Hur kan lokala banker öka lönsamheten hos sina privatkunder genom digitalisering?

Sammanfattning: Background Digitalisation has a big impact on the financial services industry in terms of new business and cost cutting opportunities, but also as threats from disruptive competitors. The financial sector is also pressured by increasingly strict regulations. New and extended regulations drive costs associated with risk management and compliance which makes it more difficult to uphold historical profitability levels. Increased digitalisation in the industry can be seen as a potential way to counter this problem by creating new business opportunities, up customer satisfaction and reduce cost. Purpose The purpose of this thesis is to develop a conceptual framework for how a local bank, with regards to its specific situation, can increase its customer profitability through differentiated and targeted digitalisation initiatives. The purpose also includes applying the framework at a local bank as well as evaluating its strength. Methodology The thesis project is conducted as a case study on a local bank in Sweden. The thesis is divided into three different parts, where the first part constitutes the development of the conceptual framework. In the second part the framework is applied on the case bank, while the third part of the thesis evaluates the strength of the framework based on the outcome of its application as well as reception at the case bank. The data included in the case study is mainly obtained through literature reviews, interviews at the case bank and customer data from the case bank’s ERP. Conclusions By applying the framework on the case bank a number of digitalisation initiatives were generated. These initiatives together with the analysis backing them up were highly appreciated by the case bank which serves as an argument for the strength and applicability of the framework. However, since the framework only has been applied on one case bank its applicability can not be generalised. The framework serves instead as an alpha version which can be further developed and evaluated to confirm its general potential to generate targeted digitalisation initiatives with the aim to increase customer profitability for local banks.