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BA and Beyond 18 - Ruben Vuylsteke and Matthias Barrie - Digitizing the mortgage process at AXA bank

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The BA as a conciliator between the customer journey and the business process

Digitization is hot in the world of mortgage loans: customers expect omni-channel banking services seamlessly integrated with their journey to acquire real estate / property. In this light, AXA Bank is in full transformation in order to offer their customers the best possible customer experience.

The challenges that arise are huge because of the number of departments that must agree on the requirements, the number of software applications and vendors that are impacted and the complexity that omni-channel introduces.

To cope with these challenges, the business analysts apply a business analysis framework that allows to elaborate on the various aspects of AXA Bank’s loan origination capability and the value it delivers to the customers on a just enough, just in time basis. Central in the business analysis framework are powerful visuals that keep all stakeholders on the same page to keep the pace in the requirements process.

In this session, the audience will:

- learn about a holistic business analysis framework that they can apply instantly in their current project context
- learn how AXA Bank combines requirements stemming from customer-centric analysis sessions and ‘traditional’ requirements into one structured backlog
- be inspired by the business value that simple, clear visuals can provide

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BA and Beyond 18 - Ruben Vuylsteke and Matthias Barrie - Digitizing the mortgage process at AXA bank

  1. 1. DIGITIZING THE MORTGAGE PROCESS AT AXA BANK – THE BA AS A CONCILIATOR BETWEEN THE CUSTOMER JOURNEY AND THE BUSINESS PROCESS Matthias.Barrie@axa.be | Ruben.Vuylsteke@ae.be
  2. 2. Ruben • Senior digital business consultant at AE (www.ae.be) • Clients include Isabel, Eni gas & power, AXA Bank, Eandis • Manager of AE’s BA Competence Center (2015-2016) • blog writer (blog.ae.be) This presentation and its content are confidential and owned by AE. 3
  3. 3. Matthias • Head of Digital at AXA Bank • Previous experience • Belga (2009) • Researcher at iMinds • Head of product marketing department at goudengids.be This presentation and its content are confidential and owned by AE. 4
  4. 4. AXA Bank wanted to digitize the mortgage loan process
  5. 5. Digitizing the flow was more complex than expected… The Customer Mobile App REQUIREMENTS
  6. 6. Tools Knowledge Channels People Enterprise CustomerValue Process The holistic BA Framework was the solution to manage this complexity
  7. 7. We summarized the key aspects of the project on 1 slide This presentation and its content are confidential and owned by AE. EXPLORE APPLY, NEGOTIATE & COMPARE DECIDE & SIGN RECEIVE & REPAY CUSTOMER STORYBOARD TOUCH POINTS PRODUCTS / SERVICES TAK 21 / TAK 23 MORTGAGE LOAN AXA BANK PROCESSES & SYSTEMS Public Website POS REGISTER NEW LOAN APPLICATION EVALUATE LOAN APPLICATION LET CUSTOMER SIGN LOAN OFFER REALIZE LOAN COLLATERAL MANAGEMENT CUSTOMER MANAGEMENT LOANS PRODUCT MANAGEMENT Homebanking Mobile Customer Service CURRENT & SAVINGS ACCOUNT FIRE INSURANCE SIMULATIONS Public Website POS Homebanking Mobile Customer Service Public Website POS Homebanking Mobile Customer Service Public Website POS Homebanking Mobile Customer Service Public Website POS Homebanking Mobile Customer Service Public Website POS Homebanking Mobile Customer Service Public Website POS Homebanking Mobile Customer Service Public Website POS Homebanking Mobile Customer Service Public Website POS Homebanking Mobile Customer Service COLLATERALS SCHULD- SALDO - VERZEKERING BRIDGING LOAN BASIC MORTGAGE LOAN HYPOTHECAIRE WAARBORG (INSCHRIJVING / MANDAAT / BELOFTE) PERSOONLIJKE BORGSTELLING INSURANCES ROERENDE & ANDERE WAARBORGEN TAK 21 & TAK 23 INSURANCE CUSTOMER REPORTING (TAX CERTIFICATES) CUSTOMER ONBOARDING Public Website POS Homebanking Mobile Customer Service RISK MANAGEMENT / CREDIT SCORING CONTRACT MDM ACCOUNTS ACCOUNT ORIGINATION LOAN ORIGINATION PRICE CALCULATION ENTERPRISE CONTENT MANAGEMENT (DOCUMENTS) COMMISSIONS ACCOUNTING / FINANCIAL & LEGAL REPORTING Customer SIMULATE LOAN Loan proposal Loan contract Notary deed Customer Value Channels Tools Process
  8. 8. Tools Knowledge Channels People Enterprise CustomerValueProcess Two totally different analysis tracks were organized in parallel Outside-in ‘Customer-centric analysis’ Inside-out ‘Classical analysis’
  9. 9. The outside-in analysis was needed to avoid thinking in terms of AS IS… This presentation and its content are confidential and owned by AE. 10
  10. 10. This presentation and its content are confidential and owned by AE. 11
  11. 11. Workshop preparation is key This presentation and its content are confidential and owned by AE. 12
  12. 12. The customer-centric track enabled a mindset shift This presentation and its content are confidential and owned by AE. 13
  13. 13. Synthesis to safeguard output & facilitate discussion This presentation and its content are confidential and owned by AE. 14
  14. 14. Customer-centric sessions changed people’s mindset but real outside-in data was needed… This presentation and its content are confidential and owned by AE. 15 Survey Customer analytics Customer interviews
  15. 15. Example insights from the customer-centric track This presentation and its content are confidential and owned by AE. 16 Less is more: No fiscal optimizations in digital flow and limited exceptions Extra contextual help and guidance needed + full cost overview Extended contact options Insurance flow only after completion of the loan request
  16. 16. In the meantime, the inside-out analysis track was making progress This presentation and its content are confidential and owned by AE. 17
  17. 17. Tools Knowledge Channels People Enterprise CustomerValueProcess A conflict arose between the two tracks Outside-in ‘Customer-centric analysis’ Inside-out ‘Classical analysis’ Start from current process Avoid change No customizations Start from the customer needs Think outside the box Software should not impose limitations
  18. 18. The solution for the conflict was a shared understanding of each other’s needs via powerful visuals This presentation and its content are confidential and owned by AE. 19 Digital process flow Agent process flow The Value Stream was essential Prepare loan evaluation Evaluate loan application Let customer sign loan offer RealizeSimulate Mortgage Value Stream
  19. 19. The Mortgage Value Stream allowed us to structure all requirements in 1 backlog and design a feasible flow This presentation and its content are confidential and owned by AE. 20 Process Information Systems A. Choose simulated scenario H. Perform pre-CKP scoring D. Register inc., exp. pricing & credit scoring info E. Register loan(s) specifi- cations & insurances & negotiate tariff I. Propose ESIS & loan application Realize simulat ion Proceed from simulation B. Define borrow- ers and collateral providers F. Register colla- terals Manage credit opening Propose applicati on Manage loans Manage collateral Manage interven ers Manage goods Manage loan applicati on G. Check financial plan Make financial plan Manage client info Request scoring details Manage goods C. Register loan application adm info Treat margin Select agent Confirm contact info Register docu- ments Decide on insur- ances Register credit scoring info View colla- terals Send docume nts Manage JKP paramet ers D. Register inc., exp. pricing & credit scoring info E. Register loan(s) specifi-cations & insurances & negotiate tariff (Choose insurances yes/no) I. Propose ESIS & loan application (View Project summary) B. Define borrowers and collateral providers (Confirm customer info) F. Regis ter colla- terals C. Register loan application adm info (AXA Bank agent) ProcessInformation Systems AGENT DIGITAL A. Choose simulated scenario (Start application) OTHER Register supporting documents OTHER. Register property info
  20. 20. The proof of the pudding… This presentation and its content are confidential and owned by AE. 21
  21. 21. Questions?
  22. 22. Confidential and Ownership Clause The information contained in this presentation is owned by AE NV and confidential. No part of this publication may be copied, reproduced or stored in a system in any form or by any means without the prior written permission of AE NV. Contact: marketing@ae.be AE Confidential24
  23. 23. | BA & Beyond — 2018.05.24 — lean strategy execution: the BA’s cup of tea ? @filiphdr

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