SME banking

Conference

SME banking Developing a new operational and profitability model Brussels, 29-30 March 2012 www.efma.com/sme Best practices in retail financial services more information on www.efma.com

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SME banking Developing a new operational and profitability model: key issues relating to growth, income and costs Banks focusing on the SME sector continue to face a range of challenges as they move towards a more customer-centric approach. They need to strike a balance between, on the one hand, the drive to attract and keep new customers and, on the other hand, the need to make cost reductions wherever possible. Some banks are responding by seeking to change their business model.

Despite the growing importance of direct channels, defining and controlling the activities of relationship managers continues to be a vital element in the success of an SME banking operation. Another increasingly pressing challenge and opportunity is to find effective ways of serving the private and professional needs of SME customers.

The main topics that will be discussed during this event are as follows: Primary aims • Segmentation. Drawing the line between personal, SME and affluent banking: the most effective ways of segmenting and servicing their respective needs. New market segmentation methods.

• Acquisition and retention. Ways of attracting different SME segments. Serving both the personal and professional needs of SMEs. Enhancing the customer experience. Building a business-supportive brand image.

• Growth. Growing the SME business – where is the growth and where are the best opportunities? Developing new income streams. The benefits of a long-term strategy. A new operational and profitability model for SME banking. Transformational and organic growth plans.

Strategic areas • Relationship management. Best practice relationship manager models. Can relationship and direct banking live without each other?

A relationship manager as a true business partner.

• Channels. The role of direct channels in SME delivery – best practice case studies.

• Solutions. Packaging products for SMEs. Developing specific product offerings that work. Is perception more important than products? n

Study presentation Results from the following reports will be presented: “Retail banking in CEE: growing strategies in micro business” an Efma - Roland Berger Strategy Consultants report

www.efma.com/sme

Thursday 29 March 2012 Morning

Roberto Nicastro

Opening address

General Manager UniCredit Italy

Roberto Mancone Global Head of Business Products Deutsche Bank Germany

Raman Rai Global Head of Business Banking HSBC Group United Kingdom

Stefan Andersson Head of SME Retail Sweden SEB Sweden

Matthew Carter Business Development Director Barclays Bank United Kingdom

Véronique Berthout Head of Small and Medium Enterprises Retail Banking Business Development BNP Paribas France

www.efma.com/sme

SMEs credit life cycle: from products to solutions - One target operating model versus several financing needs - The constant balance between standardisation and customisation - How to attract SMEs: proximity, multichannel, product packages, quality of service, brand

The international SME opportunity: a new paradigm for SME banking?

- Identifying and segmenting SMEs with international ambitions - The opportunities and risks for SMEs arising from international growth strategies - How international business translates into a set of customer needs and how these differ from the needs of purely domestic SMEs - The profile of product and advisory services required to meet these needs and how these can be delivered profitably - Distribution models for delivering international banking solutions for SMEs and specifically the role of the relationship manager and digital channels

Sustainable profitable growth in SME banking - Benefiting from a long-term strategy - Gaining business momentum - Building a business supportive brand image - Private: the key to the entrepreneur’s heart

The customer’s success is the key to our success, but do customers really trust their bank for advice and direction anymore?

- How can relationship managers make a customer’s business more successful, do they even understand what being in business is really about?

- Is telephony about transactions or support?

- Digital, is this a two-way communication or a way to reduce the costs of transaction handling and lowering our cost to income ratio?

Serving both private and professional needs of SME customers: impossible mission?

- Why it’s so important? For the bank, for the customer?

- Why it’s so difficult to achieve?

- What are the key efficiency levers?

Thursday 29 March 2012 Afternoon

Interactive session Facilitated by Joe Liddane Managing Director Setanta Performance International United Kingdom Key challenges in SME banking - What are the key challenges we face and how are we organised to address them?

- Learning from each other

Urban Björn Head of Business Development Mid-size Corporates Swedbank Sweden

Omar Collavizza Head of SME Marketing UniCredit Italy

Alper Tolga Selimoğlu Senior Vice-President SME Banking Akbank Turkey

How to attract the higher SME segments - Products are less important: perception is everything - SME relationship managers: a true business partner - Industrial solutions, community relationships and other strategic choices

Integrated CRM approach for business clients - A new platform designed to enhance commercial planning of relationship managers - Integration of all key data to provide relationship managers with a 360 degree customer view - “Ready to present” customer presentations - Customer analysis to identify needs and commercial opportunities

Creating a total new “SME customer experience” for sustainable growth - Shifting paradigms to create the next level of sales excellence in the SME Banking service model - Attracting SME customers in a changing environment; the use of the social media phenomenon - Offering non-financial benefits and providing consultancy services to help SMEs develop their business

Friday 30 March 2012 Morning

Robin Foale

The start of something new in business banking - Determining a new strategic direction for an SME proposition - Transformational and organic growth plans - Redesigning “people” processes at scale - An exciting and innovative marketing campaign

Managing Director Santander Business Banking Santander United Kingdom

Andreas Steininger

Growth of the SME loan business - Definition of levers for growth - Key challenges - Implementation approach

Director of Business Customers Deutsche Postbank Germany

Fabrizio Alfano Responsible Small Business Core Clients Intesa Sanpaolo Italy

A case of turnaround - Starting point - Redesigning the service model - Clustering small business customers and defining commercial initiatives - New credit model - Pricing: new approach

Study presentation Hendrik Bremer Partner Roland Berger Strategy Consultants Austria “Retail banking in CEE : growing strategies in micro business” - Micro business market attractiveness - Key success factors identified - Applied segmentation models - Specific product offerings that work - Sales, service and communication channels - Customer service organizational models

Martin Roussel Executive Director Small Business and Premium Banking Raiffeisen Bank International Austria

Colin Fyfe Divisional Director Business & Private Banking Clydesdale and Yorkshire Bank United Kingdom

Are you ready for December 21, 2012?

- What will happen?

- Why you need to do it?

- Who will join you?

- Where should you go?

- When will you be ready?

- How to get on top?

Relationship banking and direct banking: working hand in hand - Can relationship and direct banking live without each other?

- What customer experience satisfies both bank and customer?

Friday 30 March 2012 Afternoon

Özhan Örge SME Banking Senior Vice-President Finansbank Turkey

Serhan Hacisuleyman Head of Commercial Cards DenizBank Turkey

The effect of cash flow management on relationship building - How does cash flow management affect the relations of SMEs with the bank? . Customer loyalty . Customer profitability . Customer product development . Customer attrition rates - Finansbank’s customer segmentation model which depends on cash flow - Finansbank’s innovative products for cash flow management and loyalty

Developing a new operational and profitability model for SME banking: key issues around growth, income and costs

Interactive session Facilitated by Joe Liddane Managing Director Setanta Performance International United Kingdom What have we learnt from this conference?

- Answering the “so what” question?

- Applying solutions back in our own companies

www.efma.com/sme

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Friday 30 March 2012

Thursday 29 March 2012

8:15

Welcome coffee & registration

8:15

Welcome coffee

9:00

Roberto Nicastro UniCredit

9:00

Robin Foale Santander

9:20

Roberto Mancone Deutsche Bank

9:30

Andreas Steininger Deutsche Postbank

9:50

Raman Rai HSBC

10:00

Fabrizio Alfano Intesa Sanpaolo

10:20

Panel session

10:30

Panel session

10:40

Break

10:50

Break

11:10

Stefan Andersson SEB

11:20

11:40

Matthew Carter Barclays Bank

11:50

12:10

Véronique Berthout BNP Paribas

12:20

12:40

Panel session

12:50

Panel session

13:00

Lunch

13:05

Lunch

14:30

Interactive session

14:35

Özhan Örge Finansbank

15:15

Break

15:05

Serhan Hacisuleyman DenizBank

15:45

Urban Björn Swedbank

15:35

Panel session

16:15

Omar Collavizza UniCredit

15:50

Break

16:45

Alper Tolga Selimoğlu Akbank

16:20

Interactive session

17:15

Panel session

17:00

End of conference

17:35

End of day one

Study Presentation Retail banking in CEE

Martin Roussel Raiffeisen Bank International

Colin Fyfe Clydesdale and Yorkshire Bank

www.efma.com/sme

Registration form

SME banking Brussels, 29-30 March 2012 A T T EN D EE’ S I N F O R M A T I O N Mrs. o Ms o Mr. o First name . . . . . . . . . . . . . . . . . . . . . . . . . . . Last name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Institution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Assistant’s information (or person in charge of the registration) Last name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . First name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . email . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Tel. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

PR ACT I C A L I N F OR MA T I O N

Location Radisson Blu Royal Hotel Rue du Fossé-aux-Loups 47 - 1000 Brussels, Belgium Tel: +32 2 219 28 28 - Fax: +32 2 219 62 62 www.radissonblu.com/royalhotel-brussels Social networking Follow us on Twitter @Efma_news LinkedIn You Tube

for the nights of 28 and 29 March at the Radisson Blu Royal Hotel.

The cost of a single room per night will be 189 euros, 209 euros for a double room, including breakfast and taxes.

Once you have registered and received a confirmation from Efma the next day, a link will be provided to enable you to book your accommodation. The hotel guarantees room availability and price before Tuesday 28 February 2012 only. The hotel will automatically bill unoccupied rooms or late cancellations.

Registration The registration fee covers participation in the conference, documents, lunches and coffee breaks. Registration fees must be paid in full prior to the event. Efma reserves the right to refuse entry to any delegate who has not paid his or her invoice prior to the event. We welcome latebookers, but credit card information must be provided.

Accommodation Each participant must pay the cost of his or her accommodation directly to the hotel before departure. Rooms have been provisionally reserved

Cancellations All cancellations must be received in writing. A 20% cancellation fee will be charged for all cancellations received before Thursday 15 March 2012. The full fee will be charged for cancellations made after that date, as well as for delegates who are unable to attend on the day, unless a substitute delegate is designated. Substitutions are accepted at any time.

Payment

Registration fee

o By bank transfer to Efma Sarl bank account IBAN : FR 76 3000 7999 9904 2252 7800 001 BIC : NATXFRPPXXX Natixis, FE3 - Unité 3B / 747 BP 4, F- 75060 Paris Cedex 2.

All registrations are strictly personal.

Languages All sessions and debates will be held in English.

o By credit card : o MasterCard o Visa o American Express Card n° Expiry date

o 1,600 euros (VAT excluded) for representatives of Efma member institutions. o 2,400 euros (VAT excluded) for representatives of non-member institutions.

If you are interested but you cannot attend the conference, ask for the event’s summary at marketing@efma.com. o 400 euros (+ VAT 19.6%) = 478.40 euros - Members. o 600 euros (+ VAT 19.6%) = 717.60 euros - Non-members.

Date

Signature

Efma 8, rue Bayen 75017 Paris France Tel : + 33 1 47 42 52 72 Fax : + 33 1 47 42 56 76 www.efma.com APE: 8230Z - VAT ID: FR 38 313 062 788 - Efma sarl company with registered capital of EUR 15,000 - RC Paris 313 062 788 In accordance with Article 27 of the law on the processing of personal data of 6.1.78, the information which you are requested to provide is necessary to enable us to process your registration and is intended for Efma’s services. You may access this information and request that it be rectified if necessary.

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Dates The conference will begin with a welcome coffee on Thursday 29 March 2012 at 8:15 a.m. and will end on Friday 30 March 2012 around 5:00 p.m.