1.
March 16, 2015
YELLOW - VS - GREY
Digital Transformation in CheBanca!
Antonio Fratta Pasini – Head of CRM & Omnichannel Banking @ CheBanca!

2.
CHEBANCA! – A TRULY MULTICHANNEL BANK
2 Apps
52 Branches
Advisors/RMs
E-mail / SMS
Customer Service
Digital Banking
Social Media
CLIENT
FULL DIGITAL
ACQUISITION
780 STAFF, 60 IT
MAY 2008 – part of
MEDIOBANCA GROUP

3.
CHEBANCA! – COMMERCIAL STRATEGY
1st phase
2008-2012
2nd phase
2013-2015
3rd phase
2016…
• Acquisition
• Brand Awareness
• CRM
• Customer Development
• Digital Affluent
• Acquisition
• Customer Value
Few Simple Products Product-Offer Expansion Advisory Service Launch
Focuson

4.
CHEBANCA! – OUR KEY NUMBERS
580,000 CLIENTS

5.
OUR CHALLENGE: SELLING INVESTMENTS ONLINE
In Jan 2014 we started selling mutual funds through an open-
architecture model – later came insurance products and now the robo-
advisor platform
WE NOW HOW TO SELL SIMPLE PRODUCTS ONLINE, BUT WHAT
ABOUT INVESTMENTS?

6.
THANKS TO A NEW DIGITAL PLATFORM + API ARCH. +
COLLABORATION
FROM… …TO

7.
WE WERE FACING A BIG CHALLENGE: TIME!
LIVE: 1 SEPTEMBER 2015
AWARENESS: NEED TO FIND A NEW DELIVERY MODEL (AGILE?)
BECAUSE THE STANDARD WATERFALL WON’T MAKE IT
FROM THE TOP

8.
DIGITAL TRANSFORMATION
CHANGE
Digital Transformation: It’s the ability to quickly reshape your business in an endless journey
FAST
The moment you say “I did something” in the digital space you’re about to become obsolete
““Next play.” In other words, don’t dwell on the past, lingering for too long on a lesson learned, or the celebration of a special
accomplishment, but rather focus on the task at hand.” – Jeff Weiner CEO LinkedIn

9.
HOW?
DIGITAL PLATFORM WAS THE MAIN PROJECT FOR THE WHOLE BANK
- Can you afford to cut the rest?
WORKING TOGETHER FROM THE DESIGN PHASE WITH ALL THE RELEVANT
FUNCTIONS
- Can you afford to dedicate the key people (otherwise they can’t make decisions!) to a
single initiative? Do they want to be part of the design or will they wait for functional
requirement? Do you have enough space (logistic)?
MINIMUM VALUABLE PRODUCT TO GET FEEDBACK
-From “ALL”to “MVP” in order to be faster and get feedback from customers
-Can you afford to market a MVP? APP or Digital banking platform with limited
features? Can you be BETA?

10.
HOW?
SKILLS, TALENT RECRUITMENT & RETENTION
-Do you have the rights skills in your Organization? Outsourcing vs insourcing?
Standard selection process doesn’t work! - Retention retention retention!
FUNCTIONAL REQUIREMENTS ONLY WHEN NEEDED - ALIAS DON’T EXPLAIN
THE OBVIOUS
- Empower people to develop – test – fail fast in order to promote a really proactive
development phase (otherwise they will wait for functional requirements)
NEW IT ARCHITECTURE BASED ON MICRO-SERVICES AND APIs
-APIs brings in a new type of culture and requires a specific vision and go-to-market
strategy – Who will manage APIs catalogue and its update?

11.
OUR EFFORT (1/2)

12.
• First line of code written on
7/1/2015, F&F started in July
• 2 main portals: digital banking and
branch/customer service portal
• Architects: for every aspect
(security integration, API gateway
integration, release chain, javascript
core evolution, Backbase internal
customization) at least 1 committed
architect all working together
• Backbase support in house for 6
non-consecutive weeks
• Widget developers: an average of
20 external consultants, 8
internals for a total of:
• 316 widgets definitions
• 16 containers definitions
• 13 masterpages
• 214 pages
OUR EFFORT (2/2)

13.
RESULTS: MUTUAL FUNDS SALES MIX
~52%
% OF SUBSCRIPTIONS % OF AMOUNT
~48% ~69% ~31%
Off-line On-line

14.
Keep in touch!