The empowered enterprise: How CFOs are putting insight at the heart of a purpose and performance-driven business

Predict and pre-empt

Halford is one of many CFOs who now prioritises the use of analytics to develop an understanding of public perceptions, a vital factor for a business in a ruthlessly competitive sector. “We monitor, as I’m sure many businesses do, feedback from customers which we take from samples on a regular basis,” he says. “We look at their propensity to recommend our brand, for instance, while we also track the positive or negative bias of the media articles.”

The bank also conducts extensive polling on the recognition of its brand in different places and communities, and through its Liverpool FC sponsorship, it does a lot of work to understand whether that is extending the company’s reach. “So we’ve got a number of tentacles out that are constantly feeding information back,” Halford says of the efforts to understand customer desires and adapt its offerings accordingly.

Ilkka Hara, says that technology now makes it much easier for CFOs to track, not only customer sentiment – but also to deliver a hyper-personalised customer experience. “We’ve been in a very good position to start using technology to provide something which is extremely valuable to our customers,” he explains. Under Hara’s guidance, Kone has invested in technology that allows the business to tailor maintenance packages to meet individual customer needs. “So every individual contract that we sign today is unique, but then with that, we also get feedback every day,” notes Hara. “With a broader set of data coming in from the field we can better understand exactly the maintenance service that customers want to buy.”

Hara believes Kone is better equipped to gain foresight about what exactly the customer actually needs from the products or services, and where Kone can provide value and solve the issues around that directly. Hara’s work at Kone is an example of how the use of AI-led analytics can really make a difference in how the business

Finance Director Europe /

operates, as well as what it can offer for its various business partners. With over 1.4 million elevators in its maintenance base across its many customers, the CFO says he needs to analyse high volumes of data to better understand how to offer service solutions to a fragmented and varied customer base. “So, for example, robotic process automation is one which can be a solution to easily automate the data collection and analysis process around a diverse set of customers and their requirements. “With our KONE 24/7 connected services solution, we are actually getting real-time feedback on the usage of those elevators. And the more data you get, the quicker you learn. I think that’s quite an exciting position to be in at this point,” he says. This new method of accessing data analytics allows companies to respond and adapt immediately, allowing for greater – and faster – innovation than was previously possible. It is the CFOs willing to embrace this reality who find themselves most equipped to benefit.

“Running platforms like Genpact will empower fi nance teams of the future. And those teams will change shape and focus – they will understand their business segments better and they will combine knowledge of past events with a keen eye on future trends.”

Vivek Saxena, F&A service line leader, Genpact

Ultimately, Hara and his fellow CFOs are now in a far better position to deliver sharper insights and more accurate forecasting, and create a more agile, intelligent enterprise. ●

To read Genpact’s ‘CFOs Empowering Enterprise in the Age of Instinct’ report in full, visit: empowering-enterprises-in-the-age-of-instinct/


Viktoria Kurpas/

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