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Customer Experience Solutions. Delivered.   1




Digital Marketing
In the Era of Customer Engagement
Customer Experience Solutions. Delivered.              2


Trend 1 : The Outside-in Approach

                                                        CHANGE Frequency


                   CUSTOMER
                  EXPERIENCE
                     LAYER


       LOOSELY
       COUPLED



                   INTERNAL
                   SYSTEMS
                 AND PLATFORMS
                                                        CHANGE Frequency
Customer Experience Solutions. Delivered.                             3


Trend 2: Widgets (Mix & Match)


                                        CUSTOMER ENGAGEMENT PORTAL




     PERSONALIZATION                                                                      FORMS
         1:1 Marketing                                                                Enrollment
   (targeting, segmentation)
                                                  Re-Usable                          Self-Service ...

     COMMUNICATION                                  Widgets                             CONTENT
      Chat, Mail, SMS                                                                  Consistent
                                                                                    Across Channels



                  INTERNET BANKING            OTHER APPLICATIONS              3TH PARTY APPS
                        Transactional                   CRM                         PFM
Customer Experience Solutions. Delivered.     4


Trend 3: From Transactional to Engagement Banking


                                   Fast
                                  Results
                  Launchpad                     Widgets




               Mobile                                     CMS
                                Transactional



                  Application                   Digital
                  Integration                 Marketing

                                   Security
Customer Experience Solutions. Delivered.   5




Challenge : Efficient online Marketing & Sales
Customer Experience Solutions. Delivered.                   6
                                                                                         6


Targeting : Segmentation & 1:1 Marketing
          TRACKING                CUSTOMER
          BEHAVIOR               PREFERENCES


           Implicit                   Explicit
           Profiling                  Profiling




 Social                 Customer                   Targeting
                                                     Rules
  API                  Profile Data




                        Existing
                         CRM
                                                  Content      Integration   Rendering
                                                  Services      Services      Services
Customer Experience Solutions. Delivered.       7




Targeting: Rules, Segments and Variants
                                                              7   7
Customer Experience Solutions. Delivered.   8




Challenge : The Dialog moves to Tablets & Smartphones
Customer Experience Solutions. Delivered.                9




                                            Customer
                                            in Control
Customer Experience Solutions. Delivered.                   10
                                                                                                10


Device Recognition & Rendering




   Re-use Widget across
                          RENDERING SERVICES
   Multiple Devices



                                         Device                Optimized
                                                                                    Templates
                                       Recognition             Rendering
   Re-use Backbase
   Portal Services,




            Security         Personalization      Content        ‘Integration
                                                                                …
            Services            Services          Services         Services
Customer Experience Solutions. Delivered.        11


Using Open Standards : HTML5 + CSS3 + Javascript




                                                       +!           +!


 Benefits Mobile Web:
 Rich User Experience + Write Once, Run Everywhere
Customer Experience Solutions. Delivered.       12


Mobile Rendering : Responsive Web Design

n    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.
Customer Experience Solutions. Delivered.             13
                                                                                 13


Mobile Wrapping: Integrate with Native OS features

                               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.
Customer Experience Solutions. Delivered.   14
                                                                            14


Hybrid Model : Mobile Web + Native Wrapper


                          +!              +!
                                              (1) Direct To Browser
 Backbase!
 BANK 2.0!
 Portal!
                                              (2) Native App Wrapper




                                         +!         NATIVE!
                                                   WRAPPER!




             Mobile Optimized Widgets!
             !
Customer Experience Solutions. Delivered.   15




Portal Manager: Empower the Business Teams
Customer Experience Solutions. Delivered.                    16


Bank 2.0 Portal : Empower all Stakeholders
                        Portal Manager                  Retail Banking Launchpad
              (Digital & Marketing Professionals)            (Your Customers)



     Business
    in Control
                                                                               Customer
                                                                               in Control

                                        	

     IT                          Portal Platform	

 in Control

                      Existing Core Banking & Other Back-end Systems
Customer Experience Solutions. Delivered.   17




Marketing
in Control
Customer Experience Solutions. Delivered.        18




Portal Manager : Configurable by Business / Marketing
                                                              18
Customer Experience Solutions. Delivered.        19




Portal Manager : ICE (In Context Editing)
                                                               19
Customer Experience Solutions. Delivered.        20




Portal Manager : Mobile Editing
                                                              20
Customer Experience Solutions. Delivered.        21




Compliance : Approval Workflow
                                                             21
Customer Experience Solutions. Delivered.   22




Backbase

Wrap-up
Customer Experience Solutions. Delivered.              23


Trend 1 : The Outside-in Approach

                                                        CHANGE Frequency


                   CUSTOMER
                  EXPERIENCE
                     LAYER


       LOOSELY
       COUPLED



                   INTERNAL
                   SYSTEMS
                 AND PLATFORMS
                                                        CHANGE Frequency
Customer Experience Solutions. Delivered.                             24


Trend 2: Widgets (Mix & Match)


                                        CUSTOMER ENGAGEMENT PORTAL




     PERSONALIZATION                                                                      FORMS
         1:1 Marketing                                                                Enrollment
   (targeting, segmentation)
                                                  Re-Usable                          Self-Service ...

     COMMUNICATION                                  Widgets                             CONTENT
      Chat, Mail, SMS                                                                  Consistent
                                                                                    Across Channels



                  INTERNET BANKING            OTHER APPLICATIONS              3TH PARTY APPS
                        Transactional                   CRM                         PFM
Customer Experience Solutions. Delivered.     25


Trend 3: From Transactional to Engagement Banking


                                   Fast
                                  Results
                  Launchpad                     Widgets




               Mobile                                     CMS
                                Transactional



                  Application                   Digital
                  Integration                 Marketing

                                   Security
Customer Experience Solutions. Delivered.                    26


Bank 2.0 Portal : Empower all Stakeholders
                        Portal Manager                  Retail Banking Launchpad
              (Digital & Marketing Professionals)            (Your Customers)



     Business
    in Control
                                                                               Customer
                                                                               in Control

                                        	

     IT                          Portal Platform	

 in Control

                      Existing Core Banking & Other Back-end Systems
Customer Experience Solutions. Delivered.                                   27


Integrated Customer Experience Solution

     Portal Platform                                  Portal Manager                      Launchpad
     Cross Device Presentation                        Page Designer                       My Preferences / Profile
     (desktop, tablets, smartphone)                   (in-context page editing)
                                                                                          Accounts / Payment History
     Contextual / Personal
                                                      Content Management
     (Customization, Profile, Targeting)                                                  Payments / Address book
                                                      (marketing content, UGC)
     Security Services                                                                    Message & Alerts
     (IDM integration, role-based access)             Digital Marketing
                                                                                          Documents
     Integration Services                             (Targeting, Campaigns, Analytics)
     (Mash-up Engine, EAI patterns)                                                       Social
                                                      App Center
     Content Services
                                                      (widgets, apps, templates, …)       Branch / ATM Locator
     (CMIS, Search, UGC)




              IT                                             Business
                                                            in Control                             Customer
                   ol
          in Contr                                                                                 in Control
Customer Experience Solutions. Delivered.   28




Q&A
Customer Experience Solutions. Delivered.   29




Thank You!!
info@backbase.com

AMSTERDAM - NEW YORK - LONDON - MOSCOW - SINGAPORE

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Digital Marketing & Backbase Portal

  • 1. Customer Experience Solutions. Delivered. 1 Digital Marketing In the Era of Customer Engagement
  • 2. Customer Experience Solutions. Delivered. 2 Trend 1 : The Outside-in Approach CHANGE Frequency CUSTOMER EXPERIENCE LAYER LOOSELY COUPLED INTERNAL SYSTEMS AND PLATFORMS CHANGE Frequency
  • 3. Customer Experience Solutions. Delivered. 3 Trend 2: Widgets (Mix & Match) CUSTOMER ENGAGEMENT PORTAL PERSONALIZATION FORMS 1:1 Marketing Enrollment (targeting, segmentation) Re-Usable Self-Service ... COMMUNICATION Widgets CONTENT Chat, Mail, SMS Consistent Across Channels INTERNET BANKING OTHER APPLICATIONS 3TH PARTY APPS Transactional CRM PFM
  • 4. Customer Experience Solutions. Delivered. 4 Trend 3: From Transactional to Engagement Banking Fast Results Launchpad Widgets Mobile CMS Transactional Application Digital Integration Marketing Security
  • 5. Customer Experience Solutions. Delivered. 5 Challenge : Efficient online Marketing & Sales
  • 6. Customer Experience Solutions. Delivered. 6 6 Targeting : Segmentation & 1:1 Marketing TRACKING CUSTOMER BEHAVIOR PREFERENCES Implicit Explicit Profiling Profiling Social Customer Targeting Rules API Profile Data Existing CRM Content Integration Rendering Services Services Services
  • 7. Customer Experience Solutions. Delivered. 7 Targeting: Rules, Segments and Variants 7 7
  • 8. Customer Experience Solutions. Delivered. 8 Challenge : The Dialog moves to Tablets & Smartphones
  • 9. Customer Experience Solutions. Delivered. 9 Customer in Control
  • 10. Customer Experience Solutions. Delivered. 10 10 Device Recognition & Rendering Re-use Widget across RENDERING SERVICES Multiple Devices Device Optimized Templates Recognition Rendering Re-use Backbase Portal Services, Security Personalization Content ‘Integration … Services Services Services Services
  • 11. Customer Experience Solutions. Delivered. 11 Using Open Standards : HTML5 + CSS3 + Javascript +! +! Benefits Mobile Web: Rich User Experience + Write Once, Run Everywhere
  • 12. Customer Experience Solutions. Delivered. 12 Mobile Rendering : Responsive Web Design n  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.
  • 13. Customer Experience Solutions. Delivered. 13 13 Mobile Wrapping: Integrate with Native OS features 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.
  • 14. Customer Experience Solutions. Delivered. 14 14 Hybrid Model : Mobile Web + Native Wrapper +! +! (1) Direct To Browser Backbase! BANK 2.0! Portal! (2) Native App Wrapper +! NATIVE! WRAPPER! Mobile Optimized Widgets! !
  • 15. Customer Experience Solutions. Delivered. 15 Portal Manager: Empower the Business Teams
  • 16. Customer Experience Solutions. Delivered. 16 Bank 2.0 Portal : Empower all Stakeholders Portal Manager Retail Banking Launchpad (Digital & Marketing Professionals) (Your Customers) Business in Control Customer in Control IT Portal Platform in Control Existing Core Banking & Other Back-end Systems
  • 17. Customer Experience Solutions. Delivered. 17 Marketing in Control
  • 18. Customer Experience Solutions. Delivered. 18 Portal Manager : Configurable by Business / Marketing 18
  • 19. Customer Experience Solutions. Delivered. 19 Portal Manager : ICE (In Context Editing) 19
  • 20. Customer Experience Solutions. Delivered. 20 Portal Manager : Mobile Editing 20
  • 21. Customer Experience Solutions. Delivered. 21 Compliance : Approval Workflow 21
  • 22. Customer Experience Solutions. Delivered. 22 Backbase Wrap-up
  • 23. Customer Experience Solutions. Delivered. 23 Trend 1 : The Outside-in Approach CHANGE Frequency CUSTOMER EXPERIENCE LAYER LOOSELY COUPLED INTERNAL SYSTEMS AND PLATFORMS CHANGE Frequency
  • 24. Customer Experience Solutions. Delivered. 24 Trend 2: Widgets (Mix & Match) CUSTOMER ENGAGEMENT PORTAL PERSONALIZATION FORMS 1:1 Marketing Enrollment (targeting, segmentation) Re-Usable Self-Service ... COMMUNICATION Widgets CONTENT Chat, Mail, SMS Consistent Across Channels INTERNET BANKING OTHER APPLICATIONS 3TH PARTY APPS Transactional CRM PFM
  • 25. Customer Experience Solutions. Delivered. 25 Trend 3: From Transactional to Engagement Banking Fast Results Launchpad Widgets Mobile CMS Transactional Application Digital Integration Marketing Security
  • 26. Customer Experience Solutions. Delivered. 26 Bank 2.0 Portal : Empower all Stakeholders Portal Manager Retail Banking Launchpad (Digital & Marketing Professionals) (Your Customers) Business in Control Customer in Control IT Portal Platform in Control Existing Core Banking & Other Back-end Systems
  • 27. Customer Experience Solutions. Delivered. 27 Integrated Customer Experience Solution Portal Platform Portal Manager Launchpad Cross Device Presentation Page Designer My Preferences / Profile (desktop, tablets, smartphone) (in-context page editing) Accounts / Payment History Contextual / Personal Content Management (Customization, Profile, Targeting) Payments / Address book (marketing content, UGC) Security Services Message & Alerts (IDM integration, role-based access) Digital Marketing Documents Integration Services (Targeting, Campaigns, Analytics) (Mash-up Engine, EAI patterns) Social App Center Content Services (widgets, apps, templates, …) Branch / ATM Locator (CMIS, Search, UGC) IT Business in Control Customer ol in Contr in Control
  • 28. Customer Experience Solutions. Delivered. 28 Q&A
  • 29. Customer Experience Solutions. Delivered. 29 Thank You!! info@backbase.com AMSTERDAM - NEW YORK - LONDON - MOSCOW - SINGAPORE