by Dana Farver
The Internet has come of age, and organizations continue to find ways to leverage the power of the Web to build, and improve, relationships with customers, vendors, partners, and employees. Even that bastion of tradition and stability, the banking industry, has come to appreciate Internet resources that far-thinking IT groups are utilizing to become more customer-centric than ever. Witness Wells Fargo, whose executive vice president for wholesale Internet solutions, Danny Peltz, was chosen as a Bold 100 Winner for Commercial Electronic Office by CIO magazine. Enterpriseleadership.org caught up with this banking exec recently to talk about how his group adds value to his business, keeping morale and productivity high (free food is part of the answer!), and the greatest risk he's taken so far in his career. Here's what he said:
EL: Can you tell us a bit about yourself, about the Wholesale Internet and Treasury Solutions Group at Wells Fargo, and how you came to head up this group?
DP: I've been with the bank for about 16 years and have worked in a variety of different capacities, including finance, project management, marketing, and incentive compensation project management. In 1999, Wells Fargo decided to make a big investment in the Internet. You've got to remember that at that time, the thought was that all banks were going to "become dinosaurs," and we were going to be "dot.com'ed" to death! Each and every line of business was leveraging, or hoping to leverage, the Internet as an avenue for growth at the bank. And if you know anything about Wells Fargo, you know that our focus is on topline revenue growth. So utilizing the Internet was a pretty key issue, going all the way up to the CEO of our company, Mr. Dick Kovosovich. He decided to form a centralized group that focused exclusively on the Internet, and it was at that time that the Wholesale Internet and Solutions team was born. I would've been Employee #2 in that group, along with a gentleman named Steve Ellis. The two of us built out a variety of different services focused on our customers, of which the flagship product was the Commercial Electronic Office (CEO), and that just grew like wildfire at the company. As it grew, its importance to our customers and to our relationship managers within our company also grew, and our responsibilities increased. Eventually, Steve got promoted and I got promoted, and that's how I wound up heading the Wholesale Internet and Treasury Solutions Group.
EL: What is "CEO"?
DP: CEO is our Commercial Electronic Office. It is a single-sign-on, financial-services portal that enables our larger, business customers, through a single interface, to access all the products and services that we offer them. And I define "larger business customers" as customers with essentially $10 million in annual sales, all the way up to the largest companies on the planet. The CEO has had spectacular growth. Since 2000, we have gotten about 70 percent of our commercial customers to actively use the CEO on a daily basis. And we process trillions of dollars worth of payments on an annual basis through that platform. It enables us to access products and services such as treasury management, brokerage services, credit services, trust services, foreign exchange services, letters of credit, 401k services, etc., all through a single interface.
EL: That probably reduces a tremendous amount of confusion and duplication of effort.
DP: It made it much simpler. Most other banks at the time really delivered Internet functionality through each one of those lines of business, and we decided to take a holistic approach to our customers. Our business model stood true over time, and most of the other companies are now continuing to play catch-up with us.
EL: That was probably quite a challenge for the IT group.
DP: I don't know if it was as much of a challenge to the IT group as it is the convergence of business and IT. It changed the way that we approached business. My philosophy about IT is that when my business people are confused for my IT people, and my IT people are confused for my business people, I know that I'm successful. And all of them need to be incessantly focused on what the customer wants and needs as opposed to what the bank needs, and that makes us super successful.
EL: We are curious about the demographics or trends for Wells Fargo's online commercial business these days. Has it become dominated by a small number of major players, or is there still a lot going on with small businesses online?
DP: Well, obviously the bank has had successful penetration rates for the small business line; in fact I think 53 percent of our small businesses actively bank with us online, but not on the Commercial Electronic Office platform. The CEO has 70 percent of our commercial customers, so it's not small businesses, its all businesses. And what we found is that the more control and products and services that you can give to a customer, the happier they are, because they're able to manage their own finances as opposed to waiting for the bank to support their needs.
EL: We've interviewed a number of CIOs since we launched a year ago, in many different industries -- hospitals, government, academia, as well as the retail sector -- You're the head of a group that provides products and services for the 5th largest bank in the U.S. What is it you need to do to add value, to keep your business competitive, in your particular area?
DP: Probably the most important thing is to focus on is the end user, the customer, and to keep things as simple as possible. And then, to provide them with the right workflow tool, so they can accomplish what they need to. The interesting thing for me in terms of how the industry has evolved is as clear as the difference between a client-server application and a Web-based application. In the old days, there was an extreme divide between where the bank ended and the customer began. The workflows that happened in the customer's office were distinct from the workflows that happened in the bank. But the Web has allowed us to create a greater interconnection, and those boundaries no longer exist. So, we're now an extension of our customers' workflow, as opposed to an extra step, and by focusing on what our customers need and the ease of use of our products, this has enabled us to be successful. I usually frame things in three different ways when building out new functionality: 1) How is what I'm building going to make it easier for my customers to do business with their customers, partners, vendors, employees; 2) How is what I'm building going to make it easier for our customers to do business with us; and 3) How is what I'm building going to make it easier for my relationship managers, sales force, and staff to do business with my customers. If you can frame everything you do within those three questions, you're probably on the right track.
EL: What quality initiatives do you find most effective for your organization?
DP: I'm a big believer in organic growth and organic ideas and innovative thinking, and we don't use an "off the shelf" industry standard quality initiative like ITIL or Six Sigma. We basically create Pillars of Truth, and we try to focus all of our development and efforts around them. Those are: We want to be 99.9 percent available for our customers, we want customers to be one click away from where they want to get to, we want to make sure that everything we do is centered around the customer, and focused on what they want to do, and we test out our ideas with our customers first, and we never do anything like a "Big Bang" type of migration; we're always doing progressive rollouts and migrations. It's a slightly more costly way to do business, but it's a better way to do business because you have a better service delivery model.
EL: We've read that you and your group are constantly upgrading your commercial Web portal to be more customer-friendly, and thus encourage more revenue per customer. Can you talk about some of the ways you've done this, and your philosophy in general about customer service in an age of depersonalizing customer contact?
DP: That is an excellent question, because our business is all built on relationships. And so, I am in the business of creating more contact because it allows us to strengthen our relationship with that customer. So, when we went out on the Internet, it became quite clear to us that this was a channel, and not the channel, and that it was not a cost-cutting play, but a revenue growth and customer experience play. And by focusing on it that way, we enabled those existing customer service people who were already servicing those customers to have access to more tools, to be able to service them online. And so, if our customers always called Judy down in the call center, we wanted them to continue to do that, but to also enable the access to the tools to support the channel within that call center. And that's been extremely important because -- and this is what's interesting to us -- the more a customer calls us, the more satisfied they typically are.
EL: We understand that your group has also made strides in cleaning up your internal systems architecture. Based on what you've learned and implemented for your external customers, can you talk more about that?
DP: What we learned pretty easily was that people like single sign-on. They don't like to remember all these passwords and usernames. So, it was obvious that, once we understood the technology, by creating a single sign-on portal for our employees to be able to access their tools was a pretty important initiative. And so we built out what we call the ICEO, or Internal Commercial Electronic Office, which allows our employees, through the single sign-on interface, to access the tools that they need to support our customers. And really, this was an effort to simplify their day-to-day business line so they could spend more time on the street and less time focusing on how to manage the bank.
EL: So Danny, what do you think has been the greatest risk you've taken so far at Wells Fargo?
DP: I think the greatest risk is the incessant focus on doing things as simply as possible for the customers, because this sometimes means taking technology risks. I'll give you an example: We offer our commercial customers a desktop deposit solution that is an Internet-based, remote deposit capture solution that enables them to take their checks, run them through a scanner, and deposit those items online When we went about building that out, we took a different tack than the rest of the industry. The rest of the industry decided that they could not do this without having software loaded on the customer's location. And for us at the bank, that required software maintenance, software distribution, interfacing with the customer's IT organization, and not a lot of flexibility in terms of changes over a long period of time. And I basically put my foot down and said no, we're going to figure out how to do this on the Internet; I don't care how complicated we think it is, that's the easiest way for our customers to be able to do business with us. While the rest of the industry was going one way, we went another, so we were the first bank, or vendor for that matter, to roll out an Internet-based tool. It has shown that we were right going in this direction -- while it was a risk that we may have some execution problems, if you put huge challenges in front of people, they'll step up, provided they're smart and have the right resources. And in a little over a year since our launch, we have over 10 percent of our commercial customers depositing electronically with us, and all told, I think we have somewhere close to about $71 billion in deposits going through our Check 21 service.
EL: How do you maximize productivity within the group while keeping up morale?
DP: I buy them food! No, I think that's the great question: How do you keep a "crusade mentality" as you grow and mature within a large organization? The good news is that success begets success, so as we've been successful, we've been asked to do more things, and so we've gotten more people involved. And those who started out originally with us have gotten more responsibility and have grown within the organization. We realized early on that this was a marathon, not a sprint, and while we run really hard, we also have fun together. And so, it's not just about working people hard; we have company picnics and end-of-the-year celebrations, routine parties, and celebrations of milestones and accomplishments, because without that, I think people would feel there was something missing in their day-to-day lives. And we also do buy food, and, we allow people to dress how they want. We look much more like a dot.com of 2000 than we do a financial institution of 2006.
EL: They probably feel more relaxed and more creative as a result.
DP: Yeah, and you know, the other thing that I do is I have what is called a "fishnet organization." That fishnet organization allows me the flexibility to move people around to new things, so that the power of the organization doesn't rest within the hierarchy, it rests within what people are doing and the projects that they're on. And as they complete those projects, we move those people around in the organization. That allows them to get their head around new ideas and new activities. In the first 100 days of a new initiative, I've found that the best ideas come from people from other projects with different perspectives.
EL: That's really smart, because when people get so overly focused on the hierarchy, they sometimes lose focus on getting the job done.
DP: Exactly, and people lose sight of the fact that it's what they're doing, not where they sit.
EL: We know that your group's infrastructure at Wells Fargo has become service-oriented architecture, or at least you're moving in that direction, but you believe that not every project should be opened up as a service. Could you talk about that, and tell us what are your criteria when you're deciding whether or not to make a function a service?
DP: When you start making functions services, if you continue to do that, you all of a sudden increase the management of those services. And I believe that there are not that many services that we want to be able to share across many different applications. And so I really want to make sure that at least three, four, five applications that we know of today would want to consume that service before I'm willing to actually make it a shareable, callable service. It requires somewhat of a change in philosophy of development. I think the great hope was that everything would become services and that you'd be able to compile applications on the fly. And I think the reality is that life is not that simple, and that you need to be very measured in how you're using these Web services. Having said that, SOA a great tool for the right uses.
EL: What cost saving initiatives do you use to keep competitive?
DP: Well, again, I focus a lot on the topline growth and the customer, and improving the quality of service. Because I think in banking -- and let's be honest here, nobody actually wants to do banking -- the easier you can make it for your customers, the more satisfied they are, and we're in a business where the average delivery is very average. We happen to be in a position where our delivery is considered by the vast majority of our customers to be either very good or excellent. So, I'd rather spend a penny than save a penny, but make people happier, because they're going to stay with me and buy more products.
