Delivery channel strategy for

SME:s

Björn Kimby, Head of e-Banking SME (SEB, Stockholm, Sweden)

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SEB has approximately 100,000 corporate customers in Sweden

The SEB Group- the International network

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Electronic banking in SEB

1990 1995 2000

1979 SEBRA

1983 NettingMainframe

1989 SEBScreen DOS

1991 AmericanFunctionality

1993 EnglishFunctionality

1994 SwedishFunctionality

1995 FinishFunctionality

1991 PC NettingDOS

1996 NorwegianFunctionality

1989 GermanFunctionality

1989 InternationalPayments

1997 SEBScreen Win

1998 NettingWin

1998 ForecastWin

1998 SEBScreen Win 32

1998 EuroFunctionality

1999 NettingTCP/IP

1999 ForecastTCP/IP

1999 Trading Station

1999 Tiger+Cyber Lynx

Mainframe DOS Windows Internet

Technology

CountryFunctionality

Internet for SME:S

1997

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Branches

• Many customers - focus on the largest SME:s

• Large volumes of manual transactions generated high costs

• Implementation of back-office

• Difficult to sell advanced electronic banking services

Branches

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Internet

Branches

Internet

• Introduced for SME:s in 1997

• Easy to sell

• 50.000 customers

• 50 % penetration35 % use Internet only

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Internet - Success Factors

• Internal and external marketing

• Customer support• User friendly• Products and functions

with high usage

Number of SME:s using the Internet service

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FX-transactions via the Internet -

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Branches

Internet

Call-center

• Add a call-center to the SME-offering and maximize business opportunities

Call-center

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The Call-center

First line

Second line

Third Line

Basic business support

Internet supportBusiness support

Business executionOutbound sales

Advanced business support

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Database marketing

Customer data base

Tools for analysis

Selecting target group Selecting product

Selecting channel/channels

Implementation

Response

Feed-back

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Summary• Implementing an Internet channel can

improve your SME-business by reducing transaction costs and facilitating an income-generating strategy

• Integrating your Internet channel with a

call-center can improve your SME-business by finding and taking care of more business oppurtunities and selling products that you can’t sell via the Internet.

• Implementing Database marketing can improve your SME-business by increasing your communication in a

cost-effective way

Thecustomer