The impact of M&A on customer value

本研究主要是藉由個案銀行合併之後的信用卡績效表現，探討銀行合併對客戶價值維護的影響，也希望能找出銀行合併過程中，讓顧客滿意的關鍵成功因素。因此，本研究先利用公開資訊，分析台灣過去十年內的銀行合併案例，篩選出八家標的銀行，作為研究主體。將八家標的銀行合併前後的信用卡各項指標以圖表方式呈現，透過CRM指標反應，也可以發現大部分銀行在合併後的顧客滿意並未提升。因此，本研究從中挑選出表現最好的銀行與表現較不好的銀行，作為深度個案訪談研究對象，發現兩家銀行合併若能先掌握六大關鍵因素:執行策略、服務文化、流程整合、資訊系統整合、溝通、組織抗拒，想必能提供顧客一個完善且滿意的服務。 除了六大因素外，本研究在訪談過程中也發現了其他影響顧客價值維護的因素。例如銀行的品牌形象、合併的目的、是否為銀行重點發展的業務或是規模差異等原因，都有可能改變銀行對顧客維護與照顧的作法。 大部分銀行在合併時都忽略了顧客的感受，但是顧客滿意與否才是銀行是否能長期獲利的關鍵。因此不論是六大因素或是其他發現因素，都是銀行合併過程中，影響顧客服務、顧客滿意及顧客價值的驅動因子，因此，銀行若能在合併過程中落實對顧客的服務承諾及六大因素的實踐，相信合併後能產生銀行與顧客雙贏的結果。The purpose of the study is to investigate the impact of Merge and Acquisition (M&A) on customer value by reviewing the performance of credit card business before and after the M&A of the selected banks. The study plans to find out the critical factors which might raise the customer satisfaction in the M&A process. Therefore, the study first selects 8 target banks by analyzing the M&A cases in Taiwan in the recent 10 years with public information. The major indicators of the credit card business are analyzed and shown in figures and tables. The Customer Relationship Management (CRM) indicators reflects a truth that the customer satisfaction is not increased after the M&A for most cases in Taiwan. Hence the study chooses 5 banks including the best one and the worst one from the 8 banks as the objects for in-depth interview. Finally the study finds 6 critical factors in M&A: strategy, service culture, procedure integration, IT integration, communication, and organizational inertia. Banks can provide an excellent service if they catch the points of these 6 critical factors in the M&A process. Besides the 6 critical factors, the study also finds other important factors which might contribute to customer value in the interviews. For example, the brand image, the purpose of M&A, the principle business, and scale are influential to customer value. In conclusion, the study finds that most banks pay only a little attention to customer’s feeling in the M&A process. However, the customer satisfaction is the ultimate key point to long-term revenue for the financial industry. So the study strongly recommends in the M&A process banks should take care the 6 critical factors and other important factors fund in the research to fulfill the commitment to customer. The effort in customer satisfaction in the M&A process will eventually end up with a win-win situation to customer and banks