CIO, SBI Cards

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oing Dig­i­tal- what does it mean to you and your or­ga­ni­za­tion?

Dig­i­tal for us as an or­ga­ni­za­tion is about em­pow­er­ing the cus­tomer and is our num­ber one pri­or­ity. When a cus­tomer wants the right credit card, tra­di­tion­ally he/she would have to ap­proach a sales rep­re­sen­ta­tive who will then pitch the var­i­ous prod­ucts to them. The cus­tomer in this in­stance is sub­ject to a vast amount of in­for­ma­tion that he/she is ex­pected to ab­sorb and un­der­stand in a short pe­riod of time and come to a de­ci­sion. For us to be dig­i­tal is all about em­pow­er­ing our cus­tomers with the right in­for­ma­tion that is eas­ily ac­ces­si­ble to them and al­lows the cus­tomer to make the de­ci­sion to buy a cer­tain prod­uct. The plat­form must help the cus­tomer nav­i­gate through var­i­ous prod­ucts on of­fer and its fea­tures to as­cer­tain if a prod­uct is suit­able for them. A com­pany should make use of sound and re­li­able IT plat­forms to make sure that the cus­tomer has a has­sle­free ex­pe­ri­ence.

What are your Dig­i­tal Trans­for­ma­tion plan, strat­egy and the de­liv­er­ables you ex­pect or al­ready com­ing in and so­lu­tions de­ployed?

Our strat­egy has al­ways been to in­vest in a platformcentric ap­proach and build­ing a cul­ture of in­no­va­tion that fo­cuses on im­prov­ing cus­tomer pro­cesses. These are the two ba­sic prin­ci­ples we em­ploy in our busi­ness strat­egy. This strat­egy does not have a be­gin­ning or an end to it, it is an on­go­ing process. Im­ple­men­ta­tion of this strat­egy en­sures that the power is in the hands of the cus­tomer which is a key com­po­nent of our dig­i­tal plan.

We have teams who are re­spon­si­ble for the im­prove­ment of cus­tomer pro­cesses on dif­fer­ent plat­forms - Ag­ile. An ex­am­ple of how it works is that un­til two years ago, for loans book­ing, a fea­ture on our card, one would have to call the cus­tomer care cen­ter and have the agent ex­plain the en­tire process. In the conversation they have with the agent, mul­ti­ple pieces of in­for­ma­tion are con­veyed and the cus­tomer has to give his/her con­sent. The Ag­ile project has dig­i­tized and mapped the en­tire process to make it user-friendly and en­sure that it is a one-click jour­ney for the cus­tomer on the mo­bile app.

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