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THE ROAD TO EXCEPTIONAL CUSTOMER EXPERIENCE THROUGH DIGITAL TRANSFORMATION

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THE ROAD TO EXCEPTIONAL CUSTOMER EXPERIENCE THROUGH DIGITAL TRANSFORMATION

Pablo Navascués, Managing Director at Lionbridge 

Digital transformation has brought innovation and disruption across all industries. And while it creates fresh opportunities for businesses, like all forms of innovation it also carries an element of risk.

Companies in all sectors are now having to contend with the strategic implications of digital transformation for their organization. One of the biggest challenges they face is how to most effectively enhance the customer experience following a steady increase in expectations from the consumer.

Investment in digital is critical to success for the FSI sector

In many industries, the need to prioritize customer experience has long been recognized, but the financial services and insurance (FSI) sector remains slightly behind the curve: Regulatory constraints and sector-specific risks means that banks and insurers are traditionally fast followers rather than leaders when it comes to technological innovation. But the significant challenge presented by disruptive new players entering the market means that established FSI companies are now under a great deal of pressure to join the digital revolution and transform their own models.

FSI companies are therefore investing heavily in digital, and some businesses are beginning to experience the commercial benefits of digital transformation. In addition to the greater efficiency that comes from automating processes, FSI companies are starting to see how digitalizing their offering can help them to retain existing customers and win new business. And the most successful companies in this respect are those who focus on understanding the customer journey, developing the customer experience across all devices and delivering a more complete multichannel experience.

The customer experience is key

Recent research from Econsultancy on digital transformation in the FSI highlights a number of factors to consider when developing the customer experience and implementing a digital culture in the FSI space. The research looks at how businesses can differentiate their customer experience from that of their competitors. While other industries have for some time been placing the emphasis on delivering a great experience across all channels and devices––mobile, tablet and desktop––most companies in the FSI sector believe they are still at a relatively early stage of what Lynette Saunders, author of the Econsultancy report, calls the “journey to digital maturity”.

The research pinpoints some key points that the FSI sector must keep front of mind when implementing a unique customer experience strategy:

  • Listening to customers is crucial– Often, the people tasked with improving the customer experience aren’t out there speaking with the customer. Listening to feedback from customers is crucial to an understanding of their pain points; this in turn allows companies to improve the customer experience.
  • A personal experience is a memorable one– Make sure your business makes it mark by delivering personalized, targeted communications.
  • Invest time in profiling customers– It pays to understand how intelligence-gathering can help improve service to customers. Making them aware of the products most relevant to them, or drawing their attention to offers, can help in retaining their business.

Creating a digital culture

Another key concept that came out of the research was the importance of creating a digital culture in order to most effectively develop a strong customer experience strategy across all touch points. The business might have decided to invest in state-of-the-art technology, but success won’t come if the approach to managing this change is not effective. When implementing a digital culture,it is important to consider the following:

  • Ensure board buy-in–This kind of change in corporate culture needs to be pushed through the company from the top down. This means that the board must buy into the digital strategy and ensure it is being prioritized across all areas of the business.
  • Digital must be on the job spec for old and new employees – Ensuring workers have the right skillsets is crucial to implementing a digital working environment. It is important for the workforce to have both digital know-how and a holistic view of the customer experience.
  • Celebrate the small wins – It can take time to implement such a big change, so it’s important that even the “small wins” are celebrated. This will help people see the benefit of the new strategy and encourage them to keep at it.
  • Take a risk – Take an entrepreneurial approach when looking at challenges. In the digital age,solutions open up that differ from the “safe”,traditional approaches. If you are prepared to take the risk, you may be surprised by how much these solutions can benefit the business.
  • Be open to collaboration –Consider working with others: Forming fintech partnerships, alliances and joint ventures or supporting start-ups can help a business to bring new products and services to market more quickly.
  • Embrace the benefits of a test-and-learn approach A digital culture will ultimately be far more agile than previous working environments. Look into the possibility of creating innovation labs or spaces for people to work to identify new opportunities. Coming together as one to work on product development and adopting a user-centric design approach can enhance speed to market. Implementing a test-and-learn approach will help influence the direction and delivery of new products and services.

Consumers have come to expect a better customer experiences across all industries –from retail to leisure, and now in the FSI sector too. If financial services companies and insurers are to successfully meet the challenge of new, agile players entering the market, it is vital that they continue to invest significantly in digit also as to give customers the best possible experience.

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Seven lessons from 2020

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Seven lessons from 2020 1

Rebeca Ehrnrooth, Equilibrium Capital and CEMS Alumni Association President

 

Attending a New Year’s luncheon on 31 December 2019, we played a game that involved predicting the world in 2020. Some of the questions included: would Uber become profitable? Would the three-decade bond rally finally come to an end? Would the US hit a recession?

Unlike any of our predictions based on a traditional approach to business and predicting, we now know that 2020 became the year where business, professional and personal plans were turned upside down, reshaped and put-on hold. The proverbial black swan had arrived.

As revealed in a new CEMS Guide to Leadership in a Post-COVID-19 World, to which I contributed, the COVID-19 pandemic has exposed deficiencies in the 20th Century vision of leadership, giving a rare opportunity to question the status quo.

So, what are the main lessons from 2020?

  1. Humans are enormously adaptive.  This is not an extinction scenario. The world is getting used to dealing with global human disaster which may become a recurring event. Life continues guided by new parameters.

  1. No sector or country is immune to rapid change. Just as the leveraged finance and equity markets ground to a halt during the Global Financial Crisis, we have seen a disruption in the financial markets (including M&A) in 2020, including a significant redistribution of wealth between sectors; think tech vs airlines and the hospitality industry. When a market is disrupted it has secondary and tertiary effects such as less work for accountants, lawyers, financiers etc.

 

  1. Location is not as important anymore. The belief that finance staff need to be based in one of the financial capitals to be effective has been forever altered. Pursuing a career in finance from anywhere is becoming possible. However, it’s likely that over time, financial controls and human interaction will move the work model back towards the traditional office approach, as work is a critical sanctuary for people. While working from home may allow more time for family, chores and sports, it is mainly effective for people who already have their internal and external networks. For junior employees it presents a notable challenge as they may be forced to spend their formative years without a chance to really build their networks.

 

  1. Change is likely to be lasting. The opportunity for alternative finance and tech focused providers is enormous and 2020 will accelerate this shift. For example, many retail banks are providing rather poor customer service, blaming the pandemic. Even the most loyal customers will be heading elsewhere. For recent graduates and current students this is a major shift; future winners and key employers may not be names we are used to seeing in the headlines.

 

  1. There will be a spotlight on leaders with visionary strategy and understanding of the operations. 2020 showed many politicians and business leaders behaving like they were playing a game of snakes and ladders, rather than executing a thought-out strategy. The next wave of thoughtful leadership is urgently required.

 

  1. Collaboration leads to success. The definition of a pandemic is an infectious disease prevalent worldwide. A global problem requires a collaborative solution rather than each country and industry on their own. Quoting Steven Riley, professor of infectious disease dynamics at Imperial College London: “Once you have the knowledge and you share the knowledge, then you are able to take measures to push transmission much lower”. This principle is transferable to management education. In a world more complex than ever, investing in a degree is hard currency. Combined with the full global alumni network, corporate partners and schools, CEMS is capital that doesn’t depreciate.

  1. Resilience has become a watch word. Saint-Exupéry’s quote resonates with me: “If you want to build a ship, don’t drum up people to collect wood and don’t assign them tasks and work, but rather teach them to long for the endless immensity of the sea.” We are in a new paradigm – so prepare for the next change. For COVID-19, while we hope that the vaccine will soon upon us, the broader long-term positive challenge remains.
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Data after Brexit: How does the end of the transition affect GDPR?

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UK's Post Brexit productivity puzzle

By John Flynn, Principal Security Consultant at Conosco

The UK has officially left the European Union now that the transition period has ended on January 1st 2021. But this could raise issues with one of the biggest bugbears for many companies – the international transfer of personal data.

Businesses can relax, somewhat – GDPR, which took businesses months to get their heads around, is not being replaced. It will continue as the UK GDPR 2018, and will still be based on the criteria of the Data Protection Act of 2018. However, the UK will retain the right to change the UK GDPR as it sees fit in the future.

The main changes apply to those who receive data coming into the UK from Europe. Transfers from the UK to other countries can continue under existing arrangements.

We know it can be difficult to cut through the legal jargon, so we have simplified what you need to know to protect yourself and your data:

1 – Update your privacy notice

Most businesses do not have the correct clauses in place ahead of January 1st, potentially exposing their liability, should something happen to their data. All company privacy notices online will need to be updated to specifically state ‘UK GDPR’, as opposed to ‘EU GDPR’. You will also need standard contractual clauses in place, which cover both parties – those transferring and those receiving the data.

 The Information Commissioner’s Office (ICO) has a list of what needs to be included in the standard contractual clause here. The ICO will remain the UK regulator for data protection, regularly liaising with each EU member state.

This also applies to Multi Corporate Groups who operate in multiple countries, who need to update their documentation and privacy notice to expressly cover the data transfers.  The UK has applied for an adequacy assessment, which would negate the need for contractual clauses, however this has not yet been approved by the EU.

2 – Data privacy assessments

Any company which runs applications and software should always perform a Data Privacy Impact Assessment. This was also in the guidelines before, but these assessments are now more important for those who outsource their IT operations internationally.

For example, when using a service such as a cloud-based system, the company must be sure that its service provider adheres to UK GDPR and stores the data within the European Economic Area (EEA), or has a binding corporate agreement with the company, where data is stored outside of the EEA. You should also, as mentioned above, make sure that a contractual clause is in place.

3 – Review local legislation

Contracts should now have contractual clauses that specify the responsibilities of the data controller and the data processor. If you are receiving personal data from a country territory or sector covered by a European Commission adequacy decision, the sender of the data will need to consider how to comply with its local laws on international transfers. You should check local legislation and guidance in this case.

4 – Cyber Security health check

The ICO is increasing its capacity and efforts to crack down on data breaches, post-Brexit. Now is a great time for all companies to have a health check to understand their Information Security posture and GDPR compliance. Nobody wants to be caught handling data improperly and fined when it could have been prevented with education and training.

A gap analysis performed by an expert is money well-spent. It’s also a fact that companies that have cybersecurity and Information Security controls are not only able to better defend against attacks but are also far better placed to recover from an attack.

Looking forward

It’s important that all businesses – large and small – are properly preparing their data storage and transferring for the 1st January. ICO has been busy setting examples by fining large, high-profile companies for failing to keep millions of customers’ personal data safe.

It will continue to come down hard on the data breaches of personal identifiable information and special categories of data. The saying ‘prevention is better than a cure’ rings truer than ever this year, and you will thank yourself if you make the efforts to properly store your data now, and not when it’s too late.

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2020 reflections and 2021 outlook

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2020 reflections and 2021 outlook 2

By John Hunter, Head of Banking and Fiduciaries, Finance Isle of Man

Reflections on the most surreal year

The Covid-19 pandemic has completely changed the world as we knew it, resulting in catastrophic loss of life and fears of a downturn hang over global economies like a sword of Damocles. In the UK, the new strain has further exacerbated the situation. As I am sure many have already said we are living in what could be called the most surreal times. People have been trying to cope with this “new normal”, by changing their lifestyles and evolving behaviours.

The Isle of Man responded swiftly to the pandemic by closing its borders and enforcing social restrictions which everyone respected and adhered to. Socially and culturally the Island demonstrated all the good things that come from living on a relatively small Island where community still means so much.

The Isle of Man’s financial services sector adapted quickly, seamlessly transitioning to working from home. The banks too adopted flexible remote working practices and continued to support clients around the world helping them navigate the challenging situation and making the most of any opportunities that arose.

Although there is no substitute for face-to-face interactions, we all embraced web-conferencing platforms like Microsoft Teams and Zoom to stay connected with contacts around the world and build and nurture business relationships, whether it was with financial services firms or high net worth individuals looking to relocate to the Island.

Furthermore, a priority for the Isle of Man has been to reinvigorate the business and cultural ties with South Africa. In a normal world, we would have travelled to the country, held in-person meetings with businesses and industry representatives and talked about building on our wonderful historic ties. However, because of the scale and breadth of disruption we had to change all our plans! We hosted a virtual roadshow which comprised a series of webinars exploring why it has never been more important for South African businesses and individuals to choose the right jurisdiction for long term financial planning.

Looking ahead to the future

We are all hoping that the global rollout of vaccines will provide the pathway to some form of return to normality and all the things people are missing will be back. Like amidst all periods of immense turmoil, interesting, new possibilities have emerged such as the revolution in work culture and a renewed importance of being close to nature and green spaces is. And these possibilities can help reshape society for the better.

The global economic recovery and rebuild might seem further away in the current environment especially amidst the new lockdowns. But we are confident in the resilience of economies and are hopeful that different industrial sectors and governments working together would result in green shoots.

The financial services industry has an important role to play in getting the world economy back on its feet. It is a core component of the solution to continue facilitating the financing of corporates, as well as to develop sustainable finance and nurture digital technologies which have proven to be vital during the pandemic. The sector should continue its cooperation and collaboration with governments and regulators to ensure efficient capital flows and financial stability for businesses and individuals.

Banks too have a crucial role to play as they are instrumental to the effective transmission of monetary policies and stimulus packages. As mentioned in a report by EY: “Financial insecurity in the wake of COVID-19 will require banks to boost consumer confidence and help build a more resilient working world.”

We expect the Isle of Man’s financial services sector and banks to continue navigating the situation with resilience as they have been doing thus far and contributing to the global recovery process. Also, we truly hope this will be our busiest year ever (subject to our ability to travel), with an extensive global schedule of planned activity to promote the Island as an international financial centre of excellence and innovation. Personally, I had planned to be in South Africa for the British & Irish Lions tour, but regrettably, it might not take place and as such we will look forward to catching up with friends there as and when we can.

Conclusion

No doubt, there are significant challenges for the world ahead but as Albert Einstein said: “in the midst of every crisis lies great opportunity”. And it is this opportunity that we all need to work together to identify and make the most of. We are confident that in 2021 the Isle of Man will continue to support financial services businesses help their clients, employees, and the wider society through these surreal times. We are all in this together.

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