The Emerging Customer Experience Platform Trend

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In the past, organizations built websites, portals, and mobile apps, based on their internal silos. They did not realize how the web and customer expectations would evolve. In an effort to keep up, they created even more silos by complicating their channels further with disconnected and disparate tools.

Today, the goal is to create a comprehensive technology platform that provides a set of services that enable enterprises to quickly streamline their digital customer interactions, regardless of the legacy systems that have been holding them back in the past. We call this the Customer Experience Platform; a dynamic new layer that is deployed over existing systems to deliver a superior customer experience, anytime, anyplace, and on any device, while at the same time giving e-business teams control over the entire online customer journey.

In this webinar, Backbase CEO & Co-Founder Jouk Pleiter, together with Global Head of Marketing, Jelmer de Jong, discuss The Emerging Customer Experience Platform Trend. Introducing the ‘CXP’ which integrates a set of core features, including WCM, Portal, Mobile, Forms, Digital Marketing, Social, and Analytics.

Read more about our vision: http://blog.backbase.com/3816/backbase-vision-user-experience-platform/

Published in: Technology, Business

The Emerging Customer Experience Platform Trend

  1. 1. Customer Experience Solutions. Delivered. 1 The Emerging Customer Experience Platform Trend
  2. 2. 2 Customer Experience Solutions. Delivered. Forms Web Content Management LEAN PORTAL Digital Marketing Mobile & Cross Channel Delivery From Scatter to the Customer Experience Platform 2
  3. 3. Customer Experience Solutions. Delivered. Customer Experience Platform What‟s in a Name? 3
  4. 4. 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. Forrester: SUPER & Web Experience Management 4
  5. 5. Forms Web Content Management LEAN PORTAL Digital Marketing Mobile & Cross Channel Delivery Source: Gartner, „A Platform Approach for Websites, Portals and Mobiles Apps Leads to Faster Time to Market and Improved User Experience‟. Gene Phifer, Jim Murphy, 29 March 2013. Gartner: User Experience Platform 5
  6. 6. 6 Customer Experience Solutions. Delivered. Customers Cross-Channel Experience on on on on on on on Multi-Channel Customer Experience Delivery Content Self-Service Dashboard Offers Apps Enrollment Social Communication Customer Experience Platform Portal Manager Content Creators, Marketers, BA. Widgets / Open Standards Developers
  7. 7. 7 Customer Experience Solutions. Delivered. Customers Cross-Channel Experience Optimize on on on on on on on Multi-Channel Customer Experience Delivery Deliver Content Self-Service Dashboard Offers Apps Enrollment Social Communication Create Customer Experience Platform Portal Manager Content Creators, Marketers, BA. Widgets / Open Standards Developers
  8. 8. 8 Customer Experience Solutions. Delivered. Customers Cross-Channel Experience Tracking on on on on on on on & Analytics Personalization Multi-Channel Customer Experience Delivery Sales & Marketing Content Self-Service Offers Enrollment Apps Dashboard Social Communication Customer Experience Platform Portal Manager Content Creators, Marketers, BA. Widgets / Open Standards Developers Campaigns Content Optimization
  9. 9. Direct 2 Consumer Superior Experience Public Marketing Sites Distribution Channels Personal & Relevant Closed Customer Environment Fast & Frictionless Mobile Tablets Apps Any Time Any Place Internal Apps & Content Process Integration Security & Compliance Customer Experience Platform CRM Integration Application Integration Apps Content CRM Processes Compliance The Goal: Create One Seamless Customer Journey 9
  10. 10. Customer Experience Solutions. Delivered. Customer Experience Platform The Core Elements 10
  11. 11. Customer Experience Outside In Platform LOOSELY COUPLED PRODUCTS & IT SYSTEMS Inside Out Paradigm Shift: From “Inside-Out” to “Outside-In” 11
  12. 12. Customer Oriented Functions Customer √ Innovation capability & customer orientation Experience Platform LOOSELY COUPLED PRODUCTS & IT SYSTEMS Back Office Functions Introducing the Customer Experience Platform 12
  13. 13. Customers ✓ Right data, right time, right place ✓ Seamless Customer Journey ✓ Personal & Relevant ✓ A la Carte service facilities ✓ Configure what customers expect ✓ with limited IT support ✓ Online Channel Optimization: ✓ Agility / Business – IT Alignment continuous improvement ✓ Cross & Up-sell Campaigns Leverage existing IT infra Business IT ✓ Innovation on a solid foundation Number 1 Priority: Empower all Stakeholders 13
  14. 14. 14 Customer Experience Solutions. Delivered. Web Content Management Forms LEAN PORTAL Digital Marketing Mobile & Cross Channel Delivery Introducing: The CXP with its Core Elements 14
  15. 15. Customer Experience Solutions. Delivered. CXP: The Core Elements Lean Portal 15
  16. 16. Customer Experience Solutions. Delivered. Web Content Management Forms LEAN PORTAL Digital Marketing Mobile & Cross Channel Delivery 16
  17. 17. 17 Customer Experience Solutions. Delivered. Lean Portal: Enable Cross Device Customer Journeys I‟m in Control Convenient No Friction Improves My Life Trusted Advisor Web Mobile Customer Experience Platform Lean Portal: Personal & Relevant Portal 1.0 Portal 1.0 Integrate Data Integrate Content BUs Products Systems Integrate Applications Processes Integrate Process Compliance
  18. 18. 18 Customer Experience Solutions. Delivered. Lean Portal Building Blocks: Reusable Widgets Digital Channels Front-Office Operations Customer Experience Platform PERSONALIZATION 1:1 Marketing (targeting, segmentation) COMMUNICATION FORMS Re-Usable Widgets CONTENT Chat, Mail, SMS Banking Systems Transactional Origination, Self-Service ... Re-use across Channels CRM Systems CRM, Social, … 3rd Party Apps PFM, Portfolio,
  19. 19. 19 Customer Experience Solutions. Delivered. Lean Portal: Integration, Security, Personalization Lean Portal Widget ESB Stock Widget Widget Widget Pay Widget Widget Integration Services Widget Widget Widget Security Services … - CORE SYSTEM SILO‟s - IDM / SSO Personalization Services CRM
  20. 20. 20 Customer Experience Solutions. Delivered. Lean Portal: Orchestration & Presentation WEB TABLET MOBILE Call Center Branch Orchestration & Presentation Integrate Apps Integration Layer Integrate Content Integrate Data Web Services Pre-fill Integrate Process Straight Through Processing Integrate CRM Etc. Core Systems Payment Treasury Risk Mngt FX Etc.
  21. 21. Customer Experience Solutions. Delivered. CXP: The Core Elements WCM 21
  22. 22. Customer Experience Solutions. Delivered. Web Content Management Forms LEAN PORTAL Digital Marketing Mobile & Cross Channel Delivery 22
  23. 23. Customer Experience Solutions. Delivered. WCM: Business in Control Portal Manager End-User Site / App (Digital Professionals) (Customers / Employees) Customer Experience Platform Existing Back-End Systems 23
  24. 24. 24 Customer Experience Solutions. Delivered. Portal Manager: In Context Editing (WYSIWYG) 24
  25. 25. 25 Customer Experience Solutions. Delivered. Portal Manager: Cross-Device Management 25
  26. 26. 26 Customer Experience Solutions. Delivered. Portal Manager: Publishing (staging / live) 26
  27. 27. 27 Customer Experience Solutions. Delivered. Portal Manager: Logging, Audit Trail, Archiving (compliancy) 27
  28. 28. 28 Customer Experience Solutions. Delivered. Separation of Concern: For Fast Time to Value Create Approval Page | Widget GO LIVE ! Workflow Publish Development & QA Deployment GO LIVE !
  29. 29. Customer Experience Solutions. Delivered. CXP: The Core Elements Mobile 29
  30. 30. Customer Experience Solutions. Delivered. Web Content Management Forms LEAN PORTAL Digital Marketing Mobile & Cross Channel Delivery 30
  31. 31. Customer Experience Solutions. Delivered. • • • • 31
  32. 32. Customer Experience Solutions. Delivered. • • • • • • • • • 32
  33. 33. Customer Experience Solutions. Delivered. • • • • • • • • • • • • • • 33
  34. 34. 34 Customer Experience Solutions. Delivered. Write Once & Reuse: Run Across Multiple Devices Re-use Widget across Multiple Devices RENDERING SERVICES Device Recognition Optimized Rendering Templates Re-use Backbase Portal Services, Security Services Personalization Services Content Services „Integration Services …
  35. 35. 35 Customer Experience Solutions. Delivered. The Future of Open Standards: HTML5 + CSS3 + Javascript + Benefits Mobile Web: Rich User Experience + Write Once, Run Everywhere +
  36. 36. Customer Experience Solutions. Delivered. Responsive Design: Write Once, Run Everywhere  Responsive Web Design (RWD) means that a web site is crafted to use CSS3 media queries, with fluid proportion-based grids, to adapt the layout to the viewing environment, and in many cases also use flexible images. 36
  37. 37. Customer Experience Solutions. Delivered. The Hybrid Approach: Native Wrapper + HTML5 Widgets Native App Wrapper With App store With Vibration With Local Cache With Camera With Geo Location With Sound Benefits Hybrid approach : Access to local OS and ability to publish in App Stores or Marketplaces. 37
  38. 38. Customer Experience Solutions. Delivered. The Hybrid Approach: Native Wrapper + HTML5 Widgets Customer Experienc e Platform 38
  39. 39. Customer Experience Solutions. Delivered. The Goal of Mobile: Design Cross Channel Journeys 39
  40. 40. Customer Experience Solutions. Delivered. Mobile in CXP as the iCloud: Cross Channel Journeys Customer Experience Platform 40
  41. 41. Customer Experience Solutions. Delivered. CXP: The Core Elements Digital Marketing 41
  42. 42. Customer Experience Solutions. Delivered. Web Content Management Forms LEAN PORTAL Digital Marketing Mobile & Cross Channel Delivery 42
  43. 43. Customer Experience Solutions. Delivered. Amazon Style Marketing in Your CXP 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 43
  44. 44. Customer Experience Solutions. Delivered. 44 Build Customer Profile: Leverage multiple sources Digital channels enable banks to implement 1:1 marketing principles on a large scale at relative low cost. CRM data: Leverage “next best offer” instructions from analytical CRM infra. Push online channel data back into CRM data warehouse. NEW CRM Data Self Personalization NEW Behavior Tracking NEW NEW Context Aware Social Data 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
  45. 45. 45 Customer Experience Solutions. Delivered. Targeting: Implement Cross- & Upsell Campaigns BEHAVIOR TRAKCING Implicit Profiling Social Facebook Google + … CUSTOMER PREFERENCES Explicit Profiling Customer Profile Data CUSTOMER CONTEXT Contextual Profiling Targeting Rules Existing CRM Content Services Integration Services Rendering Services
  46. 46. Customer Experience Solutions. Delivered. Targeting: Rules, Segments and Variants 46 46 46
  47. 47. Customer Experience Solutions. Delivered. Integrated Analytics 47 47 47
  48. 48. Customer Experience Solutions. Delivered. Closed Loop Marketing: Ongoing Improvement Create Convert Target Closed-Loop Marketing Approach Optimize Measure 48
  49. 49. Customer Experience Solutions. Delivered. CXP: The Core Elements Forms 49
  50. 50. Customer Experience Solutions. Delivered. Web Content Management Forms LEAN PORTAL Digital Marketing Mobile & Cross Channel Delivery 50
  51. 51. Customer Experience Solutions. Delivered. Origination & Self-Service 51
  52. 52. 52 Customer Experience Solutions. Delivered. Challenge: Difficult to Create & Manage OLD: Business Owner Business Analyst Business Owner Business Analyst Interaction Designer Development Team Testing Team NEW : MODEL > REVIEW > PUBLISH Development Team
  53. 53. Customer Experience Solutions. Delivered. Forms: Model your Digital Dialogs Forms Editing (Business Analyst) Enrollment / Self-Service (Your Customers) Rule-Based Dialogs Existing Back-End Systems 53
  54. 54. Customer Experience Solutions. Delivered. 54
  55. 55. Customer Experience Solutions. Delivered. Customer Experience Platform Trend Key Take Away 55
  56. 56. Forms Web Content Management LEAN PORTAL Digital Marketing Mobile & Cross Channel Delivery From Scatter to the Customer Experience Platform 56
  57. 57. 57 Customer Experience Solutions. Delivered. Web Content Management Forms LEAN PORTAL Digital Marketing Mobile & Cross Channel Delivery Move to the CXP with the Core CXP Elements 57
  58. 58. Customer Experience Solutions. Delivered. Interested in the CXP? Visit: http://www.backbase.com 58
  59. 59. Customer Experience Solutions. Delivered. 59 Thank You! image courtesy: http://www.flickr.com/photos/beeteeoh/3298373727/

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