"There are many opinions about how banks should move during permanent crises, and against the backdrop of the era of unrestrained "digitalization" of the world. For #ComInBank we chose five strategic aspects of activity for a worthy meeting with such a complex but interesting future. In our central focus stands the Client. And this is not an abstract nomination, but the understanding that the Client — is the apex of the business model of tomorrow.".
Interview with the Chair of the Management Board of "Commercial Industrial Bank" Tetiana Putintseva.
Based on the results of the "Bank of the Year – 2020" competition in the nomination "Best Bank with an individual approach to Clients", as the most client-oriented among banks, "Commercial Industrial Bank" was recognized. About which approaches are laid in the bank as the basis of building relationships with clients, as well as about further prospects of development, Tetiana Putintseva, Head of JSC "CIB", told.
In the competition "Bank of the Year – 2020" Commercial Industrial Bank won in the nomination "Best Bank in individual approach to Clients". Tell us, how did the bank manage to win in such a prestigious nomination?
- It is quite difficult for a small bank to compete on the banking market of Ukraine, where a significant share is occupied by state banks and banks with foreign capital, trust in which in society is higher. But, as a rule, these banks are not so flexible in solving special client requests, and their approaches are quite standardized. In turn, small banks should use available advantages and fight for every client.
Many small banks talk about an individual approach to clients, but few use it in practice. For "Commercial Industrial Bank" an individual approach to each client is not just words, it is the basis of our business, which is laid into the service model.
Thanks to which methods is this implemented in practice?
- Small banks often go the way of managing tariff policy, dumping on credit rates and tariffs, and raising rates on deposits. It should be noted that this path has both positive and negative consequences. On one side – this is the opportunity to attract potential clients, drawing their attention, and on the other side any dumping has a limit of profitability, after which the business may become loss-making.
The principle of a comprehensive solution is laid in the basis of our business model. If we think about it, the client does not come to the bank for a specific product, he comes for a solution to his business task, and banking products are only instruments for its solving. That is why, we take into account the interests of clients not only during the sale of products, but also at the stage of their development. Considering the client's task comprehensively, it is possible to offer a more advantageous option for the client, which will not only reduce expenses on the credit resource, but also help to increase the volume of sales, thereby increasing profit. The application of alternative products allows clients to save time and money.
Has the portrait of the client himself, his needs, his expectations from the bank changed in recent times?
- The modern client has undoubtedly changed, as have his expectations from the bank. After a number of economic shocks, the client builds and develops his business in an environment that dynamically changes. In such conditions, he tries to achieve maximum savings of money and time. At the same time, to preserve, and sometimes even to grow the dynamics of growth. Accordingly, Clients seek a stable, reliable financial partner with whom he plans to build long-term relationships. To ensure such client requirements is possible only under the condition of constant improvement: the professional level of employees, the development of modern banking products and services, and effective marketing support.
In what way do you plan to maintain the status of a client-oriented bank? What are the plans for the future?
At the current moment, powerful processes of transformation are taking place at the bank, which allowed us even during the "hard" quarantine, already in summer, to reach the planned "crisis-free" level of profit and continue to actively develop.
Firstly, we are actively improving the IT infrastructure, creating an effective and maximally protected base for further digitalization of the bank and active development of online banking. We are gradually expanding the functional of both internet banking for individuals CIB-ONLINE and corporate client-bank PAY-CIB.
Secondly, we are implementing a new marketing strategy, which will allow improving the quality of processing of client requests through various communication channels and will lay a new mechanism of client business in the bank's CRM. We have launched a new corporate web-site, are activating social pages on Facebook and Instagram, are developing our own telegram channel and other channels of communication. The task is to dilute advertising content with useful advice and informing of clients.
Thirdly, we are simplifying internal procedures and automating business processes, which will give the opportunity to speed up the carrying out of operations. Currently, a very powerful block of factoring and bank guarantees has been created at the bank.
Fourthly, we are constantly improving our own products and services both for corporate and for private clients, gradually integrating them into Online. Ahead are a number of interesting projects on e-commerce and active development of international cooperation under credit programs for SMB. The first step was the signing of a cooperation agreement with the Polish company "EKSI Consulting".
Fifthly, we are implementing at the bank a system of constant improvement of personnel qualifications and an effective system of motivation. We believe that only professional personnel will give the opportunity to reach a qualitatively higher level of financial service.
It is no secret that most experts forecast a second wave of quarantine and strengthening of restrictive measures. Is the bank ready for new challenges?
In any complex conditions, it is extremely important to promptly make complex decisions, and even more important to quickly implement them. During the quarantine, we worked out a clear and effective algorithm of actions during quarantine. At this time, the bank is ready for any challenges, and I am sure our team will cope with them. Clients who have been with us for a long time know that "Commercial Industrial Bank" is a reliable financial partner, so they remain with us. For those who are looking for a reliable financial partner for themselves, I recommend trying it and being convinced that at "Commercial Industrial Bank" one can really feel special. As we say at our bank "Come In" – come in to ComInBank!
Background:
"Commercial Industrial Bank" – is a universal bank, founded in 1993 with the full spectrum of financial services for corporate and private clients. The bank's network counts 36 branches in various regions of Ukraine. JSC "CIB" fulfills all economic norms established by the NBU in accordance with legislation.
Tetiana Putintseva has banking experience of over 20 years, 13 of which — in leadership positions. She started from the position of branch economist and after a few years became the head of one of the branches of "PrivatBank". From 2006, Tetiana Volodymyrivna held the position of Deputy Chair of the Management Board.
She worked in the management structure of PJSC "Prominvestbank", JSC "Swedbank", JSCB "TAS-Commerzbank", OJSC CB "Pivdenkombank". From 2013, she held the position of Deputy Chair of the Management Board of JSC "TASkombank" — head of the Eastern region
Appointed Chair of the Management Board of "Commercial Industrial Bank" from April 2018.
