The last decades, the banking revolution was not only a technological revolution but radically changed the meaning of banking and customer-bank interaction. The fintech sector has paved the way towards more inclusive finance and greater customer well-being, promoting sustainable development. In this landscape, illimity is positioned with its mission that speaks of people and their potential to be unlocked. Vai oltre la forma, the illimity community, is an example of social inclusion and empowerment where people become co-designers and promoters of the future bank. Customers play a crucial role in giving ideas, feedback and expressing their wishes about the new banking paradigm. In the new banking landscape, the designer role, once an external, non-integrated figure within the banking sector, has become increasingly important as it is capable of finding customer needs and desires, starting from their behavior and emotions, and designing better experiences at each stage of customer-bank interaction, creating value for both the end customer and the organization. The designer figure, and specifically the service designer, thus assumes an increasingly strategic role oriented towards the achievement of business goals through the creation of more seamless and personalized experiences, thanks to the use of data and involving all the channels and touchpoints of the bank, both tangible and intangible. The thesis objective is to show how the Customer Journey tool can be used strategically not only to map and improve the customer experience, but also to define the moments when it is possible to intervene to generate transversal value for customers, for the company and for the territory in a perspective of sustainable development. To demonstrate this thesis, two projects were developed. One internal to illimity where all the multidisciplinary teams were involved in a Customer Journey project for redesigning the user experience in home banking from awareness phase to retention, and the last one related to the illimity community Vai oltre la forma, where the Customer Journey tool have been used to identify strategic moments in the experience where improvements can be made to boost sustainable choices, whether at a social, environmental, territorial or economic level. By mapping the key moments for sustainable development, it was possible during the design and development of the service to work on micro-phases and moments that led to the definition of a new service for the bank that would leverage the acquisition of new illimity customers (economic sustainability) on the one hand. On the other hand, by encouraging customers to support each other by creating a more cohesive and inclusive community (social sustainability) and by supporting and raising awareness of realities and projects linked to sustainability issues (social and environmental sustainability). This work is therefore the result of the combination of the desk research, supported by relevant sources, such as books, academic papers, journals, researches and compelling website concerning the banking and fintech literature; research based on surveys and co-design sessions with the illimity departments, experts, and community customers of Vai oltre la forma, in order to take into account the real expectations and needs of the users involved. Finally, the new service offered by the Vai oltre la forma community, I progetti sostenibili della community, has been designed to demonstrate how the generation of the community's as-is Customer Journey could be relevant in defining the moments when the community offer was disconnected from the illimity bank offer and the moments when it was possible to intervene to incentivize customers to adopt sustainable solutions and choices.
Negli ultimi decenni, la rivoluzione bancaria non è stata solo una rivoluzione tecnologica, ma ha cambiato radicalmente il significato di banca e il rapporto del cliente con il proprio denaro. Il settore fintech ha aperto la strada verso una finanza più inclusiva e un maggiore benessere del cliente, attraverso la promozione di uno sviluppo più sostenibile. In questo panorama, illimity bank si posiziona con la sua mission che punta a valorizzare e sbloccare il potenziale dei privati e delle piccole e medie imprese. La community di illimity, Vai oltre la forma, è un esempio di progetto che mira all’inclusione sociale nonché all’empowerment dove le persone diventano co-designers e promotori della banca del futuro. I clienti giocano un ruolo cruciale nell’offrire idee, feedback e nell’esprimere i loro desideri sul nuovo paradigma bancario. Nel nuovo panorama, il ruolo del designer, un tempo figura esterna e non integrata all'interno del settore bancario, è diventato sempre più importante in quanto capace di comprendere i bisogni e i desideri dei clienti, partendo dai loro comportamenti ed emozioni, al fine di progettare migliori esperienze in ogni fase dell'interazione cliente-banca, creando valore sia per il cliente finale che per l'organizzazione. La figura del designer, e nello specifico del service designer, assume così un ruolo sempre più strategico orientato al raggiungimento degli obiettivi di business attraverso la creazione di esperienze più seamless e personalizzate, grazie all'utilizzo dei dati e all’integrazione di tutti i canali e touchpoint della banca, sia tangibili che intangibili. L'obiettivo della presente tesi è mostrare come lo strumento del Customer Journey, un tool proprio del service design, possa essere utilizzato strategicamente non solo per mappare e migliorare la customer experience, ma anche per definire i momenti in cui è possibile intervenire per generare valore trasversale per i clienti, l’azienda e il territorio in un'ottica di sviluppo sostenibile. Per dimostrare questa tesi, sono stati sviluppati due progetti. Uno interno a illimity dove tutti i team multidisciplinari sono stati coinvolti in un progetto sui Customer Journey per ripensare l'esperienza dell'utente in home banking dalla fase di awareness dei servizi bancari fino alla retention, e l'ultimo relativo alla community di illimity Vai oltre la forma, dove lo strumento del Customer Journey è stato utilizzato per individuare i momenti strategici dell'esperienza dove apportare miglioramenti per incentivare scelte sostenibili, a livello sociale, ambientale, territoriale ed economico. Mappando i momenti chiave per lo sviluppo sostenibile, è stato possibile in fase di progettazione e sviluppo del servizio, lavorare su micro fasi e momenti che hanno portato alla definizione di un nuovo servizio per la banca che facesse leva, da un lato, sull'acquisizione di nuovi clienti illimity (sostenibilità economica), dall'altro, sull’incoraggiare i clienti a sostenersi a vicenda creando una community più coesa e inclusiva (sostenibilità sociale), sostenendo e sensibilizzando i clienti su realtà e progetti legati ai temi della sostenibilità (sostenibilità sociale e ambientale). Il presente lavoro è dunque il risultato della combinazione della desk research, supportata da libri, documenti accademici, riviste, ricerche e siti web riguardanti la letteratura bancaria e fintech; ricerca basata su survey e sessioni di co-design con i dipartimenti di illimity, esperti, e clienti della community Vai oltre la forma, al fine di tenere conto delle reali aspettative ed esigenze degli utenti coinvolti. Infine, il nuovo servizio offerto dalla community Vai oltre la forma, I progetti sostenibili della community, è stato progettato per dimostrare come il design del Customer Journey della community potesse essere rilevante nel definire i momenti cruciali in cui l'offerta della community era scollegata da quella della banca illimity, e i momenti in cui era possibile intervenire per incentivare i clienti ad adottare soluzioni e scelte sostenibili.
Customer journey for cross-sectoral value creation for customers and companies. The illimity bank case study and the generation of sustainable development
KAYALIBAY, ALESSIA
2020/2021
Abstract
The last decades, the banking revolution was not only a technological revolution but radically changed the meaning of banking and customer-bank interaction. The fintech sector has paved the way towards more inclusive finance and greater customer well-being, promoting sustainable development. In this landscape, illimity is positioned with its mission that speaks of people and their potential to be unlocked. Vai oltre la forma, the illimity community, is an example of social inclusion and empowerment where people become co-designers and promoters of the future bank. Customers play a crucial role in giving ideas, feedback and expressing their wishes about the new banking paradigm. In the new banking landscape, the designer role, once an external, non-integrated figure within the banking sector, has become increasingly important as it is capable of finding customer needs and desires, starting from their behavior and emotions, and designing better experiences at each stage of customer-bank interaction, creating value for both the end customer and the organization. The designer figure, and specifically the service designer, thus assumes an increasingly strategic role oriented towards the achievement of business goals through the creation of more seamless and personalized experiences, thanks to the use of data and involving all the channels and touchpoints of the bank, both tangible and intangible. The thesis objective is to show how the Customer Journey tool can be used strategically not only to map and improve the customer experience, but also to define the moments when it is possible to intervene to generate transversal value for customers, for the company and for the territory in a perspective of sustainable development. To demonstrate this thesis, two projects were developed. One internal to illimity where all the multidisciplinary teams were involved in a Customer Journey project for redesigning the user experience in home banking from awareness phase to retention, and the last one related to the illimity community Vai oltre la forma, where the Customer Journey tool have been used to identify strategic moments in the experience where improvements can be made to boost sustainable choices, whether at a social, environmental, territorial or economic level. By mapping the key moments for sustainable development, it was possible during the design and development of the service to work on micro-phases and moments that led to the definition of a new service for the bank that would leverage the acquisition of new illimity customers (economic sustainability) on the one hand. On the other hand, by encouraging customers to support each other by creating a more cohesive and inclusive community (social sustainability) and by supporting and raising awareness of realities and projects linked to sustainability issues (social and environmental sustainability). This work is therefore the result of the combination of the desk research, supported by relevant sources, such as books, academic papers, journals, researches and compelling website concerning the banking and fintech literature; research based on surveys and co-design sessions with the illimity departments, experts, and community customers of Vai oltre la forma, in order to take into account the real expectations and needs of the users involved. Finally, the new service offered by the Vai oltre la forma community, I progetti sostenibili della community, has been designed to demonstrate how the generation of the community's as-is Customer Journey could be relevant in defining the moments when the community offer was disconnected from the illimity bank offer and the moments when it was possible to intervene to incentivize customers to adopt sustainable solutions and choices.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/181819