Overbank
The bank of the future.
The bank of the future.
Introduction
Bankingworld in the last years has been characterized bya growing liberalization of the market andby a heavy loss of credibility towards business world.
Therefore,it is required a constant spur to innovate services,abilities, organizational models inorder to make the Bank able to take the opportunities offeredby the market and to understand thesituation created under the present circumstances.
Theway the Banking Companies have to followis that of changing the corporate culture froma “product-centred” to a “customer-centred” one. Ourteam started from an ethnographic research, thatis the study of clear needs and requirements ofthe user to create a product/service able to achievesuccess on the market. Our basic conviction isthat the banks are asked for a hard innovative capacityand a new risk propensity that canbe met thanks to a knowledge-based organizational structurewhose competitiveness rests on the ability to receive, spread,share, establish knowledge ina dynamic outward exchange.
Hereis the necessity of a new professional figure called“multiagent” who has the task to make the small-mediumconcerns customer’s life easier, a “culturalbroker” who interact directly with the userhelping him to understand the complexity ofthe banking world. Only thanks to a strong andconvinced knowledge management strategy BankingCompanies could put “they who know” intouch with “they who need to know” in due timeusing methods more and more suitable to marketneeds/requirements.
Duringthe project we have also thought of the workspacefor this new professional figure, customizable in accordance with the customer’s demand,his need to be able to examine his financial positionand to relate even virtually with othercustomers – potential working partners –who are at the same time in different bank offices worldwide.
High-techenvironements, both real and virtual, devotedto cooperation and community of practice establishement; technological facilities combinedwith computerized platforms to make interchanges, cooperation and knowledge sharing easier.
Research
Inorder to carry out the plan the team organized aethnographic information gathering by setting upa small structured research. The ethnography isan “approach originating from anthropology aimedat deducing as much information as possible aboutsubjects lifestyle by discreetely looking attheir behaviour“ [1]. The ethnography is oneof the traditional branch of sociology and culturalanthropology. Its subject is the analysis ofhuman activities in situ, or as they naturally developwithin different social contexts [2].
References
[1] Gobo, G., (2001), Descrivere il mondo. Teoria
e pratica del metodo etnografico, Carocci, Roma
[2] Heath, Luff (2000):
Bankingworld in the last years has been characterized bya growing liberalization of the market andby a heavy loss of credibility towards business world.
Therefore,it is required a constant spur to innovate services,abilities, organizational models inorder to make the Bank able to take the opportunities offeredby the market and to understand thesituation created under the present circumstances.
Theway the Banking Companies have to followis that of changing the corporate culture froma “product-centred” to a “customer-centred” one. Ourteam started from an ethnographic research, thatis the study of clear needs and requirements ofthe user to create a product/service able to achievesuccess on the market. Our basic conviction isthat the banks are asked for a hard innovative capacityand a new risk propensity that canbe met thanks to a knowledge-based organizational structurewhose competitiveness rests on the ability to receive, spread,share, establish knowledge ina dynamic outward exchange.
Hereis the necessity of a new professional figure called“multiagent” who has the task to make the small-mediumconcerns customer’s life easier, a “culturalbroker” who interact directly with the userhelping him to understand the complexity ofthe banking world. Only thanks to a strong andconvinced knowledge management strategy BankingCompanies could put “they who know” intouch with “they who need to know” in due timeusing methods more and more suitable to marketneeds/requirements.
Duringthe project we have also thought of the workspacefor this new professional figure, customizable in accordance with the customer’s demand,his need to be able to examine his financial positionand to relate even virtually with othercustomers – potential working partners –who are at the same time in different bank offices worldwide.
High-techenvironements, both real and virtual, devotedto cooperation and community of practice establishement; technological facilities combinedwith computerized platforms to make interchanges, cooperation and knowledge sharing easier.
Research
Inorder to carry out the plan the team organized aethnographic information gathering by setting upa small structured research. The ethnography isan “approach originating from anthropology aimedat deducing as much information as possible aboutsubjects lifestyle by discreetely looking attheir behaviour“ [1]. The ethnography is oneof the traditional branch of sociology and culturalanthropology. Its subject is the analysis ofhuman activities in situ, or as they naturally developwithin different social contexts [2].
References
[1] Gobo, G., (2001), Descrivere il mondo. Teoria
e pratica del metodo etnografico, Carocci, Roma
[2] Heath, Luff (2000):
Methods
Thefirst step was the definition of a sample, corrisponding withthe target of the Banking Group, Theminor and medium entrepreneur.
Thesecond step was the definition of an instrument fordata collection. As everybody knows, thebank is, by definition, a very guarded environment.
Itis nearly impossible to carry out a settledstudy there, namely to interview or to filma user inside the bank office; the users don’t “live” there but they “bank”there. It is part of their everydaylife and it is in constant but not
physicaltouch with them. So we decided the most suitableinstrument for data collection was the StoryTelling as the outline of the interview, so thatpeople were led to talk in detail about an experienceof interaction with their own bank.
Thestatements were collected by digital recordings andanalyzed to extract key-words, recurrent ideasand users feelings from them.
Wethen outlined a new figure in the world of the bank.A figure that can offer clarity, the service inthe greatest demand at the moment, by using alreadyavailable technology or more and more widespreadtechnology in the space of about 20 years,without upsetting the functioning of the Bank.Our analysis ends up with the conclusion thatactually the most common feeling is the incapacity ofunderstanding the banking trends or theimpossibility of taking the market opportunities.
Thefirst step was the definition of a sample, corrisponding withthe target of the Banking Group, Theminor and medium entrepreneur.
Thesecond step was the definition of an instrument fordata collection. As everybody knows, thebank is, by definition, a very guarded environment.
Itis nearly impossible to carry out a settledstudy there, namely to interview or to filma user inside the bank office; the users don’t “live” there but they “bank”there. It is part of their everydaylife and it is in constant but not
physicaltouch with them. So we decided the most suitableinstrument for data collection was the StoryTelling as the outline of the interview, so thatpeople were led to talk in detail about an experienceof interaction with their own bank.
Thestatements were collected by digital recordings andanalyzed to extract key-words, recurrent ideasand users feelings from them.
Wethen outlined a new figure in the world of the bank.A figure that can offer clarity, the service inthe greatest demand at the moment, by using alreadyavailable technology or more and more widespreadtechnology in the space of about 20 years,without upsetting the functioning of the Bank.Our analysis ends up with the conclusion thatactually the most common feeling is the incapacity ofunderstanding the banking trends or theimpossibility of taking the market opportunities.
The multiagent
The meeting point
1. The customer reaches the Bank.
2. Identification by means of an optical scanner.
3. He makes for his own consultant's workspace.
4. The agent welcomes him.
5. Interactive consulting Isle.
6. Customer and operator take a seat isolating themselves from the rest.
7. 3D olographic projector.
8. The Conculting through a 3D olographic projector.
9. Data management touch-screen.
10. A video-conference via a circula graphic interface.
11. The operator controls data by means of his movements.
12. The system allows multiple communications and multiple video conferences.
Mounting the exhibition
Conclusion
Ourproject aimed to show how it would be possible tointegrate the ancient but developing bankingservices into the new technologies which aregoing to be widespread in 2028.
Unlikethe usual technological applications, this integrationwas suggested from a human, usercentered andneeds-centered point of view. Our ethnographicstudy revealed the most desired aspect forthe user is clarity.
In2028, the Multiagent will be reponsible for makingsystem easier to understand and its services ona user scale. The user will not need to decodestrange business acronyms nor will he needto become a finance expert to raise a mortgage.
Themultiagent will act as a multi-cultural mediatorbetween people and the banking system.
Usinghis technological devices, he will be ableto provide a general picture of the opportunities arisingin the financial market and to analyze informationas much as necessary to foresee hischoices’ consequencies.
Inour vision, the customer meets a reliable partner whotakes care of keep him up to date according tohis own requirements. The customization relieson the tone information is provided with to theuser, calibrated on the user’s financial knowledge.
Key-wordis clarity, so the multiagent will beable to speak the same “language” as the customer.
Thecustomer, the person, is at the heart of the relationship.
WorkGroup:
Serena Oliva (director)
Maximiliano Romero, Mariana Savastano, Michele Tenca, Francesco Zorzi (designers)
Federico Mainardi (graphics e video for the exhibition)
Ourproject aimed to show how it would be possible tointegrate the ancient but developing bankingservices into the new technologies which aregoing to be widespread in 2028.
Unlikethe usual technological applications, this integrationwas suggested from a human, usercentered andneeds-centered point of view. Our ethnographicstudy revealed the most desired aspect forthe user is clarity.
In2028, the Multiagent will be reponsible for makingsystem easier to understand and its services ona user scale. The user will not need to decodestrange business acronyms nor will he needto become a finance expert to raise a mortgage.
Themultiagent will act as a multi-cultural mediatorbetween people and the banking system.
Usinghis technological devices, he will be ableto provide a general picture of the opportunities arisingin the financial market and to analyze informationas much as necessary to foresee hischoices’ consequencies.
Inour vision, the customer meets a reliable partner whotakes care of keep him up to date according tohis own requirements. The customization relieson the tone information is provided with to theuser, calibrated on the user’s financial knowledge.
Key-wordis clarity, so the multiagent will beable to speak the same “language” as the customer.
Thecustomer, the person, is at the heart of the relationship.
WorkGroup:
Serena Oliva (director)
Maximiliano Romero, Mariana Savastano, Michele Tenca, Francesco Zorzi (designers)
Federico Mainardi (graphics e video for the exhibition)
