超级银行关系经理：新兴技术如何提升RM效率并提供超个性化客户服务

Sector-driven, cost-minded,future-forwardIndustryAdvantage is how Deloitte puts domainexperience into action, helping you to identify challenges,envision the goal, and create a roadmap that you canfollow. Learn more about how we help banking clientsmake impactful decisions with limited resources andmake strategic technology investments that can helpthem shape the industry’s future.IndustryAdvantage™ Series for Banking and Capital Markets X1 IntroductionEmerging technologies offer exciting new potential tocommercial banks—but it’s critical to bring sector insightsinto the process of investing in technology so that thoseresources deliver the highest return to the business. Tounlock a potentially enduring competitive edge, considerthe future of banking and look to that critical piece of thevalue proposition in banking revenue and serving clients:the relationship manager (RM).Commercial banking today70% of commercial bankingclients ranked customizedsolutions and products as theirtop priority.37% of commercial bankingclients said their relationshipmanager actually understandstheir wants and needs.82% of RMs ask for insights andtechnologies to customize solutionsfor clients and serve clients.Source: Deloitte 2019 US Commercial Banking Client Survey.Strategizing for the RM of the futureKey stats reveal gaps—and potential—in the relationship manager (RM)–client dynamic:270%37%82% The industry’s futureBusinesses are only getting more complex andglobal, and their banking needs are poisedto remain complex as well. Customization isa human-intensive process, requiring closeworking relationships, knowledge, and trust.The “understanding gap” represents avulnerability—or potential—for commercialbanks. Those who close the gap standto benefit.RMs are hungry for technology thatsupports their primary goals of advisingand servicing clients. Commercial banking todayand its (human-centered,tech-supported) futureCommercial banks should offer the breadth of financing,commercial lending, global trade, and cash-managementproducts that commercial clients expect; the platform is“table stakes” today.Once a bank is at the table, its successoften comes down to its relationshipmanagers. The commercial bankingmarket hinges on human relationships,and that effect is even more pronouncedfor small and medium-sized enterprises.In a recent Deloitte survey,70% of commercial bankingclients rankedcustomizedsolutions and productsastheir top priority.1“Custom” signals human involvement,an important note in this increasinglydigitized business environment.Businesses that use commercial bankingservices are often global and complex.They depend on their bank’s relationshipmanager to connect them to, or tocustomize, solutions that best fittheir business.The RM–client relationship can be a deep-seated one. From Deloitte’s research, 81%of banking clients said their relationshipmanager is their preferred point ofcontact at their bank—and respondentssaid that it’s especially appealing to havethe services of a senior manager orinfluencer at the bank.2High-performingRMs go well beyond a sales role, actingas an adviser to business clients andworking with them to understand andaddress business needs. Yet, only 37% ofcommercial clients say their relationshipmanager actually understands their wantsand needs.33 4Meanwhile, some RMs are exploringtechnologies that can generate insights,from customizing client solutions toaccelerating the curation of products andservices following an initial client meeting.Our research shows 82% of commercialbank RMs are asking for more ofthis support.4These factors suggest a future forcommercial banking where the RMremains critical, but there are gaps andopportunities that emerging technologycan support. For banks, the stakes arehigh; normal turnover in client and RMassignments will likely pose disruptionto established working relationships. Anaging senior executive workforce couldintroduce even more turnover in the yearsahead. Meanwhile, rising tech-orientedclients enter the commercial market everyyear with different expectations for theirclient experience. Commercial banks thatinvest now could gain an edge amid theseongoing changes, and the RM shouldbe a key priority as a driver ofcompetitive advantage.Source: Deloitte 2019 US Commercial Banking Client Survey.Relationship managerDedicated support staffA subject matter expert on a specificproduct or area (e.g. trade finance)Treasury managementsalespersonAn underwriterOtherBanking clients depend on a connected relationship managerClients’ preferred point of contact81%44%38%26%13%1% Turbocharging the RM with betteranalytics, insights, and tools can offerhigh returns―but changes to technologyinfrastructure are often costly and time-consuming. A modular approach canhelp banks put these ideas into action farfaster and at lower cost.Three technologies canbring these strategiesto life: APIs, artificialintelligence (AI), andalliances, which we thinkof as “AI+.”APIsare often a crucial sta