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Customer Experience Solutions. Delivered. 1
The Future of:
Omni-Channel Banking
Backbase Webinar, May 29, 2013.
Customer Experience Solutions. Delivered. 2
What is Omni-Channel Banking?
Customer Experience Solutions. Delivered. 3
Introduction: The Ages of Business
source: Outside In – Forrester Research
1900 1920 1940 1960 1980 2000 2010
1960 -1990
Age of
Distribution
900 -1960
Age of
Manufacturing
1990 - 2010
Age of
Information
2010 - ???
Age of the
Customer
Customer Experience Solutions. Delivered. 4
The Evolution Towards Omni-Channel Banking
•  Customers
experience a single
type of touch-point.
•  Banks have a single
type of touch-point.
•  Customer sees multiple
touch-points acting
independently.
•  Banks’ channel
knowledge and operations
exist in technical &
functional silos
•  Customers sees
multiple touch-points as
part of the same brand
•  Banks have a single
view of the customer
but operate in
functional silos
•  Customers experience a
brand, not a channel
within a brand
•  Banks leverage their
single view of the
customer in coordinated
and strategic ways
Customer Experience Solutions. Delivered. 5
Transition: From Bank 1.0 to Bank 2.0 Architecture
Bank 1.0 Architecture Bank 2.0 Architecture
Customer Experience Solutions. Delivered. 6
Trends Leading Omni-Channel Banking
Customer Experience Solutions. Delivered. 7
Source:
Google Inc.
Customer Experience Solutions. Delivered. 8
Source:
Google Inc.
Customer Experience Solutions. Delivered. 9
Customer Experience Solutions. Delivered. 10
Customer Experience Solutions. Delivered. 11
Customer Experience Solutions. Delivered. 12
Source:
Google Inc.
Customer Experience Solutions. Delivered. 13
Omni-Channel Banking: The Challenges
Customer Experience Solutions. Delivered. 14
Customer Experience Solutions. Delivered. 15
Static
Static
Customer Experience Solutions. Delivered. 16
Human
Human
Customer Experience Solutions. Delivered. 17
Interative
Interactive
Customer Experience Solutions. Delivered. 18
Customer Experience Solutions. Delivered. 19
Branch
ATM
Call Center
Kiosk
Website
SocialTablets
Phones
Brick & Mortar
Digital
Omni-Channel
Customer Experience
Omni-Channel Experience: Any Time, Any Place
Customer Experience Solutions. Delivered. 20
Integration / Aggregation
Context & Presence
Presentation / Cross Device
Security / Identify
Alert & Notify
Content
Personalization
The Omni-Channel Portal: Linked Services
Preferences / Behavior
Customer Experience Solutions. Delivered. 21
The Omni-Channel Portal: Layered Approach
Customer Experience Solutions. Delivered. 22
ABN
AMRO
Enterprise Portal Framework : employee & customer facing
Largest Implementation : 6 Mio active Internet Banking users
Multi channel & device delivery : internet, mobile, branch, call
Stack : Backbase + Tibco | Implementation : Cap Gemini + TCS
Customer Experience Solutions. Delivered. 2323
Deutsche
Bank
Multi-channel Implementation : internet, mobile, branch, call
Cascading multi-site portal deployment: 6 Countries, 8 Languages
Enterprise standard across Europe | Implementation : GFT & HCL
Customer Experience Solutions. Delivered. 24
Make it Happen:
Cross Device
Customer Experience Solutions. Delivered. 25
Security
Services
Personalization
Services
Content
Services
‘Integration
Services
…
Re-use Backbase 
Portal Services,
Re-use Widget across 
Multiple Devices 
RENDERING SERVICES
Device 
Recognition
Server-Side
Rendering 
Templates
Client-Side Rendering 
Write Once Run Everywhere
Customer Experience Solutions. Delivered. 26
Backbase
BANK 2.0
Portal
Mobile Optimized Widgets

+
(1) Direct To Browser
(2) Native App Wrapper
NATIVE
WRAPPER
Hybrid Delivery Model : HTML5 + Native Wrapper
+
 +
Customer Experience Solutions. Delivered. 27




Integration Layer


Core Systems

My Profile
 My Content
 My Activities
 Process
Cross Channel Orchestration
Payment 
Treasury 
Risk Mngt FX Etc.
Web Services Pre-fill Straight Through Processing Etc. 
Orchestration : Streamline Cross Device Journeys
My Network
Customer
TABLET

Customer
MOBILE
Front-Office
Portals

Customer
WEB
Customer Experience Solutions. Delivered. 28
Make it Happen:
Customer Profile
Customer Experience Solutions. Delivered. 29
Build Customer Profile : Leverage multiple sources
Digital channels enable banks to implement 1:1
marketing principles on a large scale at 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. 

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
CRM
Data
Self
Personalization
Behavior
Tracking
Context
Aware
Social
Data
NEW NEW NEWNEW
Customer Experience Solutions. Delivered. 30
Targeting : Increase Online Sales
Preferences
Behavior
Preferences
Behavior
Preferences
 Preferences
Behavior
 Behavior
CRM
Social
CRM
Social
CRM
 CRM
Social
 Social
Context
 Context
 Context
 Context
Target
 Target
 Target
 Target
CONVERSION
 CONVERSION
 CONVERSION
 CONVERSION
$ $ $ $
Customer Experience Solutions. Delivered. 31
Making it SMART
Customer Experience Solutions. Delivered. 32
Cross Channel Customer Journeys
Customer Experience Solutions. Delivered. 33
Act SMART: Catch up to (and keep up with) your customers
S
Segment
customers
M
Modularize
capabilities
A
Anticipate
customer
needs
R
Reward
employees
T
Tailor
touchpoints +
experiences
… By needs and value, into the smallest possible groups.
Source & Concept:
MCorp Consulting.
Customer Experience Solutions. Delivered. 34
Act SMART: Catch up to (and keep up with) your customers
S
Segment
customers
M
Modularize
capabilities
A
Anticipate
customer
needs
R
Reward
employees
T
Tailor
touchpoints +
experiences
… To increase your flexibility and responsiveness.
Source & Concept:
MCorp Consulting.
Customer Experience Solutions. Delivered. 35
Act SMART: Catch up to (and keep up with) your customers
S
Segment
customers
M
Modularize
capabilities
A
Anticipate
customer
needs
R
Reward
employees
T
Tailor
touchpoints +
experiences
… By understanding the data surrounding your customers.
Source & Concept:
MCorp Consulting.
Customer Experience Solutions. Delivered. 36
Act SMART: Catch up to (and keep up with) your customers
S
Segment
customers
M
Modularize
capabilities
A
Anticipate
customer
needs
R
Reward
employees
T
Tailor
touchpoints +
experiences
… And give them tools to help your company act smart.
Source & Concept:
MCorp Consulting.
Customer Experience Solutions. Delivered. 37
Act SMART: Catch up to (and keep up with) your customers
S
Segment
customers
M
Modularize
capabilities
A
Anticipate
customer
needs
R
Reward
employees
T
Tailor
touchpoints +
experiences
… To meet customer needs, and exceed expectations.
Source & Concept:
MCorp Consulting.
Customer Experience Solutions. Delivered. 38
Q&A
Customer Experience Solutions. Delivered. 39
image courtesy: http://www.flickr.com/photos/beeteeoh/3298373727/
Thank You!

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The Future of Omni-Channel Banking

  • 1. Customer Experience Solutions. Delivered. 1 The Future of: Omni-Channel Banking Backbase Webinar, May 29, 2013.
  • 2. Customer Experience Solutions. Delivered. 2 What is Omni-Channel Banking?
  • 3. Customer Experience Solutions. Delivered. 3 Introduction: The Ages of Business source: Outside In – Forrester Research 1900 1920 1940 1960 1980 2000 2010 1960 -1990 Age of Distribution 900 -1960 Age of Manufacturing 1990 - 2010 Age of Information 2010 - ??? Age of the Customer
  • 4. Customer Experience Solutions. Delivered. 4 The Evolution Towards Omni-Channel Banking •  Customers experience a single type of touch-point. •  Banks have a single type of touch-point. •  Customer sees multiple touch-points acting independently. •  Banks’ channel knowledge and operations exist in technical & functional silos •  Customers sees multiple touch-points as part of the same brand •  Banks have a single view of the customer but operate in functional silos •  Customers experience a brand, not a channel within a brand •  Banks leverage their single view of the customer in coordinated and strategic ways
  • 5. Customer Experience Solutions. Delivered. 5 Transition: From Bank 1.0 to Bank 2.0 Architecture Bank 1.0 Architecture Bank 2.0 Architecture
  • 6. Customer Experience Solutions. Delivered. 6 Trends Leading Omni-Channel Banking
  • 7. Customer Experience Solutions. Delivered. 7 Source: Google Inc.
  • 8. Customer Experience Solutions. Delivered. 8 Source: Google Inc.
  • 12. Customer Experience Solutions. Delivered. 12 Source: Google Inc.
  • 13. Customer Experience Solutions. Delivered. 13 Omni-Channel Banking: The Challenges
  • 15. Customer Experience Solutions. Delivered. 15 Static Static
  • 16. Customer Experience Solutions. Delivered. 16 Human Human
  • 17. Customer Experience Solutions. Delivered. 17 Interative Interactive
  • 19. Customer Experience Solutions. Delivered. 19 Branch ATM Call Center Kiosk Website SocialTablets Phones Brick & Mortar Digital Omni-Channel Customer Experience Omni-Channel Experience: Any Time, Any Place
  • 20. Customer Experience Solutions. Delivered. 20 Integration / Aggregation Context & Presence Presentation / Cross Device Security / Identify Alert & Notify Content Personalization The Omni-Channel Portal: Linked Services Preferences / Behavior
  • 21. Customer Experience Solutions. Delivered. 21 The Omni-Channel Portal: Layered Approach
  • 22. Customer Experience Solutions. Delivered. 22 ABN AMRO Enterprise Portal Framework : employee & customer facing Largest Implementation : 6 Mio active Internet Banking users Multi channel & device delivery : internet, mobile, branch, call Stack : Backbase + Tibco | Implementation : Cap Gemini + TCS
  • 23. Customer Experience Solutions. Delivered. 2323 Deutsche Bank Multi-channel Implementation : internet, mobile, branch, call Cascading multi-site portal deployment: 6 Countries, 8 Languages Enterprise standard across Europe | Implementation : GFT & HCL
  • 24. Customer Experience Solutions. Delivered. 24 Make it Happen: Cross Device
  • 25. Customer Experience Solutions. Delivered. 25 Security Services Personalization Services Content Services ‘Integration Services … Re-use Backbase Portal Services, Re-use Widget across Multiple Devices RENDERING SERVICES Device Recognition Server-Side Rendering Templates Client-Side Rendering Write Once Run Everywhere
  • 26. Customer Experience Solutions. Delivered. 26 Backbase BANK 2.0 Portal Mobile Optimized Widgets + (1) Direct To Browser (2) Native App Wrapper NATIVE WRAPPER Hybrid Delivery Model : HTML5 + Native Wrapper + +
  • 27. Customer Experience Solutions. Delivered. 27 Integration Layer Core Systems My Profile My Content My Activities Process Cross Channel Orchestration Payment Treasury Risk Mngt FX Etc. Web Services Pre-fill Straight Through Processing Etc. Orchestration : Streamline Cross Device Journeys My Network Customer TABLET Customer MOBILE Front-Office Portals Customer WEB
  • 28. Customer Experience Solutions. Delivered. 28 Make it Happen: Customer Profile
  • 29. Customer Experience Solutions. Delivered. 29 Build Customer Profile : Leverage multiple sources Digital channels enable banks to implement 1:1 marketing principles on a large scale at 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. 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 CRM Data Self Personalization Behavior Tracking Context Aware Social Data NEW NEW NEWNEW
  • 30. Customer Experience Solutions. Delivered. 30 Targeting : Increase Online Sales Preferences Behavior Preferences Behavior Preferences Preferences Behavior Behavior CRM Social CRM Social CRM CRM Social Social Context Context Context Context Target Target Target Target CONVERSION CONVERSION CONVERSION CONVERSION $ $ $ $
  • 31. Customer Experience Solutions. Delivered. 31 Making it SMART
  • 32. Customer Experience Solutions. Delivered. 32 Cross Channel Customer Journeys
  • 33. Customer Experience Solutions. Delivered. 33 Act SMART: Catch up to (and keep up with) your customers S Segment customers M Modularize capabilities A Anticipate customer needs R Reward employees T Tailor touchpoints + experiences … By needs and value, into the smallest possible groups. Source & Concept: MCorp Consulting.
  • 34. Customer Experience Solutions. Delivered. 34 Act SMART: Catch up to (and keep up with) your customers S Segment customers M Modularize capabilities A Anticipate customer needs R Reward employees T Tailor touchpoints + experiences … To increase your flexibility and responsiveness. Source & Concept: MCorp Consulting.
  • 35. Customer Experience Solutions. Delivered. 35 Act SMART: Catch up to (and keep up with) your customers S Segment customers M Modularize capabilities A Anticipate customer needs R Reward employees T Tailor touchpoints + experiences … By understanding the data surrounding your customers. Source & Concept: MCorp Consulting.
  • 36. Customer Experience Solutions. Delivered. 36 Act SMART: Catch up to (and keep up with) your customers S Segment customers M Modularize capabilities A Anticipate customer needs R Reward employees T Tailor touchpoints + experiences … And give them tools to help your company act smart. Source & Concept: MCorp Consulting.
  • 37. Customer Experience Solutions. Delivered. 37 Act SMART: Catch up to (and keep up with) your customers S Segment customers M Modularize capabilities A Anticipate customer needs R Reward employees T Tailor touchpoints + experiences … To meet customer needs, and exceed expectations. Source & Concept: MCorp Consulting.
  • 38. Customer Experience Solutions. Delivered. 38 Q&A
  • 39. Customer Experience Solutions. Delivered. 39 image courtesy: http://www.flickr.com/photos/beeteeoh/3298373727/ Thank You!