Process analysis Paving the way towards a superior customer experience Deloitte | Process analysis
This document outlines how banks can leverage process analysis and process mining techniques to swiftly identify areas of improvement and work towards becoming a customer-centric organization. Deloitte | Process analysis
Contents
Introduction Disruption in the 04 Financial Services Industry 05
Process analysis: A Project examples stepping-stone for 20 transformation 12
03 Deloitte | Process analysis
Introduction
Banks around the world are embarking This document sheds light on selected key on a transformation journey to balance approaches used by Deloitte to identify between cost optimization and customer key pain-points and understand process experience. inefficiencies, thus enabling banks to simplify processes, eliminate waste and With a focus on meeting emerging strive for continuous improvement to customer needs, particularly after recent meet customer expectations and maintain disruptions and challenges caused by the business profitability. COVID-19 pandemic, banks are looking at thoroughly analyzing their processes to unearth direct and indirect improvement opportunities.
04 Deloitte | Process analysis
Disruption in the Financial Services Industry
05 Deloitte | Process analysis
Disruption in the Financial Services Industry
Today, banks are faced with numerous i re o ntry y co ntry co arison o c sto er se ents challenges resulting from evolving customer expectations, growing Brazil 18% 32% 51% competition related to digital banking, United Kingdom increased pressure to reduce cost, 13% 40% 46% and most recently, major world-wide India disruptions related to the COVID-19 20% 38% 42% pandemic. Such challenges have forced Australia banks to adopt new strategies to remain 17% 45% 38% innovative and deliver new service Mexico offerings that transform the customer 24% 41% 35% journey to meet their expectations. To Norway cater for this transformation, process 12% 53% 35% improvement approaches, that are holistic Spain and agile, are crucial to adapt to changes in 31% 40% 29% customer needs, to face the competition, Singapore 21% 53% 26% and to help banks reduce their costs, Netherlands improve the customer experience and 11% 63% 26% tackle market changes. Canada 28% 47% 25% In the following sections, we will highlight France 4 key challenges faced by banks today that 41% 35% 25% can be tackled through end-to-end process United States improvement methodologies. 38% 39% 23% Switzerland 1. Evolving customer trends 21% 56% 23% In order to provide customers with optimal Germany experience, banks should place the 32% 47% 22% customer at the heart of their business China 21% 58% 21% by implementing customer-centric Indonesia approaches. 35% 47% 18% Japan To understand the latter, research 75% 17% 7% conducted by the Deloitte US Center for Financial Services in May 2019, querying Traditionalists Online embracers Digital adventurers
17,100 banking customers in 17 countries, Note: Percentages may not total 100% due to rounding. showcased the following distinction Source: Deloitte Center for Financial Services analysis. between customer preferences across 17 key countries.
06 Deloitte | Process analysis
Online Embracers and Digital Adventurers Although the frequency of digital channel traditional channels over digital channels (Figure 1), who are more digitally engaged usage is a positive sign, it is important to for complex and advisory services. For with their banks and prefer online and make the distinction between the quantity instance, in order to get a personal loan, mobile apps to conduct banking services versus the quality of the interactions. 61% of customers chose ‘visiting the bank respectively, represent around 70% of In fact, the survey showed that digital branch’ as a preferred channel. This trend most countries’ populations. On the channels are mostly limited to informal also applies to the process of applying for other hand, Traditionalists, who prefer and transactional services such as new products, especially loans that require to do most of their banking in branches, transferring money, checking account multiple verification and documentation represent less than 30% of the customers balances and updating account details steps. across most countries. This shows that (Figure 3). Many customers still prefer it is more likely that bank customers are i re ost res on ents re er tra itional c annels to an le co le or a isory ser ices heading toward a path where they would Channels where respondents go to buy new products conduct most of their transactions via digital channels whilst expecting a superior Transactional products customer experience that integrates Checking account 54% 4% 30% 12% the benefits of digital and physical Savings account environments for banking. 54% 5% 30% 11% Similarly, figure 2 shows how customer- Debit card 49% 6% 33% 12% bank interactions are continuously changing over time with a 30% increase in Lending products digital channel usage from 2013 to 2020 Credit card 44% 7% 38% 11% (which was already the main used channel Personal loan as opposed to physical consultation and 61% 6% 25% 8% transactions). Mortgage/mortgage refinance 69% 6% 19% 6% i re era e ont ly an in c annel sa e er c sto ers Bank branch Contact center Online banking Mobile banking app Source: Deloitte Center for Financial Services analysis. 62
118 87 i re es on ents se o ile an online c annels ost re ently 106 98 Bank branch 2% 56 14% 61% 21% 3%
ATM 1170 14% 33% 38% 9% 6% 1557 2% 1364 Contact center 22% 67% 8% 1% Online banking 18% 18% 29% 13% 22%
2020 2016 2013 Mobile banking app 29% 18% 21% 11% 22%
Digital channel Physical consultation Never Less than once a month 2-5 times per month Physical transaction 6-9 times per month 10 or more times per month Source: Deloitte France Survey, April 2020. Source: Deloitte Center for Financial Services analysis.
07 Deloitte | Process analysis
2. Increased Competition for high-tech personalized services that reinvent the Further, with the continuous change in services customer experience and attract new customer preferences, competition from Customer expectations for digital services customers from all segments. Digital Fintech startups and changing regulations, are continuously being shaped by superior banks are capable of rolling out new and banks in the Middle East have also experiences provided by tech giants such enhanced money management, savings, been forced to innovate through digital as Google, Apple, Facebook and Amazon. investment and lending products, at much platforms. In particular, banks in the United Such companies set the bar high for digital lower costs than their traditional rivals. Top Arab Emirates (UAE), Saudi Arabia, and experiences and therefore customers tier banks have worked hard to keep pace other GCC countries including Bahrain are expect similar experiences from their with their own investments in Fintech, app- emerging as leading their transformation financial services providers. While digitally based banking and acquisitions; however, by undertaking numerous digital banking savvy millennials are responsible for the to compete on efficiency or experience initiatives and producing real-time digital enhanced service expectations, it is by no they will need to embrace a transformation solutions to meet their customers’ banking means restricted to them. The widespread journey in which they either replace needs. use of digital technologies across various their legacy systems or adopt massive industries has led the different generations simplification supported with intelligent A major step towards transforming the to adopt these digital trends, therefore automation to complement their legacy financial services industry in the region is making it imperative for banks to be on top systems. open banking, which would enable greater of their digital service delivery. transparency and inclusivity through open A major step towards data. Bahrain is the first in the region “Singapore-based Bank, OCBC, has to adopt open banking regulations, and started allowing voice-based commands transforming the financial Saudi Arabia is moving more aggressively for iPhone users, enabling them to do services industry in the towards similar regulations within the basic transactions such as checking bank next two years. According to research accounts, credit card details and making region is open banking, by Finastra in June 2020, 88% of UAE e-payments via Apple’s virtual assistant which would enable banks expect to enable open banking Siri. The transactions are authenticated and open API capabilities in the next 12 using biometrics such as facial-recognition greater transparency and months. Other examples of Middle East and fingerprints, thus providing a great inclusivity through open banks embracing digitization trends are as customer experience” follows: data. Banks previously used to personalize customer interactions through the “NatWest, one of the leading UK banks, branches; however, as digital banking launched “Mettle”, an innovative digital has become more popular, banks had platform that allows small and medium to identify other means to maintain that size enterprises to open a business current personal touch. With the use of predictive account in minutes, forecast their business United Arab Emirates analytics, artificial intelligence and machine performance, create invoices from their Emirates NBD launched Liv., a digital learning, they will increasingly personalize mobile phone and provide reminders for banking proposition for millennials; Abu their offering for customers. chasing payments.” Dhabi Islamic Bank (ADIB) partnered with Fidor Bank to launch the Middle “Standard Chartered Bank has an Challenger banks, often starting from East’s first community-based digital bank, interactive, location-enabled mobile scratch, have been able to base their Commercial Bank of Dubai launched application that prompts users with real- services on powerful, predictive and secure CBD NOW, also targeting millennials and time and personalized offers from nearby ecosystems that cloud-based technologies digitally connected customers with a retailers” offer. This has left traditional banks at a mobile proposition, and Mashreq Bank significant competitive disadvantage due to launched Mashreq Neo, its full-service Today, top tier banks are competing with their owned IT infrastructure, data centers, digital bank. Emirates NBD recently “challenger banks” which operate on full legacy hardware maintenance and costly launched a contactless export trade digital capacity and focus on delivering payrolls. collections capability – a new digital feature
08 Deloitte | Process analysis
that will support smartTRADE clients with customers, with instant credit transfers, business continuity through the COVID-19 e-invoicing and billing, real-time payment pandemic. Emirates NBD’s smartTRADE acknowledgement, remittances, bulk clients can access smartCollections from payments and peer-to-peer money the safety of their homes or offices, to transfers. submit an export collections request. Egypt Documents can be safely uploaded on the Emirates NBD Egypt launched a trade finance portal, with real-time updates MasterCard World Switch Card for the on transaction status, thus completely first time in the Middle East, enabling avoiding the need to visit a bank counter. customers to switch from Debit to Credit ADCB partnered with Silicon Valley’s Plug at the touch of a button embedded in the and Play, known for connecting the best Bahrain card. technology startups with the world’s SADAD Bahrain launched its latest largest corporations to boost digital technology-driven service, ‘Sadded’, a transformation programs. The partnership new online invoicing system that provides Banks in the Middle East are likely to comes at an exciting time for the UAE’s businesses and their customers with a look at more sophisticated ways in which financial services industry when technology convenient payment solution through costs can be managed through the use of like artificial intelligence, robotics, machine a secured payment channel (via SMS robotics, analytics and Fintech amongst learning and data analytics offer many new or email, with a URL/link to process the others. opportunities. payments).
According to a survey conducted by YouGov that took place at GITEX Technology Week, “businesses in the GCC are expected to place a high priority on customer experience in 2020”, with 80% of respondents depicting customer Jordan experience as “very important”. Saudi Arabia The Central Bank of Jordan launched a Al Rajhi Bank and Samba Bank launched bill payment service “eFAWATEERcom” With the recent introduction of new digital customer onboarding experiences available through Jordanian banks’ mobile payment processes and technologies this year whereby banks are able to start and internet banking platforms. With this to the financial industry along with a new relationships with customers and service, customers have the ability to make millennial population making one third create current accounts while requiring inquiries and payments to a wide range to half of the total population in the GCC minimal customer input by using customer of billers on the spot. Customers can also region, banks are now being pushed to information automatically extracted create their own profile and manage their develop strategies on where to play and through the integration with Absher and bills accordingly. how to adapt to the wider competition Saudi Post. Al Rajhi Bank also launched of Fintech startups that are “expected to the Digital Document Signature service, attract $2 billion in private funding over which allows customers who applied for the next ten years in the Middle East personal financing to digitally approve the region”. Banks that continue to adhere promissory note through an electronic to traditional business models are at platform for the Ministry of Justice (Nafith) imminent risk of becoming obsolete. without the need to physically visit the Lebanon branch. Saudi Payments, a fully owned Fransabank-Lebanon launched a biometric subsidiary of SAMA, has teamed up credit card, which has an embedded with a MasterCard company, Vocalink, fingerprint sensor that eliminates the need to enable instant payments between for cardholders to rely on their pin code or financial institutions, businesses and signatures to complete a purchase.
09 Deloitte | Evolving Technology Trends
3. Cost reduction initiatives i re ranc ensity contin es to ecline lo ally Amid the low interest earnings, which have persisted for a long period, as well A erage n mber of bank branc es er ad ts as the recent market and economic 60 2008 global average: 27.4 bank branches 2016 global average: uncertainties, banks are under constant 22.9 bank branches pressure to find innovative ways to 50 increase earnings and significantly reduce cost. To achieve this, banks need the 40 right balance between short-term tactical cost decreases, such as headcount 30 reductions, and longer-term strategic 20 cost initiatives, such as streamlining processes or outsourcing certain non- 10 core functions without compromising the quality of service delivered. Accordingly, 0 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 banks are re-evaluating the traditional role of back-office operations to strive for Australia France Germany India Japan Netherlands cost optimization while improving both back-end and front-end service quality Norway Singapore Switzerland United States and speed. The traditional function of the back-office, which is to improve efficiency, Source: World Development Indicators, World Bank. will be positively impacted by technologies such as robotic process automation This trend is balancing the voice of the and customer safety versus financial (RPA) to reduce the dependency on customer (VOC) and the voice of the strength and growth. ‘Work from home’ manual processes. With rapidly evolving business (VOB) as it is bringing benefits for policies have resulted in significant technologies, major improvements and both the banks and their customers; these business resilience challenges with efficiencies in operational processes are include enabling banks to rid themselves additional risks of operating as well as less expected to lead to significant cost savings of a significant cost, increase their direct visibility on operational processes for banks. performance, and simplify their operations, and performance. At the same time, the as well as preserve a high quality and pandemic has created huge surges in “BNY Mellon has deployed 220 bots persistent customer experience. demand for mortgage or payment loan developed by Blue Prism to handle holidays and debt management operations repetitive tasks such as data requests from 4. COVID-19 Accelerating Digital that cannot be met by increased full time external auditors and correcting formatting Transformation equivalent (FTE) capacity. Amongst some and data mistakes for fund transfers, With the many challenges that 2020 of the rapid changes that banks have leading to $300K in annual savings” has sprung upon our communities and implemented globally and in the region organizations; from decreasing bond yields, is the evolution towards direct sales, self- The decline in use of physical branches by oil and equity prices and the COVID-19 service, digital advice, and digital payments. customers and the high costs of branches pandemic, comes a large uncertainty that are pushing banks to take real steps has driven banking institutions to come Responses of banks have been particularly towards following the trend of shrinking up with rapid business continuity and noteworthy with each bank prioritizing their branch networks (see Figure 5) and resilience measures. Banks are figuring out their ability to help their customers get embracing the digital era. As shown by how to enhance the customer experience through this difficult period; here are some the World Bank’s graph, between 2008 through automation and the integration of examples: and 2016 the branch density of banks a digital paradigm shift in their day-to-day • Natwest in the UK launched a donation- decreased globally from 27.4 branches operations. matching program of £5m for a National per 100,000 adults to 22.9 branches Emergencies trust from donations made per 100,000 adults; representing an With the pandemic and social distancing by its Reward customer scheme and paid approximate decrease of 19.65 percent. measures, banks are pushed to full salaries to staff who took time out to temporarily close branches, and are faced look after their families. with a dilemma of prioritizing employee
10 Deloitte | Process analysis
• ABN Amro in the Netherlands has COVID-19 restrictions are pushing Banque Saudi Fransi (BSF) selected TCS offered an automatic six-month deferral customers towards digital channels for BaNCS™ Global Banking Platform to on payments from commercial clients services and sales (Figure 6). Radical provide seamless and contextual customer with a credit facility of up to €50 million. changes in customer behavior have been experiences. • UniCredit in Italy has put in place an witnessed throughout; customers who extension of credit for imported goods of were initially reluctant to adopt digital Abu Dhabi Islamic Bank (ADIB) partnered up to 120 days to support working capital interactions have gained more interest with Etisalat to launch new covered management. and comfort in using such methods out cards called ADIB Smiles. Through these • Bank of Georgia in the UK closed its of necessity due to limited alternatives. cards, ADIB aims to provide savings to its customer service support in express Such interactions include using contactless members via various rewards. branches while keeping the self-service cards or digital payments instead of terminals and ATM areas open. The cash, and online/mobile banking and Oman’s Bank Nizwa has rolled-out bank’s main branches remain open but investments instead of paper-based/ additional features on its e-wallet solution under strict safety guidelines in-branch transactions. Some banks (e.g. to encourage contactless payments. The • America bank in Armenia immediately Canadian banks) have been effective in e-wallet is a digital extension to its Islamic put its business continuity program into leveraging existing technology investments solutions and allows instant fund transfers. place when COVID-19 broke out in the (e.g. AI, RPA) to drive responsiveness and country. The bank was the first in the improve the quality and control over their The COVID-19 pandemic has created a country to offer a two-month “credit data (e.g., to improve authentication, know dynamic shift in customer expectations vacation” for its individual clients and your customer (KYC). In addition, there and therefore instigated a live test to the for legal entities in the more vulnerable have been enterprise-level investments existing digital platforms, omni-channel sectors to defer principal payments for that will likely accelerate to ensure greater functionalities and mobile capabilities. three to six months. reach and consistency of key technologies The exact shape of the future is still • Center Credit Bank (BCC) in Kazakhstan across lines of business and operating uncertain, and mainly depends the joined the response efforts as soon as units (e.g. workforce management, digital severity and pattern of progression COVID-19 began to spike in the country. interfaces). of the pandemic. The expectation is The bank set up a platform so that people that banks will continue to aggressively could open online accounts that allow Further, banks in the Middle East region pursue technological advancement and them to stay at home and still receive are partnering with technology companies use revamped business platforms (e.g. social financing support. to offer digital platforms and services to robotics, AI, analytics) partnering with enhance the customer experience: various Fintech firms to transform and In Saudi Arabia, the Saudi Arabian In June 2020, UAE’s Mashreq Bank venture into the new age of digital banking. Monetary Authority (SAMA) announced a launched the Middle East’s first AI-powered set of measures and guidelines for banks digital engagement banking bot to make to limit the negative impact of the crisis. banking easy for Mashreq customers. SAMA unveiled a package to allow banks to defer loan payments for six months and i re lti c annel resence electric c annels are acco ntin or a reater s are o an s transcations instructed commercial banks to support businesses and individuals affected by the crisis through restructuring loans ranc es c annel without charges and reviewing various fees to adjust to the drop in interest rates. all center nternet SAMA also launched a serious of circulars requesting banks to enhance different aspects of their customer service, such as s annels Di ital an in the automatic update of expired IDs and customer addresses through integrating o ile an in P one an in with the governmental platform to alleviate branch workloads, as we as initiatives that promote cashless payments. Point o sale Traditional Electronic Source: Banking of the future: Vision 2020 CII – Deloitte.
11 Deloitte | Process analysis
Process analysis: A stepping-stone for transformation
12 Deloitte | Process analysis
Process Analysis: A stepping-stone for transformation
With so many industry challenges and data-driven, place the customer at automation to strive for operational to contend with, banks must strive the heart of the transformation journey. excellence, increase customer satisfaction to fundamentally transform the way Some approaches rely more on hands-on and drive cost reduction. they operate through embracing new process analysis and improvements such technologies and process automation as the Value Stream Improvement Method Key benefits for organizations following initiatives to maintain their competitive (VSIM), while others rely more on process the implementation of VSIM include the advantage and market leadership. and task mining such as the Deloitte Digital following: From using artificial intelligence to optimize Discovery Approach. Below we will detail • Cost and TAT (turnaround time) credit decisions, and automating manual each of these two approaches as applied reduction, as VSIM uncovers hidden processes that previously required by Deloitte. inefficiencies, bottlenecks, and process human intervention, to using chatbots wastes that can be eliminated or for revamping the customer experience, 1. What is VSIM and how can it help automated process automation is becoming a real uncover automation opportunities? • Streamlined and standardized processes game changer. VSIM is a flexible approach widely applied across the organization by Deloitte in the Financial Service • Enhanced controls for operational risk Before this transformation can emerge, industry to deliver results from traditional and regulatory compliance an important initial step is to identify productivity improvements to disruptive • Enhanced quality data and transparency processes that can be measured, analyzed design innovation. This approach consists as duplicate information will be and improved. of 6 phases that can be completed in 8-12 centralized in a single source of truth that weeks and serves to identify and resolve feeds all peripheral systems At Deloitte, we have developed ground- complex, hidden root-cause problems. • 360-degree customer visibility (e.g. breaking integrated approaches to help The first 3 phases shed light on the integration with other banks for credit Financial Services customers tackle current state of the organization, whereas information, governmental systems) disruptions and create opportunities the remaining 3 serve for designing and • Quick wins that can be implemented with to factually analyze performance and implementing a sustainable model that minimum effort and in a timely manner identify improvement opportunities. Our addresses the issues identified earlier. approaches that are flexible, structured A massive part of this model relies on