The digital advisor who however is not a robot but a consultant in the flesh, with the convenience of being able to communicate with him at any time, via your mobile device. It is the novelty brought by just over a year ago Alphabet platform, made available to its customers by Banca Fideuram, the private banking division of Intesa Sanpaolo. "The app has already been downloaded by almost 11 customers and 55 have signed up for the programme, which puts the private banker at the center with a view to a relationship with the customer that is digital but increasingly personalized and responsive to the criteria that will be introduced with Mifid II,” he explains to FIRSTonline Raffaele Levi, head of Banca Fideuram's business model.
Alfabeto is not a robot and therefore technology does not replace the relationship between client and consultant.
“That's right. Technology makes it possible to operate on the move and to transfer all the excellence of the customer experience to which our customers are physically accustomed to digital technology. It therefore gives the possibility to make everything faster and above all personalized”.
In what way?
“Because we put our approximately 5 private bankers at the centre, over 2 of whom are already registered on Alfabeto through their personal, public profile, a bit like a LinkedIn page, so to speak. The Fideuram customer thus directly accesses that page, which is public and personal to each consultant, and by logging in, he accesses other pages which are personalized by the consultant on his behalf, who knowing the customer is able to decide on the appropriate customizations and set them directly through the platform. This allows each customer to navigate their financial position in a manner consistent with their information needs".
So what is the difference with traditional home banking?
“Home banking already gives us access to our online positions, but it is de-personalised because the service is the same for everyone and accesses the bank's website directly, not the consultant's. There is no direct relationship, which Alfabeto does not replace but rather facilitates”.
How is this contact expressed in real time?
“Through chat, video-chat, but also co-browsing, i.e. the possibility of surfing together on the same page, and above all through the electronic signature, which allows the customer in real time to give the ok to the solutions offered by the consultant".
How was the Alphabet project born and what new features will it soon bring?
“The platform has been active since the summer of 2016 and its development has involved a major investment of several million euros. The main novelty, and the one closest in time, concerns the digital signature: until today it is possible through a code generated by a physical key, by 2017 instead on devices equipped with Touch ID technology, fingerprint recognition will be sufficient , as is the case with purchases on Amazon. Faster and more immediate than that. Then, in 2018, we will launch a series of new products specifically dedicated to the Alfabeto platform”.
With the aim also of acquiring new customers?
“Yes, we have ambitious goals that are projected into the future. Also because our customers currently have an average age of around 60, and almost half of our assets are held by private customers, ie with a portfolio of at least half a million euros. A part of the clientele is linked to traditional mechanisms, which we have no intention of undermining. However, the alphabet will be fundamental in terms of generational turnover. And then it will serve with the new rules introduced by Mifid II”.
That?
“Alfabeto is very consistent with the pillars of the new regulation on financial services which will come into force from January 2018: the quality of the service, transparency and ongoing customer assistance. Alfabeto improves the customer experience, increases the level of transparency, and saves time for the consultant, allowing him to increase the level of assistance to his customers".
