“ Anything we build must deliver a better customer experience , a simpler process for staff and higher efficiency for our shareholders ”
— Alex Kim , CTO , Deem
the end-user in mind and work back from their need — that ’ s not typically how financial institutions work . And that works throughout the product life cycle too ; as a product is launched , for example , and starts to have actual users our customer care team works to ensure customers are using it to the very best of its abilities . That creates this emotional link with our brand and products that goes way beyond functionality .”
From the outset , the creation of that emotional link has been key to Deem ’ s strategy . Roy Hutchinson is the company ’ s Chief Strategy and Brand Communications Officer , and a man well versed in delivering financial strategy for some of the world ’ s largest financial institutions , including
Citibank , Poland ’ s Bank Millennium and Deloitte Strategy Consulting . Hutchinson has managed all product families and segments across the retail banking sector , from private banking to cash loans or payments cards . And yet , in Deem he sees something truly unique . “ Look at any bank or tagline and you ’ ll see some variation on the ‘ improving people ’ s lives ’ ethos . Deem doesn ’ t have a slogan or brand tagline or need to be built around clichés ; the company absolutely delivers on that ethos . We exist to help consumers through the use of our data , technology , products and processes . It ’ s really as simple as that .”
For Hutchinson , Deem ’ s delivery of reliable and transparent information to products is a key differentiator . He and his colleagues recognise the ‘ data revolution ’ that has changed all industries , is now disrupting financial services — Deem is riding this
267 middleeast . businesschief . com