Intelligent customer journey: Smart combination of digital and human interactions

Luca Romagnoli – Head of Business Development EMEA - Financial Services

Hrvoje Supic – Regional Vice President

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Forward-Looking Statement

Doing Well and Doing Good

#1 World’s Most

Innovative Companies

Best Places to Work

for LGBTQ Equality

#1 The World’s Best

Workplaces

#1 Workplace for

Giving Back

#1 Top 50 Companies

that Care

The World’s Most

Innovative Companies

#1 The Future 50

Customer SuccessGlobal Markets

Banking

Insurance

Wealth & Asset Management

Customer Success in Financial Services

70% of Forbes top 50 FinTech use Salesforce 7 of the 10 top Robo Advisors by AuM use

Salesforce

What Is Top of Mind in the Banking Boardroom?

The Shift to

Partnering With

FinTech

Regulations Drive

Open Banking, APIs

Your Customer’s Lifestyle

The Race to a

Predictive State

The Shift to Partnering With FinTechBoth sides have shifted from competition to strategically partnering with one another

Trend Driving Opportunity 1

36 months ago 12 months ago Today

“Frenemies”EnemiesStrategic

Partners

“We’ll disrupt them

into the ground”

“Yikes, customer acquisition

is tough.. Maybe we should

develop a B2B channel?”

“B2B2C Is our

growth engine”FinTechs

Established

Institutions

“Why can’t we

build an UX like

that?”

“Maybe we should buy

them?”

“Let’s outsource

UX to these guys”

The Race to a More Predictive StateAI, Machine Learning, Chatbots, Voice

Trend Driving Opportunity 2

Intelligence Powering Cross-

Team

Collaboration

Intelligence Powering

Direct Consumer

Experience

Intelligence Powering How

Relationship Managers

Engage

Marketing Journeys, Self-

Service / ChatPredictionIO NBA Einstein Discovery

“With Salesforce, we

can keep enhancing not

only our processes but also

the customer experience.

We can now think smarter,

act faster, and grow

quicker.”

Regulatory Pressure Driving Digital TransformationData Privacy, Investor Protection and Open Banking initiatives are creating selling opportunities for Salesforce

Trend Driving Opportunity 3

Data

Privacy

Driven by

GDPR

Protecting Investors

Driven by MiFIDII

Competition

Driven by

Open

Banking

Digital Transformation

Open The

Data Safe

Box

PSD2

Needs-Based

Sales

Practices

Drivin by

OCC & CFPB

Guidance

Your Customer’s Lifestyle

Consumers: Higher Expectations & More Choices

Customers are looking to bring the digital experience of their lifestyle into banking

Channels

Branch, ATM, Contact Center,

Online, Mobile, Social, Email

Lines of Business

Retail, Mortgage, Lending, Private,

Wealth, SMB, Insurance

Processes

Marketing, Sales, Underwriting,

Origination, Service, Analytics

Systems

Core Banking, Cards,

Payments, BPM, Audit, MIS

``

Today there is a fundamental disconnect across channels

Meet Steve

Steve’s got a new job and wants to move closer

to his girlfriend Nicky. Time for his first

mortgage.

He already holds an Cumulus Current Account,

but has never spoke to Cumulus about

mortgages before.

Steve is starting to look for

a new house

Steve use digital channels to start his search

and Cumulus get insights in to Steve’s

engagement and can target the right Ads at the

right time.

UK retail bank

Spanish retail bank

Individualised targeting

Sarah works in Marketing for Cumulus and is

currently working on the campaigns around

mortgages.

She’s looking at Cumulus’s customer analytics,

combining with anonymous visitor data, looking

for trends and new audiences.

UK retail bank

Spanish retail bank

Cumulus.co.uk

MENS WOMENS KIDS GEARELECTRONIC

SCOMMUNITY LOGIN CART

http://personal.Cumulus.co.uk/personal/mortgages

Wealth of information

As Steve clicks on the ad he is brought to a

community with useful information for first time

buyers.

German retail bank

UK retail bank

Cumulus.co.uk

MENS WOMENS KIDS GEARELECTRONIC

SCOMMUNITY LOGIN CART

Digital – Human support

He has the opportunity of talking to an advisor

along the process.

http://personal.Cumulus.co.uk/personal/mortgages

UK retail bank

www.gmail.com

Steve, We’ve got a new First Time

Buyer Blog Post!

Hello Steve

Our latest blog for first time buyers has just been published and we’ve

got lots more for you! Check out our blog.

Read more

Mail First Time Buyer New Blog Post!

Note: Your home may be repossessed if you do not keep up

repayments on your mortgage.

New Blog Post!.

WEB VERSION

Read more

A few days later

He receives a personalised message about a

new blog post that might interest him, so he

goes back to Cumulus to have a look.

Hi Rachel, you’ve got a new

lead. Please check your

Inbox.

Slide for more

MESSAGES 1m ago

Whilst on the move

Rachel gets a high priority alert! She has a new

lead!

German retail bank

Working on the priority lead

Rachel who works for Cumulus looks at the

priority lead details, she is able to see any

information Cumulus has about Steve and all

the information he has inputted online.

She get the support of artificial intelligence in

understanding the propensity to buy and cross-

selling opportunities.

US retail bank

Used mortgage simulator

Browsed mortgage community

Clicked on Facebook ad

Address not filled

Email is valid

Inbox (8)

From: Cumulus

To: Me

Thanks for purchasing a TrailFit

Items in your cart have been saved.

WEB VERSION

You’re well on your way to improved fitness and health.

Next, get to know your device more closely and download

the app to optimize your workouts, track your goals, and

more!

Get it on

iOSGet it on

Android

During the process

Steve gets regular alerts during the application

process to keep him up to date and informed of

next steps.

www.gmail.com

Rachel, You’ve got new Track It

alerts

Read more

Rachel, You’ve got new Track It alerts

Broker Track it

WEB VERSION

Inbox (8)

From: Cumulus

To: Me

You’ve got a new secure

message in our application hub

Hello Steve

You’ve got a new secure message in our application hub

Read Message

Note: Your home may be repossessed if you do not keep up

repayments on your mortgage.

New Message!

WEB VERSION

Steve’s new apartment!

The process is completed and Steve is ready to

move in the new apartment!

Thinking about re-modelling?

Cumulus knows Steve might want to remodel parts of his

flat and propose support in finding contractors as well as

helping with financing.

UK retail bank

Spanish retail bank

Real time offers based on

PSD2 requests

Cumulus monitors PSD2 request to access

Steve profile information they have made

available through APIs.

Depending on the requestor, the frequency of

the request, the customer relevance and risk

profile Cumulus can trigger real-time offers for

Steve.

In summary the Bank of the Future is…

CONNECTED INTELLIGENT REAL-TIME