20 I SOCIETE GENERALE 2014-2015 BERNARDO SANCHEZ INCERA DEPUTY CHIEF EXECUTIVE OFFICER How is digital technology changing the client relationship? Bernardo Sanchez Incera Fundamentally, the digital transformation is intensifying the client relationship. The amount of interactions and contacts between our clients and the bank is soaring. Contrary to what one might expect, digital technology is not diminishing the relationship but actually expanding it! Likewise, there is no contradiction between a physical bank and a digital bank: they complement one another. The right way to address this point is to ensure the client is at the centre of the network that we are building for them by combining multiple channels: local branch networks, call centres, internet sites, mobile banking, etc. The whole point of our relationship-focused banking strategy is for clients to be able to interact effectively with the bank, no matter what time or channel they choose to use. Doesn’t digital technology limit our ability to personalise the relationship? B.S.I. Quite the opposite. With the resources that digital technology gives us, we can analyse and understand the individual behaviours of our clients. Until now, we were restricted to thinking in terms of client segments, using a largely statistical approach. Today, we can provide individual replies to millions of clients. We have a unique chance to create a real personal relationship with them. Naturally, having the right information isn’t enough. We must interact with them intelligently by showing that not only do we understand, but also, when they have a problem, that we will be at their side and know how to help. AN INTERVIEW WITH The digital revolution is transforming our daily practices and can help deepen the client relationship. Bernardo Sanchez Incera discusses his vision of relationship banking in the digital age.
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