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Same old productivity dream at CBA

23 November 2007 5:25PM
Commonwealth Bank has repeatedly over-promised and under-delivered on critical retail banking metrics in recent years. Two years after completing its $1.48 billion customer service transformation program, Which New Bank (a three year program unveiled in 2003), the bank is still dealing with the issues the program was designed to fix.This accusation was made by JP Morgan's banking analyst Brian Johnson at a briefing by executives of CBA's retail bank yesterday, which was led by CBA group executive retail banking services Ross McEwan.McEwan said the bank had achieved some significant goals. It had higher levels of staff engagement and customer satisfaction. Customer complaints were at record low levels.In December 2005 chief executive Ralph Norris, then a few months into the job, said he was not satisfied with falling market share in home loans, personal loans, credit cards and retail deposits. Yesterday the bank reported that home loan and deposit share was on the rise. But it was suggested that there was less to some of these gains than meets the eye. While customer satisfaction scores rose throughout 2007 the Commonwealth is still the lowest ranked on that measure among its peers, a position it has held since late 2004.The story on home loan share is good only in parts. Home loan balances sourced through brokers were up 28 per cent in the September quarter, compared to the September quarter last year. Balances sourced through proprietary channels were up 10 per cent over the same period, which is below system growth. Home loan balances sourced through the premium banking group, which has been part of retail banking for the past nine months, had been falling at a rate of six per cent a year but are now increasing at a rate of one per cent."Premium banking was not operating as a relationship management business, as it should have been," sad Grahame Carney, head of retail sales. "We are doing some work to get better performance from that group."Several analysts complained that the bank appeared to be fixing the same problems, year after year, without making headway on its targets for revenue growth and market outperformance.The Which New Bank summary in the bank's December 2005 financial statement said: "The home loan end-to-end process redesign allows on-the-spot decisions for more applications.Yesterday the head of retail operations Vittoria Shortt said a simplification program launched in May was cutting the time from home application to funding so that 75 per cent of loans will be completed in four to five days.The bank's June 2005 financial statement said branches using the Commsee system were maintaining a conversion rate of 30 per cent on referrals. "The momentum gained during the second half of the year will position us well to benefit fully from this customer service initiative."Yesterday McEwan said: "We are not maximizing it. You will see some improvement in our customer service, to deliver on the promises we make."Meanwhile, the bank is still looking for a way to achieve market share growth in personal loans and credit

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