Commonwealth slows market share losses
Commonwealth Bank chief executive Ralph Norris said yesterday that one of the pleasing aspects of the bank's performance in 2005/06 was that it had stopped the decline in retail and business bank market share that had plagued it over the past couple of years.Six months ago Norris said part of the reason market share was being lost was that customer service levels and staff skill levels were weak.Yesterday he said the bank had recorded the biggest increase in its customer satisfaction score in 10 years during the second half of the financial year. And there had been a 40 per cent decline in customer complaints over the course of the year to June.He said the bank had trained 4000 front line staff in how to better identify customer needs and added 1100 customer facing roles.Much of the turnaround in market share came late in the second half and the changes were measured in basis points rather than percentage points, but Norris said he was confident the pick-up was sustainable.Home loan share fell 30 basis points in the December half, from 18.7 to 18.4 per cent, but recovered 10 basis points to 18.5 per cent in the June half.Personal lending picked up 30 basis points in the first half, from 16.1 to 16.4 per cent, and remained at that level in the second half.Household deposits fell 50 basis points in the first half, from 29.3 to 28.8 per cent but then recovered 20 basis points to 29 per cent in the second half.Business lending was up, according to APRA figures, or down, according to the Reserve Bank.Credit card share suffered a drop from 20.3 per cent to 18.8 per cent over the course of the year. Norris said the bank was committed to doing profitable business and was prepared to lose some credit card share rather than get into the zero rate balance transfer game.Another factor that caused the bank to lose credit card share was the winding down of Bankcard. A CBA spokesman said the bank had written to Bankcard customers, asking them if they wanted a replacement MasterCard, while other issuers had automatically sent out replacement cards to their customers.Norris said the bank had sales of more of its products growing at or above system. Over the whole financial year the bank's home loans sales increased by 11.4 per cent against system growth of 12.8 per cent. But in the second half the bank achieved growth of seven per cent against system growth of 6.6 per cent.CBA sales of household deposit products averaged 7.3 per cent over the year, compared to system growth of 8.4 percent. In the second half the bank's sales in the category were up 1.5 per cent, compared to 0.7 per cent for system.