The BA as a conciliator between the customer journey and the business process Digitization is hot in the world of mortgage loans: customers expect omni-channel banking services seamlessly integrated with their journey to acquire real estate / property. In this light, AXA Bank is in full transformation in order to offer their customers the best possible customer experience. The challenges that arise are huge because of the number of departments that must agree on the requirements, the number of software applications and vendors that are impacted and the complexity that omni-channel introduces. To cope with these challenges, the business analysts apply a business analysis framework that allows to elaborate on the various aspects of AXA Bank’s loan origination capability and the value it delivers to the customers on a just enough, just in time basis. Central in the business analysis framework are powerful visuals that keep all stakeholders on the same page to keep the pace in the requirements process. In this session, the audience will: - learn about a holistic business analysis framework that they can apply instantly in their current project context - learn how AXA Bank combines requirements stemming from customer-centric analysis sessions and ‘traditional’ requirements into one structured backlog - be inspired by the business value that simple, clear visuals can provide

1. DIGITIZING THE MORTGAGE
PROCESS AT AXA BANK –
THE BA AS A CONCILIATOR BETWEEN
THE CUSTOMER JOURNEY AND THE BUSINESS PROCESS
Matthias.Barrie@axa.be | Ruben.Vuylsteke@ae.be

2. Ruben
• Senior digital business consultant at AE (www.ae.be)
• Clients include Isabel, Eni gas & power, AXA Bank, Eandis
• Manager of AE’s BA Competence Center (2015-2016)
• blog writer (blog.ae.be)
This presentation and its content are confidential and owned
by AE.
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3. Matthias
• Head of Digital at AXA Bank
• Previous experience
• Belga (2009)
• Researcher at iMinds
• Head of product marketing department at goudengids.be
This presentation and its content are confidential and owned
by AE.
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4. AXA Bank wanted to digitize the mortgage
loan process

5. Digitizing the flow was more complex than
expected…
The Customer
Mobile App
REQUIREMENTS

6. Tools
Knowledge
Channels
People
Enterprise
CustomerValue
Process
The holistic BA Framework was the solution
to manage this complexity

7. We summarized the key aspects of the project on 1 slide
This presentation and its content are confidential and owned
by AE.
EXPLORE
APPLY,
NEGOTIATE &
COMPARE
DECIDE & SIGN
RECEIVE &
REPAY
CUSTOMER
STORYBOARD
TOUCH POINTS
PRODUCTS /
SERVICES
TAK 21 / TAK
23
MORTGAGE
LOAN
AXA BANK
PROCESSES &
SYSTEMS
Public Website
POS
REGISTER NEW
LOAN APPLICATION
EVALUATE LOAN
APPLICATION
LET CUSTOMER
SIGN LOAN OFFER
REALIZE LOAN
COLLATERAL
MANAGEMENT
CUSTOMER
MANAGEMENT
LOANS
PRODUCT
MANAGEMENT
Homebanking
Mobile
Customer Service
CURRENT &
SAVINGS
ACCOUNT
FIRE
INSURANCE
SIMULATIONS
Public Website
POS
Homebanking
Mobile
Customer Service
Public Website
POS
Homebanking
Mobile
Customer Service
Public Website
POS
Homebanking
Mobile
Customer Service
Public Website
POS
Homebanking
Mobile
Customer Service
Public Website
POS
Homebanking
Mobile
Customer Service
Public Website
POS
Homebanking
Mobile
Customer Service
Public Website
POS
Homebanking
Mobile
Customer Service
Public Website
POS
Homebanking
Mobile
Customer Service
COLLATERALS
SCHULD-
SALDO -
VERZEKERING
BRIDGING
LOAN
BASIC
MORTGAGE
LOAN
HYPOTHECAIRE WAARBORG
(INSCHRIJVING / MANDAAT /
BELOFTE)
PERSOONLIJKE BORGSTELLING
INSURANCES
ROERENDE & ANDERE
WAARBORGEN
TAK 21 & TAK
23
INSURANCE
CUSTOMER
REPORTING
(TAX
CERTIFICATES)
CUSTOMER ONBOARDING
Public Website
POS
Homebanking
Mobile
Customer Service
RISK
MANAGEMENT
/ CREDIT
SCORING
CONTRACT MDM
ACCOUNTS
ACCOUNT
ORIGINATION
LOAN
ORIGINATION
PRICE
CALCULATION
ENTERPRISE
CONTENT
MANAGEMENT
(DOCUMENTS)
COMMISSIONS
ACCOUNTING /
FINANCIAL &
LEGAL
REPORTING
Customer
SIMULATE
LOAN
Loan
proposal
Loan contract Notary deed
Customer
Value
Channels
Tools
Process

8. Tools
Knowledge
Channels
People
Enterprise
CustomerValueProcess
Two totally different analysis tracks were
organized in parallel
Outside-in
‘Customer-centric analysis’
Inside-out
‘Classical analysis’

9. The outside-in analysis was needed to avoid
thinking in terms of AS IS…
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by AE.
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10. This presentation and its content are confidential and owned
by AE.
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11. Workshop preparation is key
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by AE.
12

12. The customer-centric track enabled a mindset shift
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by AE.
13

13. Synthesis to safeguard output & facilitate discussion
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by AE.
14

14. Customer-centric sessions changed people’s
mindset but real outside-in data was needed…
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by AE.
15
Survey Customer analytics Customer interviews

15. Example insights from the customer-centric track
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Less is more:
No fiscal optimizations in
digital flow and limited
exceptions
Extra contextual
help and guidance
needed + full cost
overview
Extended contact options Insurance flow only
after completion of
the loan request

16. In the meantime, the inside-out analysis track
was making progress
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by AE.
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17. Tools
Knowledge
Channels
People
Enterprise
CustomerValueProcess
A conflict arose between the two tracks
Outside-in
‘Customer-centric analysis’
Inside-out
‘Classical analysis’
Start from
current process
Avoid change
No
customizations
Start from the
customer
needs
Think outside
the box
Software should
not impose
limitations

18. The solution for the conflict was a shared understanding
of each other’s needs via powerful visuals
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19
Digital process flow Agent process flow
The Value Stream was essential
Prepare loan
evaluation
Evaluate loan
application
Let customer
sign loan offer
RealizeSimulate
Mortgage Value Stream

19. The Mortgage Value Stream allowed us to structure all
requirements in 1 backlog and design a feasible flow
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Process
Information
Systems A. Choose
simulated
scenario
H. Perform
pre-CKP
scoring
D. Register
inc., exp.
pricing &
credit
scoring info
E. Register
loan(s) specifi-
cations &
insurances &
negotiate tariff
I. Propose
ESIS & loan
application
Realize
simulat
ion
Proceed
from
simulation
B. Define
borrow-
ers and
collateral
providers
F.
Register
colla-
terals
Manage
credit
opening
Propose
applicati
on
Manage
loans
Manage
collateral
Manage
interven
ers
Manage
goods
Manage
loan
applicati
on
G. Check
financial
plan
Make
financial
plan
Manage
client
info
Request
scoring
details
Manage
goods
C. Register
loan
application
adm info
Treat
margin
Select
agent
Confirm
contact
info
Register
docu-
ments
Decide
on insur-
ances
Register
credit
scoring
info
View
colla-
terals
Send
docume
nts
Manage
JKP
paramet
ers
D. Register
inc., exp.
pricing &
credit
scoring info
E. Register loan(s)
specifi-cations &
insurances &
negotiate tariff
(Choose insurances
yes/no)
I. Propose
ESIS & loan
application
(View
Project
summary)
B. Define
borrowers and
collateral
providers
(Confirm
customer info)
F.
Regis
ter
colla-
terals
C. Register
loan
application
adm info
(AXA Bank
agent)
ProcessInformation
Systems
AGENT
DIGITAL
A. Choose
simulated scenario
(Start application)
OTHER
Register
supporting
documents
OTHER.
Register
property
info

20. The proof of the pudding…
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22. Questions?

23. Confidential and Ownership Clause
The information contained in this presentation is owned by AE NV and
confidential. No part of this publication may be copied, reproduced or
stored in a system in any form or by any means without the prior
written permission of AE NV.
Contact: marketing@ae.be
AE Confidential24

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