Transforming's SWIFT support channel strategy
Challenge
Design SWIFT’s support omni-channel strategy aiming for added-value human support and growth of digital servicing
Support SWIFT leading management teams’ align on a transformation plan to achieve the vision and defend the case towards the executive team.
SWIFT is a global member-owned cooperative and the world’s leading provider of secure financial messaging services. Their messaging platform, products and services connect more than 11,000 banking and securities organisations, market infrastructures and corporate customers in more than 200 countries and territories. Whilst SWIFT does not hold funds or manage accounts on behalf of customers, SWIFT enables its global community of users to communicate securely, exchanging standardised financial messages in a reliable way, thereby facilitating global and local financial flows, and supporting trade and commerce all around the world.
In 2016, in order to design a true value proposal for its support services, SWIFT partnered with Belly & Brain to design their customer experience strategy, set the lines of their support product packages, define a transversal transformation plan looking into the growth of digital self-servicing, the evolution of human support services, and the improvement of its products usage simplification and in-system help.
Solution & services provided
Belly & Brain partnered with SWIFT on a 2-stepped approach to develop a transversal support strategy and roadmap aligning different leaders across the organisation (Marketing, support services, digital, customer experience, knowledge management, etc) towards one common ambition and strategy.
“AS IS” customer journey qualitative and performance analysis
Benchmark of the best practices within the industry
Definition of the customer experience strategic orientations
Design of “TO BE” customer journeys
Definition of the support product packages key objectives and tactics
Definition of the Transformation plan of the baseline standard support
Design of the end-to-end transversal roadmap
Missions duration
Support Customer experience strategy & “TO BE” customer journeys: 2,5 months
Baseline support transformation plan deep-dive: 1 month
Prioritisation and transversal roadmap coaching: 3 sessions spread on 3 months
Results
A fully supported transformation plan and strategy integrated in SWIFT’s overall company strategy allowing SWIFT to maintain leading customer servicing activities for its members.
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Too often in organisations, we have seen benchmarks that missed the point and didn’t reflect the reality of the market. The focus was either on details or on a very limited aspect of the brand experience and that was not delivering enough beef to solve the problems we were confronted to.