Digital Strategy and Omnichannel Approach Key for Taiwan's Banks to Differentiate and Grow in Crowded Market – says Unisys
Unisys research reveals: Taiwan's consumers have Asia Pacific's highest preference for dealing with banks in person versus online or mobile channels; However long queues in branches is their biggest annoyance when dealing with a bank
Taipei, 17 November 2016 – New research from Unisys Corporation (NYSE: UIS) reveals that consumers in Taiwan have the highest preference for in-person interactions with their bank in the Asia Pacific region, favouring to visit a branch rather than use online, mobile or telephone channels. However, Taiwanese bank customers also say long queues in branches is their biggest annoyance (cited by 38 percent of respondents), suggesting there is substantial opportunity for Taiwan's banks to extend digital banking strategies to improve customer experience and reduce operational costs.
The Unisys APAC Banking Insights Survey is a study that provides insights into the attitudes of banking customers in Taiwan, Australia, Hong Kong, Malaysia, New Zealand and the Philippines. The online survey of a nationally representative sample of at least 1,000 people in each country aged 18+ years was conducted in September 2016.
"In Taiwan's crowded retail banking market it is critical for banks to differentiate themselves if they are to increase their domestic market share, defend against overseas banks entering Taiwan or grow business abroad," says Eric Crabtree, vice president and global head, financial services, Unisys. "Branches still play a key role in educating customers on their financial future, but most bank transactions can be done via more convenient digital channels. This transition reflects a global trend as banks respond to these issues."
Richard Parker, vice president, financial services, Unisys Asia Pacific says: "Unlike Australia, Hong Kong, Malaysia, New Zealand and Singapore where market share is concentrated between a few banks (the top five banks hold approximately 60-90 percent of the market in these countries), the top five banks in Taiwan account for only a little over a third of the total market share1. The good news is that this creates a tremendous opportunity for mid-tier Taiwanese banks to differentiate themselves from the pack using digital banking platforms and an overarching omnichannel strategy to gain a greater share of the market – both in Taiwan and overseas."
The Unisys APAC Banking Insights Survey found that in all seven countries surveyed, consumers preferred to go into a bank branch to apply for a home loan and customers in most countries, except New Zealand, preferred to open an account or apply for a home loan in a branch. Taiwan customers surveyed consistently ranked the in the top two highest preference for in-branch interactions of the seven countries surveyed.
The majority of consumers in all countries surveyed were more likely to prefer to interact with a bank online via its website to make payments, research banking products and check account balances. However, Taiwan consistently recorded the lowest use of mobile banking apps of all countries surveyed, and a higher preference for using a branch than most other countries.
Chang Hwa Bank is one Taiwan bank already seeing the advantages of embracing a digital banking strategy. Mr Yaw-Nan Huang, CIO of Chang Hwa Bank says: "Chang Hwa Bank has a long 110-year history in Taiwan. For our long-term customers, we constantly look at how advanced technology can provide innovative financial products and services. We must also use the new financial technologies (FinTech) to provide a new generation of services via online banking, mobile payments, third party payments, online-to-offline, digital branches, supply chain financing, social media and big data analysis to maintain and enhance our business competitiveness."
The survey also examined the balance of security and inconvenience in the customer experience of current anti-fraud approaches used by banks. When asked how they would feel if their bank blocked their credit card because of a suspected fraudulent transaction that turned out to be genuine, 39 percent of respondents in Taiwan said that while they would feel glad action had been taken to protect them, they would be frustrated by the inconvenience of having their account suspended.
Mr Parker says: "Advanced analytics tools with built-in artificial intelligence and machine learning technologies can help banks improve the detection of fraud more accurately to prevent losses and unnecessarily inconveniencing customers in real-time."
Overall, Mr Parker says a mind shift is required in how Taiwan banks view digital banking strategies: "The Financial Supervisory Commission's (FSC) Bank 3.0 vision has been a key driver in the move to digital channels to deliver financial services 'anytime anywhere' in Taiwan. As local banks compete with each other domestically and internationally, those banks which see digital platforms as a way to grow their business have the opportunity to leapfrog simple multi-channel banking strategies, and fast-track the roll out of true omnichannel models that provide consistent, personalised and secure customer experience across the full range of digital, mobile, social, ATM and branch channels."
Unisys presented the findings of this survey at its Bank 3.0 and Beyond event held in Taipei on 17 November, 2016.
Unisys helps financial services organisations transform their customers' experience, leverage data analytics, fight financial crime and defend against cybercrime. The company serves more than half of the world's top 50 banks, and more than 450 financial institutions worldwide use Unisys core banking solutions. In Asia Pacific, Unisys solutions protect more than five million Internet banking customers in Singapore, Hong Kong and Malaysia from banking fraud.
1 – Banking in Asia Pacific – report by Ernst & Young
Research Methodology
The online survey was conducted in September 2016 by research firm OmniPoll. Responses are from 1,000 people aged 18+ years across Taiwan in a nationally representative sample.
About Unisys
Unisys is a global information technology company that specializes in providing industry-focused solutions integrated with leading-edge security protocols to clients in the government, financial services and commercial markets. Unisys offerings include security solutions, advanced data analytics, cloud and infrastructure services, application services and application and server software. For more information, visit www.unisys.com.
About Unisys Asia Pacific
In Asia Pacific, Unisys delivers services and solutions to clients in more than 15 countries across the region. For more information visit: www.unisys.com.tw
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(Charts and demographic splits are available on request to: claire.hosegood@au.unisys.com)
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