Barclays - Absa: Client-Centric Digital Onboarding Strategy

Introduction

As the Chief Business Architect (Principal/Executive Director) at Barclays – Absa Capital. I was tasked by the Executive Committee (EXCO) to develop a client-centric blueprint for the entire client lifecycle management, spanning onboarding to off-boarding, across Barclays Pan-Africa. This strategy encompassed the full value chain, including KYC, Financial Crime, Products, Credit, and Legal, with a focus on optimizing client experience through detailed journey maps and persona development, operational model adjustments, and process improvements.

The Challenge

The primary challenge was to conceptualize and design a comprehensive client-centric strategy that would transform the client lifecycle management process. This involved creating viable commercial programs for EXCO approval and innovating client experience through the development of personas, client journey maps, and detailed process designs. The objective was to enhance client engagement and satisfaction by aligning operational functions with a strategic client-centric model.

Objectives and Strategy

To achieve these goals, I focused on developing a client-centric strategy for client lifecycle management, which included creating detailed journey maps and personas to better understand and enhance the client experience. I established the Wholesale Design Forum to facilitate cross-divisional collaboration and innovation within Barclays Africa. This forum played a crucial role in driving the client-centric transformation by bringing together various stakeholders to align their efforts with the new strategy.

Implementation

The project was executed by leading a specialized design team of 30 SMEs, who were focused on developing and implementing the client lifecycle management strategy. Through the Wholesale Design Forum, I facilitated cross-divisional collaboration and innovation, ensuring that all divisions within Barclays Africa were aligned with the client-centric model.

I also authored and gained sign-off on critical customer experience artifacts, including personas and detailed client journey maps, which were recognized by key stakeholders and client groups for enhancing client engagement and satisfaction.

Results and Benefits

The successful establishment and leadership of the Wholesale Design Forum facilitated significant cross-divisional collaboration and innovation within Barclays Africa. The creation and approval of critical customer experience artifacts, such as personas and detailed client journey maps, led to recognized enhancements in client engagement and satisfaction.

Additionally, the improvements in business process mapping and design aligned operational functions with the strategic client-centric model, significantly transforming client servicing across the organization.

Conclusion

The development of a client-centric blueprint at Barclays – Absa Capital not only met but exceeded expectations. By driving strategic initiatives, enhancing client experience, and ensuring stakeholder engagement, the project significantly improved operational efficiency and client satisfaction.

The comprehensive approach to client lifecycle management positioned Barclays – Absa Capital for continued success and growth, showcasing the power of a client-centric strategy in transforming business operations.