1. Video Banking: The Role of Video
Collaboration in Transforming the
Customer Experience at Citizens
Financial Group
Jason Bettinger
Senior Business Advisor - Financial Services
Cisco Business Transformation, The Americas
October 12, 2011
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1

2. • Specialized Financial
Services Resources
• Achieves better alignment
between the business and IT
A Phased Approach to Deliver Business
Proactive Contact
Value Differentiated
Customer Experience
to Increase Sales
Unparalleled
SHORT TERM MID TERM Mobile Banking
• Accelerates evaluation of Employee
On-Boarding
and Training
Leverage Resources
Across the Bank
BUSINESS VALUE ($M)
solutions MID TERM LONG TERM
Executive and Proactive Contact
Employee (Follow-up)
Communications
Internal Video
Conferencing
Utilization
Enablement of the Eliminating Paper
Mobile Sales Force
BTAG © 2011 Cisco Systems, Inc. All rights reserved. Degree of Difficulty
Cisco Confidential 9
2

3. • Long lines
• Lack of availability of product
experts
• Expectation of a personalized,
face-to-face experience
• Inability to provide additional
expertise in real-time
• Slow/ inadequate, response for
phone or Web channels
3

4. UC, Presence
Management
and Intelligent
Routing
Branch/Store
Video Conference
Digital Communications
Recording
Combined Customer
Profile Databases
Unified Communications
Technology
4

5. Process
• Integrate with
current sales
processes
• Provide incentives
to drive usage
• Reporting
People Technology
• Communicate both • Video endpoints
Internally and
• Branch Infrastructure
externally
• Call Routing
• Get staff
comfortable with • Signature Capture
technology • Encrypted Storage
5

6. The Incredible Journey of Video Banking…
Trish Cawley, SVP Citizens Financial Group
Tim Skinner, VP Citizens Financial Group
6

7. What is not to like about this picture?
7

8. 8

9. Innovation’s 1st Thought…
“How in the #@*$ are we going to do this?”
9

10. Business Line’s 1st Thought…
“Do we really have time to do this?”
10

11. Roadmap To Success…
HE SAID
SHE SAID
11

12. Innovation’s Roadmap… SHE SAID
• “Simple” Proposition and Syndication
• Create an optimal Customer (and Colleague) Experience
• Build Partnerships
• Be prepared to “SELL” throughout the journey
• Overcome barriers – “manage to yes”
• “High Touch Approach”
12

13. “Simple” Proposition and Syndication
Video Banking offers a unique opportunity to differentiate our value proposition…
• Provides consumers with customized on-demand professional advice through in-
branch video conferencing…
– Specialized advice on Mortgages, Wealth Management, Business Lending with
capabilities to open accounts, schedule appointments, and sign documents on the
spot in pilot branches
• Launched April 18th 2011
– 16 Branches in 4 Markets; MA, PA, IL, and NY
– 3 Business Lines; Mortgage, Wealth Management, and Business Direct Lending
13

14. Create an optimal Customer (and Colleague) Experience
Customer Advice Need Advice Options via Centralized Call Centers and Direct to Subject Matter Professionals
HLSC LongPen Signature Unit enables customer to
Mortgage Inquiry Home Loan Advisors sign Mortgage Application Package during Video
Cincinnati OH Session
Via Video Via Tablet &
Unit LongPen Unit
CCO Phone Bank Licensed Representative can discuss financial
Investments Inquiry Licensed Reps needs, qualify leads and schedule appointments
Smithfield RI with FCs in MA, IL, and PA
Via Video
Unit
Advise Only Model
Business Direct
Business Loan Customer can start and complete Business Loan
Lending Reps
Inquiry applications during the Video Session
Cranston RI
Via Video
Unit
14

15. Build Partnerships
Legal Risk/Compliance
Wealth
Technology Public Affairs
Management
Business Banking Reporting
Retail Marketing Mortgage
Innovation Cisco
Facilities Communications
15

16. Be prepared to “SELL” throughout the journey
Video Banking…
Coming Soon
Video
Banking
Is Great
16

17. Overcome Barriers – “Manage to Yes”
Users Delivery Mechanisms Branch Internal Resources -
Network
Branch
`
SSL/VPN
Tunnel
Branch
Personnel VPN
Customers VPN
Call Centers
•
Corporate
Network
VPN
Call Center Reps
Business Users
`
17

18. “High Touch” Approach
Philadelphia
Massachusetts
Cincinnati
Illinois
Rhode Island
Long Island
18

19. Business Line’s Roadmap… HE SAID
• Be open-minded… believe in the vision
• Build the right team… Executive Sponsorship is key
• Identify the risks (landmines) and scope out solutions
• “Don’t re-invent the wheel”
• Do not “suffer in silence” – over-communicate
• Own the Process
19

20. Be open-minded… believe in the vision
+ + +
=
Success
20

21. Build the right team… Executive sponsorship is key
21

22. Identify the risks (landmines) and scope out solutions…
22

23. “Don’t re-invent the wheel”
23

24. Do not “suffer in silence” – over-communicate
24

25. Own the Process
25

26. One size doesn’t fit all…
26