BSI team recommends the bank open up its database so consumers can access via mobile banking apps, alerts, geo-spatial apps, and better consumer education campaigns. Visit www.bsi-teradata.com.
BSI Part 3 - Better Consumer Apps - Sad Case of Stagno Bank - How We Did It
1. HOW WE DID THE The Sad Case of
INVESTIGATIONS StagnoBank – Part 3
2. Prelude – StagnoBank - Part 3
This deck accompanies the
Sad Case of StagnoBank - Part 3 Video
at http://youtu.be/ByiamsM6NPI
You find this case by searching with keywords
“BSI Teradata Case StagnoBank.”
This deck is designed to answer questions about the Teradata
technologies shown in the story. We’ll cover mobile banking,
self-service banking, multi-channel analytics, digital
marketing, and customer campaigns using Aprimo.
For best effect, run it in Powerpoint animation mode.
2
3. Note from the Investigators
Hi Everybody,
We’re the brains behind the scenes and wanted to answer your
questions about “how did you do the StagnoBank brainstorming
so fast?”
This write-up will give you an idea of our clients’ architecture
and some details of the BI screens.
Take a look, and if you still have questions, send them to us at
the www.bsi-teradata.com FB page!
Yours truly,
Mathieu Ames and
Jodice Blinco
3
4. Scene Synopsis
• Jodice’s Office at BSI HQ – Simon explains the situation,
shows Jodice KPIs and reports, and commissions the work
• Jodice kicks off the Project with Max, Mercedes, and Mathieu
4 Weeks Later
• BSI Conference Room – readout of ideas for Better
Marketing (Max), Better Customer Service (Mercedes), and
Mobile Apps (Matt)
• Wrapup Meeting with Simon, in Jodice’s office
• This deck show’s Matt’s work on Mobile Apps – Part 3; see
also Part 1 for Max’s, and Part 2 for Mercedes’ ideas
4
5. Scene 1: Problems at StagnoBank!
Meeting of Simon (CMO) and Jodice (BSI)
Simon and Jodice … in her office talking
• Simon: “I’m the new CMO, only on the job for 3 months, but
everywhere I turn, we have problems”
• Big issue – we’re a big, old bank, perceived as “behind the
times.” No appeal to younger households.
• Asks Jodice to do a quick BSI project to come with turnaround
ideas. One of the areas to evaluate is better mobile apps.
Simon,
StagnoBank’s
CMO
5
7. Our chief Jodice assigns Matt the area of
consumer apps, mobile, and geospatial
7
8. Scene 2: Readout (4 weeks later)
What Did Matt Come Up With?
Matt Ideas “Consumer “My Bank Use
Intelligence” Looks Out for Geospatial to
budget/ Me” alerts drive
planning apps customer
education
8
9. Matt’s Idea #1:
Consumer Intelligence Apps
Mercedes focused on customer service, but Matt doesn’t think
that will be enough – people don’t always call the care center.
Much more activity is done with self service, so he
focuses on that area, especially mobile web apps.
• One way to “get ahead of the competition” is to offer people
more value in return for a long-term banking relationship
> Traditionally banks capture and store “their data” about the
customers
• Matt’s IDEA: Why not open up the system via mobile apps
and “share the data,” and “share the insights,” using
consumer (mobile) apps?
> Just like business people have “BI” tools, why not give the
consumers some “CI” (consumer intelligence) tools???
9
10. Matt’s 1st Focus: Self-Service Apps
• To do this, StagnoBank will need to give customers access to
“their data” and let them download that data and do
interesting things with it – e.g., write their own apps, or
more likely, download third-party apps that provide useful
budgeting and planning tools
> Today, many banks already give people “reports” like your
monthly statement, but those are canned and not the same as
giving them data or apps
• Note: the bank might build some, but not all, of these apps
itself
> StagnoBank might form some customer forums, hold some
competitions for the best StagnoApp
> That might be the quickest idea of tapping into consumer ideas
(and create a cottage industry of application developers!)
> A positive side effect for the bank is to gain insights on other
10 customer needs
12. Matt’s Idea #1:
Consumer Intelligence Apps
• Examples can include budgeting and credit scoring – and the
more of this they do on the Bank platforms, the better!
> Here’s a sample Budgeting Application. Does simulations of
“what happens to my net worth if I get a part-time job that
brings in $500 per month, don’t increase my spending, and when
grandma dies I inherit $10,000?”
• Makes customers sticky. If you spend time building out “Your
Budget,” you are unlikely to move to another bank. The
bank also can serve you better, the more they know about
your needs.
> Could also get some “buzz” going, e.g., a younger customer txts
a friend: “StagnoBank provided me with cool budget and
planning apps – you have to check them out.”
> Goal is to get younger customers so excited they use word-of-
mouth marketing to turn things around, build up the number of
StagnoBank younger customers
12
13. Matt’s Idea #1: Consumer Intelligence Apps
“Increase Your Credit Score” Self-Serve App
Matt comes up with another app, perhaps a little futuristic but at
some point, there needs to be much more transparency about
your credit score, and how to improve it. In this case:
1. You pull your data from this bank into the app and add any other
financial info from other sources
2. You establish short-term and long-term goals/needs
3. App comes back with a plan of action for getting you what you
need to do in order to realize those goals and needs
Like:
which bills to pay off to increase your credit score –
to help you qualify for a bank low interest loan for a mortgage,
car loan, or low interest credit card
The app develops an action plan based on your individual needs and not
just generic advice. The plan also includes suggestions for relevant
banking products and services. The core idea: the consumer “plays
around” with the apps; that activity drives them to the bank for additional
products and services
13
16. Idea #2: Alerts that “Look Out For Me”
1. Ben and Casey want to buy a new house, and they know
rates have dropped a bit. It’s not worth it for them to buy
until rates drop a little more, but they don’t want to miss
the “low.”
3. Home loan
rates were
dropping, but are
now going up
4. When
2. Ben enters a trigger: StagnoBank
sees an
Notify us if the 30-day inflection point,
moving average Ben gets a
for house loans notifier
starts going up
16
17. Behind the Scenes – Teradata Technologies
• StagnoBank will need to evolve its architecture to use what
Teradata calls “Active” Technologies. These include:
> Active Load – all information flows from the bank’s operational systems
into Teradata in trickle feed or mini-batch mode. This ensures that
Teradata “knows” the up-to-date state of all customers, as well as updated
internal information like today’s interest rate changes
> Active Alerts – when Teradata “sees” a condition change (like a loan rate
decrease), it checks to see if anyone has subscribed to be notified of those
> Active Access – Teradata can provide access to wider sets of users of data
and insights, extending the value of the system from the bank’s internal
users to the end customers running Consumer Intelligence apps
> Active Integration – using modern Service Oriented Architectures, Teradata
can link to all the front-end systems, including the one that drives mobile
phone communications (as well as ATMs and Contact Centers)
> Active Workload Management – the bank will need to give consumer-
oriented interactions the highest priority so customers get sub-second
response times (interrupting traditional BI jobs momentarily)
> Active Availability – as the bank moves towards more of these real-time,
active workloads, it will need to engineer redundancy into the system
17
19. Behind the Scenes – Mobile Technologies
• StagnoBank will need connect Teradata to its mobile
architecture.
• Many of the Teradata BI partners – MicroStrategy, Cognos, Business Objects,
Microsoft, and Air2Web – have mobile programs that:
> Provide an editing and dialogue tool for presentment of information on any of a
variety of mobile platforms, accommodate their screen formats and gesture
capabilities for the user interface
> Provide the APIs for passing SQL queries to the database
> Work with a variety of networking infrastructures
> Work with a variety of mobile phone operating systems
• By the time Teradata sees the request, it is a web service request that
contains SQL. Teradata unwraps the web service package, runs the SQL, and
provides the answer, which is then wrapped as a web service response and
returned.
• The next page shows an Air2Web infrastructure implementation.
19
21. Behind the Scenes – Alerts
• Event Based Marketing from Aprimo uses a “trigger” to identify
a need to communicate, and then automatically executes a
communication to a customer through a defined channel (e.g.,
email, text)
> Ben sets a “trigger” rate, which is captured in his customer profile
in Teradata. It can be changed as often as needed
> This “trigger” is filtered by the current interest rate using a
formula/business rule developed by the bank (e.g., on UPDATE, if
customer trigger > current rate, then send text to customer)
> This business rule can be as sophisticated as necessary, to include
a calculation of “inflection point” on interest rate movements,
which can be compared with Ben’s trigger
> When a trigger fires, a message to “push” to the end device is
constructed and sent by Aprimo to the mobile infrastructure
21
22. Matt’s Idea #3: Geo Apps for Education
• It’s one thing to build these apps, but
you also have to educate people on how
to access and use them
> Younger people will probably figure this
out on their own; older people and
techno-phobic people will need some
handholding
• “Education” could be a marketing
campaign, run using Aprimo
> Where StagnoBank has Points of
Presence – like ATMs and Branches, we
can use those to deliver awareness and
app education campaigns
• Reinforce a reason to come into those
unused branches to talk …
> “Hey! Have you heard about the Stagno
Mobile Apps Initiative? – come in and learn”
22
23. Idea #3 in Action: Drive Education at Branches
One element of a multi-channel “campaign for
Mobile App Education” (based on Aprimo
technologies from Teradata) could drive an extra
screen for selected customers when they are
withdrawing cash from a physical ATM
• Example: Ellen is withdrawing cash
from the ATM outside the branch
• We know our mobile app expert Suzie
is available to do an explanation right
now (web service callout to check her
calendar)
• System splices in one extra
customized page while awaiting cash
to dispense
• Suzie meets Ellen at the door with a
cup of coffee or a smoothie for her!
• Raises consumer awareness of the
StagnoBank apps
23
24. Behind the Scenes: How Does It Work?
Augmenting ATM Workflows with Teradata
PROFILE (TD) •Aprimo Customer Info
Teradata Aprimo Workflow
• Segment/Event – App Education Campaign
• Planning for Multi-Channel Communications
PLAN (TD) • Personalization
• Aprimo Relationship Manager
At the ATM
COMMUNICATE (ATM) • ATM Aprimo Real-
Time Interaction
Manager Client
• ATM
FULFILL (ATM, +…) • Mail/Email
• Call Center, Web
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• Branch/Teller
25. Idea #3: More Options
Other Geo-Mobile Phone Education Examples:
• When we detect an existing customer is within 100 yards of a branch,
and has their StagnoApp enabled (and has granted permission for
StagnoBank to contact them), an invite SMS goes out to their mobile
to encourage them to come into the branch – could be like the
previous example - come in for education on apps
• StagnoBank could send other messages:
You were charged for exceeding your Bank Credit Card limit last month. If you
have time to come into this branch, we could help you to avoid this in the future!
or
We can confirm you’ve just received a significant deposit of $980. If you need to
think of ways to invest this, pop into the branch, and we can talk about options
for investing …
• Consumers can also use StagnoBank mobile/geo apps to find the
nearest ATM to can avoid costly fees
25
26. Idea #3: More Options
Consumer-initiated App Example
• Where is the closest ATM? (to avoid fees from other bank’s ATMs)
• How It Works
> This triggers a Teradata geospatial query to via the app API.
> Sends the consumer’s lat/longitude location to Teradata
> Teradata uses the customer’s location to calculate distance to StagnoBank’s
5 nearest ATMs and send a map with overlap to the mobile device
> Customer could pick one
> And then get directions (using a mobile devices navigation app with
location of the selected ATM as the destination.)
26
27. Summary: Matt Ideas on Self-Serve Apps
Matt Ideas “Consumer “My Bank “Geospatial
Intelligence” Looks Out for Apps” to
budget/ Me” alerts drive
planning apps customer
education
Matt Matt Matt
#1 #2 #3
27
29. Scene 4: Jodice Sums Up the Three Ideas with Simon
• Simon likes the ideas
• Says he’ll take them back to the Bank
• And come back the next week with what they want to do
next. Will probably want to invite the BSI Team over to
the bank to present …
Simon’s happy!
So
Jodice is happy!
And it’s good to keep the
Big Boss happy!
29
30. Summary – All Ideas From the BSI Team
Max Ideas Event-Based GoldenPath Attribution
Campaigns to Analysis to Analytics and
increase increase Digital
relevance channel Marketing
effectiveness Optimization
Mercedes Ideas “One and Customized Same agent
Done” button call routing
screens for pushes on the
contact Interactive
center agents Voice
Response
Matt Ideas “Consumer “My Bank “Geospatial
Intelligence” Looks Out for Apps” to
budget/ Me” alerts drive
planning apps customer
education
30
31. For More Product Information
• If you’re in the banking industry, you may want to look at
Teradata offers at http://www.teradata.com/industry-
expertise/financial-services/
• For more Teradata information, see: www.teradata.com. If
you’re interested in more case studies or information about the 6
Active technology elements, search on keyword “Active”
• For more information on Aprimo Relationship Manager, see:
http://www.aprimo.com/Products_.aspx?id=2265
• For more information on Aprimo Real-Time Interaction Manager,
see: http://www.aprimo.com/Products_.aspx?id=2266
31
32. THANKS FOR WATCHING!
Check Out Mercedes’ and Max’s Ideas, Too!
Part 2:
Mercedes:
Better
Customer
Service Part 1:
Max:
Better
Marketing
32
33. BEST BANKING DECISIONS POSSIBLE
You can find all of our BSI episodes at www.bsi-teradata.com or on
YouTube (keywords: BSI Teradata Case)
How We Did It Powerpoints available, too, at www.slideshare.net
(keywords: “BSI Teradata Case”)