culture is everything in banking – the cross selling conundrum and lessons from the wells fargo...
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CULTURE IN BANKING IS EVERYTHING
• WellsFargo,knownandlovedbyinvestorsforitscross-sellingstrategy.• On8September2016WellsFargoisfined$185milliontosettlealong-runninginvestigationthatchargedthebankwithfalsifyingmillionsofcustomeraccountstoboostsales.• CEO,JohnStumpf sells$61millionworthofWellsFargosharesinthemonthpriortothefraudrevelations.• Stumpf iscalledtotestifybeforeCongress.• WellsFargosharepricecollapses,losing$25billioninvaluewithinthefollowingweek.
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JohnStumpfmanagedtounitetheusuallydiscordantBankingSenateCommitteeinachorusofoutrage.
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CULTURE IN BANKING IS EVERYTHING
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WellsFargoisnowassociatedinthemindsofconsumerswithappallingcustomermistreatment.Publictrustinthisoncereveredbankhasbeenshattered.
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WELLS FARGO CULTURE
• Hightemposales–drivenculturedominatesafter1998mergerwithNorwest.• WellsFargoadoptsacentralsalestarget:“eightisgreat”.• Thiscross-sellingstrategybecomesthecornerstoneonwhichthebank’scultureisbuilt.• Thehardsellingcultureisevidencedineveryannualreportgoingbacktothe1980s.• Strategyandculturearecloselylinked,oftenbecausethesamepersonputstheminplace.
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CONSERVATIVE LENDING, AGGRESSIVE SELLING
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• Branchstaffexperiencedfreedomfromcentralcontrolregardingcreditdecisions,only.
• Loan-todeposit-ratioin2015is0.7%• USmainstreet-typebanksaverage0.9%• Tangibleequity-to-assetsratioishighbyinternationalstandardsat7.8%.
• Wellswouldbeahighlyprofitablebankevenwithoutthehardsellingculture.
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STUMPF ON CULTURE“IfthereisonejobImustdoforourteammembers,customers,communitiesandshareholders,itistobethekeeperofourcompany’sculture.Itistheroleofallteammemberstounderstandourculture,internaliseit,liveit,teachitandreinforceit”.
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WHAT WENT WRONG?• However,internally,thebankwasawarethatthehigh-pressuresalesculturewasleadingtoseriouswrongdoing.
• Since2011,byitsownadmission, ithadbeenfiringemployeeswhosoughttoboosttheirsalestargetsbysecretlyopeningfakecustomeraccounts.
• Yetthebankcontinuedtopromotethesecross-sellingmetricstoinvestorswithoutinformingthemofthefakeaccountgeneration.
• Topexecutives,meanwhilemaintainedthattheproblemoriginatedwithlow-levelemployees.
• ItisworthrevisitingStumpf’s visionofcultureandwhereitstopsandstarts.
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WHAT WENT WRONG?• WhatwentwrongatWellstoderailabusinessmodelthatwassosuccessfulforsolong?• Ourcontentionisthatnothingwentwrong.• Butthatanoverlyaggressivecentraltargetwilleventuallypushabankintotrouble.
Itisonlyamatteroftime.
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WHAT IS CULTUREAcorporateculturemaybeviewedascomprisingtwodimensions:
1.Anethicalstance– theextenttowhichanorganisationwillgotoexceedingitsminimumobligationtostakeholders:• servingshort-termandlong-termshareholderinterests• multiplestakeholderinterest• contributiontosociety
2.Aculturaloperationalmodel- howtosteerthebankoperationstoachieveitsethicalstance.
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PROBLEMS OF CULTURE• Post-8SeptemberannouncementWellsFargoannouncedamoratoriumoncross-selling andisaddressingitsriskcontrols.• However,thisismorethanaprocessproblem-simplyeliminatingsalesquotaswillnotrepairthebank’scorporateculture.• Tosucceed,theseeffortsmustleadwithaccountabilityintheexecutivesuite.• Thoseeffortsmayalsogetaboostfromexternalforces,ascallsgrowlouderforprosecutorstofocusmoreonexecutives.
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PROBLEMS OF CULTURE
1. Bankingisnotretailing2. Productdevelopment3. Remunerationstructures4. Excessivefocusongrowthand
marketshare5. TheCEO
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RECOMMENDATIONS
1. Committhebanktoalwaysactinthecustomer’sbestinterests– andmeanit.
2. Committhebanktoademandingcodeofethics– andpublishit.
3. Makesuretheoverallcultureofthebankisright.4. Gettoknowyourcustomer’srealneeds- makecross-buying
theobjective.5. Changethemanagementteamifcross-sellingisacoreculture.
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CONCLUSIONS
• Letfrontlinestaffhaveaninputintothetarget-setting– orabolishcentraltargetsaltogether.• Anoverlyaggressivecentraltargetwilleventuallypushabankintotrouble.• Thebesthopeforbetterretailbankingliesinbankingbecomingarecognisedprofessionlikeaccountancyandlawwherebankersareobligedtoactintheircustomer’sbestinterest.
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GETINTOUCH:
EvelynHunterChiefExecutiveOfficerEmail: [email protected]: +442030085283Mobile: +447725243821Skype: evelyn.hunter-jordan.2
www.retailbanking-academy.org
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