IBM > Case Studies > Busan Bank: Enhancing Customer Experience and Efficiency with Mobile Solutions

Busan Bank: Enhancing Customer Experience and Efficiency with Mobile Solutions

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Technology Category
  • Platform as a Service (PaaS) - Application Development Platforms
  • Robots - Wheeled Robots
Applicable Industries
  • Finance & Insurance
  • Retail
Use Cases
  • Predictive Waste Reduction
  • Time Sensitive Networking
About The Customer
Busan Bank is a retail banking service provider headquartered in Busan, South Korea. The bank operates through 250 branch offices and a large network of ATMs, employing over 3,300 people. It offers a range of banking services to its customers, with a significant portion of its operations involving field sales and out-of-branch customer interactions. The bank is committed to providing a high-quality, consultative experience to its customers, both within and outside its branch offices.
The Challenge
Busan Bank, a retail banking service provider in South Korea, faced a significant challenge in providing efficient and effective services to its out-of-branch customers. The bank's salespeople, when operating in the field, had to carry all necessary forms and information they anticipated they would need. However, if a customer asked an unexpected question, the salesperson had to return to the office to find the answer. Similarly, completed forms also had to be brought back to the branch for processing. This process was not only time-consuming but also left customers with a negative impression due to the delay in service and lack of immediate answers.
The Solution
To address this challenge, Busan Bank implemented a mobile development platform, IBM® MobileFirst™ Platform Foundation, which made it quick and straightforward to create and update secure, user-friendly mobile applications. The bank's employees could now use their smartphones to access comprehensive information about the bank’s services. The forms used in the field became electronic and live, eliminating the need to return them to the branch for processing. This solution transformed out-of-branch sales into a rich and consultative experience, mirroring the service quality offered inside bank branches. The bank also leveraged IBM WebSphere® MQ, IBM WebSphere MQ Telemetry, IBM Lab Services, and IBM Premier Business Partner NMplus Co., Ltd. in its solution.
Operational Impact
  • The implementation of the mobile development platform has significantly improved the operational efficiency of Busan Bank. Employees no longer waste time searching for information or forms, as everything is readily available on their smartphones. This has not only increased productivity but also enhanced the customer experience, as salespeople can now provide immediate answers and solutions to customers in the field. The electronic and live forms have eliminated the need for physical transportation, further streamlining the process. The bank can now offer a rich and consultative experience to its out-of-branch customers, similar to the service quality within the branches.
Quantitative Benefit
  • Busan Bank can now develop new mobile applications 30 percent faster than before.
  • Employee productivity has increased by 25 percent due to the availability of information and forms at their fingertips.
  • The bank saves up to USD 500,000 per year by using internal resources to develop new applications.

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