Tsvetanka Mincheva, Deputy Head of Retail Banking, UniCredit Bulbank
2012 sees a continuing trend of increase in the use of the so-called direct distribution channels – Internet and mobile banking, call center, website, ATMs, etc.
The number of online banking users in UniCredit Bulbank increased by over a third reaching 200 000, resulting mainly from the increase in the number of individual customers. However, companies continue to be the more active group of users, accounting for over 90% of internet transactions.
The year was characterized by the rapid development of smart technologies and applications for various platforms and the use of different applications turned from a hobby for the lovers of cutting-edge developments into a necessity for the common user. Financial and banking applications made their way into the market. UniCredit Bulbank was the first bank in Bulgaria to introduce a mobile banking application, Bulbank Mobile, at the end of 2011, which is compatible with over 1200 devices and requires only a telephone with Internet access. The new technological solution works on mobile phones supporting Java and special versions have been developed for users of iPhone, Android and Blackberry.
By using Bulbank Mobile customers of UniCredit Bulbank can make transfers and payments directly from their mobile phone. Only year after the launch of the application there are already over 13 000 users and not only individuals but also business clients of the bank are interested in it.
The website continues to be the major channel used by potential and current customers for finding information on the terms and conditions of different services and current promotional offers. In 2012 more and more financial institutions started to introduce on their websites processes of preliminary and direct sales of bank products – consumer loans, credit and debit cards, etc. Non-banking organizations emerged as leaders in this field – insurance brokers and financial intermediaries which also offer, apart from online sales, online advice.
There is also reinforcement of the role of social networks which were incorporated as essential part of the customer communication strategies of banks. For instance, now UniCredit Bulbank has more than 7 500 fans in Facebook who receive in their profile updated information on various events and actively participate in a number of the bank’s initiatives. UniCredit Bulbank is the first bank, out of UniCredit Group banks in 22 countries, to launch the development of a corporate blog.
This year was yet another year which saw the continuing transformation of the activities of the bank’s call center – from providing post-sale and information services to making direct sales and generating additional business development. In 2012 the call center of UniCredit Bulbank came to have a two-digit share in the total sales of credit cards and consumer loans.
The ATM network is the bank channel which is used the most. Despite banks’ effort to promote new ATM services, such as installments, utility payments, transfers, etc., the ATM is still used mostly for cash withdrawal in over 90% of the cases.
Partnerships with third parties concerning intermediary services for bank product sales still contribute to the commercial results. Over 25% of UniCredit Bulbank’s mortgage business in 2012 is generated by this channel even in the context of stagnation in the real estate market.
In conclusion we could say that despite the clearly defined trend of selling bank products through direct channels, with a few exceptions, their role is still transaction-informative. For example in UniCredibt Bulbank nearly 70% of all bank operations are made via Internet, mobile banking and ATM. Their share in the sale of bank products and services, however, is still very small.
For 2013 we expect an even more dynamic development of direct channels with the main focus placed by banks on the sales of various products and services via Internet, mobile payments and the introduction of new functionality of ATMs and self-service zones.
More information for media:
UniCredit Bulbank, Identity & Communications Department
Viktoria Blajeva, Phone: + 359 2 9264 993, wjlj/ebwjepwbAvojdsfejuhspvq/ch
Ekaterina Ancheva, Phone: + 359 2 9264 963, flbufsjob/bodifwbAvojdsfejuhspvq/ch
Magdalena Ivanova, Phone: + 359 2 9232 528, nbhebmfob/jwbopwbAvojdsfejuhspvq/ch