The competition for wealthy private clients and freelancers is characterized by intense competition and a high rate of innovation in products and advisory services. One of OLB’s responses to the increasing demands in this customer segment is the complete digital support of holistic advisory processes. The often more complex asset structures of cus-tomers can thus be individually prepared, easily supplemented and updated during the customer meeting and then stored in the CRM system in a structured manner. At the same time, the integration of scenario calcu-lators and simulations enables high-quality and dynamic advice for wealthy customers.

The technical design had to strike a balance between lean processes for the advisors, a high level of information depth for the bank and a convincing customer experience. The customer personas defined in the project were the key to success. As fictitious users, personas represent the different customer types in the segments. The personas initially manifested the working team members’ shared understanding of the potential end customers – even more important in cross-functional teams with representatives from IT, sales, sales management and CRM spe-cialists. The precise description of the per-sonas by name, age, profession, etc. also made it much easier to always look through the user’s eyes during product development. Based on the derived needs and goals of the fictitious users, the key aspects of the advi-sory process could be described quickly. “For the Private Banking, Wealth Management and Independent Professionals segments, we were able to develop customer-oriented, modern and economically efficient advisory processes in a short period of time, which can now be implemented on the IT side,” concludes Thorsten Rüters.