Varainhoidon suuresta murroksesta on saatu vasta esimakua
Finanssialalla on käynnissä suuri murroksen ja mullistuksen tila, jota Pekka Puustinen on kutsunut vaihdantavallankumoukseksi. 1)Puustinen, P. (2013). Vaihdantavallankumous: Finanssipalvelun uusi logiikka. Helsinki: Talentum Vaihdantavallankumous on ollut käynnissä jo vuosikymmeniä, sillä “useimmilla toimialoilla ymmäretään jo, että arvo syntyy asiakkaiden oman toiminnan seurauksena tavaroita tai palveluja käytäessä”. 2)Puustinen 2013, s. 18 Käynnissä on siis varsin suuri murros ja mullistus, kun “tuoteskeskeinen näkemys vaihdantaan sekä perinteiset asiakkaan ja yrityksen roolit muuttuvat perusteellisesti”. 3)Puustinen 2013, s. 23 Suomessakin on keskusteltu useaan otteeseen toimialan tuotekeskeisen liiketoimintalogiikan ja kulttuurin vaikutuksista asiakkaisiin. Kyse ei siis ole siitä, ettei toimialalla olisi jo aiemmin koettu muutoksia, mutta tällä hetkellä tilanne on toimijoille monella tavoin erilainen. Ympärillä koettua muutosta ei voi helposti selittää vain yhdellä yksittäisellä tekijällä, mutta useimmiten muutos tiivistyy yhden monitulkintaisen kattokäsitteen – digitalisaation – alle. McKinseyn Karel Dörner ja David Edelman huomauttavat artikkelissaan, “What ‘digital’ really means?“, digitalisaation merkitsevän eri ihmisille hyvin erilaisia asioita. Moni korostaa digitalisaation teknologiakeskeisyyttä.…
On the Futility of Innovating on Your Own: From Goods-Dominant Logic to Service(-Dominant) Logic in the Financial Services Industry
It is a kind of cliché to state that the financial services industry landscape is changing rapidly, continuously and often unexpectedly. Customers don’t seem to care about those incumbent financial services firms that are not responsive to their needs. Although there has been a constant stream of assurances from various banks, wealth managers, and insurance companies that they are customer-oriented and responsive to customer needs, a lot of things remain to be done. Customer-orientation hot talk, as I call it, is a form of self-deception, and although most of the financial services companies still heavily rely on old-dated goods-dominant logic, they talk as if the reality is something entirely different. The truth is that most financial services companies are again faking true customer-orientation and this is a real problem. This is very problematic as it deceives both the client as well as shareholders (or stakeholders). Signaling, shouting out loud random words, is simple but…
You Need to Understand Everyday Lives of Your Clients, Banker!
“Customer dis-intermediation is one of the biggest challenges that a retail bank must contend with when it comes to retaining its central standing as the number one go-to provider of financial services.” – Bragi Fjalldal, CMO & VP, Meniga 1)Banking Technology: “The race to meaningfully engage with customers is on“ We are living fascinating times in the world of financial services industry and institutions. As the late, great business professor C. K. Prahalad and his collaborator Venkat Ramaswamy pointed out in their magnificent book The Future of Competition: Co-Creating Unique Value With Customers (2004), the role of the consumer is rapidly changing, and consequently the traditional mindset of company-centric value creation (and goods-dominant logic) is disintegrating before our very eyes. Prahalad and Ramaswamy argue that we are now witnessing the emergence of “the informed, networked, and active consumer, combined with the convergence of technologies and industries. Driven by these two forces, the consumer is increasingly…
Chatbots for wealth management, trade execution, and portfolio management? Yes, please!
Chatbots are gaining some momentum in the financial services industry in Finland. OP Financial Group has been at the forefront of launching a relatively large amount of experiments. Other Finnish banks and financial institutions have been rather passive but at the moment OP Financial Group is setting the bar quite high. Kotipizza’s collaboration with OP Financial Group is an example of a transactional chatbot for ordering food (simply order through Facebook Messenger and pay with Pivo app), last year OP’s Pivo Penni (a chatbot for students) turned out to be a short-lived test, and in addition OP launched an invite-only financial management chatbot Pivo Alfred (spending analysis) last December. Unfortunately, there has been no further news about S-Bank’s collaborative chatbot project since last year. In the US, many banks and other financial institutions have already deployed chatbots. As many commentators have already pointed out previously, there are various forms of chatbots ranging from customer service,…