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Bojan Pokrajac, Head Of Digital And Online Channels Department OTP Banka Srbija

Our Goal Is To Be The Leading Digital Bank In Serbia

Banking services consumers are increasingly demanding independence in their work, without the obligation of going to a branch. The tendency is that branches will remain the dominant channel for somewhat more complex banking products, as well as a place where clients will mostly consult a bank officer. It is also favoured by the increasing number of self-service devices, which are more and more present in our branches. Digitalisation of so-called background services within the bank certainly preceded this.

Although this process is not visible to the user, it largely impacts his/her experience with the bank. Our approach in OTP banka “Digital where the Client is”, represents an additional challenge for the very enhancement of processes, which dominantly functioned according to analogue principles until recently. Clients expect from us to enable establishment of a business relationship with the bank without visiting a branch, which implies account opening, applying for a cash loan, opening a savings account, as well as purchase of insurance policy.

In terms of this, OTP banka has launched the VKYC project that will enable potential clients to become Bank’s clients, without visiting the branch, in just a few minutes of video call. They just need to have with them a personal document and mobile device or computer with a camera and Internet connection. The ultimate goal is to provide them with such a comfort of doing business with the bank, without ever showing up in a branch.

On the other hand, implementation of the Cloud certificate will round up the VKYC process, since it will enable remote conclusion of contracts on realising banking product in line with the recently amended regulation. In addition, “Digital where the Client is” also means that users will have the possibility to sign all documents in branches and receive them by e-mail, whereby OTP banka also contributes to environmental protection and reducing the carbon footprint.

Constant improvement of service quality – from dark mode to saving goals options

We constantly strive to improve the service quality in OTP banka, whether it is the Dark mode functionality – screen visibility in dark more, which is less eye straining, all up to the possibility that the client alone manages his/her data through the m-bank application. When it comes to savings, we plan to commission the functionality Saving Goals in the upcoming period, purpose of which is to assist users to set a savings goal through regular allocation of maybe smaller funds, and in time realise their goal. This functionality is a continuation of the approach where we manage our finances by ourselves.

In accordance with the high service standards to which we strive, we have recognised the need to change the work organisation that can respond to the development dynamics our clients expect. In terms of this, OTP banka applies the agile work manner within the team we have named the Digital factory, primary task of which is to listen to the needs of our clients, as well as to enhance applications and processes that will enable them to receive solutions they expect from their bank in a simpler, quicker and intuitive way.

We largely support the approach to “talk in a digital plain language”, because we believe that digital should mean that things are completed in a simpler and faster way, without unnecessary technical terms. This is especially important in a situation where our Digital factory produces numerous enhancements on a monthly basis, thus the importance of communication is even greater. Our goal is to be recognised by clients as the leading digital bank in the Serbian market and all our efforts are precisely in that direction.

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