In this webinar we are looking at omni-channel banking experiences. Today's consumer has several channels they can use to interact with their bank, and they want to use all of them. Financial institutions can, and should, communicate with their customers across all channels, not just one or two. A single platform with a rich customer experience layer makes it possible to create omni-channel strategies that use all channels and meet the needs of the 'connected consumer'. Real omni-channel banking is about more than a brand being available on a variety of touchpoints, it is about creating a multi-faceted, unified customer experience. Backbase's CEO and co-founder, Jouk Pleiter along with Global Head of Marketing, Jelmer de Jong, will discuss the latest strategies and best practices to help your bank successfully deliver a truly omni-channel banking experience. Topics include: - Best practices for creating an omni-channel Bank experience - Strengthening the brand by combining offline and online - The future of distribution: The hybrid approach - Next steps - How to continuously improve your omni-channel experience

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.

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12. Customer Experience Solutions. Delivered. 12
Source:
Google Inc.

13. Customer Experience Solutions. Delivered. 13
Omni-Channel Banking: The Challenges

14. Customer Experience Solutions. Delivered. 14

15. Customer Experience Solutions. Delivered. 15
Static
Static

16. Customer Experience Solutions. Delivered. 16
Human
Human

17. Customer Experience Solutions. Delivered. 17
Interative
Interactive

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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

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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

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Cross Channel Customer Journeys

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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!