It’s about understanding the process and taking a wider view of how we remove the obstacles to completing that process more efficiently.
What are the most effective strategies that help clients enhance customer engagement, generate new revenue and better serve customers?
We recently worked with a large, fast-growing bank on a digital transformation project. The bank was opening about 3,000 new accounts each day, but they wanted to grow even faster, because the market was growing at a rapid pace. That’s a big challenge because the banking industry is heavily regulated – you can’t just bypass the rules that are laid down.
What we did was build a technology stack with automation, robotics, intelligent automation and intelligent document processing. As a result, the bank teller opening a new account could complete that process within 15 minutes. At the back end, we could capture and read information from citizen cards and tax records, check validity with the regulator or government systems, and within 5 to 10 minutes we’d generate a confirmation that the information was correct, and the account could be opened.
The customer’s experience in this situation was greatly improved, and the bank was able to accelerate a key process and increase the number of new accounts to 15,000 a day. It’s about understanding the process and taking a wider view of how we remove the obstacles to completing that process more efficiently.
We had our entire automation suite, our marketing sales platform and front-end stack ready, so we were able to keep that running and managed remotely.
How has the pandemic influenced the way firms such as yours are delivering transformation services?
It’s so interesting. When the pandemic happened, we had to shift a lot of technology support, overnight. We have a good mix of technology and process engineering, so we were able to adapt relatively easily. But we certainly didn’t anticipate something like this happening.
We had our entire automation suite, our marketing sales platform and front-end stack ready, so we were able to keep that running and managed remotely. But it was still a big shift to work from home, even in a tech-savvy company. Our IT desk did a lot of support to get people set up with Zoom and remote access to important systems, so we were up and running within a week. Luckily there was no disruption to customers.
We did a lot of webinars for marketing, and our technology stack was able to support remote delivery of support to customers.
MITUL MEHTA
Chief Marketing Officer
& Head of Channel Sales
Datamatics
How are you enhancing your own customer engagement approach and evolving your marketing strategy as a result of a move to more online and virtual working?
We did a lot of webinars for marketing, and our technology stack was able to support remote delivery of support to customers.
Website is very deep so that means we could deliver thought leadership and engage with customers through the website. Some of that marketing was automated but we also did things like move our annual seminar online.
We try to see the pandemic as an opportunity not a handicap. If you organise a physical seminar, we could have hosted perhaps 500 or 1,000 people. Because we moved to virtual seminars, we could have infinite people join in, and keep costs fairly low. We organised a virtual summit that was attended by almost 4,000 people. We could see in real time who was watching, and we used things like online polls to capture engagement and insights. We learned a lot, like the importance of planning for virtual events – everything had to be planned, and scripted, pre-recorded and then moved into place.
Datamatics builds intelligent solutions for data driven companies who want to increase their productivity and enhance their customer experience.
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