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Customer Experience Solutions. Delivered. 1

Webinar:

Trends shaping

Tomorrow’s Bank


To Learn More About Bank 2.0 and Banking

Trends, Download Our White Paper:

The Future of Banking is Engagement Banking

http://banking.backbase.com/adv/futureofbanking-whitepaper.php?src=slideshare-010


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


5

Roadmap: Bank 2.0


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


Streamline Omni-Channel

Customer Journeys


Challenge : Eliminate Silo’s


Transition: From Bank 1.0 to a Bank 2.0 Architecture

Bank 1.0 Architecture Bank 2.0 Architecture


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


Service Design : Cross-Channel Customer Journeys


New Possibilities : The Impact of Mobile


Customer

Behavior:

Per Device


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


Write Once, Run Everywhere

Benefits of Mobile Web:

Rich User Experience + Write Once, Run Everywhere

+


Backbase

BANK 2.0

Portal

Mobile Optimized Widgets

+

(1) Direct To Browser

(2) Native App Wrapper

NATIVE

WRAPPER

Hybrid Delivery Model : HTML5 + Native Wrapper

+ +


Online Channel Optimization

Increase Sales


Challenge : How to increase Sales?


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


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


Traffic: Open – Closed Environment

86% of all website’s

traffic goes straight

into Internet Banking


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


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


Making it Personal

Targeting


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


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

Facebook

Google +

…

CUSTOMER

CONTEXT

Contextual

Profiling

PostFinance


37 37 Targeting: Sales Campaigns

38 38 Targeting: Rules, Segments and Variants


Q&A (GoToMeeting Panel & #Backbase)


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