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Banking

WHY OPEN BANKING SHOULD BE EVERY MARKETER’S BEST FRIEND

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By Kathryn Wright, CSO, Upside

 

To date, Open Banking has been mainly utilised to help consumers with account switching and account aggregation. Being able to have a birds-eye-view of our spending always helps us realise how much money might be slowly ‘leaking out’ of our pockets. As useful as some of the applications have been so far, they are somewhat passive in nature and there is a bigger opportunity at play with Open Banking.

Personalisation has been the holy grail in sales and marketing for some time now, often twinned with omni-channel propositions. According to a study by Gartner in 2018, the brands who personalised discounts and calls-to-action outperform their competitors in revenue by at least 20%. The demand for a completely personalised customer experience has seen many SaaS offerings come to market, promising a complete understanding of your customer.

Many of these technologies are riddled with challenges though, such as customers flitting between devices, moving from mobile to tablet to laptop, and all at different IP locations – which is where omni-channel solutions are needed, but only work reliably when a customer is ‘logged in’. Cookie tracking, or the lack of it, also impacts what is shown to a customer. There’s nothing worse for a customer than clicking through an email and landing on a website just to see a large pop-over asking them to sign up to emails and offers. That’s clear evidence and an example of personalisation not working!

Another bad example in basic segmentation is generalisation. Businesses often take a few pieces of demographic data and then make wildly inaccurate assumptions about the customer. No retailer or marketer needs more data. They need actionable data with insights which can drive action and engagement.

And this is when Open Banking comes into play. By pairing past spending data through Open Banking, marketing teams can better understand their customer base, and brands can personalise which products and offers are shown and when. The end-result is an all-round better experience for the customer, which in turn means an increase in their brand loyalty.

 

Single Source Of Truth

Businesses currently struggle to know who really is a new customer. It’s kind of tricky when all of the largest discounts are designed to get a new customer on board and marketing teams are heavily focused on new customer acquisition and the cost per new customer.

So who is a new customer? Someone with a new email address that you haven’t seen before? But what about a different delivery address or using PayPal one time and then a card the next time. One customer can potentially register as a ‘new customer’ up to around seven times. Additionally, if I leave my broadband provider this year and come back after a year, am I a repeat or new customer? Brian Dunne from Gift Card Consulting, advisor and investor to Upside puts it well: “There is no such thing as new customers, they’ve all seen you at some point. You are just not getting all their spend most of the time.”

False customer categorisation affects all other business metrics. CAC, CLTV, Repeat purchase rate, customer churn – and these are not trivial metrics, these are metrics upon which huge budgets are committed to or culled. The answer to these questions and challenges in customer personalisation lies in Open Banking. The single source of truth where money can only come out once. Of course, there are credit cards and multiple bank accounts, but the idea is for the customer to have all of these linked.

A new world of data analysis opens up when Open Banking is applied. Retailers can see the frequency of spend, location and average order value. Most brands have this information, but only for themselves. Outside of their walled-garden, it’s more of a mystery. Open Banking allows businesses to benchmark all of these metrics against the rest of their industry, showing what percentage of wallet share they have, which is more meaningful as a metric than an incorrect measure of new customer sign-ups.

For Open Banking to fully show its potential, the conversation with customers needs to change. Brands need to reward repeat purchases and loyalty, instead of offering all of the best discounts to ‘new customers’. Leveraging new fintechs and Open Banking, retailers will be able to know for sure who is a new customer, which will allow them to attract new, win back old and delight their most loyal customers more accurately.

 

Open Banking – Fiction or the Future of Retail? 

Pairing machine learning with Open Banking brings personalisation to a whole new level above simple segmentation and improves the customer experience. Machine learning and AI, combined with Open Banking, are ways to create insights from the masses of data that businesses have. As an example, over time, businesses will be able to recognise when a particular customer looks like they are going to lapse into no longer shopping there, or shop less regularly, and suggest to the brand that at this stage, they offer a special cashback rate. Rather than a ‘spray and pray’ attitude to marketing it means brands can give customers what they need at the right time and ensure their communications are relevant.

Does this sound like a dream? It is not – the technology is ready. Open banking and machine learning can change the way marketing and sales work for any industry. Estimates sit around 95% for the prediction of future revenue which will come from as little as 5% of a brand’s existing customer base. A study by the Center for Generational Kinetics reveals 80% of consumers would visit a store they hadn’t visited before if given a direct cashback. Given statistics like these, retention through delighting and rewarding existing customers, as well as new user acquisition, is imperative.

It’s only the mindset which often holds businesses back. Those retailers, businesses and Open Banking providers who grasp this opportunity and move away from the old discounting culture will rise in the post-Covid-19 world.

 

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Banking

BANKS OF THE FUTURE WILL BE ASSEMBLED, NOT BUILT: HOW BANKS CAN EXPAND AND INNOVATE BY RETHINKING THEIR PARTNERSHIPS

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Author: Kelly Switt, Senior Director, Financial Services Strategy, Ecosystem and Strategic Partnerships, Red Hat

 

The financial services business ecosystem has been radically reshaped in recent years and is arguably more dynamic and ripe for innovation than it has ever been. Banks that take bolder steps to build strategic partnerships have the potential to dramatically transform themselves and the industry. While open banking reforms have encouraged organizations to open up their architectures to each other, there is much potential still to be unlocked: beyond the minimum of meeting regulations by the deadline and exposing the APIs required for aggregation services, there is a vast untapped opportunity for creativity in joint business models. The kind of opportunity that has long since been grasped by web-scale companies and fintech startups.

 

Deutsche Bank, BBVA, and neobank bunq are examples of banks that have understood the value of creating open finance communities. However, the majority of financial organisations are yet to embrace deeper collaborations that truly take advantage of external parties’ ready-built solutions, which would save time and resources and enable inhouse teams to focus on differentiating their business where it really counts. So how can an organisation break free of legacy structures and attitudes to better integrate and engage with partners?

 

Step 1: Adopting a growth mindset

Establishing deeper strategic relationships with partners requires a mindset shift for much of the industry. Traditionally, banks have tended to see third parties as vendors, treating the relationship as a transactional exchange, in the context of legal agreements that set forth the provisions and conditions of the services to be provided. Instead, banks need to adopt a growth mindset that encourages organisations to look beyond their own four walls, and embraces participation in a wider community. By engaging with an ecosystem of partners and treating them as a valuable additional set of experts, banks can accelerate problem-solving and reach their business goals faster.

 

Step 2: Aligning internally as an organisation

Before bringing in a partner to tackle a business problem, an organisation needs to conduct an internal assessment. It’s important for all departments within an organisation (IT, sales, marketing, etc.) to contribute their perspective on unpacking why a problem exists across the organisation: what are compliance and risk issues? What are the technical challenges? In what ways is the business impacted? Once everyone is grounded on why the problem needs fixing, it is a much clearer path to identify both the business and technology capabilities needed to solve the problem – i.e. the tools as well as the people skills. If different departments aren’t set up to engage with each other, it’s time to dismantle barriers and build bridges to ensure everyone is included in this discovery phase.

 

Step 3: Be open with partners

When the business has galvanised around its key objectives and the capabilities it needs to move forward, the organisation can look at engaging partners that have experience and expertise in the right areas. The more information that is shared with a partner about the company’s challenges, opportunities and goals, the more empowered and committed the partner will be to help meet the desired outcomes. Armed with insights, partners can help connect the dots and invite further parties to a project, leading to a network effect that benefits both the organisation and the wider ecosystem. To ensure that everyone continues moving in the same direction every step of the way, it is crucial to have transparent discussions in which ideas can be exchanged freely, and to make decisions in an open and collaborative way. Disagreement and constructive feedback must be encouraged – partners should be empowered to speak up with concerns – as this is an important part of mitigating risk.

 

Step 4: Humanise business relationships

Business relationships are personal relationships. The most successful ones are built on mutual understanding of what makes each other tick, what motivates someone to behave the way they do and what drives their performance. Getting to know people on a more personal level can create deep-seated relationships where everyone feels fully invested in driving the project forward. The banking sector may not be known for encouraging vulnerability, but revealing a bit more of the human in us is a key ingredient for building trusted relationships. The pandemic has added urgency to the need for greater empathy to lead people through difficulties, and has shown how people can come together through shared emotional experiences to better manage adversity.

 

Step 5: Build on a consistent technology platform

The technical foundation for engaging in any new partnership is a strong integration strategy. An organization may need to rethink its system architectures and shift towards open platform models. In the case of using containers to take advantage of cloud scale, establishing a common platform at the base of the technology stack that runs consistently across an organisation can provide more control, security and stability. A common application management layer that is agnostic to the underlying technology and based on open APIs gives internal teams together with partners greater freedom to collaborate, accelerating innovation. It helps avert the risk of ending up with many custom integrations, which can lead to cost overruns, outages or services-related issues for customers.

 

Unleashing future possibilities

Progress is able to happen much faster when people and teams work together. As more and more businesses in banking and adjacent industries wake up to the opportunities inherent in a move towards greater openness, we will start to see unprecedented innovation in financial services, and myriad other areas of our lives, creating better and more inclusive customer experiences for societies globally. Banks of the future will be assembled, not built.

 

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Banking

SHIFTING EXPECTATIONS AND THE RISE OF FLEXIBLE BANKING

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Rajasekar Sukumar, Vice President Europe, Persistent Systems

 

In virtually every aspect of connected life, consumers are demanding personalisation — and banks are under pressure.

While financial services led many sectors in recognising the potential of technology decades ago, rapid advances more recently in areas like retail have put banks under increasing pressure to deliver services that are tailored to the individual.

The general view is that banks are just too slow to transform, but it’s an assumption I readily challenge. Over the last few years, banks of all sizes have developed and launched new digital services and mobile apps at a pace I’ve not see in the financial services sector before.

The perception of slow and steady persists, however, and it’s because banks are missing the focus on personalisation. With consumers so used to the personalised services of brands like Amazon and Netflix, this gap is widening even further — and it’s what’s giving challenger brands their advantage.

Created and developed to offer everything to every consumer, large banks are being challenged to deliver the rapid pace of change that is needed to put personalisation at the heart of their offerings.

Conversely, smaller challenger banks have no legacy strategy or proposition to adapt. They are entering the financial services market with clear and focused propositions, designed to appeal to a niche demographic for maximum differentiation and appeal.

So, what does this mean for the banking landscape of the future?

 

Shifting expectations

Taking a ‘one-size-fits-all’ approach to banking has been relied upon for decades, with the assumption that appeal is maximised if everything is offered to everyone. Yet this standardised approach is not connecting with customers.

As I mentioned, banks aren’t being reluctant to change this situation through digital transformation — it’s just that it’s not easy.

The challenge here is two-fold. Firstly, in how larger banks were built, with a one-size-fits-all architecture to deliver every product or service a bank could ever want to offer to any customer. Adding new systems through integration brings some flexibility, but under the hood this core banking infrastructure is restrictive.

The other issue is that larger banks are the victims of previous success. They have worked hard to appeal to every type of consumer, and they’ve got them on their books. But personalising and segmenting such a broad group is a huge, unwieldy undertaking.

In contrast, newer banks don’t have to shake off legacy perceptions or rework legacy systems. A digital-first approach brings agility and flexibility from the outset, with the ability to rapidly create a banking proposition that is designed for a very particular type of customer.

A great example is UK-based Monument. Launched this year, this digital bank has purposefully hand-picked a focused segment: the mass affluent with between £250,000 and £5 million in liquid assets.

Every Monument message and product has been developed with its niche audience in mind, pushing aside the myriad banking services they could offer to focus only the ones that really resonate and matter to those with high incomes.

 

A digital mosaic architecture

Instead of being shackled with a ‘one-size-fits-all’ infrastructure, challenger banks have the opportunity to develop what we at Persistent Systems call a digital mosaic architecture.

Instead of building in everything from the outset, a digital mosaic provides a flexible structure to add and integrate the right services, applications and data platforms to meet the needs of a particular customer group.

It’s easily composable, and that brings new levels of efficiency, flexibility and agility — and a step change in the personalisation of the customer experience.

With this clear advantage, digital banks can take a truly tailored approach from the start, selecting only the products and services they need, whether that’s debit cards, loans or cross-border payments. With each component acting like a Lego brick, they have the opportunity to select only the best technologies for each product or service they want to offer.

For larger banks, this becomes more complex, as “under the hood” their technology infrastructure lack the flexibility they need to adopt a mosaic architecture quickly. Furthermore, the workflows within this infrastructure were originally created with the bank’s processes in mind, rather than the customer’s priorities, demands and expectations.

With a more composable, mosaic architecture, everything starts with the customer experience — and the technology becomes the enabler, not the blocker, of personalisation.

 

A customer-first approach with the cloud

To even the playing field and gain more competitive advantage, established players in the financial services sector are increasingly looking to the cloud to remove their dependency on complex, legacy IT infrastructure.

I’m seeing previous trust issues with cloud delivery dissipating, as banks recognise the cloud is now both highly trusted and critical to digital transformation projects. Flexibility and security is created in core components such as a credit decisioning system, KYC solutions and anti-money laundering technologies, and banks benefit from the ability to deploy and scale at speed.

The cloud brings the opportunity to break free from a single technology, to compose and integrate a unique and powerful combination of cloud-based services and applications for the optimum customer experience.

Partnering with a trusted systems integrator means this doesn’t have to be an insurmountable challenge either. Use experts to create and implement a best-in-class cloud infrastructure while you focus on what’s really core to the business: running the bank for your customers.

In today’s fast-moving banking landscape, the power and flexibility of a digital mosaic has never been more critical — and the opportunity is now.

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