Digital Transformation of a bank

1. Going Digital in a Traditional Bank
Lefteris Barbatsalos

2. Status Assessment
Lefteris Barbatsalos
• Vision: Creating value for our shareholders, clients and
employees by become the most trusted bank in Greece
• Business Model
Focus on Retail Banking (Bank deposits, loans to SME and
Individuals)
Challenger banks
Big Traditional Banks
Customers loss
Mainly
Millennials

3. Self Assessment
Approach to digitally
driven innovation -
Culture: lack of digital
training programs in all
levels
Use of Emerging
Technology: No journey
maps of customers
experience in order to
technology redesign
Organization Structure
to support digital
strategy: Bank strategy
focus on functionals
activities and there is no
forecast on customer
journeys
Use of Customers and
Business data: Zero use
of customer‐centric
metrics like Net
Promoter Score or
lifetime value
Lefteris Barbatsalos

4. Digital Transformation Vision
Vision: Big and Future Proof
“Make banking part of daily life”
Lefteris Barbatsalos

5. Customer Centric Culture
Develop and Enforce
Customer’s Centric
Culture in banks
personnel
• Positioning customers feedback as basic metric and
implement actions by the methodology listen –
measure – improve
• Measure employee's performance by evaluating Net
Promoter Score and Customer Satisfaction index
• Reward employees who give customers high value
experience
• Provide employees specific coaching programs in order
to develop customer satisfactions skills
• New team development: Customer Experience
Ambassadors
Lefteris Barbatsalos

6. Feedback Data Collection
Data sources:
• Complaint statements
• Social media comments
• Usability tests (for new bank
applications)
• Customer satisfaction index (use of
questionnaires)
Focus on measuring
customer experience with
as many reliable
methods. Use of Customer
journey mapping in order
to collect data in all
client’s interfaces and
focus on especially on
moments of truth
Lefteris Barbatsalos

7. Data Exploitation
Redesign customer experience
Lefteris Barbatsalos
• Minizine waiting time
• Touch point digitization
• Development of digital channels
for all functions
• Enrich social media channels and
use them in customer service
• Redesign structure in order to
give priority on customer
journeys over functional silos
• Align customer needs, technology
enablers and business goals to
shape a delightful customer
experience.

8. Action drive to operational excellence
and improve customer experience
Customer Experience is the key to Operational
Excellence Success
Using agile methodology to design and develop
new customer service like payments via social
media networks which will change payments
habits
Lefteris Barbatsalos

9. Current Customer Journey
Loan
need
Close an
appointment
with bank
executive
Informed
about loans
conditions and
alternatives
Calculate
interest and
expenses
Compare
alternatives
Loan approval
Loan
execution
Loan approval Sign contract
Loan
disbursement
Periodical loan
payment
Lefteris Barbatsalos
Long Journey

10. Future Customer Journey
Technology
giants offers
loans
Receive
personalized
loan offer
according to
social media
profile and
personal data
Get
interactive
consulting by
an intelligent
digital agent
Immediate
approval and
money
transfer in
social media
account
available for
use
Feedback
request and
digital offers
according
loan type
Lefteris Barbatsalos

11. Culture Change
✓Digital Vision - central point of the bank structure
✓Team formation with people with different
culture, skills and knowledge
✓Position speed as the main priority of all business
units and functional areas of the bank
✓Organization attention mainly in customers
unmet needs
✓Reward employees for new ideas
Lefteris Barbatsalos

12. Use of API
• Available service which will analyze customers
transactions and needs via social media use
and will propose the use of personalized bank
products (like loans, or credit bonus cards etc)
For the connection between Bank and social
media account an API will be used.
Lefteris Barbatsalos

13. Metrics / KPIs
Metrics for new digital services. Important in order to
measure success and develop a complete digital
strategy
1. Cost per Digital Chanel (mobile, web site etc)
2. Use of Net Promoter Score
3. Complete Transactions via each touchpoint
Lefteris Barbatsalos

14. Thank you
Lefteris Barbatsalos