By developing a target image for the group’s omni-channel model, the strategic foundation was established for integrating sales channels at local cooperative banks which have so far acted independently. Based on this integration, sub-projects work on developing respective solutions for future branch types and branch network structures, the customer service center and the digital sales channel. A central authentication process will allow a single login to the overarching association. Through digital networks, account holders of cooperative banks will also be able to experience cooperative membership as the unique selling proposition of Volksbanken Raiffeisenbanken digitally. Volksbanken Raiffeisenbanken have already been provided with the first new case-closing processes for improving the customer experience.
The consistent customer centricity within the project is also visible in the “Cooperative customer experiences” sub-project. The aim of the initiative was to develop new and unique cooperative customer experiences. To do so, the customer perspective was first analyzed in 120 faceto- face interviews with retail customers throughout Germany and consolidated into eight fictitious figures, also known as Personas. For the six essential areas of customer need (“change to living situation / home finance”, “putting money aside”, “saving for retirement”, “investing capital”, “managing liquidity” and “hedging risks”), over 30 customer journeys were developed for these personas in which the experiences as well as positive and negative perceptions of the personas are included. Based on the strengths and weaknesses of the personas, over 300 ideas for omni-channel financial services were developed along the customer journeys as part of design thinking workshops in the specially-established “Cooperative Creative Lab”. For the most attractive ideas from customer and bank perspectives, prototypes were developed and tested with customers. The first ideas are currently being implemented. In an environment resembling a start-up, employees from all companies and organizations of GFG were involved. The results of this work highlight the innovative strength at GFG.
Through the systematic use of innovative methods in the project work—besides design thinking (see figure) co-creation and agile project methods were also used— as well as digital collaboration and communication platforms in project management, the seeds for a digital culture are planted in the GFG.
Overview of the design thinking process
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