Omnichannel Evolution & Dynamic CRM

Omnichannel Evolution & Dynamic CRM

Alessandra CambiagoCustomer Base & Multichannel Banking Director

CheBanca! SpA, Mediobanca Group - Italy

SAS Customer Intelligence Roadshow, 24th September 2014 Prague

CheBanca! document. Circulation and reproduction forbidden without written approval by CheBanca!

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CHEBANCA!

CheBanca! is the digital retail bank of Mediobanca Group. Launched in 2008 to give a concrete response tothe needs of a modern customer, it aims to become the leading bank for digital affluent in Italy in the nextyears

More than 13 billion euro deposits, over 500.000 customers. A simple and transparent offer to cover main customer needs:

Transactional Services

Investments and Insurance

Funding

- new Conto Yellow, checking account with innovative debit and credit cards, interests on deposit, securities portfolio and trading services

- Zero Cost Checking Account for pure online customers

- Security Account with access to the new investment services and insurancefunds, on top of all typical services fortrading and investments

- Deposit Account for short terminvestorswith interests paid in advanceon deposits bounded for 3, 6 or 12 months

- Rechargeable Card

- Mortgages and Personal Loans

- Home insurance, life and accident insurance

- WOW, the new mobile payment service

Omnichannel Evolution & Dynamic CRMAlessandra Cambiago - Customer Base & Multichannel Banking DirectorCheBanca! SpA, Mediobanca Group – Italy SAS Roadshow - Prague, 24° September 2014

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PILLARS OF CHEBANCA! SERVICE MODEL: the yellow approach

OMNICHANNEL CRM

DIFFERENTIATION BY SEGMENT

BEST CUSTOMER EXPERIENCE

“A STEP AHEAD” INNOVATION

1

2

3

4


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OMNICHANNEL CRM IS HIGHLY EVOLVING OVER TIME to support the evolution of the bank

2008: REACTIVE MODEL, SIMPLE PRODUCTS

• Simple products, “counter products”• Investement decisions are quite simple

and fast, low risk• First purchase and repeat business are

mainly self

2014: PROACTIVE MODEL, COMPLEX PRODUCTS

• Complex products• Investment decisions are complex and

dilated in time• Risk/return trade off evaluation needs

expert support• First purchase “helped”,• Repeat business “self o help”, depending

on customer segment


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CHEBANCA! OMNICHANNEL CRM NOW: unique customer view across channels, customercentric service model

BANKING SHOPS

ATM

CALL CENTERSOCIAL CARE

APP

INTERNET BANKING

COMMERCIAL PARTNERS


66

CHEBANCA! OMNICHANNEL CRM: a real time “wheel”

Redemption, valueanalysis and CSI monitoring

ANALYSIS

Activity setting and macro-planning of campaigns

ACTIVITY PLAN

Customer behaviour and segmentation

CUSTOMER INTELLIGENCE

CHANNEL PLANNING Detailed inbound and

outbound campaign planning, impact on channels, SLA and KPI settings

EXECUTION

Operative monitoring, execution optimization

ORGANIZATION “CUSTOMER FOCUSSED”

LIFE CYCLE MANAGEMENT STRATEGY


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AREAS OF INTERVENTIONOBJECTIVES

IN 2013 WE STARTED A BIG PROJECT to evolve crm enablers

Improve time-to-market of customer base management plans and effectiveness of execution reporting

Increased ability to generate and monitor opportunities for CRM

Omnichannelcoordination of plans, managing synergies between inbound and outbound CRM

Channel integration Increase number of

activities with end to end process

Multichannel & multistep interactions

Real time, event driven campaigns in home banking

Improvement and completion of data flows

Real time digitalinbound CRM

Email and smsintegration

CRM front line, in- and outbound

OMNICHANNEL CUSTOMER BASE MANAGEMENT

ANALYTICSEXPLOIT CRM

OPPORTUNITIES


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CAMPAIGN MANAGEMENT EVOLUTION: omnichannel base management and crmopportunities powered by sas engine

Integration of all channels to manage customer interactions in real time

Increase number of activities with end to end process from the generation of the target up to the publication of the communication on selected channels

Create multichannel activities (same on different channels) with multistep logic

Create event-driven communications in home banking that light up in real time with respect to certain behaviors.

OMNICHANNEL CUSTOMER BASE MANAGEMENT

EXPLOIT CRM OPPORTUNITIES

Create placements for inbound CRM in Home Banking,powered directly by end users

New Message Service in the home banking for the dialog between bank and customers: one to one between customer and reps and one to many to targeted customers

Strengthen the front end of branches and customer service with the “customer identity card” where in- and outbound campaigns are published

Email and SMS, new sending engine with direct management of end users


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IT ARCHITECTURE EVOLUTION WITH SAS ENGINE IMPLEMENTATION

Unique contact history

Real time feedback

Creativity management

Unique interface to build

campaigns

End user authonomy

Datamart dedicated to

campaign monitoring

CUSTOMER INTERACTIONS

CAMPAIGN MANAGER

ANALYTICS

EmailOutbound

SMSOutbound

Filiale CustomerCenter

Scheda Cliente

WebPrivate

Site

Customer-facing

Contact History Event Collection

Real time decisioning

Campaign Optimization Engine

Campaign

OfferManager

Customer AnalyticRecord

Lab miningModeling

DWH DM

CRM Bank CoreTransactions


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THE OBJECTIVES

WHAT DOES REAL TIME MEAN

THE REAL TIME COMPONENT IS FUNDAMENTAL FOR DYNAMIC CRM


Being able to make CRM decisions based on what the customer is doing at a given time

Integrate the real time context with analytical/customer intelligence

Improving effectiveness of a marketing campaign and CSI

Make a more precise proposalat a given time

Optimize the use of multiple channels (Web, call center, branch, etc.)

Know in real time what the customer wants and is doing

Customer

Call Center

Branches

Internet Banking

CHANNELS Interactions

Contextual data

Activities ATM

REAL TIME

ENGINE

THE STRUCTURE OF REAL TIME INTERACTIONS

DWH

Contact History

Data Mining and

customer profiling

Other sources

Web site

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CheBanca! send an email to a target of customers to promote new services of the banking APP

1

Outbound campaign

CHEBANCA! OMNICHANNEL CRM “in action”: an example


Customer calls the call center/visits a branch to get advice of new investment opportunities

Customer connects to his internetbanking to check account movementsand credit card statement

2a

2b

Inbound CRM coordinated across channels

If the customer updates the app with the new services, the online crm will change the proposals published in the channels

Rep manages customer requirement , informing about new app functions: the front end system shows priorities of in- and outbound campaigns

3

4

APP

POP UP with landing page in theinternet bankting with info on newAPP

javascript:thumbPicked(11)


http://newlondon.ct.scanamerica.us/index.php

http://newlondon.ct.scanamerica.us/index.php

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INBOUND CRM ON THE INTERNET BANKING


Mouseover

• Different placements to publish inboundcampaigns

•Multichannel and multistep logic can beapplied, linking the next step of the inboundcampaign to customerbehaviour/interaction with onlinecommunication

• Through a prioritization mechanism, theplacement shows the Next Best Activityplanned for the customer in that log insession

• The creativity is directly managed by endusers, can have different frames and amouse over mechanism

•Banners can be embedded or overlayer andthe click through is to a dedicated landingpage or to a function or web site

• In some navigation paths, real time eventsare detected and managed: if the customer,part of a certain target, makes the onlineaction classified as event, the NBA appearsin real time in the same log in session

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CHEBANCA! REAL TIME INBOUND CRM “in action”: an example


The customer - part of the target with high propensity to mobile services – does a bank transfer through his/her home banking….

At the end of the bank transfer, the real time engine reminds him the app download to do transfers in mobility…

…Furthermore a follow up (multistep) via sms/email can be scheduled



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WE PUT THE FOUNDATION FOR THE DYNAMIC CRM EVOLUTION…


NO CRM: same offer for everyone

YESTERDAY

CRM + ANALYTICS:Personalized offers for every

single customer

TOMORROW

CRM:Customer segmentation and

offer differentiation bycluster

TODAY

1515

… TO MANAGE FULL OMNICHANNEL INTERACTIONS…

ACQUISITION TRANSACTIONS CARING INVESTMENTS

Full online acquisition

Mobile/APPChat/Social

NetworK/Home Banking In/outbox

Digital Platforms

Branches, Parnters, Customer Care

ATMs Call Centers Branches

> SELF?

> HELP?

http://www.istockphoto.com/stock-photo-13007169-bank-in-laptop.php?st=a90febe

http://www.istockphoto.com/stock-photo-13007169-bank-in-laptop.php?st=a90febe

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…IN PERSONALIZED DIGITAL ENVIROMENTS…

VS

?

EVERYBODY HAS HIS HOME BANKING WITH INTEGRATED PERSONALIZED INBOUND CRM

SAME HOME BANKING FOR EVERYBODY WITH PERSONALIZED INBOUND CRM

Omnichannel Evolution & Dynamic CRM

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