Category Archives: Banking

10 Ways That Banks Can Build Small Business Customer Relationships

As the U.S. financial system emerges from the financial crisis and the resulting recession, leading banks are refocusing on the small business banking sector, with some banks reporting strong growth in small business loan originations.

Following the financial crisis, banks are seeking to have a more equal balance between new customer acquisition and optimizing existing customer relationships.  With this in mind, here are ten tips that banks should consider in growing their relationships with small business customers.

  1. Communicate small business commitment. Feature small business in advertising campaigns and other communications (e.g., in-branch merchandising and on their bank website) to demonstrate their commitment to the small business segment and rebuild the trust that was damaged during the financial crisis.
  2. Target high-potential segments.  Identify and target segments that are underserved or have significant growth potential.  Examples include KeyBank focus on women-owned businesses, Wells Fargo’s marketing to minority-owned businesses, and Fifth Third’s targeting of healthcare firms.
  3. Market bundles.  Generate greater revenue per customer, while also reducing propensity to switch, by bundling products and services.  Banks that are currently prominent in marketing small business bundles include Wells Fargo, U.S. Bank and M&T Bank.
  4. Deploy dedicated staff in branches.  As small business owners migrate to self-service channels for day-to-day banking transactions, the branch’s role to selling and relationship development through dedicated small business staff.  Compensation structures for these business banks should reflect customer relationship goals.  Bank of America recently hired 130 small business bankers in Florida, as part of a broader plan to add 1,000 small business bankers nationwide.
  5. Market special offers.  Leverage small business customer data to develop targeted cross-sell offers.  These offers can be based on different factors, such as customer firmographics, activities, milestones (such as anniversaries) and external events (e.g., Wells Fargo markets Appreciation Offers to coincide with National Small Business Month in May every year).
  6. Reward relationships.  Develop rewards programs that recognize the totality of the small business customer relationship.  A standout example is the KeyBank Relationship Rewards program, which enables the business owner to generate points from various activities and business product ownership.  The program also gives anniversary bonuses and allows small businesses to combine business and personal points.
  7. Develop customer outreach.  Develop and implement a communications plan to build engagement with small business customers.  Focus on key stages of the customer life cycle (first 90 days, anniversaries, etc.).
  8. Provide information and advisory tools.  Enhance your positioning as a trusted financial advisor by providing a range of resources to help small business manage their business.  A number of banks are leading the way with online small business portals that combine information, advice and networking opportunities.  Examples include Associated Bank’s Associated Connect, Bank of America’s Small Business Community and U.S. Bank Connect.
  9. Market online and mobile banking.  Reflect small business owners’ comfort with using Internet-based tools to manage their business by continuing to add online banking functionality, while introducing/enhancing mobile banking.  Integrate online and mobile banking with other customer service channels to provide a consistent user experience.  Where appropriate, incorporate sales functionality into service channels.
  10. Sell personal financial services to small business owners.  Capture significant revenue opportunities and reduce the propensity to switch by cross-selling personal banking and wealth management services to small business owners.  This opportunity has been greatly facilitated by recent moves by many leading banks to dismantle their silo-ized organizational structures, which has led to improved communication and data-sharing among different business units.  In addition, banks are changing compensation structures to reflect the value of generating referrals and cross-sell revenues.

FDI data confirms robust C&I loan growth among U.S. banks

Most of the leading U.S. banks highlighted continued robust C&I loan growth in their most recent financials.  Recently-published data from FDIC provides C&I loan data for all of the 7,200 U.S. banks, enabling us to develop a more comprehensive picture of overall changes in C&I lending, as well as making comparison between different bank-size categories.

The following are some topline takeaways from an EMI Strategic Marketing, Inc. analysis of the FDIC C&I loan data:

  • C&I loan portfolios for all FDIC-insured banks rose 18% year-over-year, to more than $1.4 trillion at the end of 2Q12
  • Looking at different C&I loan-size categories, the portfolio of loans of more than $1 million jumped 23% y/y.  However, the portfolio of loans of less than $1 million grew by only 2%.
    • Within the C&I loans of <1MM category, strongest growth was for <$100K loans (mainly business credit card loans), which rose 5% y/y
  • Continuing a trend seen in recent quarters, the larger banks (>$50  billion in assets) had the strongest y/y rise in overall C&I loans.

  • Reflecting the trend in overall C&I loans, the largest banks had the strongest growth in small business loans (of <$100K).

Market-Specific Metrics Inform Bank Branch Network Investments

The emergence of virtual channels, the need to cut costs and speculation of more industry consolidation are all spurring banks to reconsider their branch networks.  Recently, EMI Strategic Marketing Inc. published blogs on the changing role of the branch, as well as trends in branch numbers for leading U.S. banks.

Banks have reiterated their commitment to the branch channel, but many are unlikely to maintain branch numbers at current levels.  Bank decisions of branch numbers and deployments are increasingly based on an analysis to the bank’s relative strengths in different markets.  Is the bank’s branch network spread too thinly, with few branches and low deposit shares in many markets?  Does it have critical mass in terms of branch numbers and/or deposit share in particular market? If it does not have sufficient scale at present, should it expand its branch network organically or through acquisition? Or should it leave some markets?

EMI Strategic Marketing Inc. analyzed end-2Q11 FDIC data on the branch footprint of the top 15 retail banks. (Note: this does not include M&A activity over the past year, such as PNC’s acquisition of RBC Bank.)  We focused on the number of metropolitan statistical areas (MSAs) where these banks had branches, branch concentration levels, and market strength indicators.

  • The banks with the most extensive branch networks are Bank of America and Wells Fargo, who both have branches in more than 200 MSA markets.
  • Regional banks naturally have a more concentrated branch presence.  RBS Citizens, PNC and M&T all have more than 60% of their branches in 10 markets.
    • RBS Citizens has top-three share in only 14% of the 49 markets where it has a physical presence.  Recent speculation indicates it may sell off its branch network in Illinois and Michigan.  The bank has branches in seven MSAs in these two states, but does not have a top-three deposit share in any of these markets.
  • Market strength: Wells Fargo has a top-three deposit share in 70% of its MSAs.   Four other banks (M&T, Bank of America, SunTrust and PNC) are ranked in the top three in more than 40% of their markets.
  • In late 2010, Citigroup announced that it would be concentrating on 16 U.S. metro markets.  This helps to explain why 61% of Citibank’s branches are in just 10 MSAs.  On the other hand, it has five or fewer branches in more than half of its markets.  Given its stated objective to concentrate its efforts on about 15 metro markets, we can expect Citibank to leave many of these markets where it has a token presence.  However, it will be aiming to significantly grow share in its target markets.
  • Capital One, which has built a retail branch presence in recent years through acquisition, has 84% of its branches in just 10 MSAs. (In fact, 57% of Capital One branches are in just two MSAs: Washington-Arlington-Alexandria, DC-VA-MD-WV and New York-Northern New Jersey-Long Island, NY-NJ-PA.)