For a lot of banking transactions, digital services are all you need, and that raises the stake on having an optimal digital customer experience. What’s more, financial decisions are often some of the biggest choices people will make, such as selecting a home loan or considering investment options.
TSB appreciates this and places a priority on more than just setting a customer up with the product they ask for but also establishing a wider conversation with them that takes their needs into account. TSB is a New Zealand bank headquartered in New Plymouth with 24 branches throughout the nation. The bank is dedicated to putting customers first and giving back to New Zealand and its communities.
Its constant focus on the customer drives its quest to design services that speak to their customers’ needs. “By taking the time to talk beyond banking and really getting to know the customer, we naturally build a deeper connection with them, which means we can tailor our solutions to best help them with their current and future needs,” said Hamish Archer, TSB General Manager Technology.
Keeping it personal in an increasingly online world
And to keep things personal, TSB has recently introduced a more agile way of managing customer engagements. “Our people used to use a TSB custom application which provides information on customers and their interactions with TSB, however, there was no systemised workflow and business rules in this application,” said Hamish Archer. The bank required a modern platform with which it could enable a leaner arrangement and leverage third-party capabilities vendors in a more plug-and-play way.
Datacom, a Microsoft partner, enabled TSB to extend the services and processes on Dynamics. “A key reason behind choosing Dynamics is that one of our IT strategies is ‘Cloud First’, so we can allow our IT teams to focus on working with the business and on getting real value from our platforms, rather than spending time managing infrastructure,” shared Hamish Archer.
A systematic series of dynamic deployments
By April 2018, TSB had launched Dynamics in its Customer Engagement Centre (CEC) to manage all email enquiries. Following this successful pilot, the bank worked with Datacom, and Microsoft to develop a two to four-year roadmap for Dynamics at TSB and has since introduced a series of enhancements to their customer engagement capabilities.
October 2018 saw the deployment of lead and pipeline management to all the bank’s lenders and mobile mortgage managers. Later in that year, TSB utilised case management to manage its customer arrears process, effectively enabling them to retire use of spreadsheets and other manual processes.
In March 2019, TSB deployed a central view of the customer to its customer- facing teams, effectively equipping them with information for smarter interaction at their fingertips. “This deployment allowed us to retire our custom- built system as we integrated Dynamics into our core banking platform,” said Hamish Archer.
By August 2019, TSB was using Dynamics for its launch of a systemised customer care and advocacy process that allows customer feedback and relevant data to be anchored in Dynamics for improved reporting and insights. This arrangement helps ensure service level agreements are on track, and positions TSB to better monitor trends for insights, and deliver optimal customer outcomes.
Meaningful customer engagements powered by a richer bank of data.
TSB can now better keep track of its conversations with customers, and some of the bank’s business units are already reaping the returns on this capability. “l was impressed with how adaptable the platform is. Dynamics has allowed our business to understand and track our home lending to accurately forecast outcomes. Our business now has one central view of the customer and of all interactions that have taken place through other channels, and that means we can avoid the customer having to repeat themselves,” said Sharon Lawson, Head of Regional Banking Taranaki/South. Her views were echoed by Lisa Macnee, Head of Customer Engagement Centre and Digital, “Dynamics is an intuitive system that has been relatively easy for our users to adopt, it’s customer- and process-centric so our users can see how things work together and it gives us insight into parts of our customer processes we couldn’t quantify before we had it. Dynamics means we’re closer to having a single source of the truth for customer information and we can see the entire customer journey and experience as we go,” she said.
Over time, insights from the data that is tracked within Dynamics will help with customer marketing and provide insights into customers behaviours. “Dynamics is world class and is ever evolving to meet today’s business challenges. We’re already finding Dynamics is a useful tool for tracking the success of our marketing campaigns. We’re confident this tool will help us to support even better customer experience management at TSB,” said Hamish Archer.
The journey to personalise customer connections at scale goes on.
Establishing an authentic personal touch and conversations with customers is a core ethos at TSB. “Even as TSB is working to deliver better customer journeys through digital, every decision we make will have customers’ needs put front and centre,” emphasised Hamish Archer. “We are continually looking for opportunities to take our customer experience excellence one step further, and we’re investigating using Dynamics for our Voice of Customer surveys which is a key tool for improving customer experience across our business. Over time the majority of TSB’s customer processes will be managed within Dynamics to maximise the full range of benefits we can get from this too. “
As Hamish Archer shared, “We know what sets us apart from our competitors— it’s the personalised, human connection we’re so well known for, so our goal is to ensure this is front and centre, as we enhance our tech processes. With a human focus at our core, we’ll continue to deliver what’s best for our customers, their communities, and our country.”
“Dynamics is world class and is ever evolving to meet today’s business challenges. We’re already finding Dynamics is a useful tool for tracking the success of our marketing campaigns. We’re confident this tool will help us to support even better customer experience management at TSB.”
Hamish Archer, TSB General Manager Technology
“Dynamics is an intuitive system that has been relatively easy for our users to adopt, it’s customer- and process- centric so our users can see how things work together and it gives us insight into parts of our customer processes we couldn’t quantify before we had it. Dynamics means we’re closer to having a single source of the truth for customer information and we can see the entire customer journey and experience as we go.”
Lisa Macnee, Head of Customer Engagement Centre and Digital