e-Channel Transformation

Challenge

I’m working in The Corporate Credit Product Management at Commercial bank.  Last year, I was  assigned to develop and implement an e-Channel for the customers to perform self-services instead of  walk in to the branch.  We want to get better quality & high speed of services and reduce the operation  costs that were current pain points.

Selection

I applied many tools along each stage.  To deeply understand the customer’s pain points, we created  customer journey to simulate what were their expected services.  During design phase, we always lead  to the assumption “What if no paper based and transform to electronic channel”. The development  concept was applied for the process of electronic application to replace paper application.  However, we  did not jump to develop system.  We activated several checkpoints by creating prototype and we conduct  customers’ interview for feedback.  And, we engage our IT team to create the pilot system together.

Application

When we consolidated all requirements and started development, we split project into many releases.   However, every release combines with basic features and Wow features.  We need a new thing to place  in the market.  Several sessions were arranged to brainstorm among related parties to propose WOW  idea. Further, some parts of customer feedback told about poor post production services.  To close this  gap, I asked my team to create our operational staff journey.  So, from this task, we can see the end to  end process in our organization and we can solve the problem to align with our new design.  We  engaged one partner customer group who needed to go the digital way to closely co-create and launch  the first pilot.  With cooperatively work together, all issues can resolved quickly and got satisfaction from  group of pilot customers.

However, we still had difficulties when we rolled out to bank-wide customers.  Changing customer from  traditional way to digital way is always not easy.  At first launch, we found that the targeted customer  was not significantly increasing as plan.  Team had brainstormed and set up the assumptions and find  the way to prove. There were many factors that we did not foresee, e.g. expired user name /password,  scared for using system and back to walk in to the branch, seasonal base and so on.  After we studied  and aware of those issues, we had created many recovery tasks. One of them, we set up special team to  directly call to customer to seek information and immediately resolve as much as possible.

Insight & Approach

Now e-channel has successfully launched to the market. I have lesson learnt many things from this  project.  Changing team mindset is first thing need to do.  The management must understand and fully  support. Learn fast, fail fast, cheap, and open mind to get feedback are the key success. The design  thinking tools are very supportive to guide them for a systematic framework.   When team has inspired  and passion to get new better things and management are fully understanding and support, the greatest  outcome can be achievable.

By the way, we still have next releases launch to the market. It is the time that learning cycle will start  again.

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e - Channel Transformation Challenge I ’m working in The Corporate Credit Product Management at Commercial bank . Last year , I was assigned to develop and implement an e - Channel for the customers to perform self - services instead of walk in to the branch . We want to get better quality & high speed of services and reduce the operation costs that were current pain points . Selection I applied many tools along each stage . To deeply understand the customer ’s pain points , we created customer journey to simulate what were their expected services . During design phase , we always lead to the assumption “ What if no paper based and transform to electronic channel ” . The development concept was applied for the process of electronic application to replace paper application . However , we did not jump to develop system . We activated several checkpoints by creating prototype and we conduct customers ’ interview for feedback . And , we engage our IT team to create the pilot system together . Application When we consolidated all requirements and started development , we split project into many releases . However , every release combines with basic features and Wow features . We need a new thing to place in the market . Several sessions were arranged to brainstorm among related parties to propose WOW idea . Further , some parts of customer feedback told about poor post production services . To close this gap , I asked my team to create our operational staff journey . So , from this task , we can see the end to end process in our organization and we can solve the problem to align with our new design . We engaged one partner customer group who needed to go the digital way to closely co - create and launch the first pilot . With cooperatively work together , all issues can resolved quickly and got satisfaction from group of pilot customers . However , we still had difficulties when we rolled out to bank - wide customers . Changing customer from traditional way to digital way is always not easy . At first launch , we found that the targeted customer was not significantly increasing as plan . Team had brainstormed and set up the assumptions and find the way to prove . There were many factors that we did not foresee , e.g. expired user name /password , scared for using system and back to walk in to the branch , seasonal base and so on . After we studied and aware of those issues , we had created many recovery tasks . One of them , we set up special team to directly call to customer to seek information and immediately resolve as much as possible . Insight & Approach Now e - channel has successfully launched to the market . I have lesson learnt many things from this project . Changing team mindset is first thing need to do . The management must understand and fully support . Learn fast , fail fast , cheap , and open mind to get feedback are the key success . The design thinking tools are very supportive to guide them for a systematic framework . When team has inspired and passion to get new better things and management are fully understanding and support , the greatest outcome can be achievable . By the way , we still have next releases launch to the market . It is the time that learning cycle will start again . ---------------------