This document discusses how banks need to redefine themselves through hyper-personalization, adaptive technology, and a focus on individual customer experiences. It notes that billions are spent on converting data insights but legacy systems are unfit for this. A new approach is needed that leverages data, analytics, and AI to deliver customized offerings and engage customers. Banks must become platforms that can continuously innovate, deliver faster through new technologies, and learn from customer interactions.

1. /BANKING-Redefined
HYPER PERSONALISATION
ISA GOKSU

2. Technologist
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ISA GOKSU

3. £10BIs spent in total per annum across the financial
services sector globally, converting data into
insight
Source: International Data Corporation (https://www.wsj.com/articles/banks-get-personal-in-their-marketing-1493086141)

4. NOT THE SAME GAME ANYMORE
Legislations Consumer Behaviour

5. Martec’s
Law

6. UNFIT

7. Source: http://fingfx.thomsonreuters.com/gfx/rngs/USA-BANKS-COBOL/010040KH18J/
DEAL WITH LEGACY
43%
Of banking systems
are built on COBOL
80%
Of in-person
transactions use COBOL
95%
Of ATM swipes rely
on COBOL code
220B
Lines of COBOL
in use today

8. WHAT ARE WE
DOING WRONG?

9. Generic
Offerings
and services
Data
Lake Personas
Clusters
Segments
Analytics
Capture
further
Insights
Campaign
management

10. SERVE CONSUMER MODEL CURRENT PROSUMER MODEL NEW CONVERSUMER
“I wonder when
that offer for a
new car I want
will come in..?”
Social
Compare
Credit Values
Dealership
On & Off
Profile
NETWORKED MARKET
Intent to buy
Bank Smart Financial Planner
$ Mobile
Banking
Federated ID
INDIVIDUAL EXPERIENCE

11. 2008

12. $30 Trillion
Source: https://www.aba.com/Tools/Documents/MillennialsInfographicSources.pdf

13. HERE IS A
NEW APPROACH

14. Banks today have
to be adaptive to
remain relevant
REDEFINING
REDESIGNING
REDELIVERING

17. FROM OBVIOUS TO INGENIOUS

18. Data
Managemen
t
Decision
Support
Monitoring
Process
Design
Forensic
Analysis
Regulatory
Reporting
Data
Driven
Deep
Learning
Risk
Aware
Transparent Agile Automated
From Reactive… …To Proactive
DELIVER BUSINESS VALUE

19. SEISMIC SHIFTS
ARE HAPPENING AROUND US

22. DELIVERING
CUSTOMER
OFFERINGS
THROUGH
TECHNOLOGY
CAPABILITIES
WHITE SPACE/OPPORTUNITY
CULTURE
CONVERSATIONAL
COMMERCE
CUSTOMER
EMPOWERMENT
INTENTION
ECONOMY
DATA
INSIGHT
PLATFORM FOR GROWTH

23. CUSTOMER ENGAGEMENT

24. Engage with customers with
newly evolved interactions

25. HYPER INDIVIDUALISATION

26. Budgeting tools to
support financial goals

27. DELIVERING
CUSTOMER
OFFERINGS
THROUGH
TECHNOLOGY
CAPABILITIES
WHITE SPACE/OPPORTUNITY
CULTURE
CONVERSATIONAL
COMMERCE
CUSTOMER
EMPOWERMENT
INTENTION
ECONOMY
DATA
INSIGHT
PLATFORM FOR GROWTH

28. ENABLING
TECHNOLOGY
DELIVERING
EXPERIENCES
FUTURE DESIGN
TECH, STRATEGY, PEOPLE
AI,ML,CX,
CLOUD,ROBOTICS
IoT,ML,
DATA,SECURITY
MR/AR,
API’s,PLATFORMS
ML,PRIVACY,
CLOUD
ENABLING TECHNOLOGY

29. BANKING PLATFORM

31. FS DIGITAL TRANSFORMATION STRATEGY:
End to end solutions from advisory to implementation
Become a
Platform
Deliver
Faster
Data Driven
Enterprise
Gain
Insight
Evolutionary
Architecture
Always
Delivering
Customer
Touch-Point
Learn &
Respond
Regulation &
Compliance
Holistic
Opportunity
A Future Financial Service Blueprint that Works
Engineering Organisational Ideation, Design and Delivery

32. ORGANISATION AND CULTURE
DELIVERDESIGNDEFINE
BEING
ADAPTIVE
THE ADAPTIVE
ORGANISATION
Adaptive
Leadership
Aligned
to Value
Clarity of
Purpose
Value Driven
Portfolio
Continuous
Innovation
Lean Portfolio
Management
Customer
Focus
Product & Services
Aligned Teams
Responsive
Programmes
Evolutionary Technical
Architecture
Lean Project
Definition
Continuous
Delivery
Data &
Analytics
Continuous
Improvement
DOING
AGILE

33. THANKS
Head of Financial Services
ThoughtWorks EU
Follow@IsaGoksu
ISA GOKSU
/BANKING-Redefined