"Remote Causes" to support Standard Chartered Bank's 'Here for Good' brand value
'Remote Causes' initiative by Standard Chartered Bank, aims at using its Internet Banking platform to extend the charities that we support, to our customers as well. This function will allow customers to donate to the bank supported charities and thus get the customers to contribute to the charity and be a part of bank's vision and Brand value 'Here for Good'.
Tell us about yourself/your team.
I'm part of the Group Remote Banking team in Standard Chartered Bank, Singapore. Under the able guidance of our group head Aman Narain and Product Head - Aaron Chiew, our team looks after the Internet Banking and Mobile banking features for Standard Chartered Bank world wide. Our team is a bunch of highly motivated young individuals who strive at improving the customer experience for both Internet banking and Mobile Banking.
What makes you an intrapreneur? What are the skills, capabilities, and personality traits that make you an intrapreneur?
'Remote causes' for charitable cause
About Your Organization
Primary country where this project is creating social impact
Additional countries or regions
Finance, Insurance, Real Estate
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Select the stage that best applies to your solution
Growth (your pilot is up and running, and starting to expand)
The Need: What social or environmental problem are you trying to solve?
Along with being a financial institution, Standard Chartered Bank believes in being ‘Here for Good’ for the community. For the same, we support a few causes, like ‘Seeing is Believing’, ‘Living with HIV’. Currently, Standard Chartered staff is able to participate in these causes/charities through various activities arranged by the bank. We now want to take it to a wider group and give our customers an opportunity to support these causes. While doing so, we also want this to be easy and convenient for the customers.
The Solution: What is your solution? Be specific!
In order to enable our customers and staff to initiate a donation easily to our partner charity through Internet Banking, we are introducing an online function - ‘Remote Causes’.
By enabling ‘Remote Causes’ on Internet Banking, customers would see a permanent ‘Donate Now to Seeing is Believing’ banner on the post login Landing/Overview page.
On clicking this banner, customers can initiate a very easy transfer to the corporate ‘Seeing is believing’ account. On successful transfer, a ‘Thank You’ email is delivered to the customers that has the ability for them to ‘share’ their donation through social media platforms such as Facebook and Twitter.
By doing this, we are letting customers use the social media to let their contatcs know about the cause that they are supporting and in turn get more customers to participate in charity.
The Solution: Why is this solution innovative for your company and industry?
with 'Remote Causes', Standard chartered bank is using the Internet Banking space to get the customers to participate in the charitable cause supported by the bank - thereby emphasising its brand value of 'Here for Good'.
The Model: Walk us through a specific example of how your solution makes a difference; include your primary activities.
Remote Causes, as a concept, enables the customers of the Standard Chartered Bank to donate for the charity supported by the bank. When a customer logs in to Internet Banking to pay their bills or transfer funds, we will show them an image/banner to donate for our supported charity (eg. Seeing is Believing). Upon clicking on the banner, customers will be brought to the charity donation page. On the Donation page, customers will be able to proceed with the donation by selecting the account to transfer funds from and by entering the amount for donation. For every donation, customer will be sent an email to the email id registered with the bank. This email will give the ability to the customers to ‘share’ their donation with their friends and connections on social media platform. By integrating the Remote Causes with Social media, we want to capitalize on the power of social media to encourage more and more people to support the charities supported by bank.
The Marketplace: Who are your peers and competitors? Identify others also working to address the needs you are and what differentiates you from them. What challenges could these players pose to your success or growth?
‘Remote Causes’ concept leverages on the widely increasing use of Digital banking to educate our customers on the charities that we support as a bank. And if interested, make the donation an easy 2 step process for them. With this we promote our brand Value of ‘Here for Good’ to a wider audience by encouraging their participation also to the cause.
Such a worthy cause is above all competitions.
This Entry is about (Issues)
Founding Story: We want to hear about your "Aha!" moment. Share the story of where and when the founder(s) saw this solution's potential to change the world.
As an organization, Standard Chartered bank raises funds globally for the charities that we support (Seeing is Believing, Living with HIV). This is being achieved by educating the bank staff on the same and involving them in the fund raising activities.
As the Product Management Head of Remote Banking Team, Aaron has actively worked towards improving the online Banking customer experience. Since he is also actively involved in the fund raising activities organized by the bank for its staff, he came up with the idea of taking the bank’s brand promise of ‘Here for Good’ to a wider audience by building a simple capability on our Internet Banking channel, by means of which, the donations are open to a wider customer base and they feel part of the banks’ brand promise.
What has been the impact of your solution to date?
In Korea, ‘Remote Causes’ online banking function was launched for public on 11th Oct 2012. By 21st Nov 2012, there were around 234 donations made by customers for the ‘Seeing is Believing’ cause. The total amount collected by donations in this short time frame is USD 18,535. Until now, contributions for the bank supported charity (‘Seeing is Believing’ in this case) mainly came from the bank staff. With the launch of ‘Remote Causes’, this charity has been extended to our customers, which will make them feel part of the bank and get them to identify with the bank’s corporate vision of being ‘Here for Good’.
What is your projected impact over the next 1 to 3 years?
In a short period that this was launched in Korea, we have seen customers using the ‘Remote causes’ function to donate to ‘Seeing is believing’ charity. With this function slated for launch in 2 more countries (India and Hongkong) in Q1 2013, we expect to increase the customer involvement for the bank supported charity by atleast 3 fold. We also plan to roll this out in more markets in the next couple of years, thereby spreading the banks’ corporate vision to a wider customer base and getting more and more contributions for the noble cause.
What barriers might hinder the success of your project? How do you plan to overcome them?
Since this project is extending our existing charity to online banking and in turn increasing the participants to this charitable deed, we do not see any barriers to this project.
What is the benefit or value you're creating for your business?
'Remote Causes' project is extending Standard Chartered Bank's 'Here for Good' vision to our customers by getting them to participate in the charitable causes supported by Bank. This will help to educate customers about bank's values and give them an opportunity to be a part of the charitable causes.
How are you leveraging internal resources (funds, time, knowledge, etc.) to support this initiative?
We have reused our existing Funds transfer function and enhanced it to get customer to rtansfer funds to a charity account with the bank. Once this function is launched in a country, the same can be rolled out to other countries with minimal changes. Thus the time taken for future roll outs is shortened.
Expand on your answer, explaining the long-term funding and support plan.
Currently we have rolled out the 'Remote Causes' project in Korea. It is soon to be launched in Hongkong and India. The kind of response we have received from Korea has motivated us to launch it in more countries. For implementing it in other countries where we have Intenret/Mobile banking, we can roll out this project with minimal changes and time taken sould be minimal. The funding is required only for the initial launch. Only if any further changes are required to the initial requirement/roll out, then additional funding would be required. The technical support for this project would be done as is doen for other projects for any country within our team.
Tell us about your partnerships across your company and externally that are key to your project's success.
This project requires support from our development team and business units adn we have full support from them for this cause.
What internal support have you gotten for your project? What kind of push-back have you received?
We havent received any push back on this project as this project is key in emphasizing our bank's brand value. We have recieved the support from the seniors for go ahead on this project as well as appropriate support from all technical teams to deliver and support this promptly.