barclays' multi-channel customer service strategy
TRANSCRIPT
Wealth and Investment Management
Delivering Service Channel Change to Clients in their Channel of Choice Directors Club – 6 March 2013
Matt Smallman Head of Strategy and Change Wealth and Investment Management Client Experience
About Barclays
Corporate, Investment Banking, Wealth and Investment Management
(CIBWIM)
Retail and Business Banking (RBB)
Inve
stm
ent
Bank
ing
Cor
pora
te
Bank
ing
Wea
lth a
nd
Inve
stm
ent
Man
agem
ent
UK
Reta
il an
d Bu
sine
ss B
anki
ng
Barc
layc
ard
Euro
pe R
etai
l and
Bu
sine
ss B
anki
ng
Wealth and Investment Management
International, Intermediaries and
Direct
Wealth Management
Two fundamental routes for the client
“
Becoming “Go-To”
Success will be defined by how our stakeholders think and feel about Barclays. It’s about creating an emotional as well as
intellectual connection with them.
” - Anthony Jenkins, Chief Executive, Barclays
Client need drives design
Capability
Need
Purpose
How should these services feel?
Support our clients’ emotional, urgent and complex needs
How do we design, build and run our services?
Our delivery capability model
Receive Route Recognise Resolve Review
Hours of service
Language
Location
Match Demand
Telephony
Physical Mail
Secure Mail
Identify Understand Context
Interaction
Authenticate Identify Solution
Colleague
Authorise Execute Solution
Process
Audit Identify Opportunity
Client Execute Opportunity
Service centre journey
Leverage Transform Renew Consolidate
2007 2009 2012 2014
Business Problem - 2010
92 colleagues
250,000 emails per year
100+ inbound email addresses
20% of all interactions
Business Case
Client
Company Colleague
Control
Implementation
Request for Proposal
Proof of Concept
Project Lead
Project Supported
Business Owned
Feb Jul Feb Sep Dec
2010 2011
Learning
Process Colleagues
Clients Technology
Solution
“ Simplicity is the ultimate sophistication. ” - Leonardo da Vinci
(copied by Steve Jobs)
Process
“ If you are not serving the customers you better be serving someone who is.
” - Karl Arbrecht, Co-Founder of Aldi
Engagement
Business Results - 2012
110 colleagues
750,000 emails per year
34% of all interactions
70% of High Net Worth interactions
Building out the platform
Workforce Management
Integration Web Chat
Complete In Progress Planning Parked
Screen Share & Collaboration Social Media
Secure Messaging Integration
CRM Integration
