1. Business banking:
Attracting and engaging new and existing customers
Insight report revealing a range of different
approaches and opportunities including examples
from leading retail banks worldwide.
October 2013 – Page 1
© Mapa

2. Insight into standout examples – pointing a trends,
innovation, differentiation and customer appealingness
Objective:
As part of setting the scope and emphasis for this report we
pinpointed three key questions to ask as part of the research:
a. What are banks doing to segment their offerings and make
them more relevant and appealing to customers/prospects?
b. What are banks doing to engage customers/prospects and by
that draw them into the website?
c. What types of services and features are banks offering in
order try and differentiate themselves from their peers?
Report structure:
A. Executive Summary
B. Introduction
C. Countries and brands researched
-------1. Site segmentation and sign-up
2. Digital banking services
3. Mobile / tablet merchant terminals
4. Business management tools
5. Conclusions
Methodology:
We have taken a detailed look at how and what retail banks focus on when working to attract and
engage new and existing business banking customers. The report is divided into four distinct areas as
outlined above (grey box) – all adding to the experience and perception of the brand. Findings in the
report are based on market (public site only) and desk research including both quantitative, qualitative
analysis as well as strategic commentary.
This report is based on research of 45 leading retail banks across 13 countries. Out of these 19 banks
are featured in the report.
October 2013 – Page 2
© Mapa

3. A
Executive Summary
Objective
This is our first business banking report in the Mapa Insight Series and
which we will repeat on an annual basis.
As part of setting the scope and emphasis for this report we pinpointed
three key questions to ask as part of the research.
a. What are banks doing to segment their offerings and make them
more relevant and appealing to customers/prospects?
b. What are banks doing to engage customers/prospects and by that
draw them into the website?
c. What types of services and features are banks offering in order try
and differentiate themselves from their peers?
Chapters covered
The report is divided into four distinct areas as outlined below – all
playing a part in attracting and engaging customers. Each section
highlight different standout examples including analytical commentary,
stats and additional insight from press releases etc.
1. Site segmentation and sign-up
2. Digital banking services
3. Mobile / tablet merchant terminals
4. Business management tools
At the end we summarise the key points from the research.
October 2013 – Page 3
Sample page from report
A summary of research approach
We have carried out…
• Market and desk research
• Quantitative and qualitative analysis
• Strategic commentary
...all within a global context
Key points / themes
• Opportunity – several of the business banking sites
come across as bland and lacking focus. Better
section splits, focus on key customer segments,
information prioritisation and mobile optimised
content can improve things.
• Pricing can become more transparent. In several
cases it is hard to get to grips with what a banking
relationship would cost annually
• Focus on start-ups – this is the most common theme
across the banks researched and feels as a central
opportunity to banks.
• Key areas of development – Following
developments in the last 12 months circa 80% of the
banks that we researched offer mobile banking
services, and roughly a third promote / offer mobile /
tablet merchant solutions.
© Mapa

4. B Countries and brands researched
Sample page from report
Below is the list of brands that has been researched as part of this report project – in total 45 retail banks across 13 countries. Out of
these 19 banks are featured in the report. On a couple of occasions we provide stats related to our own research – those numbers are
based on researching the below mentioned banks.
Australia
ANZ
Commonwealth Bank
NAB
St Georges Bank
Westpac
France
BNP Paribas
Credit Cooperative
Société Générale
Belgium
BNP Paribas Fortis
KBC
Norway
DNB
SpareBank 1
UK
Barclays
HSBC
Lloyds TSB
NatWest
Denmark
Danske Bank
Jyske Bank
Nykredit
Sydbank
Netherlands
ABN AMRO
ING
Rabobank
Germany
Commerzbank
Deutsche Bank
Postbank
Sparkasse
Spain
Banco Sabdell
Bankinter
BBVA
La Caixa
October 2013 – Page 4
Canada
BMO
RBC
Scotiabank
New Zealand
ASB
BNZ
Sweden
Handelsbanken
Nordea
SEB
Swedbank
USA
Bank of America
BB&T
Chase
Citi
Wells Fargo
© Mapa

5. 1
Site segmentation and sign-up
Link to
Sample page page: bit.ly/19mX44N
from report
Another bank taking a clear segmentation approach is BNZ Bank (NZ). When selecting the ‘Business banking’ tab at the top site
visitors are presented with a separate SME banking key benefits description – divided by turnover. The page has clear calls to action
and also client testimonials at the bottom.
Site visitors asked if they want to set business
banking as their BNZ homepage
The search feature ’What are you looking for?’
will help visitors quickly find what they are
looking for. This is one of very few examples of
search tools and also the most prominent one
October 2013 – Page 5
© Mapa

6. 1
Site segmentation and sign-up
Link to page: bit.ly/1cMwJ1y
Sample page from report
HSBC (UK): offers < £2m SME prospects a
Business Review Tool. This optimises a number of
key areas (e.g. improve cash flow, protect business,
buy and sell overseas). The review involves 3 steps:
answering a number of financial and business
specific questions, obtaining a report and “getting in
touch” with HSBC advisors to determine how the
bank can assist. This is a good example of a bank
getting preselected leads. The prospect of a
comparative report might make it more enticing. i.e.
businesses like yours looks like this across the key
business areas
October 2013 – Page 6
© Mapa

7. 2
Digital banking services: Mobile
Sample page from report
Drawing on their succeseses in retail banking, banks have now expanded
their mobile banking offerings into their business customer segments.
From our research, three quarters of the banks examined offer an iPhone
or Android SME app. It is also clear from our review that banks put mobile
banking offerings at the heart of promoting their business banking
offerings. All of the examples highlighted are taken from business banking
section landing pages.
Chase (US)
NatWest (UK)
CIBC (CAN)
Bank of America has surpassed 1* million small business mobile users.
“Today’s small business owners aren’t behind desks all day, and many don’t even have a
desk,” said Mary Bintz, Small Business Sales executive at Bank of America. “They are in
their cars and trucks, on factory floors, shopping for supplies and visiting clients on-site.
Bank of America’s Mobile App has kept pace with their demanding schedules by offering
full access to their finances right in the palm of their hand.”
Bank of America, August 2013
Link to press release: bit.ly/14SYoak
October 2013 – Page 7
© Mapa
SpareBank (NO)
NEWS:
Try Norway’s first mobile banking
service for businesses
*Bank of America have approximately 3
million small business customers in total
© Mapa

8. 4
Business management tools: Big data analysis
Link to the site: anzbusinessinsights.com
Sample page from report
ANZ (AUS) big data initiative ANZ Business Insights, set up in 2010, provides small businesses across Australia with valuable
information for free. The tool uses aggregated data (from over 20 million ANZ merchant transactions that occur each week) to
illustrate sector or local sales patterns, market share, turnover and provide insight into customer behaviour. The tool takes a lot of
guessing out of business planning and helps small businesses save time and resources normally spent on local market research.
This initiative still ranks with us as one of the best within the field (still very much an untapped market). It is a very clever use of a
bank’s big data advantage without compromising privacy. Read more on the next page.
October 2013 – Page 8
© Mapa

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October 2013 – Page 9
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