Reading the Tea Leaves: Global Trends and Opportunities for Tomorrow's Museums
Trends Shaping Tomorrow's Bank
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17-Oct-2014 -
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Transcript of Trends Shaping Tomorrow's Bank
Customer Experience Solutions. Delivered. 1
Webinar:
Trends shaping
Tomorrow’s Bank
Customer Experience Solutions. Delivered. 2
To Learn More About Bank 2.0 and Banking
Trends, Download Our White Paper:
The Future of Banking is Engagement Banking
Customer Experience Solutions. Delivered. 3
Trends Shaping Tomorrow’s bank
The Big Shift: Designing the Bank 2.0
Challenges:
– Channel First, or Customer First?
– How to streamline omni-channel customer journeys
– Using online channel optimization to improve online sales
– Making it personal, benefits of targeting
Customer Experience Solutions. Delivered. 4
Customer Experience Solutions. Delivered. 5
5
Roadmap: Bank 2.0
Customer Experience Solutions. Delivered. 6
Channel First,
Customer First
7
The Big Shift: Customer-Derived
8
The Big Shift: Banking has to be SUPER
Rising customer expectations and the growing importance of the
Web and mobile as sales and service channels mean that
financial services e-Business executives need to fundamentally
improve the way they serve customers via digital channels.
9
Paradigm Shift: From Inside-out to Outside-in
Customer Oriented
Functions & Operations
Back Office
Functions & Processes
INTERNAL
SYSTEMS
AND PLATFORMS
CUSTOMER
EXPERIENCE
LAYER
LOOSELY
COUPLED
Efficiency & quality
√
Innovation capability
& customer orientation
√
10
Bank 2.0: Value Exchange – Create Win / Win
Relations
The Value Exchange: Drivers for effective web presence
Improve my life
• Fit my unique needs.
• Address more of my
requirements
Respect my time
• Be more convenient.
• Be faster and simpler.
Save me money
• Be cheaper to own.
• Give me a better deal.
Buy more
• Acquire new
customers.
• Increase share of
wallet.
• Get longer lasting
relationships.
Cost Less
• Sell and service more
efficiently.
• Smarter marketing.
11
Bank 2.0 : Elements of Engagement Banking
Transaction
Banking
Actionable
Insights
Valuable
Content
Origination /
Self-Service
My Bank
Dashboard
Advisory
Tools
Targeted
Offers
Bank 2.0
Widgets
Engagement
Banking
Chat, Video
Alert
LP - Springboard
Customer Experience Solutions. Delivered. 13
Streamline Omni-Channel
Customer Journeys
Customer Experience Solutions. Delivered. 14
Challenge : Eliminate Silo’s
Customer Experience Solutions. Delivered. 15
Transition: From Bank 1.0 to a Bank 2.0 Architecture
Bank 1.0 Architecture Bank 2.0 Architecture
Customer Experience Solutions. Delivered. 16
Internet
Banking 1.0
Marketing
Site 1.0
Bank 2.0 : Customer Centered Design
Customer Experience Platform
Improves
My Life
Trusted
Advisor
Integrate
Data Integrate
Process
Integrate
Applications
I’m in
Control
Integrate
Content
Convenient
No Friction
My Bank : Personal & Relevant
BUs Products Systems Processes Compliance
Customer Experience Solutions. Delivered. 17
Service Design : Cross-Channel Customer Journeys
Customer Experience Solutions. Delivered. 18
New Possibilities : The Impact of Mobile
Customer Experience Solutions. Delivered. 19
Customer
Behavior:
Per Device
Customer Experience Solutions. Delivered. 20
Integration Layer \
Core Systems
Integrate Apps Integrate Content Integrate Data Integrate CRM
Cross Channel Customer Journeys
Payment Treasury Risk Mngt FX Etc.
Web Services Pre-fill Straight Through Processing Etc.
Re-Use : Existing Systems, Data and Content
Integrate Process
DIGITAL
Web
Tablet /Mobile
CALL CENTER
BRANCH
AGENT
Customer Experience Solutions. Delivered. 21
Write Once, Run Everywhere
Benefits of Mobile Web:
Rich User Experience + Write Once, Run Everywhere
+
Customer Experience Solutions. Delivered. 22
Backbase
BANK 2.0
Portal
Mobile Optimized Widgets
+
(1) Direct To Browser
(2) Native App Wrapper
NATIVE
WRAPPER
Hybrid Delivery Model : HTML5 + Native Wrapper
+ +
Customer Experience Solutions. Delivered. 23
Online Channel Optimization
Increase Sales
Customer Experience Solutions. Delivered. 24
Challenge : How to increase Sales?
Customer Experience Solutions. Delivered. 25
Amazon Style: LessonsLlearned From Retail
Online banking will emerge as a
predominant sales channel.
Online banks will have migrate
Towards Amazon type of Customer
Experience, including:
• Tailored content to individual users
• Allow personalized configuration
• Use data to match customers
with right products
• Track user behavior
• Re-target relevant offerings based
on previous behavior
Customer Experience Solutions. Delivered. 26
ABN
AMRO
Enterprise Portal Framework : employee & customer facing
Largest Implementation : 6 Mio active Internet Banking users
Multi channel & device delivery : internet, mobile, branch, call
Stack : Backbase + Tibco | Implementation : Cap Gemini + TCS
Customer Experience Solutions. Delivered. 27
Traffic: Open – Closed Environment
86% of all website’s
traffic goes straight
into Internet Banking
Customer Experience Solutions. Delivered. 28
Layered Security: Seamless Journey
Marketing Content
Personal
Content
Secure Transactions
Public
Soft
Log-in
Solid
Log-in
My
Products
Account
Summary
My Profile
Preferences
Small
Transactions
Customer Experience Solutions. Delivered. 29
Customer Experience Solutions. Delivered. 30
Customer Experience Solutions. Delivered. 31
Backbase Customer Experience Platform
Existing Banking Systems
Portal Manager : Empower Business Teams
Bank 2.0 Launchpad
(Your Customers)
Portal Manager
(e-Business Professionals)
Customer Experience Solutions. Delivered. 32 32
Closed Loop Marketing: Ongoing Improvement
Target
Measure Optimize
Convert
Create
Closed-Loop
Marketing
Approach
Customer Experience Solutions. Delivered. 33
Making it Personal
Targeting
Customer Experience Solutions. Delivered. 34
Customer Profile: Leverage multiple sources
Digital channels enable banks to
implement 1:1 marketing principles on a
large scale at a relative low cost.
CRM data: Leverage “next best offer”
instructions from analytical CRM infra.
Push online channel data back into CRM
data warehouse.
Self Personalization: enable customers
to set their personal preferences and
customize the portal to their needs.
Behavior Tracking: track individual user
behavior within digital channels (web,
tablet, mobile)
Contextual Delivery: leverage
contextual data (e.g. device type, geo
location)
Social : re-use social graph data to
make dialog more personal
social Context
Customer Experience Solutions. Delivered. 35
Targeting: Segmentation & 1:1 Marketing
Targeting
Rules
Content
Services
Integration
Services
Rendering
Services
Existing
CRM
Customer
Profile Data
BEHAVIOR
TRAKCING
CUSTOMER
PREFERENCES
Implicit
Profiling
Explicit
Profiling
35
Social
Google +
…
CUSTOMER
CONTEXT
Contextual
Profiling
PostFinance
Customer Experience Solutions. Delivered. 37
37 37 Targeting: Sales Campaigns
38 38 Targeting: Rules, Segments and Variants
Customer Experience Solutions. Delivered. 39
Q&A (GoToMeeting Panel & #Backbase)
Customer Experience Solutions. Delivered. 40
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