Qorus Banking Innovation Awards 2022

AI data driven Next Gen Frontline

Submitted by

DBS Group

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DBS has garnered a slew of global accolades, underscoring our growing presence among banking leaders worldwide....

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05/10/2022 Banking Innovation

About

An evolutionary unified customer relationship management platform (CRM) that offers 360 features with solid financial planning and advice, marrying customer needs, data and artificial intelligence/ machine learning to elevate online-offline customer experiences to the next level of hyper personalization

Innovation presentation

DBS is keen to reimagine the “new normal” banking experience from inside out to deliver supreme banking products and services with a frictionless and journey-focused experience, especially in the age of pandemic and digital transformation, customer needs are evolving and they are more comfortable using digital for transactional activities while still expect human touch from bank for complex wealth management and advisory needs.

Traditionally, frontline often engage their top 20% engaged clients and still feel too many to contact. No scientific way to prioritize who to contact and what to cover. There were multiple campaign call leads around that they need to manually select and prioritize which one to go so every client is contacted for only 1 campaign each time and possibly to be contacted multiple times for different campaigns without considering the sales propensity.

As a core part of our “Live More, Bank Less” proposition, the idea of Next Best Conversation (NBC) has come in to shift the frontline’s mindset and transform the engagement model from campaign to client based in meeting the rising customer expectations. Frontline remains as the most direct touchpoint, hence, integrating NBC to our next generation frontline tool – Client Connect, allows them to interact with customers with the right hyper personalized insights through the enhancing data, AI/ ML capability and human centric designs.

Key Benefits

• Easily identify opportunities with recommended prioritization based on predictive data model

• Engage in comprehensive discussions with client specific prompters

• Feedback to model for instant improvement

Uniqueness of the project

DBS aspire to help customers “Live More, Bank Less”. Client Connect as an incremental innovation therefore goes beyond CRM. The consolidated and consistent 360° customer view empowers frontline to build trust and stronger relationship (Figure 1):

Online-to-offline engagement is another key differentiator (Figure 2):

• AI ML embedded NBC – customer most needed and most impactful conversation were prioritized by NBC engine, supported by AI/ML, and showed to frontline with respective recommended conversation. Customer profile and past activities were combined by predictive model to, predicted customer upcoming behavior and most interested wealth products. It enables frontline to initiate hyper-personalized conversation with clients. Eventually, the feedback mechanism will help to improve the employee and customer experience as well.

• Segregated view and automatic assignment of customer-initiated leads – facilitates frontline’s follow up to reduce manual processing

• Seamless online-to-offline experience – trigger NBC with contextual information based on customer responses for further engagement

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