The banking jobs: Transformation project consultant
Amid rapid changes in markets, sectors and new technologies, the development of BNP Paribas'...
In an ultra-connected world subject to globalised competition, brands can no longer set themselves apart simply through their prices or products. Rather, the capacity of each to propose a fluid, omni-channel, seamless and pleasant customer experience constitutes a new growth lever. Based on a detailed knowledge of its clients' expectations and habits, BNP Paribas is multiplying initiatives in this area.
Redesigning their organisation to become fully customer-centric is the new challenge for all global economic players, regardless of their sector of activity. According to Adobe’s Digital Trends 2018 report, nearly half the companies surveyed considered the customer experience to be one of their absolute priorities in 2018. 62% of them say they have a long-term action plan concerning the customer experience they offer.
These strategic guidelines respond to a need. Business conditions have changed radically with the general spread of digital technology. Ultra-connected, consumers have acquired new instincts and are increasingly demanding of their brands: they expect customised services, a highly-developed ability to listen, instant responsiveness, ethical commitments… The purchasing decision no longer depends on the intrinsic quality of the product or service proposed. Consumers expect support from the brand, before, during and after their purchase, and this on all channels (web, app, telephone, face-to-face meetings, etc.), as well as from one channel to another.
IT is VITAL to collect feedback from customers on an ongoing basis as to understand what they feel when using our services and being able to change them.
Brands are therefore now seeking to develop new services to offer their customers optimised support. This new approach represents a real opportunity: by forging closer links with their customers, brands can create a relationship based on trust and loyalty. For Sophie Heller, COO for Retail Banking & Services at BNP Paribas, “It is vital to collect feedback from customers on an ongoing basis as to understand what they feel when using our services and being able to change them”.
In order to offer the best customer experience, BNP Paribas has identified several strategic points on which the bank will work as a priority. Thierry Laborde, Deputy Chief Operating Officer and Head of Domestic Markets at BNP Paribas, sums them up as follows: “The customer experience is becoming hugely digitalised, meaning instantaneous service, services delivered in real time, personalised services for customers and operational excellence at the bank on a day-to-day basis. The challenge is to reconcile innovation and data security, because this is what our customers demand”.
“ The AIM is to OFFER customers THE choice OF THE BEST digital TECHNOLOGY and the best human EXPERIENCE. ”
Deputy Chief Operating Officer and Head of Domestic Markets - BNP Paribas
According to Sophie Heller, COO for Retail Banking & Services at BNP Paribas, the customisation of services offers three major benefits:
By keeping an eye on new trends and emerging technologies to constantly improve the banking and insurance experience, BNP Paribas wishes to support its customers in all their life projects by proposing products and services as close as possible to their needs. Customer knowledge is therefore fundamental to consolidating our positioning as a major player in developing new, useful and easy-to-access services.
Through its diverse business lines and the development of external partnerships, BNP Paribas is able to offer complementary solutions to traditional banking services in order to meet other needs such as mobility, healthcare and shopping. For the purchase of a house, for example, the Group wishes to offer broader support than just taking out a real estate loan: an experience that ranges from the search for a property to moving house, and includes financing simulation and taking out an insurance policy!
By developing integrated service platforms that work like real service ecosystems around a banking offer, the Group has now positioned itself as a life partner for its customers.
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