REAL BANKS FOR REAL PEOPLE
A Roadmap for Managing a Retail-Only Bank
Real Banks for Real People was originally published in 1989 under the title Beyond Retail Banking. It describes a wholly new paradigm of retail banking – an approach that its author, Stefan Kaminsky, described as integrated consumer banking (IC banking).
This model was intended as a totally new way of serving the needs of consumers: an approach that was neither premised on – nor measured by – volume of sales, but rather on the ability of a bank to provide solutions to its customers through the span of life changes: employment, unemployment, marriage, divorce, child-rearing and retirement. Its emphasis is on establishing and maintaining long-term relationships between customers and branch staff – these, argues Kaminsky, are the source of value in retail banking.
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