical information contained herein, statements in