This is the presentation I gave at the TDI Symposium 2016 By Vasco about KYC in the digital world. Both online as offline was discussed.

1. KYC in the digital world.
How to set-up within an
omnichannel strategy?

2. Hello!
I am Boy Martin
Front-End developer at
Thomas Cook Belgium
Part of the optimisation team.

3. ➜ 4 years at Thomas Cook Belgium
➜ Part of the ecommerce
optimisation team
➜ Digital business-unit yet close to
client
About me

4. ➜ Perfectly possible to KYC without
privacy issues
➜ Try to decrease the difference
between the analog 0’s and 1’s to
the digital road.
My vision on KYC & digital

5. How to setup in an
omnichannel strategy?
KYC IN THE
DIGITAL WORLD

6. WHY IS IT
IMPORTANT?

7. “It’s the art of personalizing your customers journey
with data you received from a security perspective.”

8. Knowing your customers is
important for both the
customer as the company.

9. KYC
ONLINE

10. Expected by Gartner, 2015

11. Knowing Your Customer - Online
Online account
➜ Viewed items
➜ Status of
purchased
items
Problem?
➜ Other
mainbooker =
new profile
➜ No history is
available even
though
frequent
traveller
➜ Identity is
based on non-
verified user-
data.
Mydigipass
➜ No more typo’
s
➜ No longer
duplicated
records
➜ No long sign-
up forms
➜ Verified
identity
➜ More info then
before

12. KYC
OFFLINE

13. Knowing Your Customer - Offline
Personal
➜ Traveladvisor
sees actual
person
➜ Clients want to
book at the
same person
every year
Upselling & steering
➜ Steering to
commercial
prio’s
➜ Upsell is easier
face2face
Problem?
➜ If this user
books via the
site the
personal
recom. are lost
➜ Website
recognizes this
person as new
visitor
➜ Hard to
provide
personal touch
online

14. Knowing Your Customer - Online and offline
One account
➜ Registration in
shop or online
➜ Same
possibilities in
shop as online
➜ Shared data
offline & online
Problem?
➜ None
Mydigipass?
➜ Unique
identifier
➜ Possible across
different
brands
➜ Verified
identity

15. I KNOW MY
CUSTOMERS,
WHAT’S NEXT?

16. I know my customers. What’s next?
OPTIMIZE
SEGMENTIZE
PERSONALIZE

17. Examples of optimize/segmentize/personalize
Offline payment
➜ A customer is
able to book
his holiday
online and pay
in a travel
agency
Insurance selling
➜ Tone of voice
& content was
updated
according to
partysize
(segment)
Personalize example
➜ Encouraging
messages
during
checkout
(linked to
reason
customers left
on each step
of journey)

18. Common pitfalls
Privacy
➜ It’s extremely
important to
respect the
client’s privacy.
➜ Optimizing
with data is
not selling
based on data
Client is in control
➜ Speak
transparent
about using
the clients’
data. Tell him
where you use
it for and let
him opt-out if
wished.
Too small segments
➜ Taking too
small samples
➜ Keep in mind
current
conditions
(crash,
weather, ..)

19. Thanks!
Any questions?
You can contact me at:
boy.martin@thomascook.be
https://be.linkedin.com/in/boymartin

20. P.S.
boy.martin@thomascook.be