- Financial Sector Deepening

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ISSUE 06 - DECEMBER 2013
FSD Insights
ACCREDITING SME RELATIONSHIP BANKERS
Accreditation is the formal recognition that an individual
(or organization) has achieved a defined level of
competence, skill and knowledge in a specific role and
will continue to perform to this standard thereafter.’
1. ECONOMIC BACKGROUND AND CONTEXT
It is universally accepted that a vibrant, robust and growing SME sector is a vital
component of any healthy economy. Primarily, SMEs create employment and
income opportunities. They also underpin an economy that is resilient during
downturn, foster innovation, support the equitable distribution of wealth
and help to maintain civil society. In developing economies, SMEs provide a
link between the formal and informal markets. This broad acceptance of the
economic imperative of SMEs applies strongly to Kenya, where best estimates
peg the MSME market at approximately 7.5 million enterprises. They contribute
approximately 44% to the Kenyan GDP (in 2008, up from estimates of 13.8%
in 1993), 80% of the country’s total employment and 92% of all new jobs.
In parallel, success in the SME segment is considered critical for future profit
growth within banks. Many banks have indicated their intention to focus on
this sector as a strategic priority. However, research by Macquarie suggested
that, “…products and services are extremely difficult to differentiate in the
SME marketplace and, as a result, the nature and quality of the bank : SME
relationship has become the key determining success factor in terms of gaining
and maintaining profitable market share in the crucial, but highly competitive
premium SME market.” The Macquarie research highlights that: “....perceptions
of SME banking expertise are critical.......having a reputation for SME banking
expertise is critical”; and “.....for many SMEs, the banker is more important than
the bank”. The report also cautions pertinently that, “having a relationship
manager does not guarantee having a relationship.”
Clearly, a symbiotic relationship exists between banks and SMEs. Banks need a
strong and, hopefully, expanding pipeline of maturing SMEs to support growth
in commercial lending and other financial services. At the same time, SMEs
need access to financial services to underpin their entrepreneurial endeavours
and fuel their growth ambitions. The nature of the relationship is a critical
determinant of success for both parties. The most common banking response
Cap
Building SME-focused capacity
to this has been the introduction of SME relationship managers. Broadly, these
relationship managers provide several positive features including familiarity
with an SME when financial support is required; a mechanism for monitoring
ability to repay; cross-selling opportunities; a conduit for complaints and
problem resolution; and the offer of general business advice. Essentially,
the existence of a relationship manager simply provides the bank with the
right to quote for any new business on offer. It also increases their ability to
successfully package a suitable solution (although, the prevalence of Kenyan
SMEs to ‘multibank’ tends to suggest that relationship banking may not be
working in this regard). Evidence of the success (or otherwise) of mobilizing
relationship managers from the SME’s perspective is however provided in the
fact that they rarely, if ever, name their Bank RM as a trusted source of business
advice or a strategic partner in their business development process.
However well-intentioned, it is apparent that there are a range of conceptual,
operational and (even) psychological flaws in the conventional approach to
SME Relationship Management. Any perceived benefits that might accrue
would seem to flow towards the bank rather than the SME. Bluntly, research
demonstrates that most SMEs are sceptical about their bank’s motives in
attaching a RM to their account. They doubt that the individual RM can do
much to help them beyond the supply of financial products and services.
This scepticism is based upon a range of SME perceptions or prejudices. These
include:
i.
Success for banks in the SME market is largely determined by scale. Alltoo-often, RMs are expected to oversee large portfolios of SME customers
and resulting workloads render any meaningful relationship impossible.
Note: One of the largest
SME banks in the world is
reputed to have calculated
that they could only
afford to devote
a maximum of
twelve minutes
of management
time per year to a
typical small business
customer.
2 • ACCREDITING SME RELATIONSHIP BANKERS
A potential SME client at a FINA Bank branch, Nairobi. Conventional banker training and their information needs tend to encourage bankers to ask the wrong questions of
SMEs and all-too-often disregard many aspects of a business that owner-managers hold in high regard.
ii. Inevitably, the SME owner-manager perceives their RM to be an agent
of the bank, whose primary function is to safeguard the bank’s financial
position. They are therefore nervous about full transparency and the total
disclosure of information that, by definition, is the basis of any robust
relationship.
iii. Conventional banker training and information needs tend to encourage
bankers to ask the wrong questions of SMEs. All-too-often they disregard
many aspects of a business that owner-managers hold in high regard. A
simple but compelling illustration of this is the bank’s reluctance to place
value on intangible assets. This often comprises a significant component
of any net worth inherent within an SME.
iv. On the whole, good SME bankers tend to be either transferred or
promoted quickly. This frustrates the SME, who struggles to build any
continuity of relationship based on personal trust and understanding of
their business.
v. There is a perception amongst SMEs that banks are ‘trigger-happy’ and
are reluctant to remain supportive through periods of temporary trading
difficulty. This is particularly relevant to growing SMEs that are most
likely under-capitalized and possibly, over-trading. In this situation,
bankers need to make accommodation for short-term financial hiatus
in the belief that the SME will prevail over time. The confidence to adopt
this approach can only be established through personal trust and a sound
understanding of business circumstances.
vi. Many SME owner-managers perceive ‘relationship’ to be a euphemism
for ‘selling’ with no particular benefit flowing in their direction.
vii. Many SME owner-managers believe that career bankers live in a
different life-world and do not possess real empathy and understanding
of the SME situation.
viii. Many SME owner-managers believe that their bank and bankers judge
and assess their business performance against criteria that differ from
their own. Also, SMEs are acutely aware that their RM rarely makes
lending decisions. They are sceptical about the actual influence that their
RM can bring to bear with upstream credit officers.
ix. Most SME owner-managers are severely lacking in financial literacy,
and do not understand basic financial principles (this is particularly
apparent in their lack of appreciation of the need to build Balance Sheet
strength).
x. Fundamentally, many SME owner-managers doubt the RM’s ability and
competence to add value to their operations in any meaningful way
beyond the provision of finance that is available from multiple sources.
2. STRATEGIC RESPONSES
Many of the above realities of SME banking relationships can only be addressed
by banks if they embrace a more sophisticated approach to segmenting
the SME market. They may also need to revise their SME-focussed business
models. In this respect, the Macquarie Research referred to above, suggests
that, “…most of the profits come from a small handful of SME customers.…
the most attractive SME customers are the 5% considered high growth”. This
highlights the need for much more intensive relationship management
approaches targeted at a much smaller number of SME customers. This needs
to be achieved while reducing the opportunity cost of doing-business with
ACCREDITING SME RELATIONSHIP BANKERS • 3
the mass SME market. Generally, it is believed that an effective RM may well
be responsible for a fairly large portfolio of SME relationships (perhaps >200)
as long as no more than perhaps 20 are actively requiring attention at any
one point.
Other issues raised above relate more to the perception of bankers by SMEs,
and the nature of the relationship. A variety of different approaches have been
adopted by banks to breakdown these (at best) indifferent and (at worst)
negative perceptions and change the attitude of SMEs towards their bankers.
These include truly disastrous attempts to recruit former business owners
and convert them into SME bankers. However, one of the most compelling
and successful approaches has been banks committing to deploy only ‘SMEaccredited ’bankers to work with their customers and including a pledge to this
effect in their respective brand promises or SME Codes of Conduct. By training
and deploying only ‘accredited SME bankers’, the host bank de facto is sending
out an incredibly powerful message to the SME community. Either explicitly
or implicitly, a bank that adopts this approach is saying that the SME sector
matters and deserves the highest level of professional service and support.
3. ACCREDITATION OF SME BANKERS
The concept of accrediting SME bankers begs the question: who do we
accredit to do what? To be successful, any accreditation model adopted must
be: outwardly facing; address the needs and wants of the SME customer,
and address their (sometimes) negative perception of bankers. Accordingly,
accreditation needs to targeted at all frontline SME staff. This will demonstrate
the bank’s commitment to the SME relationship. Fundamentally, accreditation
provides the SME bank and banker with greater recognition and credibility,
especially if deployed as a key component of a wider SME banking code of
conduct.
As stated, accreditation should relate to the banker: SME interface (specifically,
the ability of the SME banker to add value to the relationship), rather than the
technical aspects of SME lending. It is anticipated that other, complementary
mechanisms will address technical banking competence in areas of loan
assessment and credit management.
Broadly, an effective SME banker will demonstrate insight into:
ƒƒ The culture of the smaller firm i.e. the influence of ownership,
customer dependency, risk of personal assets, informality, flexibility and
the interaction of business and personal life-styles;
ƒƒ The different management techniques adopted by smaller firms;
i.e. the integration of functions [holistic perspective], limited time and
resources and back-filling;
ƒƒ The short-term and strategic decision-making horizons within the
smaller firm;
ƒƒ The implications of constant fire-fighting and management of
change; and
ƒƒ The type of relationships that smaller firms have with their
advisors and stakeholders.
These various insights should by necessity underpin any accreditation model
as they lead to empathy and understanding of the SME world. In addition,
other SME-related competencies for bankers include the ability to:
ƒƒ A ppreciate the process of development within the smaller, independent
business;
ƒƒ B uild relationships based upon trust, respect and the full disclosure of
information with their commercial clients;
ƒƒ Add real and definable value to the business;
ƒƒ The ability to demonstrate that mutual benefit attaches to the relationship
over and above the offer of financial products.
In this respect, the most progressive and effective banks servicing the SME
sector have realized that relationship bankers need to demonstrate the ability
to:
ƒƒ E mpathise with commercial customers and evaluate the health of an
SME from a holistic perspective that extends beyond simplistic analysis
of financial statements;
ƒƒ A ppreciate the broad criteria associated with a healthy business and, in
particular, the value of non-tangible assets;
ƒƒ Identify key dynamic performance indicators that provide genuine
insight into the current performance and future potential of a business;
ƒƒ Calculate real working capital requirements and true funding and
borrowing needs of a business; advise on the concept of controlled
incremental growth and the management practices required to build
real net worth within a business over time;
ƒƒ A pply analytical and problem solving skills and differentiate between
symptoms and root causes of problems;
ƒƒ D etermine the inherent potential within a business; and make adequate
judgement of both person and business proposition;
ƒƒ Identify thresholds and barriers to growth, understand the process of
business development and appreciate the key factors which influence
change;
ƒƒ Establish appropriate stewardship and monitoring arrangements;
ƒƒ Present the bank and explain its information needs;
ƒƒ E stablish sound personal relationships with the SME customer that are
based upon trust and the full disclosure of information;
ƒƒ Add value to business operations and improve performance;
ƒƒ Motivate and influence positive changes in behaviour;
4 • ACCREDITING SME RELATIONSHIP BANKERS
ƒƒ Provide timely and constructive guidance to customers in terms of the
broad trading environment and signpost them to relevant sources of
external advice and assistance.
Overall, the essence of good SME relationship management is demonstrating
the ability to become a strategic partner in the business development process
by satisfying the information, strategic and (perhaps) psychological needs of
the SME customer.
Note: The above skills, behaviours and competencies are in addition to
traditional risk analysis and credit management capability that bankers need
to apply.
It is important that any SME Banker Accreditation Model is underpinned
by a robust SME Banker Competency Framework. A number of frameworks
exist. See annex for an example. Formal accreditation is founded upon the
demonstration of these competencies in the workplace.
4. ACCREDITATION PROCESS AND METHODOLOGY
An effective SME Banker Accreditation process will most likely comprise a
combination of formal training, and continuous professional development.
Assessment needs to be practical and non-intrusive in respect of workplace
demands and performance, most probably including a combination of:
i.
Compulsory participation in custom-designed training workshops;
ii. A written knowledge test (most likely multiple choice) designed to
assess theoretical understanding of areas like the prevailing macroenvironment, business and contract law, foreign trade, accounting etc.;
iii. Possibly, a short project and / or role-play exercise;
iv. Possibly, real-time on-the-job assessment (subject to client
confidentiality);
v.360o feedback whereby, SME customers are invited (perhaps
anonymously) to evaluate the performance of their banker. They can also
evaluate the extent to which their banker was able to add value to their
business performance and help to advance their commercial goals.
vi. Satisfactory annual appraisal from a line manager or Head of SME
Banking; and,
vii. An integrated program of SME-related continuous professional
development (CPD).
It is anticipated that meaningful SME Banker Accreditation would typically
take 12 to 18 months from appointment for an inexperienced practitioner
transferring from a non-SME role. It therefore follows that more sophisticated
approaches to establishing an SME career path inside banks needs to be
adopted in order to support the Accreditation process and justify associated
costs. De facto, this would require banks to raise the profile and kudos of SME
banking and move away from the perception that SME banking is a precursor
to a career in larger commercial or corporate banking. It is interesting to note
that many of the best regarded SME banks retain and promote their managers
within their SME operations. They also commit managers to individual SME
relationships for a pre-determined period (usually, no less than three years).
5. THE BENEFITS OF ACCREDITING SME BANKERS TO BANKS
AND SMEs
The main benefits that would accrue to the bank would be:
ƒƒ Significantly enhanced corporate profile and sustainable competitive
advantage in the SME marketplace;
ƒƒ G reater incidence of growing the bank’s SME portfolio and profits from
an existing customer base rather than poaching higher risk business
from competitors;
ƒƒ Reduced haemorrhaging of premium SME customers to competitors;
ƒƒ A resilient and growing SME customer portfolio comprising a high (and
expanding) percentage of growing businesses;
ƒƒ G reater ‘share of banking spend’ from existing customers i.e. single
supplier relationships;
ƒƒ More ‘cross selling’ opportunities;
ƒƒ H igher incidence of unsolicited new business and referrals from satisfied
customers;
ƒƒ Reduced PAR and lower incidence of SME accounts under review;
ƒƒ Better information flow between bank and SMEs;
ƒƒ Lower transaction costs due to greater staff competence;
ƒƒ Retention of better staff, and higher levels of staff engagement;
ƒƒ Enhanced ability to attract better staff from competitors;
ƒƒ Improved liquidity and profitability.
The main benefits that would accrue to the SME would be:
ƒƒ R eal and enhanced confidence in (and regard for) their banker and
banking relationship;
ƒƒ A ccess to informed and impartial advice and support from an accredited
professional;
ƒƒ Greater levels of financial management acumen and financial literacy;
ƒƒ Additional comfort and security within their banking relationship;
ƒƒ Reduced feeling of isolation;
ƒƒ Reduction in levels of personal stress;
ƒƒ Confidence to plan growth within their business operations; and
ƒƒ Stronger and more resilient businesses with demonstrable net worth.
ACCREDITING SME RELATIONSHIP BANKERS • 5
A range of options exist for formal accreditation; either on an ‘open’ or ‘bank-specific’ basis. Clearly, external accreditation carries additional weight and gravitas.
6. ACCREDITING BODIES
A range of options exist for formal accreditation; either on an ‘open’ or ‘bankspecific’ basis. Clearly, external accreditation carries additional weight and
gravitas. For example, international APEX Organisations like the Institute
of Financial Services (IFS) in the United Kingdom or Chartered Bankers in
Scotland might be considered as potential accrediting bodies. Locally, the
Kenya Institute of Bankers, the Kenya Institute of Monetary Studies and the
Kenya College of Banking and Finance may be willing strategic partners ideally, with the encouragement of the Central Bank of Kenya.
Alternatively, individual banks may elect to design and implement their
own, in-house SME Banker Accreditation Programme. In this event, the bank
may decide to collaborate with a reputable institute of higher learning (for
example, Strathmore University) to: validate the authenticity and robustness
of the process. Such a collaboration would also provide selected training input,
undertake aspects of formal assessment and maintain standards without
prejudice.
Note: This approach was adopted by National Westminster Bank PLC in
the United Kingdom during the early 2000s. In part, this approach enabled
Nat West to become the UK’s leading SME bank with ~1 million SME
customers.
Note: There is a fundamental difference between assessment and
award. The concept suggested above focusses on establishing a process
for accreditation. In due course, a formal award or qualification could be
attached to this process.
NEXT STEPS
This Concept Paper has been drafted to stimulate discussion amongst the
wider banking community in Kenya and, also, its various stakeholders. These
include: the Central Bank of Kenya; the Kenyan Institute of Bankers; the Kenya
Institute of Monetary Studies; the Kenya College of Banking and Finance and
Strathmore University. It is anticipated that this Paper will stimulate critical
debate and might lead to constructive and potentially industry-defining
innovation in the SME banking arena.
Tim Atterton – Strategic Adviser to the FSD Kenya GrowthCap Project.
6 • ACCREDITING SME RELATIONSHIP BANKERS
ANNEX
AN EXTERNALLY FOCUSSED SME RELATIONSHIP
COMPETENCY FRAMEWORK FOR BANKERS
Note: This competency framework is indicative only as an example.
Individual banks would be advised to develop their own, bespoke version
based on their SME strategic plan and priority targets.
1. ESTABLISHING THE SME RELATIONSHIP
1.1 Competence to empathise with the SME
Specifically:
ƒƒ U nderstanding the distinct cultural differences of the SME ownermanager and the implications of doing business with them; and,
ƒƒ J udging a business in a wider context than its industry sector through its
peer and stakeholder credibility.
1.2 Competence to make adequate judgement of the person and the business proposition. Specifically:
ƒƒ Knowing the essential characteristics of a healthy business;
1.4 Competence to project the bank and explain its
information needs
Specifically:
ƒƒ P roviding complete awareness of the total service offer of the bank in
respect of the SME customer;
ƒƒ P roviding these services to the SME customer in an appropriate fashion
and at the appropriate time;
ƒƒ Indicating the bank’s information needs clearly and simply to the SME
customer, and highlighting the parameters of a sound relationship;
ƒƒ V olunteering that relationship ‘problems’ will occur and ways that they
can be mitigated or prevented.
1.5
Competence to establish sound personal and
institutional relationship with the SME customer that
is based upon trust, the full disclosure of information
and the ability to “add value” to business operations and
improve performance.
ƒƒ K nowing the essential characteristics of a competent owner-manager in
the context of the business proposition;
Specifically:
ƒƒ J udging the personal characteristics of the customer and determining an
appropriate approach to build a sound, ongoing relationship;
ƒƒ U nderstanding the personal and social context of the owner-manager
and its impact on the business;
ƒƒ Being able to appraise business propositions;
ƒƒ Being able to appraise business development propositions;
ƒƒ A ssist in the building of mutual network contacts and using these to
underpin the relationship;
ƒƒ B eing able to appraise existing business performance in respect of
transfer customers from a rival institution;
ƒƒ Being honest and open with the client from the outset of the
relationship;
ƒƒ Being able to interpret business plans in pursuit of the above.
ƒƒ Communicating to the SME customer that the bank understands the
distinct characteristics of the business;
1.3 Competence to establish stewardship and monitoring arrangements
ƒƒ P ossessing the ability to listen empathetically, and provide effective basic
advice.
Specifically:
ƒƒ U nderstanding the distinct nature of the business (or proposition) and
any peculiarities that may affect the bank/customer relationship;
2. MAINTAINING AND DEVELOPING THE SME RELATIONSHIP
2.1 Competence to manage the relationship in general
ƒƒ R ecognising the limitations of a Business Plan (if available) as a vehicle
for stewardship and the importance of understanding the variances that
most likely will occur;
Specifically:
ƒƒ Monitoring the whole business rather than its financial performance;
ƒƒ Appreciating the limitations of a lack of formal systems and procedures;
ƒƒ D emonstrating ways in which the bank might ‘add value’ without
imposition;
ƒƒ E mpathising with the pressure upon business in the early years of trading
and the problems that threaten survival;
ƒƒ E nsuring that related staff also understand the business and establish
alternative points of contact.
ƒƒ Being sensitive to the different, less formalistic, styles of management.
ƒƒ U nderstanding the process of growth within SMEs; and the challenges
associated with change management
ACCREDITING SME RELATIONSHIP BANKERS • 7
A large format printer in operation at Union Technology (K) Ltd in Nairobi. Access to appropriate and affordable finance for SMEs can lead to increased employment and
growth.
2.2 Competence to monitor the management and
performance of the business
ƒƒ M
aximising the capacity to learn about the business and its performance
dynamics from the owner-manager;
Specifically:
ƒƒ A dvise the business in a way that is relevant to its situation and the
capacity of management to absorb information;
ƒƒ P ossessing the ability to evaluate the health of a business as a whole, not
just through standard financial instruments;
ƒƒ U nderstanding the limitations of ‘accounts’ in indicating the health of a
business;
ƒƒ K nowing how to maximise the opportunity to visit businesses on site;
ensuring that bank staff understand SME management styles and
approaches;
ƒƒ Ensuring that judgement based upon personal acquaintance (and
prejudice) is not allowed to influence decision making;
ƒƒ Ensuring that there is prompt follow-up to promised action;
ƒƒ Opening lines of contact and communication, and keeping them open;
ƒƒ E ducating the owner-manager as to the bank’s expectations, performance
standards and information needs;
ƒƒ Managing personal time effectively;
ƒƒ B eing able to see ‘the bank’ through the eyes of the owner-manager and
the business.
ƒƒ D eveloping the capacity to use personal judgement; and introducing
scope for interpretation and variation;
2.4
ƒƒ A cquiring the ability to appreciate the ‘wealth creation’ and investment
policies of the business; and evaluate project plans.
Specifically:
2.3 Competence to maintain sound personal relationships with the owner-manager
Specifically:
ƒƒ Being able to communicate commercial decisions and changes in
arrangements to the owner-manager on a professional basis;
Competence to integrate, utilise and deploy the wider
SME support network
ƒƒ
Being able to direct the customer to relevant sources of advice and
assistance;
ƒƒ
Being able to advise the customer on appropriate business systems
and external support;
ƒƒ
Developing awareness about the customer’s potential and capability
to use external sources of advice and assistance.
8 • ACCREDITING SME RELATIONSHIP BANKERS
Cap
Building SME-focused capacity
FSD Kenya’s GrowthCap Project is a unique and innovative new initiative designed to build capacity within Kenya’s SME
banking community. It does so through the provision of focussed support to a select group of financial institutions. This
will enable them to promote SME-centred products and services based on international best practice; and maximize their
commercial performance in a market sector that is accepted as being crucial for future profitability and growth.
This Concept Paper was prepared by:
Tim Atterton – Strategic Adviser to the FSD Kenya GrowthCap Project.
For further information, please contact the GrowthCap Project Office at the FSD Kenya Offices.
This report was commissioned by FSD Kenya. The findings, interpretations and conclusions are those of
the authors and do not necessarily represent those of FSD Kenya, its Trustees and partner
development agencies.
The Kenya Financial Sector Deepening (FSD) programme was established in early 2005 to support the development of financial
markets in Kenya as a means to stimulate wealth creation and reduce poverty. Working in partnership with the financial services
industry, the programme’s goal is to expand access to financial services among lower income households and smaller enterprises. It
operates as an independent trust under the supervision of professional trustees, KPMG Kenya, with policy guidance from a Programme
Investment Committee (PIC). Current funders include the UK’s Department for International Development (DFID), the Swedish
International Development Agency (SIDA), and the Bill and Melinda Gates Foundation.
Government of Kenya
FSD Kenya
Financial Sector Deepening
[email protected] • www.fsdkenya.org
FSD Kenya is an independent Trust established to support the development of inclusive financial markets in Kenya
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