UBI Banca- Phygital Distribution Model Qorus Banking Innovation Awards 2017

For some years now, UBI Banca has developed a new omni-channel dialogue-based customer relationship. This innovative paradigm aims to detect and address customers’ needs by bridging physical and digital worlds, creating a seamless and integrated “phygital” experience. To achieve these challenging goals UBI Banca designed and implemented a new “Phygital model” structured into 11 dedicated streams: - Customer Experience - Branch Distribution Model - Digital Migration - Internal Digital Transformation - Big Data - Real Time Marketing - Digital SME - Customer Satisfaction - Contact Center - Digital Payments - Digital properties evolution The program required a radical rethinking of current Bank’s processes and service models. More than 60 Bank resources belonging to 15 different departments have worked side by side to identify: • most relevant multi-channel customer journeys combining Personas and Products • real-time and profiled marketing strategies, also unleashing the power of Big Data • structured Digital Migration program to increase Internet Banking adoption and usage • new branch distribution network working on new segmentation, Client port-foliation,… • new contact center concept leveraging on remote advisors and new digital sales processes • new digital capabilities (Web & mobile) to align the Group with the best champions • low value internal tasks to be improved thanks to new digital capabilities • new products and services for SME segments • main customer satisfaction probes to detect and improve user experience The project is currently ongoing (at pilot phase for some streams) and sees a strong collaboration between different areas (Marketing, Commercial Coordination, IT, Remote Channels, Legal & Compliance, …) to ensure the implementation of every single tile of the model.