Trends Shaping Tomorrow's Bank
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Trends Shaping Tomorrow's Bank

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The slides of our webinar Trends Shaping Tomorrow's Bank. In this webinar Backbase's CEO Jouk Pleiter and Global Head of marketing Jelmer de Jong discuss the key trends that will design the next bank, ...

The slides of our webinar Trends Shaping Tomorrow's Bank. In this webinar Backbase's CEO Jouk Pleiter and Global Head of marketing Jelmer de Jong discuss the key trends that will design the next bank, including: The strong focus on on user experience and design, multi-channel strategy and digital marketing. Jouk and Jelmer will also touch on the challenges banks are facing, how to overcome them and how to use new technologies to their full advantage.

We will discuss:

- Channel first, customer first?
- How to streamline omni-channel customer journeys.
- Using online channel optimization and improve online sales
- Making it personal with targeting: Contextual, CRM integration, behavior tracking.

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    Trends Shaping Tomorrow's Bank Trends Shaping Tomorrow's Bank Presentation Transcript

    • Customer Experience Solutions. Delivered. 1Webinar:Trends shapingTomorrow’s Bank
    • Customer Experience Solutions. Delivered. 2To Learn More About Bank 2.0 and BankingTrends, Download Our White Paper: The Future of Banking is Engagement Banking
    • Customer Experience Solutions. Delivered. 3Trends 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. 5Roadmap: Bank 2.0 5
    • Customer Experience Solutions. Delivered. 6Channel First,Customer First
    • The Big Shift: Customer-Derived 7
    • 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.The Big Shift: Banking has to be SUPER 8
    • Customer Oriented Functions & Operations√ Innovation capability CUSTOMER & customer orientation EXPERIENCE LAYER LOOSELY COUPLED√ Efficiency & quality INTERNAL SYSTEMS AND PLATFORMS Back Office Functions & ProcessesParadigm Shift: From Inside-out to Outside-in 9
    • The Value Exchange: Drivers for effective web presenceImprove my life Buy more• Fit my unique needs. • Acquire new• Address more of my customers. requirements • Increase share of wallet.Respect my time • Get longer lasting• Be more convenient. relationships.• Be faster and simpler. Cost LessSave me money • Sell and service more• Be cheaper to own. efficiently.• Give me a better deal. • Smarter marketing.Bank 2.0: Value Exchange – Create Win / WinRelations 10
    • Chat, Video Alert My Bank Bank 2.0 Dashboard Widgets Origination / Transaction Valuable Self-Service Content Banking Engagement Targeted Advisory Banking Offers Tools Actionable InsightsBank 2.0 : Elements of Engagement Banking 11
    • LP - Springboard
    • Customer Experience Solutions. Delivered. 13Streamline Omni-ChannelCustomer Journeys
    • Customer Experience Solutions. Delivered. 14Challenge : Eliminate Silo’s
    • Customer Experience Solutions. Delivered. 15Transition: From Bank 1.0 to a Bank 2.0 Architecture Bank 1.0 Architecture Bank 2.0 Architecture
    • Customer Experience Solutions. Delivered. 16Bank 2.0 : Customer Centered Design Convenient I’m in Improves Trusted No Friction Control My Life Advisor Marketing Internet Customer:Experience Platform My Bank Personal & Relevant Site 1.0 Banking 1.0 Integrate Integrate Integrate Integrate Content Data Applications Process BUs Products Systems Processes Compliance
    • Customer Experience Solutions. Delivered. 17Service Design : Cross-Channel Customer Journeys
    • Customer Experience Solutions. Delivered. 18New Possibilities : The Impact of Mobile
    • Customer Experience Solutions. Delivered. 19CustomerBehavior:Per Device
    • Customer Experience Solutions. Delivered. 20Re-Use : Existing Systems, Data and Content DIGITAL CALL CENTER BRANCH AGENT Web Tablet /Mobile Cross Channel Customer Journeys Integrate Apps Integrate Content Integrate Data Integrate Process Integrate CRM Integration Layer Web Services Pre-fill Straight Through Processing Etc. Core Systems Payment Treasury Risk Mngt FX Etc.
    • Customer Experience Solutions. Delivered. 21Write Once, Run Everywhere + Benefits of Mobile Web: Rich User Experience + Write Once, Run Everywhere
    • Customer Experience Solutions. Delivered. 22Hybrid Delivery Model : HTML5 + Native Wrapper + + Backbase (1) Direct To Browser BANK 2.0 Portal (2) Native App Wrapper + NATIVE WRAPPER Mobile Optimized Widgets
    • Customer Experience Solutions. Delivered. 23Online Channel OptimizationIncrease Sales
    • Customer Experience Solutions. Delivered. 24Challenge : How to increase Sales?
    • Customer Experience Solutions. Delivered. 25Amazon 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 Enterprise Portal Framework : employee & customer facingABN Largest Implementation : 6 Mio active Internet Banking usersAMRO Multi channel & device delivery : internet, mobile, branch, call Stack : Backbase + Tibco | Implementation : Cap Gemini + TCS
    • Customer Experience Solutions. Delivered. 27Traffic: Open – Closed Environment86% of all website’straffic goes straightinto Internet Banking
    • Customer Experience Solutions. Delivered. 28Layered Security: Seamless Journey Public Marketing Content Soft Personal My Account My Profile Small Log-in Content Products Summary Preferences Transactions Solid Log-in Secure Transactions
    • Customer Experience Solutions. Delivered. 29
    • Customer Experience Solutions. Delivered. 30
    • Customer Experience Solutions. Delivered. 31Portal Manager : Empower Business Teams Portal Manager Bank 2.0 Launchpad (e-Business Professionals) (Your Customers) Backbase Customer Experience Platform Existing Banking Systems
    • Customer Experience Solutions. Delivered. 32 32Closed Loop Marketing: Ongoing Improvement Create Target Convert Closed-Loop Marketing Approach Measure Optimize
    • Customer Experience Solutions. Delivered. 33Making it PersonalTargeting
    • Customer Experience Solutions. Delivered. 34Customer 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. social Context 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
    • Customer Experience Solutions. Delivered. 35 35Targeting: Segmentation & 1:1 Marketing BEHAVIOR CUSTOMER CUSTOMER TRAKCING PREFERENCES CONTEXT Implicit Explicit Contextual Profiling Profiling Profiling Social Customer TargetingFacebook RulesGoogle + Profile Data … Existing CRM Content Integration Rendering Services Services Services
    • PostFinance
    • Customer Experience Solutions. Delivered. 37Targeting: Sales Campaigns 37 37
    • Targeting: Rules, Segments and Variants 38 38
    • Customer Experience Solutions. Delivered. 39Q&A (GoToMeeting Panel & #Backbase)
    • Customer Experience Solutions. Delivered. 40Thank you!WWW.BACKBASE.COMREQUEST@BACKBASE.COMNEW YORK : +1 646 205 3648AMSTERDAM: +31 (0)20 465 8888NEW YORK - AMSTERDAM - MOSCOW - LONDON - SINGAPORE