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Att uppnå kundfokus i bankverksamhet

Lindberg, Carl (2009)
Department of Business Administration
Abstract
Problem background: The past few years, banks have gone from only being lenders and borrowers of money to also cover a broad portfolio of offers to customers. Banks today supply their customers with several investment alternatives for the savings capital. It is a fierce competition at the financial market and the employees must continuously keep up to date with all the new information and knowledge necessary in their job. In order to adjust to a fast changing surrounding world a reform process is now going on in many banks. The banks have to become more flexible and treat various demands from customers at the same time as adjusting to many, and strict, rules that every bank must obey. Purpose: The purpose with this Master Thesis is to... (More)
Problem background: The past few years, banks have gone from only being lenders and borrowers of money to also cover a broad portfolio of offers to customers. Banks today supply their customers with several investment alternatives for the savings capital. It is a fierce competition at the financial market and the employees must continuously keep up to date with all the new information and knowledge necessary in their job. In order to adjust to a fast changing surrounding world a reform process is now going on in many banks. The banks have to become more flexible and treat various demands from customers at the same time as adjusting to many, and strict, rules that every bank must obey. Purpose: The purpose with this Master Thesis is to investigate the underlying reasons behind inadequate customer orientation at banks and what steps a bank can take to become more customer- oriented and better at treating the needs from internal, as well as external, customers. To reach this objective the problems first needs to get identified; what problem exists, where in the organization are they to be found and why do they arise. Thereafter, a potential solution to the problems is to be identified as well as a way to implement the solution. For this purpose a case study will be conducted at one of Sweden’s largest banks, in the thesis referred to as the Bank. Additionally, the purpose with the case study is for other banks in the same situation and with similar problems to be able to use the results and recommendations from this investigation in order to apply on their own organization. Methodology: A holistic system approach has been applied throughout this entire study. The first part of the thesis has been used to locate areas of improvement. We perform a case study at one of Sweden’s largest banks, and combine a Problem Detection Study with a Walk-through model to find weaknesses at different levels in different areas through a logical and systematic approach. The data has been conducted from several interviews, polls and observations. When weaknesses in the organisation have been identified we analyse them in order to find a common solution and find an efficient way to implement it. Conclusions: By “walking through” the entire department of Structured products, observing and interviewing employees, a number of weaknesses were found and isolated. These problems can be summarized with three main bullets;
• The organisation was to hierarchical and function based with different isolated functions. • The communication- and information channels do not work efficiently, which result in poor feedback possibilities and poor knowledge distribution throughout the business.
• All these problems together results in a poor customer focus. The fact that all the weaknesses have a lot in common together with the fact that they in many cases have the same effect told us that there also has to be a common solution to them which is an implementation of a process based view combined with a more bank specific smaller reorganisation and introduction of certain routines. There are many critical similarities between the different larger banks in Sweden. For example their businesses are all based on a structure with many small customer offices served by a big main office. Furthermore, they are all selling Structured products. Therefore, this Master Thesis can be of use for other banks with similar problems like those we have identified in this case study and according to different sources there are many banks in the western world who suffers from poor customer focus. (Less)
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author
Lindberg, Carl
supervisor
organization
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Problem Detection Study, Technology Management, Processorienterat arbetssätt, Aktieindexobligationer, Kundmedvetenhet, Management of enterprises, Företagsledning, management
language
Swedish
id
2171854
date added to LUP
2009-05-06 00:00:00
date last changed
2012-11-21 12:47:00
@misc{2171854,
  abstract     = {Problem background:	The past few years, banks have gone from only being lenders and borrowers of money to also cover a broad portfolio of offers to customers. Banks today supply their customers with several investment alternatives for the savings capital. It is a fierce competition at the financial market and the employees must continuously keep up to date with all the new information and knowledge necessary in their job. In order to adjust to a fast changing surrounding world a reform process is now going on in many banks. The banks have to become more flexible and treat various demands from customers at the same time as adjusting to many, and strict, rules that every bank must obey. Purpose:	The purpose with this Master Thesis is to investigate the underlying reasons behind inadequate customer orientation at banks and what steps a bank can take to become more customer- oriented and better at treating the needs from internal, as well as external, customers. To reach this objective the problems first needs to get identified; what problem exists, where in the organization are they to be found and why do they arise. Thereafter, a potential solution to the problems is to be identified as well as a way to implement the solution. For this purpose a case study will be conducted at one of Sweden’s largest banks, in the thesis referred to as the Bank. Additionally, the purpose with the case study is for other banks in the same situation and with similar problems to be able to use the results and recommendations from this investigation in order to apply on their own organization. Methodology:	A holistic system approach has been applied throughout this entire study. The first part of the thesis has been used to locate areas of improvement. We perform a case study at one of Sweden’s largest banks, and combine a Problem Detection Study with a Walk-through model to find weaknesses at different levels in different areas through a logical and systematic approach. The data has been conducted from several interviews, polls and observations. When weaknesses in the organisation have been identified we analyse them in order to find a common solution and find an efficient way to implement it. Conclusions: By “walking through” the entire department of Structured products, observing and interviewing employees, a number of weaknesses were found and isolated. These problems can be summarized with three main bullets;
•	The organisation was to hierarchical and function based with different isolated functions. •	The communication- and information channels do not work efficiently, which result in poor feedback possibilities and poor knowledge distribution throughout the business.
•	All these problems together results in a poor customer focus. The fact that all the weaknesses have a lot in common together with the fact that they in many cases have the same effect told us that there also has to be a common solution to them which is an implementation of a process based view combined with a more bank specific smaller reorganisation and introduction of certain routines. There are many critical similarities between the different larger banks in Sweden. For example their businesses are all based on a structure with many small customer offices served by a big main office. Furthermore, they are all selling Structured products. Therefore, this Master Thesis can be of use for other banks with similar problems like those we have identified in this case study and according to different sources there are many banks in the western world who suffers from poor customer focus.},
  author       = {Lindberg, Carl},
  keyword      = {Problem Detection Study,Technology Management,Processorienterat arbetssätt,Aktieindexobligationer,Kundmedvetenhet,Management of enterprises,Företagsledning,management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Att uppnå kundfokus i bankverksamhet},
  year         = {2009},
}