麦肯锡-亚洲网络银行竞赛：满足客户需求报告（英文）-2018.4-16页-2mb

报告摘要

Asia’s Digital Banking Race: Giving Customers What They Want

Core Content

This report from McKinsey’s Global Banking Practice, published in April 2018, examines the rapid evolution of digital banking in Asia and its impact on traditional banking institutions. It highlights the increasing adoption of digital banking channels, the emergence of non-traditional players, and the need for incumbent banks to adapt in order to remain competitive and relevant.

Main Trends and Insights

1. Digital Banking Penetration is Rising Rapidly

Overall Growth: Digital banking penetration has grown 1.5 to 3 times in Emerging Asia since 2014. The median in Developed Asia is 97%, while in Emerging Asia it is 52%.
Smartphone Banking: Smartphone banking has seen faster growth than overall digital banking, increasing two- to four-fold in many Emerging Asian markets.
Future Potential: 30–50% of non-digital banking users in Emerging Asia are likely to switch to digital channels, indicating significant growth potential.

2. Shift from Branches to Digital Channels

Branch Relevance: Branches now account for only 12–21% of monthly transactions in Asia, showing a clear shift towards digital.
Customer Preferences: Customers prefer digital platforms for simple, routine transactions such as checking balances, peer-to-peer transfers, and bill payments.
Branch Transformation: Banks need to reorient branches from transactional hubs to interaction centers that offer financial advice and complex products like investments.

3. Rise of Nonbank Fintech Players

Nonbank Payments: In Developed Asia, 40–50% of the population uses nonbank payments solutions, while in Emerging Asia, the penetration is between 5–15%.
China and India Lead: China and India have the highest penetration rates in Emerging Asia (67% and 39%, respectively), driven by platforms like Alipay, WeChat Pay, and PayTM.
New Digital Banks: Examples include Kakaobank in South Korea and Jenius in Indonesia, which have attracted significant customer bases and financial volumes quickly.

4. Loyalty in a Digital Era is Under Threat

Recommendation Rates: Only 40% of customers in Developed Asia recommend their primary bank, compared to 70% in Emerging Asia.
Digital Satisfaction: Customer satisfaction with digital channels is moderate but has significant room for improvement.
Need for Relevance: Banks must find ways to stay relevant in a competitive landscape where customers have many digital options.

Key Strategies for Success

1. Enhancing Digital Marketing

Brand Image: Banks need to build a strong digital brand presence and engage customers through online and social media channels.
Cost-Effective Acquisition: Digital marketing can reduce customer acquisition costs compared to traditional methods.
Case Study: Capital One has successfully used A/B testing and social media campaigns to improve digital engagement and customer recall.

2. Generating Value Through Digital Engagement

Product Ownership and Purchase: Digitally active customers tend to purchase and own more banking products than non-digital customers.
Cost Efficiency: These customers also have lower cost-to-serve due to self-service digital transactions.
Customer Segmentation: Banking customers are categorized into three segments based on their digital activity and e-commerce behavior.

3. Leveraging Customer Data

Data Sources: Banks can use internal and external data (e.g., social media, e-commerce platforms) to offer personalized services.
Credit Scoring: Data from non-traditional sources can improve credit scoring and lending decisions.
Digital Value Creation: DBS in Singapore has developed a methodology to measure digital value, showing that digital customers contribute significantly to profitability.

4. Embedding Digital Banking in Daily Lives

Ecosystem Approach: Banks can integrate into customers’ daily routines through an ecosystem of services (e.g., travel, shopping, healthcare).
Roles in Ecosystem: Banks can act as Participants, Orchestrators, or Creators in the digital ecosystem.
Case Study: SBI’s YONO app offers a seamless omnichannel experience, integrating banking with lifestyle services and e-commerce.

Conclusion

The digital banking landscape in Asia is evolving rapidly, driven by consumer preferences for convenience, speed, and personalization. Incumbent banks must respond by enhancing their digital capabilities, rethinking branch roles, and leveraging data for value creation. By embedding themselves in customers’ daily lives and offering innovative, integrated services, banks can retain relevance and drive growth in a competitive market.

Key Statistics

65% of internet traffic is generated via smartphones.
30–50% of non-digital users in Emerging Asia are likely to switch to digital banking.
35–40% of customers are willing to shift their wallet to a digital-only bank.
Over 60% of Emerging Asia banking customers are open to sharing data for customized offerings.
Digital customers contribute up to 68% of a bank's profit in some cases.

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