SEGMENTASI CUSTOMER

CONSUMER RETAIL & BUSINESS BANKING

WILAYAH 06
BUSINESS STRATEGY WILAYAH DAFTAR ISI

1 POTENSI WILAYAH 06

2 FRAMEWORK BUSINESS REVIEW BNI 2011

3 SEGMENTASI DAN CUSTOMER PROFILE

4 VALUE CHAIN BUSINESS BANKING

5 DATA BACKUP

Page 2
 INDUSTRI UNGGULAN WILAYAH
SURABAYA

1 Perdagangan Besar & Eceran

2 Industri Pengolahan :
• Makanan, Minuman & Tembakau
• Logam Dasar, Besi & Baja
• Pupuk, Kimia & Barang dari Karet
• Semen & Barang Galian Non-Logam
• Kertas & Barang Cetakan
• Barang dari Kayu & Hasil Hutan Lainnya
3 Tanaman Bahan Makanan
4 Jasa Perusahaan
5 Pos & Telekomunikasi

Desember 3
Melayani Negeri,
 BUSINESS BANKING- CUSTOMER
BUSINESS MODEL
SEGMENTASI FRAMEWORK
RITEL

Services Side

Asset, Liabilities, Services FBI

Diamond Clients Diamond Clients

Liabilities Product
Corporate Corporate
Foundation Clients Foundation Clients

Liabilities Side
Asset Product
Asset Side

Base Corporate Base Corporate

Ruby Clients Ruby Clients

Commercial Commercial
Portfolio Clients Portfolio Clients
Medium Medium

Base Commercial Base Commercial

Small Small

Consumer & Retail Consumer & Retail

Value Chain
Page 4
 BUSINESS BANKING- CUSTOMER
SEGMENTASI TUJUAN
RITEL

Segmentasi nasabah merupakan pengelompokkan nasabah berdasarkan kesamaan behaviour /needs/wants agar dapat
menyediakan product & services serta kualitas layanan sesuai dengan kebutuhan nasabah.

SERVICE • Diferensiasi tingkat dan kualitas layanan berdasarkan

Service
tingkat profitabilitas (value) nasabah.
Differentiation Level • Makin profit nasabah (high value customer) tersebut
makin optimal tingkat kualitas layanan yang diberikan.
RELATIONSHIPS
Membuat relationship dengan customer spesifik PROFITABILITY
Customer Relationship
Management sesuai dengan karakteristik dan needs/wants

Cost
PRODUCT MGT Menetapkan positioning product/services
SEGMENTATION berdasarkan segment strategy, market dan value
OBJECTIVES Product proposition Revenue
Positioning &
Development Pengembangan product dan inovasi
• Fokus sesuai dengan segment strategy
• Prioritas ke high value segment /customer Risk

MARKETING • Develop marketing & campaign based on Customer

Marketing & customer characteristic, needs, wants & Experience
Campaign Strategy behavior

SALES • Sales management based on segmentasi

Sales Strategy • Customized sales approach (Target) terhadap
existing customer, new customer dan type
relationships

Page 5
 BUSINESS BANKING- CUSTOMER
PARAMETER SEGMENTASI RITEL

The starting point for BNI’s operating model is a new sales and service model based on
clear segmentation of consumer and business customers

• PRIVATE BANKERS
• HIGH NET WORTH
(HNW)

• YOUNG ELITES
• GOLDEN OLDIES
• AFFLUENT
FAMILY

• EXPATS
• EMERGING
SINGGLE
• MIDDLE INCOME
FAMILY Max Credit Limit 0 < 15 bn

AUM < 10 Bn

• RUPIAH SAVERS
• INDIVIDUAL
BUSINESS
• STUDENTS BWU
• YOUNG COUPELS
• BASIC FAMILIES
• URBAN MASS
• RURAL MASS • INDIVIDUAL
BUSINESS

CR : 4 MAKRO SEGMENT & 15 MIKRO

BB : 3 MAKRO SEGMENT & 7 MIKRO

Page 6
 SEGMENT PROFILE BNI LEVEL

BUSINESS BANKING CONSUMER RITEL

JML JML
CUSTOMER SEGMENT AUM % LOAN % %
SEGMENT AUM % LOAN % % CUSTOMER
•EMERALD 21,389 23.0% 573 1.4% 8,202 0.1%
•COPORATE 83,806 98% 90,831 62% 584 8% •AFFLUENT 30,023 32.3% 1,475 3.7% 128,568 1.3%
•MIDDLE 938 1% 36,035 25% 1,104 15% •UPPER MASS 25,293 27.2% 23,935 59.4% 870,047 8.9%
•SMALL 786 1% 18840 13% 5,682 77% •MASS 16,384 17.6% 14,295 35.5% 8,724,650 89.7%
TOTAL 85,529 100% 145,706 100% 7,370 100% TOTAL 93,089 100% 40,278 100% 9,731,467 100%

INSIGHT
INSIGHT
SEGMENT PROFILE :
SEGMENT PROFILE : • AUM : Dominan di Affluent (32%), Upper mass (27%) dan Emerald (23%) atau
• Jumlah customer terbesar berada di Segment Small sebesar 5.682 (77%) porsi 82% (excl Mass ) total AUM Rp. 77 T
• Berdasarkan AUM , Segment terbesar adalah Corporate (98%) , dan • LOAN : Dominan di Upper Mass (59%), Mass (36%) atau porsi 84% (excl
berdasarkan LOAN (Cash Loan & Non Cash Loan) terbesar segment emerald & affluent) total LOAN Rp. 38 T
Corporate (62%) • JUMLAH CUSTOMER : dominan di Mass 90 % ( 8.7 juta)

SEGMENT STRATEGY (less effort , high impact):
• Strategi Peningkatan AUM (porsi 98%) atau 84 T lebih berpotensi
mengelola customer di segment corporate (8%) dengan jumlah 584.
• Strategi Peningkatan LOAN (porsi 97%) dan AUM di Business banking
lebih berpotensi fokus di segment corporate & middle (porsi 23%) akan
berdampak kepada AUM ( 99%) dan LOAN (87%)
SEGMENT STRATEGY (less effort , high impact):
• Potensi peningkatan AUM fokus di segment EMERALD & AFFLUENT dan
UPPER MASS dengan jumlah nasabah relatif kecil ( 10.3% atau sekitar 1 jt
memiliki dampak AUM 82 % atau 77.7 T dari total AUM 93 T
• Potensi peningkatan LOAN fokus di segment UPPER MASS (porsi 8.9%)
berpotensi dampak signifikan ke LOAN (60% atau 24 T)
SEGMENT PROFILE CUSTOMER RETAIL BNI LEVEL

KOMPOSISI AVERAGE AUM & LOAN PER SEGMENT JUMLAH CUSTOMER PER SEGMENT

30,023 AUM LOAN 8,724,650

89.70%
59.4% % %
25,293
23,935
21,389
35.5%
32.3% 16,384
27.2%
14,295
23.0%
17.6%

870,047
8.90%
3.7%
1,475
1.4%
573 8,202
0.10% 128,568
1.30%
•EMERALD •AFFLUENT •UPPER MASS •MASS •EMERALD •AFFLUENT •UPPER MASS •MASS

INSIGHT Rp. Milyar

a. Segment Profile: JML

SEGMENT AUM % LOAN % CUSTOMER %
• Porsi AUM 82% atau Rp. 77 T terdiri dari Segment EMERALD (23%), AFFLUENT
•EMERALD 21,389 23.0% 573 1.4% 8,202 0.1%
(32%), UPPER MASS (27%)
•AFFLUENT 30,023 32.3% 1,475 3.7% 128,568 1.3%
• Porsi LOAN terbesar 95% atau Rp. 38 T berada di UPPER MASS (59% / 24 T) dan
•UPPER MASS 25,293 27.2% 23,935 59.4% 870,047 8.9%
MASS (36% atau 14 T)
•MASS 16,384 17.6% 14,295 35.5% 8,724,650 89.7%
• Berdasarkan jumlah customer, porsi terbesar 90% di mass atau 8.7 juta
b. Segment strategy di CR (less effort , high impact): TOTAL 93,089 100% 40,278 100% 9,731,467 100%
Fokus di segment Emerald & Affluent dan Upper mass (10% atau sekitar 1 juta nasabah )
Source: TEK 2010
akan potensial berdampak kepada AUM (porsi 82%) dan LOAN (95%)

8
SEGMENTASI PROFILE BUSINESS BANKING BNI LEVEL

KOMPOSISI AUM & LOAN PER SEGMENT 5,682

5,682
JUMLAH CUSTOMER PER SEGMENT BB 77%
AUM LOAN % % 77%
90,831
83806
98%

62%

36,035
1,104
15%
25% 18,840 1,104
15%
13% 584
8%
584
8%
938
1% 1%
786
•COPORATE •MIDDLE •SMALL •COPORATE •MIDDLE •SMALL
•COPORATE •MIDDLE •SMALL

INSIGHT Rp. Milyar

a. Segment Profile:
JML
- Berdasarkan Total nasabah 77% berada pada segmen Small; 7% segmen SEGMENT AUM % LOAN % CUSTOMER %
portfolio; dan 5% segmen Base commercial.
- Berasarkan AUM 57% berada di segmen Diamond; 22 % segmen Ruby; 19% •COPORATE 83,806 98% 90,831 62% 584 8%
segmen foundation
- Berdasarkan LOAN 28% di segmenBase corporate; 24% Diamond; 10% •MIDDLE 938 1% 36,035 25% 1,104 15%
foundation & Portfolio
•SMALL 786 1% 18840 13% 5,682 77%
a. Segment strategy (less effort , high impact): TOTAL 85,529 100% 145,706 100% 7,370 100%
Fokus di segment Diamond, Ruby dan Foundations akan potensial berdampak
kepada peningkatan AUM porsi 88 %, sedangkan untuk peningkatan LOAN Source: TEK 2010
fokus di segment Base corporate, Diamond dan foundation & portofolio

9
SEGMENTASI- SEGMENT PROFILE BNI WILAYAH 6 WILAY
AH 6
CR
KOMPOSISI AUM & LOAN PER SEGMENT AUM LOAN JUMLAH CUSTOMER PER SEGMENT
% %
3,711 1,138,895
3,579 88.63%
57.9%

2,670 2,562
41.0%

31.0% 32.1% 1,813

1,597
23.1%

13.8%
129,460
10.07%
0.3%
15 0.7%
32 873
0.07% 15,832
1.23%
•EMERALD •AFFLUENT •UPPER MASS •MASS •EMERALD •AFFLUENT •UPPER MASS •MASS

INSIGHT Rp. Milyar

a. Segment Profile SEGMENT AUM % LOAN % JML %
CUSTOMER
• Jumlah Customer terbesar berada di MASS (88.6%)
• Berdasarkan AUM, komposisi terbesar ada di Segment UPPER MASS sebesar •EMERALD 2,670 23%15 0.3%873 0.1%
(32%) •AFFLUENT 3,579 31%32 0.7%15,832 1.2%
• Berdasarkan LOAN, komposisi terbesar ada di segment UPPER MASS (57.9%) •UPPER MASS 3,711 32%2,562 57.9%129,460 10.1%
b. Segment strategy di CR : •MASS 1,597 14%1,813 41.0%1,138,895 88.6%
Fokus di segment Emerald & Affluent dan Upper mass (11.4%) akan berdampak TOTAL
kepada AUM (porsi 86%) dan LOAN (58.9%)
11,557 100%4,421 100%1,285,060 100%

Source: TEK 2010

10
 SEGMENTASI- SEGMENT PROFILE BNI WILAYAH 6 WILAY
AH 6
BB

CIF AUM
450 800,000
Diamond 600,000 Diamond
300
Foundation 400,000 Foundation
150 200,000
Base Corporate Base Corporate
- Ruby - Ruby
re
ica
ls n
tio trici
ty n
tio erag
e
ni
ng ther rs Portfolio re als on icity tion rage ning ther lers Portfolio
ltu a c i sale ltu mic cati tr c e i a
ric
u em ic c tr u v M O le Base Commercial icu e i ec ru ev M O les Base Commercial
Ag Ch m
un Ele ns Be nd ho Ag
r C h
m
u n El
nst B nd ho
m C o & s a W Small m Co od & as a W Small
d
Co g &
Foo Ga r s& Co
g & Fo G rs
&
& l&
rin Oi
l
ta
ile rin i aile
n ee e ee O
Re
t
gi R gin
En E n
CASH LOAN NON CASH LOAN
3,000,000
1,600,000
2,000,000 Diamond 1,200,000 Diamond
Foundation 800,000 Foundation
1,000,000 400,000
Base Corporate Base Corporate
- Ruby - Ruby
re cals n ty n e g r
he aler
s re cals n ty n e g r
he aler
s
ltu i atio trici c tio erag inin t s
Portfolio
ltu i atio trici c tio erag inin t s
Portfolio
u m ic lec O le u m ic lec O le
ric Che un tru ev M Base Commercial ric Che un tru ev M Base Commercial
Ag m E
ons & B and ho Small Ag m E
ons & B and ho Small
m C d as W m C d as W
o o s& o o s&
C g & Fo & G er
C g & Fo & G er
r in il il r in il il
ee O ta ee O ta
gin Re gin Re
En En
Diamond Foundation Base Corporate Ruby Portfolio Base Commercial Small
SEKTOR/SEGMENT
CIF AUM CL NCL CIF AUM CL NCL CIF AUM CL NCL CIF AUM CL NCL CIF AUM CL NCL CIF AUM CL NCL CIF AUM CL NCL

Agriculture - - - - - - - - - - - - - - - - - - - - 3 588 81.803 - 33 1.738 87.133 -

Chemicals 3 590.918 2.454.312 1.536.317 1 23.349 - - 10 443.965 1.888.320 420.865 37 126.558 2.206.840 145.042 40 17.846 1.025.251 96.610 14 5.661 586.768 81.885 117 37.385 497.331 13.500
Communication - - - - - - - - 2 97.322 764.000 - 4 6.315 145.811 4.000 3 1.158 67.350 - 4 - 208.548 - 11 268 76.093 700
Electricity 1 197.649 - 237.500 - - - - - - - - 1 2.054 12.619 - 1 - 117.579 12.691 - - - - - - - -
Engineering & Construction 1 - 45.000 20.000 - - - - - - - - 3 3.688 103.985 23.000 2 2 35.000 12.000 1 - 34.800 - 18 3.545 93.567 1.500
Food & Beverage - - - - - - - - 1 44 63.000 - 12 2.818 283.264 - 16 1.847 308.671 5.000 11 2.418 485.142 100 284 55.446 872.784 5.461
Oil & Gas and Mining 24 802.781 - - - - - - - - - - 1 25 25.000 - 1 2.370 98.398 1.500 1 - 217.606 29.760 6 - 22.340 -
Other - - - - 2 100.653 - - - - - - - - - - - - - - 3 592 203.728 - 439 22.744 685.781 550
Retailers & Wholesalers - - - - 1 16.424 - - 3 503.165 91.713 - 6 6.084 221.445 31.700 3 44 126.950 - 4 11.700 195.413 - 82 6.357 231.939 1.150
 SEGMENTASI- KONSENTRASI SEGMENT WILAYAH
06
BB

Commercial Middle & Small

 VALUE CHAIN MUSIM MAS GROUP (SEGMENT DIAMOND) ILUST
RASI
Perusahaan Anak:
Supplier-Buyer:
PT Siringo-ringo adalah salah satu dari + 20 Potensi Anak
-PTAstra Argo Lestari merupakan salah satu dari supplier-
PT.Siringo-ringo Perusahaan.
buyer berskala korporasi.
Jl Kom L Yos Sudarso Km 7,8,Tanjung Mulia,Medan Deli
-covering 264,036 ha in Sumatera, Kalimantan Sulawesi.
MEDAN  20241
-14  years. And 25,027 employees.
Customer BNI- Cabang Rantau Prapat
-Jl. Puloayang Raya Blok OR-I
Giro rata-rata: 264 Juta
Kawasan Industri Pulogadung
Jakarta 13930, INDONESIA
-Jl Pamah Tj Morawa B Km 18,5, MEDAN
Musim Mas Group (PT. MUSIM MAS, PT. BAHANA NUSA, PT. INTIBENUA
Musim Mas PERKASATAMA, PT. INDOKARYA INTERNUSA, PT. MEGASURYA MAS, PT. MIKIE
Group OLEO)
Customer BNI
Penjualan 2010 = Rp 13,8 Trilyun
Transaksi Keuangan @ Giro ± 85% ekspor
Fasilitas Kredit: Loan =1,5 Trilyun
Total DPK 400 Milyar
CRM Korporasi Potensi Anak Perusahaan sebanyak ± 20 Perusahaan, 6 Perusahaan
sudah ada di BNI.

CRM commercial middle

Branch Tokyo
dan small Overseas Buyer :
Supplier-Buyer: Cargill salah satu 4 besar buyer dari Musim Mas Group di LN.
PT. Supernova Flexible Packaging merupakan salah - 131,000 people in 66 countries
satu dari supplier-buyer berskala menengah dan kecil. Gunung Putri, Bogor, Jawa Barat.
Jl. Ancol Barat, VI, No. 1-2, jakarta Utara -Medan
Customer BNI- Cabang Jakarta Kota Jl. Hang Jebat No. 2, Medan
Giro: 3 Miliar
Tel.: +62-61-4562722
Fax: +62-61-4562533
Customer BNI- Cabang Mattoangin
(PT. Cargill Indonesia Cocoa Division)
Giro rata-rata: 214 Juta

Sales Cunsumer & Distributor:

Retail PT. Sumber Alfaria Trijaya
Employee Customer : salah satu 7 besar distributor di dalam negeri/
Including employee of Supplier-Buyer: 15.000 MH.Thamrin 9 - Cikokol
Tangerang
Customer BNI- Cabang Tangerang CRM commercial
Giro: 986 juta
middle dan small

Copyright © 2010 Accenture. All rights reserved. 13

TERIMA KASIH

14
BACKUP FILE

15
 SEGMENT PROFILE-
Jumlah Customer (CIF)-Wilayah 06
CR
EMERALD AFFLUENT
CABANG TOTAL % Affluent Golden Young TOTAL % UPPER % MASS % GRAND TOTAL %
MASS
PB % HNW % Family % Oldies % Elites %
BANYUWANGI - 0% 9 1% 9 1% 126 1% 64 1% 52 2% 242 1% 3,981 3% 47,990 4% 52,222 4%
BLITAR - 0% 24 2% 24 2% 231 2% 84 2% 113 4% 428 2% 5,050 4% 46,993 4% 52,495 4%
BOJONEGORO - 0% 20 2% 20 2% 303 3% 127 2% 92 3% 522 3% 3,589 3% 35,009 3% 39,140 3%
GRAHA PANGERAN SURABAYA 1 3% 121 12% 122 12% 886 9% 421 8% 198 7% 1,505 8% 8,733 7% 89,326 7% 99,686 7%
GRESIK 2 5% 42 4% 44 4% 704 7% 260 5% 116 4% 1,080 6% 6,975 5% 46,949 4% 55,048 4%
JEMBER - 0% 21 2% 21 2% 306 3% 158 3% 81 3% 545 3% 5,699 4% 58,779 5% 65,044 5%
JOMBANG 1 3% 21 2% 22 2% 170 2% 98 2% 44 1% 312 2% 2,332 2% 27,964 2% 30,630 2%
KEDIRI 4 10% 45 5% 49 5% 391 4% 189 4% 165 5% 745 4% 6,545 5% 65,066 5% 72,405 5%
MADIUN - 0% 20 2% 20 2% 399 4% 183 4% 220 7% 802 5% 7,778 6% 58,832 5% 67,432 5%
MADURA 1 3% 26 3% 27 3% 621 6% 185 4% 297 10% 1,103 6% 10,108 8% 67,220 5% 78,458 6%
MALANG 1 3% 117 12% 118 12% 952 10% 617 12% 285 9% 1,854 10% 13,516 10% 170,163 14% 185,651 13%
MOJOKERTO 1 3% 27 3% 28 3% 316 3% 142 3% 53 2% 511 3% 2,927 2% 30,625 2% 34,091 2%
PASURUAN - 0% 23 2% 23 2% 241 2% 106 2% 54 2% 401 2% 2,909 2% 32,021 3% 35,354 3%
PONOROGO - 0% 14 1% 14 1% 295 3% 78 2% 287 9% 660 4% 8,638 7% 58,184 5% 67,496 5%
PROBOLINGGO - 0% 25 3% 25 2% 302 3% 121 2% 79 3% 502 3% 4,006 3% 45,109 4% 49,642 4%
SIDOARJO - 0% 30 3% 30 3% 469 5% 186 4% 95 3% 750 4% 4,861 4% 37,753 3% 43,394 3%
SURABAYA 18 46% 204 21% 222 22% 1,427 15% 1,125 22% 293 10% 2,845 16% 12,615 10% 112,506 9% 128,188 9%
TANJUNG PERAK 10 26% 148 15% 158 16% 1,032 11% 748 15% 287 9% 2,067 12% 10,774 8% 98,389 8% 111,388 8%
TUBAN - 0% 17 2% 17 2% 263 3% 89 2% 75 2% 427 2% 3,641 3% 34,139 3% 38,224 3%
TULUNGAGUNG - 0% 20 2% 20 2% 260 3% 101 2% 141 5% 502 3% 6,747 5% 64,785 5% 72,054 5%
Grand Total 39 100% 974 100% 1,013 100% 9,694 100% 5,082 100% 3,027 100% 17,805 100% 131,424 100% 1,227,802 100% 1,378,044 100%

Page 16
 SEGMENT PROFILE-
Jumlah DPK-Wilayah 06
CR
EMERALD AFFLUENT
CABANG TOTAL % TOTAL % UPPER % MASS % GRAND TOTAL %
Affluent Golden Young MASS
PB % HNW % Family % Oldies % Elites %
BANYUWANGI - 0% 13 1% 13 0% 13 4% 0 0% 3 4% 16 3% 106 3% 41 4% 175 2%
BLITAR - 0% 63 3% 63 2% 9 2% 3 2% 0 0% 12 2% 143 4% 45 4% 264 3%
BOJONEGORO - 0% 40 2% 40 1% 10 3% 3 2% 6 9% 19 3% 105 3% 36 3% 199 2%
GRAHA PANGERAN SURABAYA 11 1% 279 14% 290 9% 25 7% 10 6% 5 8% 41 7% 260 7% 80 7% 669 8%
GRESIK 32 3% 79 4% 111 3% 9 2% 8 5% 2 4% 19 3% 209 5% 53 5% 393 4%
JEMBER - 0% 33 2% 33 1% 26 7% 8 5% 4 7% 38 6% 144 4% 64 6% 279 3%
JOMBANG 21 2% 36 2% 57 2% 9 3% 20 12% 0 0% 29 5% 66 2% 26 2% 179 2%
KEDIRI 238 20% 109 5% 347 11% 15 4% 6 3% 1 1% 21 4% 186 5% 58 5% 612 7%
MADIUN - 0% 38 2% 38 1% 18 5% 1 1% 1 2% 21 4% 232 6% 66 6% 357 4%
MADURA 29 2% 54 3% 83 3% 29 8% 29 18% 10 16% 68 12% 307 8% 77 7% 536 6%
MALANG 28 2% 234 11% 262 8% 25 7% 6 4% 4 6% 35 6% 393 10% 115 10% 805 9%
MOJOKERTO 28 2% 65 3% 93 3% 28 8% 3 2% 1 1% 32 5% 88 2% 25 2% 238 3%
PASURUAN - 0% 46 2% 46 1% 18 5% 5 3% 2 2% 24 4% 85 2% 29 3% 184 2%
PONOROGO - 0% 34 2% 34 1% 9 2% 0 0% 1 1% 9 2% 251 7% 60 5% 355 4%
PROBOLINGGO - 0% 38 2% 38 1% 29 8% 8 5% 3 4% 40 7% 113 3% 43 4% 235 3%
SIDOARJO - 0% 55 3% 55 2% 4 1% 12 8% 1 1% 17 3% 144 4% 37 3% 253 3%
SURABAYA 586 48% 440 21% 1,026 31% 24 7% 13 8% 7 10% 44 7% 400 10% 101 9% 1,571 18%
TANJUNG PERAK 242 20% 321 16% 563 17% 37 10% 14 9% 3 5% 54 9% 323 8% 86 8% 1,027 12%
TUBAN - 0% 33 2% 33 1% 3 1% 5 3% 9 13% 16 3% 107 3% 33 3% 189 2%
TULUNGAGUNG - 0% 42 2% 42 1% 25 7% 8 5% 3 5% 36 6% 189 5% 66 6% 333 4%
Grand Total 1,216 100% 2,051 100% 3,267 100% 364 100% 161 100% 64 100% 591 100% 3,853 100% 1,143 100% 8,853 100%

Page 17
 SEGMENT PROFILE-
Jumlah LOAN-Wilayah 06
CR

EMERALD AFFLUENT
UPPER
CABANG TOTAL % Affluent Golden Young TOTAL % MASS % MASS % GRAND TOTAL %
PB % HNW % Family % Oldies % Elites %
BANYUWANGI - 0% 1 1% 1 1% 13 4% 0 0% 3 4% 16 3% 42 3% 23 1% 81 2%
BLITAR - 0% 0 0% 0 0% 9 2% 3 2% 0 0% 12 2% 62 4% 52 3% 126 3%
BOJONEGORO - 0% - 0% - 0% 10 3% 3 2% 6 9% 19 3% 81 5% 73 5% 172 4%
GRAHA PANGERAN SURABAYA - 0% 6 6% 6 6% 25 7% 10 6% 5 8% 41 7% 167 10% 182 11% 395 10%
GRESIK - 0% 8 9% 8 9% 9 2% 8 5% 2 4% 19 3% 42 3% 51 3% 120 3%
JEMBER - 0% 0 0% 0 0% 26 7% 8 5% 4 7% 38 6% 85 5% 171 11% 294 8%
JOMBANG - 0% 1 1% 1 1% 9 3% 20 12% 0 0% 29 5% 62 4% 62 4% 154 4%
KEDIRI - 0% 1 1% 1 1% 15 4% 6 3% 1 1% 21 4% 69 4% 66 4% 156 4%
MADIUN - 0% 1 1% 1 1% 18 5% 1 1% 1 2% 21 4% 66 4% 53 3% 140 4%
MADURA - 0% 1 1% 1 1% 29 8% 29 18% 10 16% 68 12% 115 7% 81 5% 264 7%
MALANG - 0% 1 2% 1 2% 25 7% 6 4% 4 6% 35 6% 91 6% 86 5% 213 5%
MOJOKERTO - 0% 3 4% 3 4% 28 8% 3 2% 1 1% 32 5% 57 3% 45 3% 137 4%
PASURUAN - 0% 1 1% 1 1% 18 5% 5 3% 2 2% 24 4% 76 5% 26 2% 127 3%
PONOROGO - 0% - 0% - 0% 9 2% 0 0% 1 1% 9 2% 35 2% 39 2% 83 2%
PROBOLINGGO - 0% 0 0% 0 0% 29 8% 8 5% 3 4% 40 7% 107 7% 80 5% 227 6%
SIDOARJO - 0% 3 3% 3 3% 4 1% 12 8% 1 1% 17 3% 34 2% 71 4% 125 3%
SURABAYA - 0% 35 40% 35 40% 24 7% 13 8% 7 10% 44 7% 171 11% 131 8% 380 10%
TANJUNG PERAK - 0% 16 18% 16 18% 37 10% 14 9% 3 5% 54 9% 165 10% 143 9% 378 10%
TUBAN - 0% - 0% - 0% 3 1% 5 3% 9 13% 16 3% 54 3% 49 3% 120 3%
TULUNGAGUNG - 0% 11 12% 11 12% 25 7% 8 5% 3 5% 36 6% 47 3% 100 6% 194 5%
Grand Total - 0% 88 100% 88 100% 364 100% 161 100% 64 100% 591 100% 1,627 100% 1,583 100% 3,889 100%

Page 18
 BACKUP FILE
JUMLAH CUSTOMER SEGMENT EMERALD BERDASARKAN KEPEMILIKAN
SEGMENT PROFILE PRODUCT
HANYA DPK DPK DAN LOAN HANYA LOAN
KEPEMILIKAN JUMLAH
PRODUK NASABAH
PB HNW TOTAL PB HNW TOTAL PB HNW TOTAL
WILAYAH 01 10 547 557 - 23 23 - - 0 580
WILAYAH 02 8 548 556 - 44 44 - - 0 600
WILAYAH 03 9 487 496 - 39 39 - - 0 535
WILAYAH 04 10 521 531 1 42 43 - - 0 574
WILAYAH 05 22 686 708 1 41 42 - 1 1 751
WILAYAH 06 39 933 972 - 41 41 - 1 1 1,014
WILAYAH 07 5 388 393 - 50 50 - 2 2 445
WILAYAH 08 12 647 659 1 24 25 - - 0 684
WILAYAH 09 20 752 772 - 46 46 - - 0 818
WILAYAH 10 57 1,129 1,186 - 33 33 - 1 1 1,220
WILAYAH 11 4 272 276 1 36 37 - - 0 313
WILAYAH 12 28 494 522 - 8 8 - - 0 530
WILAYAH 14 9 648 657 - 20 20 - - 0 677
WILAYAH 15 29 779 808 - 15 15 - - 0 823
TOTAL 262 8,831 9,093 4 462 466 - 5 5 9,516

INSIGHT

• SEGMENT EMERALD : PONTESIAL dilakukan CROSS SELLING kepada NASABAH yang belum
memiliki LOAN (KI, KMK, Konsumer) or DPK (Giro, Deposito, Tabungan)
• SEGMENT EMERALD : POTENSIAL dilakukan UPSELLING kepada NASABAH yanng memiliki DPK
& LOAN or PRODUCT BUNDLING
 Customer Satisfaction Towards MFI Bank
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© Roy Morgan Research

 Customer Satisfaction – Towards MFI Bank : Nationa
Discover your edge

Mandiri mencapai level tertinggi untuk Tingkat Kepuasan nasabah terhadap bank
Utama ( 96%) melebihi BCA (93%). BCA, BNI stabil, BRI and Danamon juga
bertambah baik, CIMB menurun.

Source: Roy Morgan Single Source Indonesia September 2010 (National)

© Roy Morgan Research
Base: Total Population 18+ years, with MFI n=8,004
 Customer Satisfaction – Toward MFI Bank: Top
Cities
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Di Top Cities, lagi-lagi Mandiri bersaing ketat dengan BCA di level

96%. BRI, BNI stabil

Source: Roy Morgan Single Source Indonesia September 2010 (Top 20 Cities)
© Roy Morgan Research
Base: Total Population 18+ years, with MFI in TOP CITIES, n=5,666
 Opinion/Perception on Banks
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© Roy Morgan Research

 Nasabah Utama yang Puas dengan bank
Utama (MFI) Mereka, Bagaimana Mereka
Menilai Bank MFI Mereka
4 Bank Besar
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Dari persepsi nasabah MFI yang puas terhadap bank utama mereka, terlihat bahwa BNI masih
lebih baik dari 3 bank besar lainnya dalam “ Can take care of full range of your financial needs” dan
“ Interested in long term relationship”. Masih lebih baik dari BRI dan Mandiri namun dibawah BCA
dalam “Is a leading financial services firm” dan “have courteous & knowledgeable staff”. Sedangkan
dalam aspek lain BNI masih dibawah ke 3 bank lainnya.
© Roy Morgan Research
 Nasabah yang Puas dengan MFI Mereka,
Bagaimana Mereka Menilai MFI Mereka
4 Bank Besar – Kota Besar
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Di Kota Besar persepsi BNI membaik diQ3 dalam beberapa aspek terutama “Can take care of full
range of your financial needs, ”Provides good value for the fees and commission
charged”,”Flexible in meeting your financial needs”, “Is the company that is honest” . Khusus
dalam “Is the company that is honest” di Q3 skore nya sudah mencapai 64%. Dalam banyak
aspek BNI masih dibawah BCA dan Mandiri. © Roy Morgan Research
 Churn & Reasons
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© Roy Morgan Research

 Churn BNI: National
BRI 45% Bank Mandiri Bank Mandiri 26%
31% BRI 49%
BPD 5%

Churn: Gain (sebelumnya

bank lain sebagai MFI) - MFI BNI Bank mendatang
64,000* People 2,431k People 156,000 People
Bank sebelumnya
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BCA, BPR 4%

OCBC NISP 4% BPD 2% CIMB Niaga, BII

Bank Mega, Bank 1%
Permata, CIMB Bank Danamon
Niaga 1% 2%
BPD 36% BRI, BPD dan Mandiri
merupakan ancaman
BRI 27%
bagi BNI dimana
Churn: Lost (sebelumnya Bank Mandiri 14%
BNI sekarang bank lain) potensi terjadi churn
BCA 7% sangat tinggi diantara
70,000* People
Standard Chartered, Mega 5% ke 3 bank tersebut.
Bank sekarang
Bukopin, CIMB Niaga 1%
* Uc < dari 30
© Roy Morgan Research
 Churn BNI: Top 21 Cities
BRI 68% Bank Mandiri 14%
Bank Mandiri 36%
BRI 37%
OCBC NISP
6%
Churn: Gain (sebelumnya
bank lain sebagai MFI) - Bank mendatang
MFI BNI
42,000* People 62,000 People
844k People
Bank sebelumnya
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BCA 10%
BII 1%
Bank Danamon, Bank BPD 6%
CIMB Niaga, Bank Mega 2%
Permata 1%
Bank Mandiri 33%
DiTop Cities, Mandiri
BRI 18% dan BCA merupakan
Churn: Lost (sebelumnya ancaman bagi BNI
BNI sekarang bank lain) Standard Chartered 13%
29,000* People Bank Mega, BCA 11%
Bank sekarang
BPD 6%
* Uc < dari 30
© Roy Morgan Research
CIMB Niaga 2%
 Alasan mengapa Nasabah ingin pindah
ke BNI & BCA
Discover your edge

Source: Roy Morgan Single Source Indonesia September 2010 (National)

© Roy Morgan Research
Base: Total Population 18+ years, Total intend Switch In to: BNI n=60; BCA n=95
 Alasan mengapa Nasabah ingin pindah
ke BNI & Bank Mandiri
Discover your edge

Source: Roy Morgan Single Source Indonesia September 2010 (National)

© Roy Morgan Research
Base: Total Population 18+ years, Total intend Switch In to: BNI n=60; Mandiri n=137
 Area Kerja Kanwil BNI
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© Roy Morgan Research

 Jawa Timur
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© Roy Morgan Research

 Penetrasi Savings Account
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Source: Roy Morgan Single Source Indonesia September 2010 (National)

© Roy Morgan Research
Base: Total Population 18+ years, in Jawa Timur n=4322; Greater Surabaya n=2015; Malang n=581
 Savings Accounts: 4 Top Banks
Jawa Timur
Discover your edge

Source: Roy Morgan Single Source Indonesia September 2010 (National)

© Roy Morgan Research
Base: Total Population 18+ years, Have Savings Account in Jawa Timur n=1220
 Savings Accounts: 4 Top Banks
Greater Surabaya
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Source: Roy Morgan Single Source Indonesia September 2010 (National)

© Roy Morgan Research
Base: Total Population 18+ years, Have Savings Account in Greater Surabaya n=657
 Savings Accounts: 4 Top Banks
Malang
Discover your edge

Source: Roy Morgan Single Source Indonesia September 2010 (National)

© Roy Morgan Research
Base: Total Population 18+ years, Have Savings Account in Malang n=106
 Median Savings Accounts: 4 Top Banks Jawa
Timur
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Source: Roy Morgan Single Source Indonesia September 2010 (National)

© Roy Morgan Research
Base: 18+ years, Have Savings Account in Jawa Timur: BRI n=495; BNI n=185; BCA n=408; Bank Mandiri n=195
 Median Savings Accounts: 4 Top Banks
Greater Surabaya
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Source: Roy Morgan Single Source Indonesia September 2010 (National)

© Roy Morgan Research
Base: 18+ years, Have Savings Account in Greater Surabaya: BRI n=163; BNI n=106; BCA n=317; Bank Mandiri n=163
 Satisfaction with MFI: 4 Top Banks
Jawa Timur
Discover your edge

Source: Roy Morgan Single Source Indonesia September 2010 (National)

© Roy Morgan Research
Base: Total Population 18+ years, Have MFI in Jawa Timur with BRI n=427; BNI n=143; BCA n=364; Bank Mandiri n=122
 Satisfaction with MFI: 4 Top Banks
Greater Surabaya
Discover your edge

Source: Roy Morgan Single Source Indonesia September 2010 (National)

© Roy Morgan Research
Base: 18+ years, Have MFI in Greater Surabaya with BRI n=128; BNI n=66; BCA n=281; Bank Mandiri n=92