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Engagement Banking Strategy
Backbase Webinar Series

January 27, 2010
What is
        Engagement Banking?



For further reading, download our white paper:
The Future of Banking is Engagement Banking
Today…




    © 2011 SapientNitro   Thanks:
Scale
   and
 Efficient
Operations




                           Customer Intimacy



     © 2011 SapientNitro
Scale
   and
 Efficient
Operations



                           Technology




                                        Customer Intimacy



     © 2011 SapientNitro
Scale
   and
 Efficient
Operations



                           Engagement Banking
                              Technologies




                                         Customer Intimacy



     © 2011 SapientNitro
Engagement Banking
is a new marketing, sales and service model that
deploys Technology to achieve both
Customer Intimacy and Scale




 © 2011 SapientNitro
1.             Your ability to collect customer data,
               turn that data into insight and effectively
               disseminate that insight


2.             The appropriate channels that align with
               a customer’s convenient behavioral
               patterns


3.             A strong user experience design


     © 2011 SapientNitro
Engagement Banking Market Framework

                               Consumer Behavior

                              Business Environment

                              Customer Experience


                                   Banking


                                        EB
                           Technology        Marketing




     © 2011 SapientNitro
How are customers behaving
          today?
Customers want Digital
 Most consumers now
  touch their bank digitally,
  and outside the branch
  network

Internet Banking                36%
ATM                             15%
Mobile                           3%
Digital                         54%




                                      Source: American Banker Association, Preferred banking method survey, September 2010

          © 2011 SapientNitro
“Digital” will increasingly mean “mobile”




                                 Source: American Banker, Javelin Research, October 2009


       © 2011 SapientNitro
Customers rarely set foot into a
                                   branch.




             © 2011 SapientNitro                          Image: http://www.installations.org
techny.com
Cash from the ATM…
the one thing they can’t do digitally




         © 2011 SapientNitro
But only for a few more months.



                            NFC



      © 2011 SapientNitro
So, what do consumers want?
Consumers want…
 Personalized information and content

 To connect with the brands they custom, and be valued for it

 To have access to their financial information and banking services,
  24/7, across multiple channels

 To have a problem resolved quickly and for the first time




         © 2011 SapientNitro
The Four Pillars of Engagement Banking

1. Next Generation Online Banking Experience

2. Multi-channel Client Experience

3. Digital Customer Acquisition

4. Digital Community Development




         © 2011 SapientNitro
60% of checking accounts are likely
to become unprofitable.
The Boston Consulting Group, 2010
Profits are generated in three ways



1. Revenue expansion

2. Increasing asset productivity

3. Cost reduction




   Engagement Banking powers all three levers
What an
Engagement Bank
   Looks Like
Traditional banks are organized around silos

                                                                         Alternative
  Retail / Branch                     Call Center
                                                             ATM             Online         Mobile




Customer Management
 Onboarding                                         Strategy
 Marketing                                          Analytics


Product

                 Services                                          Instruments
  Origination          Pricing                      Deposits / Accounts      Lending
  Strategy             Compliance, etc.             Cards                    Wealth, etc.



Enterprise Services
 Corporate                                          Operations
 Finance                                            Fraud / AML
 Treasury                                           Technology
 Payments


                © 2011 SapientNitro
Engagement Banks are channel-independent
     Channels are agnostic, and supported by shared, customer-focused
      business services
     Customer context is delivered throughout the organization

Channels

      Retail / Branch                  Website                  Mobile               ATM / Kiosk    Call Center



Business Model Services
                                                     Customer Context
                                                      Customer Context

    Branding /
                         Sales          Onboarding            Relationship Management / Servicing   Transitioning
    Marketing



Product
           Services                    Instruments


Enterprise Services




                 © 2011 SapientNitro
Customers are already channel-
independent




                     Image: peopleseconomics.com
Discovery       Initiation   Engagement    Re-evaluation




  The customer’s journey defines the experience




Engagement Banking is about reorganizing traditional
banking activities to engage and empower customers
through a compelling sales, product or service experience
Discovery                   Initiation    Engagement          Re-evaluation




Triggers                                  Investigation

Marketing and Brand.                      Pre-sales.

Moments of clarity and inspiration        Initial research into the benefits
of a financial need.                      of a banking brand, products
                                          and services… and what the
                                          peer network says.




       © 2011 SapientNitro                                    Image: http://jonathanbaldwin.blogspot.com
Discovery          Initiation          Engagement        Re-evaluation




Trial                                        Onboarding

Sales activities                             The traditional onboarding
                                             process.
The customer assesses how a       Purchase
product or brand’s abilities      Decision
meet their individual needs.
Discovery            Initiation        Engagement         Re-evaluation




View                       Understand                 Manage

View your financial        Make sense of what         Gain clarity and
life. Assemble a           I’m doing and a plan       control, and make
personal balance           for what to do next.       transactions to
sheet to develop a                                    implement change.
complete picture.

Evaluate

Continually evaluate how my financial solutions help with my continually
changing life.
Discovery              Initiation    Engagement         Re-evaluation




Relationship Closure                 Repositioning

Activities to close or transfer a    Identifying products that are
financial relationship, including    better alternatives than what’s
account closure and feedback.        currently implemented
Engagement Banking Business Framework
Customer Experience Framework


         Discovery                         Initiation               Engagement                       Re-evaluation




Channels
     Retail / Branch                    Website               Mobile               ATM / Kiosk            Call Center


 Business Model Services
                                                    Customer Context
   Branding /
                             Sales           Onboarding      Relationship Management / Servicing          Transitioning
   Marketing



                                                                                                           Engagement
Product
                                                                                                                  Bank
        Services                      Instruments                                                     Customer-centric
                                                                                                             Services &
                                                                                                              Functions
Enterprise Services                                                                                     Standard Bank
                                                                                                   Products, Services &
                                                                                                              Functions

                © 2011 SapientNitro
How to Implement Engagement
           Banking
The Four Pillars of Engagement Banking

1. Next Generation Online Banking Experience

2. Multi-channel Client Experience

3. Digital Customer Acquisition

4. Digital Community Development




         © 2011 SapientNitro
Next Generation Online Banking Experience




                          Applying professional-grade data
                          visualization techniques….




    © 2011 SapientNitro
… can provide financial context to consumers.




       © 2011 SapientNitro
                                                Image: Mint.com
Next Generation Online Banking Experience




                             PFM is really about bringing
                             business-class reporting and
                            analysis down the food chain to
                                      consumers.




                                                     Image: Mint.com
Strong User Experience DesignExperience Design…
                 Strong User across every
channel
Most desired information readily  Most recent first, for fast
 A design that focuses on the user experience means
           available                     updates…               a different
 “What’s my account balance?” financial the check clear?”
   approach to delivering          “Did information.


 Personalization is a major trend in modern design

 The most relevant and convenient information, to that person, is
  allowed to be surfaced and made easily accessible.

                                                           Visualization to provide
                                                            context at-a-glance.
                                                             “How am I doing?”




          © 2011 SapientNitro
… across every channel




                            Source: IDEO




      © 2011 SapientNitro
Multichannel Client Experience




            SapientNitro Engagement Banking Digital Whitepaper
                   http://engagementbanking.sapient.com


      © 2011 SapientNitro
Digital Customer Acquisition




  Real-time campaign management and adjustments, based on active tracking and
                      monitoring of consumer behaviours


         © 2011 SapientNitro
Data-driven Product Development
Data Intelligence in Customer Service and Support
Digital Community Development




                                Image Source: It’s a Wonderful Life, 1946
© 2011 SapientNitro   Image Source: jasocal.org
Digital Community through Social Networking




                                              Image Source: O’Reilly
Customer Intimacy at Scale




      © 2011 SapientNitro
Summary
Engagement Banking Market Framework

                               Consumer Behavior

                              Business Environment

                              Customer Experience


                                   Banking


                                        EB
                           Technology        Marketing




     © 2011 SapientNitro
Engagement Banking Business Framework
Customer Experience Framework


         Discovery                         Initiation               Engagement                       Re-evaluation




Channels
     Retail / Branch                    Website               Mobile               ATM / Kiosk            Call Center


 Business Model Services
                                                    Customer Context
   Branding /
                             Sales           Onboarding      Relationship Management / Servicing          Transitioning
   Marketing



                                                                                                           Engagement
Product
                                                                                                                  Bank
        Services                      Instruments                                                     Customer-centric
                                                                                                             Services &
                                                                                                              Functions
Enterprise Services                                                                                     Standard Bank
                                                                                                   Products, Services &
                                                                                                              Functions

                © 2011 SapientNitro
The Four Pillars of Engagement Banking

1. Next Generation Online Banking Experience

2. Multi-channel Client Experience

3. Digital Customer Acquisition

4. Digital Community Development




         © 2011 SapientNitro
About SapientNitro
FOUNDED IN
                       FOUNDED IN   1990,, PUBLICLY TRADED SINCE 1996 (NASDAQ:
                                           PUBLICLY TRADED SINCE      (NASDAQ:
                                                                         SAPE)
                                                                         SAPE)
                      HEADQUARTERED IN BOSTON WITH 8500 EMPLOYEES, OVER 5000 IN
                      HEADQUARTERED IN BOSTON WITH 8500 EMPLOYEES, OVER 5000 IN
                                                                          INDIA
                                                                           INDIA
                                                         35 OFFICES WORLDWIDE
                                                          35 OFFICES WORLDWIDE




UNIQUE
UNIQUE
LARGEST INDEPENDENT INTERACTIVE AGENCY IN THE
 LARGEST INDEPENDENT INTERACTIVE AGENCY IN THE
WORLD, with
 WORLD, with
INDUSTRY LEADING STRATEGY & TECHNOLOGY CONULTING
 INDUSTRY LEADING STRATEGY & TECHNOLOGY CONULTING

 2009 REVENUE OF US$639M
      REVENUE OF US$639M
 END-TO-END SERVICE OFFERING, WITH COLLABORATIVE AND AGILE APPROACH
 END-TO-END SERVICE OFFERING, WITH COLLABORATIVE AND AGILE APPROACH
Thank You                                                 INSIGHTS
                                                           Expertise in research,
        We are                                             analytics, brand & user
                                                           experience, wealth
                                                           management, and
                                                           global markets

                                                           IDEAS
                                                           Ideas born of insights.
                                                           Our creative
                                                           department consists of
                                                           designers, writers, IAs,
                                                           strategists, account
                                                           managers and
                                                           technologists
                                                       S
                                                           REALIZATION
Michael Degnan                                             People that can execute
Engagement Banking Lead                                    on ideas from a
SapientNitro Financial Services Center of Excellence
                                                           customer experience,
mdegnan@sapient.com | @mdegnan
                                                           operational and
                                                           technical perspective
                                                           supported by world
http://engagementbanking.sapient.com                       class program
#engagementbanking                                         management and
                                                           collaborative approach

                © 2011 SapientNitro

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Engagement Banking Strategy by Michael Degnan

  • 1. Engagement Banking Strategy Backbase Webinar Series January 27, 2010
  • 2. What is Engagement Banking? For further reading, download our white paper: The Future of Banking is Engagement Banking
  • 3. Today… © 2011 SapientNitro Thanks:
  • 4. Scale and Efficient Operations Customer Intimacy © 2011 SapientNitro
  • 5. Scale and Efficient Operations Technology Customer Intimacy © 2011 SapientNitro
  • 6. Scale and Efficient Operations Engagement Banking Technologies Customer Intimacy © 2011 SapientNitro
  • 7. Engagement Banking is a new marketing, sales and service model that deploys Technology to achieve both Customer Intimacy and Scale © 2011 SapientNitro
  • 8. 1. Your ability to collect customer data, turn that data into insight and effectively disseminate that insight 2. The appropriate channels that align with a customer’s convenient behavioral patterns 3. A strong user experience design © 2011 SapientNitro
  • 9. Engagement Banking Market Framework Consumer Behavior Business Environment Customer Experience Banking EB Technology Marketing © 2011 SapientNitro
  • 10. How are customers behaving today?
  • 11. Customers want Digital  Most consumers now touch their bank digitally, and outside the branch network Internet Banking 36% ATM 15% Mobile 3% Digital 54% Source: American Banker Association, Preferred banking method survey, September 2010 © 2011 SapientNitro
  • 12. “Digital” will increasingly mean “mobile” Source: American Banker, Javelin Research, October 2009 © 2011 SapientNitro
  • 13. Customers rarely set foot into a branch. © 2011 SapientNitro Image: http://www.installations.org techny.com
  • 14. Cash from the ATM… the one thing they can’t do digitally © 2011 SapientNitro
  • 15. But only for a few more months. NFC © 2011 SapientNitro
  • 16. So, what do consumers want?
  • 17. Consumers want…  Personalized information and content  To connect with the brands they custom, and be valued for it  To have access to their financial information and banking services, 24/7, across multiple channels  To have a problem resolved quickly and for the first time © 2011 SapientNitro
  • 18. The Four Pillars of Engagement Banking 1. Next Generation Online Banking Experience 2. Multi-channel Client Experience 3. Digital Customer Acquisition 4. Digital Community Development © 2011 SapientNitro
  • 19. 60% of checking accounts are likely to become unprofitable. The Boston Consulting Group, 2010
  • 20. Profits are generated in three ways 1. Revenue expansion 2. Increasing asset productivity 3. Cost reduction Engagement Banking powers all three levers
  • 22. Traditional banks are organized around silos Alternative Retail / Branch Call Center ATM Online Mobile Customer Management  Onboarding  Strategy  Marketing  Analytics Product Services Instruments Origination Pricing Deposits / Accounts Lending Strategy Compliance, etc. Cards Wealth, etc. Enterprise Services  Corporate  Operations  Finance  Fraud / AML  Treasury  Technology  Payments © 2011 SapientNitro
  • 23. Engagement Banks are channel-independent  Channels are agnostic, and supported by shared, customer-focused business services  Customer context is delivered throughout the organization Channels Retail / Branch Website Mobile ATM / Kiosk Call Center Business Model Services Customer Context Customer Context Branding / Sales Onboarding Relationship Management / Servicing Transitioning Marketing Product Services Instruments Enterprise Services © 2011 SapientNitro
  • 24. Customers are already channel- independent Image: peopleseconomics.com
  • 25. Discovery Initiation Engagement Re-evaluation The customer’s journey defines the experience Engagement Banking is about reorganizing traditional banking activities to engage and empower customers through a compelling sales, product or service experience
  • 26. Discovery Initiation Engagement Re-evaluation Triggers Investigation Marketing and Brand. Pre-sales. Moments of clarity and inspiration Initial research into the benefits of a financial need. of a banking brand, products and services… and what the peer network says. © 2011 SapientNitro Image: http://jonathanbaldwin.blogspot.com
  • 27. Discovery Initiation Engagement Re-evaluation Trial Onboarding Sales activities The traditional onboarding process. The customer assesses how a Purchase product or brand’s abilities Decision meet their individual needs.
  • 28. Discovery Initiation Engagement Re-evaluation View Understand Manage View your financial Make sense of what Gain clarity and life. Assemble a I’m doing and a plan control, and make personal balance for what to do next. transactions to sheet to develop a implement change. complete picture. Evaluate Continually evaluate how my financial solutions help with my continually changing life.
  • 29. Discovery Initiation Engagement Re-evaluation Relationship Closure Repositioning Activities to close or transfer a Identifying products that are financial relationship, including better alternatives than what’s account closure and feedback. currently implemented
  • 30. Engagement Banking Business Framework Customer Experience Framework Discovery Initiation Engagement Re-evaluation Channels Retail / Branch Website Mobile ATM / Kiosk Call Center Business Model Services Customer Context Branding / Sales Onboarding Relationship Management / Servicing Transitioning Marketing Engagement Product Bank Services Instruments Customer-centric Services & Functions Enterprise Services Standard Bank Products, Services & Functions © 2011 SapientNitro
  • 31. How to Implement Engagement Banking
  • 32. The Four Pillars of Engagement Banking 1. Next Generation Online Banking Experience 2. Multi-channel Client Experience 3. Digital Customer Acquisition 4. Digital Community Development © 2011 SapientNitro
  • 33. Next Generation Online Banking Experience Applying professional-grade data visualization techniques…. © 2011 SapientNitro
  • 34. … can provide financial context to consumers. © 2011 SapientNitro Image: Mint.com
  • 35. Next Generation Online Banking Experience PFM is really about bringing business-class reporting and analysis down the food chain to consumers. Image: Mint.com
  • 36. Strong User Experience DesignExperience Design… Strong User across every channel Most desired information readily Most recent first, for fast  A design that focuses on the user experience means available updates… a different “What’s my account balance?” financial the check clear?” approach to delivering “Did information.  Personalization is a major trend in modern design  The most relevant and convenient information, to that person, is allowed to be surfaced and made easily accessible. Visualization to provide context at-a-glance. “How am I doing?” © 2011 SapientNitro
  • 37. … across every channel Source: IDEO © 2011 SapientNitro
  • 38. Multichannel Client Experience SapientNitro Engagement Banking Digital Whitepaper http://engagementbanking.sapient.com © 2011 SapientNitro
  • 39. Digital Customer Acquisition Real-time campaign management and adjustments, based on active tracking and monitoring of consumer behaviours © 2011 SapientNitro
  • 41. Data Intelligence in Customer Service and Support
  • 42. Digital Community Development Image Source: It’s a Wonderful Life, 1946
  • 43. © 2011 SapientNitro Image Source: jasocal.org
  • 44. Digital Community through Social Networking Image Source: O’Reilly
  • 45. Customer Intimacy at Scale © 2011 SapientNitro
  • 47. Engagement Banking Market Framework Consumer Behavior Business Environment Customer Experience Banking EB Technology Marketing © 2011 SapientNitro
  • 48. Engagement Banking Business Framework Customer Experience Framework Discovery Initiation Engagement Re-evaluation Channels Retail / Branch Website Mobile ATM / Kiosk Call Center Business Model Services Customer Context Branding / Sales Onboarding Relationship Management / Servicing Transitioning Marketing Engagement Product Bank Services Instruments Customer-centric Services & Functions Enterprise Services Standard Bank Products, Services & Functions © 2011 SapientNitro
  • 49. The Four Pillars of Engagement Banking 1. Next Generation Online Banking Experience 2. Multi-channel Client Experience 3. Digital Customer Acquisition 4. Digital Community Development © 2011 SapientNitro
  • 51. FOUNDED IN FOUNDED IN 1990,, PUBLICLY TRADED SINCE 1996 (NASDAQ: PUBLICLY TRADED SINCE (NASDAQ: SAPE) SAPE) HEADQUARTERED IN BOSTON WITH 8500 EMPLOYEES, OVER 5000 IN HEADQUARTERED IN BOSTON WITH 8500 EMPLOYEES, OVER 5000 IN INDIA INDIA 35 OFFICES WORLDWIDE 35 OFFICES WORLDWIDE UNIQUE UNIQUE LARGEST INDEPENDENT INTERACTIVE AGENCY IN THE LARGEST INDEPENDENT INTERACTIVE AGENCY IN THE WORLD, with WORLD, with INDUSTRY LEADING STRATEGY & TECHNOLOGY CONULTING INDUSTRY LEADING STRATEGY & TECHNOLOGY CONULTING 2009 REVENUE OF US$639M REVENUE OF US$639M END-TO-END SERVICE OFFERING, WITH COLLABORATIVE AND AGILE APPROACH END-TO-END SERVICE OFFERING, WITH COLLABORATIVE AND AGILE APPROACH
  • 52. Thank You INSIGHTS Expertise in research, We are analytics, brand & user experience, wealth management, and global markets IDEAS Ideas born of insights. Our creative department consists of designers, writers, IAs, strategists, account managers and technologists S REALIZATION Michael Degnan People that can execute Engagement Banking Lead on ideas from a SapientNitro Financial Services Center of Excellence customer experience, mdegnan@sapient.com | @mdegnan operational and technical perspective supported by world http://engagementbanking.sapient.com class program #engagementbanking management and collaborative approach © 2011 SapientNitro

Editor's Notes

  1. And now, a short word about who we are…