Dynamics 365 improves collaboration and user experience at global bank, HSBC

“The pace is fast in terms of trying to keep up with the latest technologies, but also to keep up with our competitors,” emphasises Harsha Goodlad, CIO Frontline Effectiveness, Marketing & Sustainability, Wholesale Banking, at HSBC.

HSBC is one of the largest banking and financial services institutions in the world, serving millions of customers on a daily basis. It is a highly complex organisation with more than 200,000 employees over 64 countries. Driving digitalisation in such a complex environment is not an easy task, but it’s essential if HSBC is to remain the preferred international financial partner for its clients.

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Information enhances the client experience

At the very heart of the bank’s interactions with its customers are its systems for managing customer information and relationships. Global Head of Client Development, Banking Division, HSBC, James Bickerton, explains that the system must provide better access to content, to insight and to analytics if it is to enable frontline staff to have more meaningful conversations with clients.

He says, “The tools have to be supporting our conduct and our risk management agenda, enabling the business to collaborate and, on top of that, they need to start providing business value.”

To create such a solution, HSBC selected Microsoft Dynamics 365 including Microsoft Dynamics 365 Sales, Microsoft’s portfolio of intelligent business applications that empowers teams to deliver operational excellence and create more engaging customer experiences.

“Microsoft Dynamics 365 was the only solution that could even get close to giving us that deep and wide understanding of our customers,” states David Rice, Chief Operating Officer, Asia Pacific, Wholesale Banking, HSBC.

Proof then rollout

A structured approach to implementation enabled the HSBC team to prove the concept before rolling out the solution more widely, as Paul Bonnar, Global Head of Platform Innovation at HSBC, explains: “We were able to rapidly develop a proof of concept, launch and iterate that in one market, and then – once we were satisfied with the results – rapidly scale out across 50+ markets within a nine-month period.”

The frontline teams are very happy with the results. Ryan Whaley, Senior Corporate Banking Manager at HSBC, reports, “Microsoft Dynamics 365 absolutely provides the rails that we need for today as well as tomorrow with regards to how we manage CRM and manage client relationships.”

Harsha Goodlad confirms, “We’ve seen improvements in the collaboration of our client facing teams which is clearly contributing to a better experience for our clients.”

A better external and internal customer experience

The innovations delivered by the HSBC team are helping to transform and improve the experience of both customers and staff. James Bickerton affirms, “It’s bringing that information together and changing the culture from the frontline having to reach out and pull that content together to actually having it pushed out to them – so their energy is spent on creating the right narrative for the client. That means we can drive much better user experience by giving the users everything they need at their fingertips.”