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The Journey to Digital Transformation with CheBanca!

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The presentation of Antonio Fratta Pasini, Head of CRM and Omni-channel of CheBanca!. In this webinar, Jouk Pleiter, CEO of Backbase, talks to two of the most innovative banks in Europe – Touch Bank and CheBanca!

Digital transformation is about fundamentally changing how banks attract, interact with and satisfy consumers, and it affects all levels of your organisation. Antonio and Andrei will share real-life examples of digital transformation in our new webinar, which will look at:

what was needed to start their digital transformation journeys
the key elements for success.

Antonio Fratta Pasini is Head of CRM and Omni-channel for CheBanca!, the retail bank of Mediobanca Group, the third largest financial services group in Italy. CheBanca! has always been at the forefront of innovation, from flagship futuristic branches to award-winning banking apps such as WOW!

Andrei Kozliar is CEO of Touch Bank, a neobank created by OTP Bank. Founded in 1949, OTP Bank is one of the largest independent financial service providers in Central and Eastern Europe, serving nine countries. Recognizing that today’s digital-savvy customers and emerging digital natives are going to be the fastest growing customer segment, OTP Bank decided to launch a new, digital- and mobile-only bank under the label Touch Bank.

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The Journey to Digital Transformation with CheBanca!

  1. 1. March 16, 2015 YELLOW - VS - GREY Digital Transformation in CheBanca! Antonio Fratta Pasini – Head of CRM & Omnichannel Banking @ CheBanca!
  2. 2. CHEBANCA! – A TRULY MULTICHANNEL BANK 2 Apps 52 Branches Advisors/RMs E-mail / SMS Customer Service Digital Banking Social Media CLIENT FULL DIGITAL ACQUISITION 780 STAFF, 60 IT MAY 2008 – part of MEDIOBANCA GROUP
  3. 3. CHEBANCA! – COMMERCIAL STRATEGY 1st phase 2008-2012 2nd phase 2013-2015 3rd phase 2016… • Acquisition • Brand Awareness • CRM • Customer Development • Digital Affluent • Acquisition • Customer Value Few Simple Products Product-Offer Expansion Advisory Service Launch Focuson
  4. 4. CHEBANCA! – OUR KEY NUMBERS 580,000 CLIENTS
  5. 5. OUR CHALLENGE: SELLING INVESTMENTS ONLINE In Jan 2014 we started selling mutual funds through an open- architecture model – later came insurance products and now the robo- advisor platform WE NOW HOW TO SELL SIMPLE PRODUCTS ONLINE, BUT WHAT ABOUT INVESTMENTS?
  6. 6. THANKS TO A NEW DIGITAL PLATFORM + API ARCH. + COLLABORATION FROM… …TO
  7. 7. WE WERE FACING A BIG CHALLENGE: TIME! LIVE: 1 SEPTEMBER 2015 AWARENESS: NEED TO FIND A NEW DELIVERY MODEL (AGILE?) BECAUSE THE STANDARD WATERFALL WON’T MAKE IT FROM THE TOP
  8. 8. DIGITAL TRANSFORMATION CHANGE Digital Transformation: It’s the ability to quickly reshape your business in an endless journey FAST The moment you say “I did something” in the digital space you’re about to become obsolete ““Next play.” In other words, don’t dwell on the past, lingering for too long on a lesson learned, or the celebration of a special accomplishment, but rather focus on the task at hand.” – Jeff Weiner CEO LinkedIn
  9. 9. HOW? DIGITAL PLATFORM WAS THE MAIN PROJECT FOR THE WHOLE BANK - Can you afford to cut the rest? WORKING TOGETHER FROM THE DESIGN PHASE WITH ALL THE RELEVANT FUNCTIONS - Can you afford to dedicate the key people (otherwise they can’t make decisions!) to a single initiative? Do they want to be part of the design or will they wait for functional requirement? Do you have enough space (logistic)? MINIMUM VALUABLE PRODUCT TO GET FEEDBACK -From “ALL”to “MVP” in order to be faster and get feedback from customers -Can you afford to market a MVP? APP or Digital banking platform with limited features? Can you be BETA?
  10. 10. HOW? SKILLS, TALENT RECRUITMENT & RETENTION -Do you have the rights skills in your Organization? Outsourcing vs insourcing? Standard selection process doesn’t work! - Retention retention retention! FUNCTIONAL REQUIREMENTS ONLY WHEN NEEDED - ALIAS DON’T EXPLAIN THE OBVIOUS - Empower people to develop – test – fail fast in order to promote a really proactive development phase (otherwise they will wait for functional requirements) NEW IT ARCHITECTURE BASED ON MICRO-SERVICES AND APIs -APIs brings in a new type of culture and requires a specific vision and go-to-market strategy – Who will manage APIs catalogue and its update?
  11. 11. OUR EFFORT (1/2)
  12. 12. • First line of code written on 7/1/2015, F&F started in July • 2 main portals: digital banking and branch/customer service portal • Architects: for every aspect (security integration, API gateway integration, release chain, javascript core evolution, Backbase internal customization) at least 1 committed architect all working together • Backbase support in house for 6 non-consecutive weeks • Widget developers: an average of 20 external consultants, 8 internals for a total of: • 316 widgets definitions • 16 containers definitions • 13 masterpages • 214 pages OUR EFFORT (2/2)
  13. 13. RESULTS: MUTUAL FUNDS SALES MIX ~52% % OF SUBSCRIPTIONS % OF AMOUNT ~48% ~69% ~31% Off-line On-line
  14. 14. Keep in touch!

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