1. Bradesco
Customer Digital Experience
Maurício Minas
EXECUTIVE VICE PRESIDENT

2. Source: BrandFinance 2015
Rank Brand Name Domicile Brand Value
1 Wells Fargo United States 34,9
2 ICBC China 27,5
3 HSBC United Kingdom 27,3
4 China Construction Bank China 26,4
5 Citi United States 26,2
6 Bank of America United States 25,7
7 Chase United States 24,8
8 Agricultural Bank Of China China 22,7
9 Bank of China China 20,4
10 Santander Spain 18,7
11 BNP Paribas France 14,9
12 MUFG Japan 14,5
13 Barclays United Kingdom 14,2
14 Royal Bank Of Canada Canada 12,5
15 Bradesco Brazil 12,4
16 J.P. Morgan United States 12,0
17 UBS Switzerland 11,6
18 TD Bank Canada 11,1
19 Deutsche Bank Germany 11,0
20 Goldman Sachs United States 9,4
21 Capital One United States 9,4
22 Credit Suisse Switzerland 9,2
23 Itaú Brazil 9,0
24 Morgan Stanley United States 8,9
25 China Merchants Bank China 8,9
(US$ Billion)
Top 25 banking brands

3. Million
Clients67.8
US$ Billion
Market Cap45.8
U$$ Billion
Annual Net Profit5.8
Loan operations
US$ 149 Billion
• US$ 103 Billion corporate
• US$ 46 Billion retail
Wealth management
15 offices
Consumer financing
+ US$ 31 Billion
Total assets
US$ 332 Billion
Cards
CAGR 2013 – 2017: 15%
US$ 21.8 Billion billings
110 Million plastics
Insurance
29% of conglomerate profits
Source: Economic and Financial Analysis Report – 2Q/2015

4. 8,074
Branches
49,722
Correspondent
banking outlets
(Bradesco Express)
7% Physical
1 Billion transactions/month
93% Digital
4% 2%
5%
4%
5%
3%
18%
13%
21%
17%
27%
27%
20%
34%
Aug/14 Aug/15
Mobile
Internet B anking
Corporate
ATM
Internet B anking
Individuals
B ranches
B rades co Expres s
Contact Center
1 Billion
trans actions /month

5. Until
1995
Single channel
offer
2008
Multi channel
offer
2010
Cros s channel
offer
2012
Multi channel
2014+
Omnichannel
Digital bank (2016)
Customer relationship development
Business regulation and
Customer behavior
Analytics
Big data
Real time offer
at contact point

6. Customer journey
in real time, delivering
captivating experience
Digital integration
Offer, information, sales
and efficient digital
conversation in real time
Data analysis and Customer overall view
Digital and personalized
relationship with continued
experience
R&D
Customer experience for
continuous innovation
Customer relationship integration

7. Consumer behavior:
from phys ical to digital proces s
Increase recognition through
PRESENCE
SELL
(whatever
the Bank
wants to sell)
LOYALTY
(through
the bank
manager)
CRM  CROSS/UP
SELLING
Increas e recognition through DIGITAL
RELATIONS HIP
LOYAL
FOLLOWER
(functionalities ,
s ervices …)
Pos itive
experience 
RECOGNIZE
Cus tomers ’
PROFILES
PERS ONALIZED s ale
(whatever Cus tomers
want to buy)
CRM 
CROS S /UP
S ELLING
(s ocial media
integration)
“Traditional” approach
SELL FIRST  ENGAGE LATER
“Digital”
CREATE EXPERIENCE  ASSOCIATE SALE
Source: BCG Analys is

8. New digital reality
Cus tomer experience
• Strengthens the relationship
• Increases sales
• New business model
• New products for the digital universe
• Personalized offer
Digital channels evolution
• Migrate from expensive to cheaper channels
• Need for constant innovation
• Speed of development/delivery
• Transfer the back office to the Customer
Internal
innovation
Open
innovation

9. Social Networks Brades co Next
ATM
Contact Center
Internet
Mobile

10. Customer Localization in the Branches
Welcoming Customers
Introducing Customers to Managers
Sales by inclination
Wi-Fi in the Branches
Digital activation of Customers
Digital Advisory Point
Managing lines
CRM for physical sales
Bradesco Next
Experimentation
Customer learning
User experience
Digital technology
Individual Customer support

11. PUSH Business
Brades co Wallet
with NFC
Chat/video with
s pecialis ts
Mobile
Connected car
Check deposit
APIs allowing
business to
be carried out
Wearables
New App Net Empresa

12. Tagging and CRM APIs allowing bus ines s
to be carried out
M-Token
Digital validation of
transactions
Strategic
partnerships
Internet
Geolocalization

13. Recycler
Money deposit in real time
Biometry
Prescheduled withdrawal
via Mobile
Integration of Channels
Intelligent check deposit
Clearance by image
ATM
Big Data
fraud prevention

14. Voice command
Multi channel s upport
Single line (e-mail, SMS, Chat)
Contact Center
Watson
Artificial cognitive computing
Customer support, wealth management
and health insurance
Voice biometry

15. Business activation
(CRM/APP Install)
Influencers
ecosystem
Brand advocates
Facebook
F. Banking
Simplified transfer
Crowdfunding
Gamification
Social Networks
UX

16. Staff profile
• Data scientist
• Story-teller (experience designer)
• Behavioral psychologist
• Risk algorithm s pecialis t
• Community advocacy builder
Data acquis ition
& analytics
CRM
Cus tomer
Experience
S ocial
Networks
Digital
New game  New s kills

17. Thank you