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Transforming the Customer Journey:
How Unified Technology Can Enhance Experience and Efficiency

Mark Collingwood, Vice President Sales and Managing Directof Europe, Provenir

April 22, 2024

As consumer duty mandates higher transparency and fairness, many large organisations face the pressing challenge of modernising their complex and costly legacy systems. These traditional systems, characterised by siloed architecture, not only inflate operational costs but also impede the development of a seamless customer experience. To stay competitive and compliant, businesses must simplify their technological frameworks to better understand and serve their customers throughout the entire journey.

The Problem with Siloed Architectures

Legacy systems in large organisations often operate in silos — separate, and sometimes incompatible systems that handle different aspects of the business. This fragmentation leads to several issues:

  • Inefficiency and High Costs: Each silo may require separate maintenance and integration efforts, which increases overall operational expenses.

  • Impaired Customer Insights: Siloed data and systems obstructs a unified view of the customer, making it difficult to tailor services effectively and personally.

  • Delayed Time to Market: The lack of agility inherent in legacy systems can slow down the introduction of new services or updates, hindering responsiveness to market changes.

Consumer Duty as a Catalyst for Change

Recent regulatory trends emphasising consumer duty call for greater levels of transparency and fairness. These regulations are not just legal requirements but also opportunities to redefine the customer experience. They press businesses to:

  • Enhance Understanding: By simplifying interactions and communications, making them easier for customers to understand.

  • Increase Transparency: By clearly explaining terms, conditions, and processes associated with the services offered.

To align with these needs, re-architecting the technological and data landscape is crucial. This involves:

  • Eliminating Redundancies: Stripping away overlapping functionalities to reduce clutter and costs.

  • Adopting a Common Component Architecture: Shifting towards a unified decisioning platform that supports a broad range of customer needs, simplifying training, maintenance, and enhancement.

  • Fostering Reusability: Developing modular systems that can be quickly and easily adapted or expanded to meet emerging demands without the need for extensive customisation.

Benefits of More Unified Technology

By overhauling their IT architecture, organisations can reap significant benefits:

  • Eliminating Redundancies: Stripping away overlapping functionalities to reduce clutter and costs.

  • Reduced Operational Costs: Streamlined and simplified IT infrastructure lowers the total cost of ownership and operational expenses.

  • Improved Time to Market: A more agile and adaptable technology stack enables quicker rollout of new features and adjustments to customer needs.

  • Enhanced Customer Satisfaction: Timely and relevant interactions, powered by a comprehensive understanding of the customer, boost satisfaction and loyalty.

  • Improved Business Efficiency: Deploying a more simplified re-useable component-based architecture can help improve business efficiency and support an improved customer experience.

Case Study: Implementing Unified Technology

Consider a hypothetical financial institution plagued by dated, siloed systems. By transitioning to a unified decisioning platform, the institution could:

  • Consolidate Customer Data: Integrating all customer data into a single repository, providing real-time insights, and enabling proactive service adjustments.

  • Automate Service Delivery: Utilising common components to automate and standardise processes, reducing manual errors and operational delays.

  • Enhance Customer Interactions: Deploying advanced analytics to personalize customer interactions, thereby increasing engagement and trust.

As consumer duty reshapes the business landscape, the push towards transparency and simplicity can no longer be ignored. By embracing a simplified, re-useable component-based architecture, organizations can not only meet regulatory demands but also set new standards for customer experience. The journey towards technological simplification is not just a compliance measure, but a strategic move that can lead to substantial competitive advantage and operational efficiency.

For businesses ready to embark on this transformative journey, the path forward involves embracing innovation, discarding outdated practices, and viewing regulatory compliance as an opportunity for holistic improvement. Simplified technology is not just the future; it is the foundation upon which lasting customer relationships are built.

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