How we helped Asseco understand corporations’ banking needs

Asseco Poland needed to understand the attitude of management boards and the operational staff (financial directors, chief accountants) to traditional and new technologies in banking.

Answers from 257 respondents (including 38 board members of companies with an annual turnover of over PLN 100 million) gave a comprehensive overview of expectations and opinions on banking services. Collected answers also showed opinions about innovative solutions, such as e-signatures, electronic document circulation and automation based on AI-based predictions.

Understanding a changing demand for banking services

Asseco Poland expected CIVITTA to answer how large companies in Poland:

• use corporate banking services today and how they would like to use them in the future,
• perceive the factors affecting the relationship with the bank,
• think about adopting technological innovations in banking.

The results of the study were not only to provide an in-depth understanding of the respondents' needs but also to provide a basis for the publication of Asseco’s knowledge-sharing materials.

CIVITTA approach: telephone interviews supplemented by respondents' comments

CIVITTA conducted a quantitative telephone survey (CATI). Where possible, qualitative remarks were recorded and analysed during the study, and then added to the report to complement the quantitative indicators.

The research sample consisted of companies with at least 200 employees and at last PLN 30 million annual turnover. Most of the respondents came from companies with a turnover of over PLN 100 million.

The scope of the study covered three main themes:

• banking services usage (from payments and cash operations, to issue of bonds and invoicing),
• cooperation with the bank (from security requirements to forms of contact such as video conferences),
• new technologies in banking (including mobile services, needs prediction, automatic currency exchange and service integration).

Verification of the hypotheses regarding attitudes to innovation, key enablers of a strengthening relationship

The conclusions of the study indicated, among others:

• level of optimism regarding the implementation of innovative services,
• differences in attitudes between the C-level and operational level in the reception of innovative solutions,
• key obstacles to the implementation of new banking services,
• problems in integrating services within one system,
• attitude towards solutions that automatically make decisions based on historical behaviour,
• optimal organisational solutions in the implementation of new banking services.

In business-to-business relations, it is difficult to identify changes in customer needs and preferences without a bias coming from the current business relationship. Changing expectations are often difficult to capture and put to use without organising in-depth, thorough research. In addition, the analysis carried out by an external agency provides a fresh perspective and allows you to undermine outdated assumptions that stop the company from increasing sales.

Based on the CIVITTA survey, Asseco Poland has published the report "Corporate banking today and in the future", which is available free of charge here.

Do you need an in-depth understanding of your business clients? Are you not sure if your new offer will be tailored to the needs of recipients? Let's talk about how we can help you with our experience in researching B2B customers' needs and knowledge about current market trends.