{"id":50086,"date":"2020-07-27T18:00:00","date_gmt":"2022-10-18T18:00:26","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=50086"},"modified":"2022-11-01T15:58:14","modified_gmt":"2022-11-01T22:58:14","slug":"the-future-of-financial-services-4-highlights-from-salesforce-live","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/the-future-of-financial-services-4-highlights-from-salesforce-live\/","title":{"rendered":"The Future Of Financial Services: 4 Highlights From Salesforce Live"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"1-a-new-normal-how-economics-financial-services-and-social-cohesion-are-evolving\">1. A new normal: How economics, financial services and social cohesion are evolving<\/h2>\n\n\n\n<p>If this had been an in-person event there would have been a ripple through the audience as Brett King spoke \u2014 \u201cdon\u2019t get me wrong, I\u2019m not a socialist\u201d.<\/p>\n\n\n\n<p>It\u2019s tough to discuss the challenges the world is facing today and Brett\u2019s possible solutions without sounding a little socialist \u2014 traditional capitalism and the free market are just not part of the answers.&nbsp;<\/p>\n\n\n\n<p>\u201cA lot of challenges are emerging, economically and otherwise,\u201d Brett told us. \u201cBut what are the lessons from history?\u201d<\/p>\n\n\n\n<p>King discussed the changes seen after the black plague in Europe \u2014 including improved living standards off the back of higher rates of pay for in-demand labourers, and pushes to change urban architecture \u2014 and after the Spanish flu \u2014 national healthcare programs and the idea of the hospital as similar to wartime field hospitals rather than palliative care or long-term convalescence.<\/p>\n\n\n\n<p>Today, King said, we\u2019re seeing a correlation between a health crisis and an increase in the number of protests in US cities, driven by inequality, economic uncertainty and general uncertainty about the future.<\/p>\n\n\n\n<p>In the past 50 years we\u2019ve seen a dramatic increase in the gap between the rich and the poor \u2014 King points to this as a stressor, as well as pointing out that COVID has impacted on those in lower to middle income brackets more than it has on wealthy people.&nbsp;<\/p>\n\n\n\n<p>Housing anxiety and food anxiety is increasing in the pandemic \u2014 but over the past 30 years homelessness had already been increasing, despite strong (outside the GFC) economic growth.&nbsp;<\/p>\n\n\n\n<p>This is counterintuitive to the way capitalism is supposed to work. The pandemic has introduced stressors, but capitalism has not provided a safety net \u2014 in that sense, capitalism has failed us. A different form of incentivisation for markets, King hypothesised, may have led to an adequate stockpile of PPE, for example.<\/p>\n\n\n\n<blockquote><p>\u201cThe market is not incentivised to mitigate social problems.\u201d<\/p><footer>Brett King | <a href=\"https:\/\/salesforce.vidyard.com\/watch\/61N86RPSAwL9stAx2WqsaZ?\" target=\"_blank\" rel=\"noopener\"> Watch the full Keynote on demand now <\/a><\/footer><\/blockquote>\n\n\n\n<p>This problem goes beyond this current pandemic. We\u2019re facing uncertainty, and we\u2019re facing economic and social impacts of future pandemics, increased automation and climate change. So we must start planning to prioritise the wellbeing of humankind \u2014 we can no longer leave that to the free market.&nbsp;<\/p>\n\n\n\n<p>The classic supply and demand curve that underlies modern economics \u2014 demand increase causing supply increase, therefore an increased need for and valuation of labour \u2014 might no longer apply.&nbsp;<\/p>\n\n\n\n<p>The market rewards companies for growth, not for employing people, and this is a fundamental design problem of traditional capitalism.<\/p>\n\n\n\n<p>King finished his address with what he called \u2018the simple truth\u2019: \u201cIf we want an inclusive and abundant future, it is one we must work for and plan for. Leaving it to the free market has not worked.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"2-every-tech-project-is-a-change-management-project\">2. \u201cEvery tech project is a change management project\u201d<\/h2>\n\n\n\n<p>Around 1000 brokers, shopfronts all around the country, an enormous share of the intermediated loan market, and a founder that\u2019s become a household name. Aussie has one really simple purpose, said Chief Digital Officer Rainer Rhedey: putting financial growth in reach of more Australians. And a straightforward goal \u2014 make it simple.<\/p>\n\n\n\n<p>In conversation with our Australian VP of Solution Engineering Di Terry, Rhedey shared the reason his role was created six months ago \u2014 \u201ccustomers are evolving\u201d. That evolution has driven demand for digital solutions for both brokers and customers.<\/p>\n\n\n\n<blockquote><p>\u201cWe now have a broker network that\u2019s pumped up, passionate, excited.\u201d<\/p><footer>Rainer Rhedey | <a href=\"https:\/\/salesforce.vidyard.com\/watch\/7NtCtfcTK5rhvGXnfU6g6M?\" target=\"_blank\" rel=\"noopener\"> Watch the Fireside Chat between Di Terry and Rainer Rhedey on-demand now <\/a><\/footer><\/blockquote>\n\n\n\n<p>The recent edocs initiative, rolled out in February, has allowed brokers to become paperless and submit and track applications from their offices, their cars, their customers\u2019 dining tables, and has provided visibility to the broker and customer. With just more than 16,000 applications having been submitted using the tool, it has given well over 20,000 hours back to brokers \u2014 time they can spend with customers.<\/p>\n\n\n\n<p>This means one big hurdle of any tech project is covered \u2014 user buy-in for the change. Brokers, Rhedey said, are engaged and excited to be part of the next part of the journey, which is creating a web experience that helps customers start dreaming and planning for themselves.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"3-great-cx-involves-every-part-of-the-business\">3. \u201cGreat CX involves every part of the business\u201d<\/h2>\n\n\n\n<p>There\u2019s a pretty short window to grab the attention of a potential borrower, Athena Home Loans Chief Experience Officer Esse Spadavecchia told our Director of Financial Services Strategy Stuart Ward.<\/p>\n\n\n\n<p>Spadavecchia spoke of the importance of internal teams being tooled for 100 per cent customer-centricity so they can provide excellent customer experience (CX). This means seeing the value of data beyond lead generation from the first interaction.<\/p>\n\n\n\n<p>With integrated customer database, product ledger and communications platforms, the Athena team can see applications in real time.<\/p>\n\n\n\n<p>\u201cIn that short window a customer is interested in applying for a mortgage, we can communicate,\u201d Spadavecchia said. \u201cWe can also see how people are interacting with the platform, where they are getting stuck, and help them with that.\u201d<\/p>\n\n\n\n<blockquote><p>\u201cIf we put together the CX with string and sticky tape we don\u2019t enable people to do their best work.\u201d<\/p><footer>Tim Walter | <a href=\"https:\/\/salesforce.vidyard.com\/watch\/3T1pAybg4Je5N1HArbcv6B?\" target=\"_blank\" rel=\"noopener\"> Watch the full discussion with Esse Spadavecchia, Tim Walter and Stuart Ward on demand now <\/a><\/footer><\/blockquote>\n\n\n\n<p>\u201cFrom the beginning we\u2019ve sought to involve our customers and our whole team in the design process,\u201d said Lead Experience Designer Tim Walter. \u201cWe\u2019ve had so many more ideas than we could have come up with on our own. We\u2019ve had the opportunity to validate those ideas and make sure they\u2019re going to work for people, and to iterate on these ideas as well.\u201d<\/p>\n\n\n\n<p>Walter told us that great CX is about more than creating delight \u2014 it\u2019s balancing all areas of the business to deliver, as well as employee experience.&nbsp;<\/p>\n\n\n\n<p>\u201cOrganisations are very savvy when it comes to recognising the value of a great CX, but often EX suffers. If we put together the CX with string and sticky tape we don\u2019t enable people to do their best work.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"4-its-everybodys-business-to-work-out-how-we-create-a-financially-inclusive-society\">4. \u201cIt\u2019s everybody&#8217;s business to work out how we create a financially inclusive society\u201d<\/h2>\n\n\n\n<p>\u201cA single life event can push people into or further into financial hardship, and once they&#8217;re there, they face significant challenges climbing back out,\u201d said Heather Saunders, Head of the Financial Inclusion Action Plan (FIAP) Program at Good Shepherd. \u201cUnfortunately now is one of those times for millions of Australians who have never had to navigate systems related to debt or the social support system.\u201d<\/p>\n\n\n\n<p>Before COVID, Saunders said, just half of Australians had savings that would sustain them for three months.&nbsp;<\/p>\n\n\n\n<p>\u201cCOVID will redesign the way we think of vulnerability. Events out of our control can affect all of us. We know that people facing financial hardship \u2014 who are excluded financially \u2014 will struggle to withstand a financial shock. They can\u2019t access finance and are at risk of debt traps.\u201d<\/p>\n\n\n\n<p>Under the FIAP program Saunders heads up, community services organisation Good Shepherd partners with 40 organisations, including from banking, utilities and education providers. The FIAP framework is based on global research, and has supported the development of affordable products, fairer payment terms to support low-income customers, employees\u2019 financial strength, and training.<\/p>\n\n\n\n<blockquote><p>\u201cThe $20,000 to survive this year will cost them hundreds of thousands of dollars as they prepare to retire. I hope that we\u2019ll be more empathetic and we will as a society prioritise supporting those who have been affected\u201d<\/p><footer>Heather Saunders | <a href=\"https:\/\/salesforce.vidyard.com\/watch\/3n5DMrimp8NYTQSn2JpRbj?\" target=\"_blank\" rel=\"noopener\"> Watch the full session with Katrina Read, Heather Saunders, Peter Lalor and Elliot Anderson: Making Financial Accessibility Easier for Consumers <\/a><\/footer><\/blockquote>\n\n\n\n<p>Saunders advocates for a response to vulnerability with an active listening approach and by making use of data and analytics.<\/p>\n\n\n\n<p>\u201cWe\u2019ve changed the way we talk with customers,\u201d said Elliot Anderson, Head of Financial Health and Resilience, Social Impact at NAB, explaining big changes to what had traditionally been NAB\u2019s collections department as part of NAB\u2019s participation in the FIAP program. Aside from looking at solutions to financial distress, the team looks at broader support that might help.&nbsp;<\/p>\n\n\n\n<p>\u201cWe know money isn\u2019t a single part of someone\u2019s life that can be cut out and separated. Financial shock will have ramifications in a number of areas so how can we provide that support?\u201d Anderson said. \u201cAnd that program, while providing a great experience and improving outcomes for customers \u2014 helping them get back up on their feet more quickly \u2014 actually has provided a significant positive boost to our bottom line, saving $80 million a year in that business unit.\u201d<\/p>\n\n\n\n<p>So what should the new normal for financial services look like? Brett King says the free market does not provide resilience. Elliot Anderson\u2019s $80m a year says it could be part of the solution.&nbsp;<\/p>\n\n\n\n<p>\u201cI don\u2019t want to go back to the old normal \u2014 it didn\u2019t work for so many Australians. I want to see more organisations step up and play a role in financial stability,\u201d said Saunders. \u201cIt\u2019s everybody&#8217;s business to work out how we create a financially inclusive society.\u201d<\/p>\n\n\n\n<p><b><a href=\"https:\/\/www.salesforce.com\/au\/events\/sflive20\/fins\/overview\/?d=7010M0000022E0iQAE\" target=\"_blank\" rel=\"noopener\">Watch all 25 sessions on-demand now<\/a>.<\/b><\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">All sessions on-demand now<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Salesforce Live for Financial Services<br>#SalesforceLive<\/p>\n\t\t\t\n\t\t\t\t\t\t\t\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link\" href=\"http:\/\/salesforce.com\/au\/events\/sflive20\/fins\/overview\/?d=7010M0000022E0iQAE\">WATCH NOW<\/a><\/div>\n\n\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Last week\u2019s Salesforce Live for Financial Services event was packed with thought leadership, practical expertise and advice to help financial services organisations and their leaders plan for a future that has been brought dramatically closer by COVID. Here we\u2019re sharing the highlights.<\/p>\n","protected":false},"author":1,"featured_media":50088,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"75c74acbc64c4dad9eadbdd252361191","post_meta_title":"","ai_synopsis":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[2484,2481,2452,2461],"sf_content_type":[],"coauthors":[2454],"class_list":["post-50086","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-digital-transformation","sf_topic-innovation","sf_topic-events","sf_topic-financial-services"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Future Of Financial Services: 4 Highlights From Salesforce Live | Salesforce<\/title>\n<meta name=\"description\" content=\"Last week\u2019s Salesforce Live for Financial Services event was packed with thought leadership, practical expertise and advice to help financial services organisations and their leaders plan for a future that has been brought dramatically closer by COVID. 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