a briefing day at briefings and scenarios tailored to your ... · a briefing day at briefings and...

A Briefing Day at

Briefings and Scenarios Tailored to Your Needs and Wants

0Home

2Omni-

Channel

Banking

3Social

Business

4Customer

Focused

Enterprise

5Big Data

And

Watson

6Going

Live

9Logistics

8Inspiring

New Ideas

Trends in

Retail

Banking

1 7Barcelona

Walking

Tour

The IBM Client Center for Banking, located in Barcelona, is the center for IBM Banking customers

to hear, touch and experience an immersive journey through banking thought leadership and

innovative business solutions.

The center features executive facilities to showcase these innovative solutions and to illustrate how financial institutions can apply them to provide to their customers an exceptionalomni-channel experience .

Among the activities of the Center customer briefings, solution definition workshops, Proof of Concept development, business and technical-level counseling can be highlighted.

At the center, over 100 banking customers a year benefit from IBM's insight into the banking business & technological trends.

IBM Client Center for Banking Barcelona

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The emergence of social, mobile, big data & analytics and cloud is fundamentally changing how we live, work and interact. These digital forces reset customers’ expectations, requiring banks to rethink the end-to-end omni-channel customer experience:

� Banks need to integrate all their client facing channels with the right information, analytics and services to create and capture value in each customer interaction

� Integrating digital, social & mobile presence with traditional channels is a must for banks that want to respond to customer demands.

� Treating customers as individuals, and not segments, provide bank employees with a 360-degree view of customers allowing a better service and Customer Experience through all the channels

� Agile, flexible and scalable infrastructures are needed in order to react quickly to market changes and customer demands

This is a new frontier, the space for radical transformation and value creation enabled by technology.

The game is changing and banks need to get ready for it.

Front Office Transformation

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Note:

The recommendation is to have a maximum of 4 themes, in addition to one showroom scenarios, for a 1 day visit

Sample Agenda for a One Day Briefing

Agenda dd Month 2015

09:00 – 09:15 Welcome Coffee

09:15 – 09:30 Introduction to the IBM Client Center for Banking

09:30 – 09:45 Customer Environment & Objectives for the meeting

09:45 – 10:45 Topic 1

10:45 – 11:45 Topic 2

11:45 – 12:00 Break

12:00 – 13:15 Showroom Scenario

13:15 – 14:30 Lunch

14:30 – 15:30 Topic 3

15:30 – 15:45 Break

15:45 – 16:45 Topic 4

16:45 - 17:15 Q&A, Wrap-up and Next Steps

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→ Retail Banking Trends & Predictions:

Towards 2020

“Digital Banking, Going Mobile, Building the Data Centric Organization, Mobile Payments, Omni-channel Customer Experience, Do-it-yourself Banking” are some of the Top Trends in Retail Banking business.

A summary of the Top Retail Banking Trends will be presented, according to an informal research of predictions that were done by banking people and some of the main Industry Analysts of this market.

The objective of this session is to provide food for thought reviewing briefly those trends that are supposed to move the market ahead…

Looking ahead can help anticipate trends in business needs and customer behaviourr. The two presentations in this block will provide insight into what can come in the future in spaces that can have an effect on Financial Institutions.

→ Transforming the Banking Channels for a

Smarter Customer Conversation

Customers are more instrumented, interconnected and intelligent, and ask for products, services and prices tailored to their needs, and delivered through the more suitable channel for them.

Enhanced channel functionality, truly channel integration and a holistic Customer Experience are key elements to satisfy these more demanding customers and in that way strengthen customer relationships.

This presentation will cover trends in all the Banking distribution channels due to changes in consumer behavior that are asking for a superior Customer Experience.

Trends in Retail Banking

Presentation Presentation

90 2 3 4 5 8761 RetailBanking

Banks have renewed their focus on their retail franchise. In light of the many difficulties in financial markets and investment banking, many are realizing the source of stable revenue and potential growth lies in the consumer focused retail aspects of their business.

Customer are more instrumented, interconnected and intelligent, and ask for products, services and prices tailored to their needs, and delivered through the more suitable channel for them. Enhanced channel functionality, truly channel integration and a holistic Customer Experience are key elements to satisfy these more demanding customers and in that way strengthen customer relationships.

These seven presentations in this block cover the different banking channels:

→ Branch Innovation: Enhancing Customer Experience→ Self Service Channels: Evolution and Trends→ Contact Center as a multichannel Relationship Hub

→ Revamping the Internet Channel in a Digital World→ Mobile Financial Services→ Mobile Payments→ Social Business for Banking

Omni-Channel Banking

Presentations

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Ph

ysic

al

Ch

an

nels

Dig

ital

Ch

an

nels

Front Office Digitization is about how people connect, transact, and engage today with others and how they drive mutual value, and how banks must react to this new environment.

This scenario is composed by a set of business solutions illustrating a bank customer journey through an omni-channel environment, supported by insight, innovative tools and an enhanced customer experience.

All the scenarios are enabled by using state of the art technologies.

• Integration of all bank client facing channels with the right information, analytics and services to create and capture value in each customer interaction

• Integrate digital, social & mobile presence with traditional channels

• Customer focus: 360º consistent customer view. Making the best use of customer insight for each Interaction

• Customer focused integrated desktop supporting the new business models

• A “Smarter Commerce” experience. An experience that is informed by customer insights and which delivers relevant and timely product recommendations

Omnichannel Customer Experience Scenario (I)

Live Scenario


Get scenario

details

Customer uses Mobile at

the ATM

Customer at home uses internet

banking application

Customer

interacts with

DDM on the

branch window

Customer

approaches

Self Service

kiosk

Customer

approaches

Self Service

kiosk

Customer

enters into the

branch. Alert

sent to Advisor

Service Officer

performs service

transactionsAdvisor prepares

business day with

customers

Meeting with

remote expert

� Dynamic Digital Merchandising

� Internet Banking for the new Social customer.

� Mobile Services

� Omni-channel Interactive Marketing

� Customer-Focused Integrated Desktop for

Branch and Contact Center Employees

� Customer Service Officer

� Process automation, Integrated

devices, paperless…

� Branch Advisor

� Customer events, Next Best Offer ,

Employee collaboration & expertise

sharing.

� Self- Service Advanced Function (ATM and

Kiosk)

� Contact center as a multi-Channel

Relationship Hub

� Remote advisor through High-Quality

Videoconference

Solutions featured:

Omnichannel Customer Experience Scenario (II)

Scenario flow

Video conf with

CC Agent from

Kiosk


Get scenario

details

→ Social Business for Banking

This presentation analyzes the type of role banking institutions are playing in the current social media scenarios and what possible initiatives can be adopted by banks to take advantage of this new culture to:

• Provide customers with products and services innovation

• Restore trust and improve the customer experience

• Ensure workforce effectiveness by capitalizing on collective intelligence

• Include social media in the marketing and product distribution channels

• Leverage analytics to understand customer insights from across internal and external data sources

Businesses move from liking to leading when they look beyond social media to see how social technologies drive real business value. From marketing and sales to product and service innovation, social is changing the way people connect and the way organizations succeed. This is also true for the banking industry.

Social Business

Customers

Employees

Presentation

90 1 2 4 5 8763 Social Business

The social media revolution is changing both the way people interact creating new types of relationships and the way the information is generated, empowering people as never before.

This scenario shows how to bringing social tools into the banking processes, and how the use of mobile devices and social networks creates new revenue streams by engaging with customers in their own ways and tapping into the collective intelligence.

� Creation of bank hosted communities for specific customer segments

� Customers can communicate and collaborate with bank employees using a wall-like component integrated into the social online portal.

� Locate expertise and find and share information instantly

� Use of social media analytics to derive insights and execute campaigns using individual data

� Social presence on Facebook to attract people and engage with them

Social Business for Banking Scenario (I)

+Live Scenario


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details

� Bank Presence in social networks

� Customers engage with peers in a bank

hosted community using advanced social

tools

� Use of social analytics tools to detect

influencers, trends and needs

� Execution of marketing campaigns through

social channels: Twitter

� Use of Twitter as a customer service

channel integrated in the Contact Center

agent desktop

� Bank Employees use the Expertise Locator

tool to quickly find Subject Matter Experts

� Use of a wall-like tool embedded in the

customer portal to streamline

communications

� Use of advanced collaboration tools as

Audio/Video Meeting rooms to speed the

sales process

Solutions featured:

Social Business for Banking Scenario (II)

Community Manager responds and invites Customer to join the

bank community

Customer posts a

request in bank FB page

Marketing Manager creates an outbound

campaign for this social profile

Customer receives the offer through

the Twitter channel

Bank uses advanced analytics

to create social profile and to

discover buying intent

Customer reads tweet and replies back asking for

more information

The Contact Center

agent provides initial

information and

creates a referral lead

into CRM application

Customer is notified through online

banking customer wall to continue

contact

Customer uses tablet to read advisor's post

and agrees to talk through a video meeting room

At the agreed time the advisor establishes

the session and Customer buys the

product offered

The lead is pushed into bank representative desktop who uses

Expertise Locator to ask for expert advice

Scenario Flow


Get scenario

details

→ Building a Customer Focused Enterprise. Marketing and Sales

Listening to the real customer’s behavior and interactions throughout the multi-channel Front End helps drive higher revenue and performance ratios, optimize the delivery of services and next best actions in addition to maximize the Customer Experience : “My Bank knows me!”. The three aspects / systems that define a CFE are:

• Redefine the customer relationship (System of Engagements), enriching customer data with “in-the-now” dynamic context (local events, in-context navigation, media, etc.), acting on insights to enable positive outcomes.

• Traditional data-centric enterprise systems and applications (System of Records) that constitute all the enterprise records. providing business support need to feed the new near-real time CRM around the 360º view of the customer.

• The use of new intelligence (System of Insights) to identify finer grained customer patterns in order to provide personalized offers and services. Applied to new sources of data it can “get on the fly” new leads and contribute to improve sales effectiveness while moving towards the “segment of one”.

Customer Focused Enterprise

The evolution of the current Customer Model leans on new sources of data (internal unstructured and underutilized data plus other external and social data) which pushes Marketing and Sales to cooperate for a real improvement on becoming a Customer-Focused Enterprise with a new redefined Engagement Model.

.

Presentation

90 1 2 3 5 8764Customer FocusedEnterprise

Willing to impact in the Customer Experience, at the time that sales effectiveness and quality of service is improved, requires a

very tied cooperation between Marketing and Sales, being this the key success factor to expand towards the new required Customer Relationship Management, in the new “Everyone to Everyone Economy”.

Merging the value of listening to the real-time customer’s behavior, altogether with new and existing intelligence and insights, is the answer to deliver the most suitable new offer/service and the next best action.

Under the goal of becoming a Customer Focused Enterprise we offer a double-scenario whose set of demo-components permits a variety of different scenarios depending on the Bank visitor’s needs and combined with Big Data and Watson.

1. Customer Analytics and Service Optimization

• Applying Analytics to identify the customer characteristics that drive positive profitability and the combination of products consumed by them to better target customer acquisition and loyalty programs.

• Creating dynamic offers, delivering relevant and timely product recommendations, benefiting from highly efficient marketing capabilities

• Measuring performance and supporting management timely decisions accordingly enabled.

2. Micro Segmentation / Lead Generation & Remarketing

Described in chapter 5. Big Data and Watson

Customer Focused Enterprise Scenarios

Live Scenario


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details

� Predictive analytics

� 360 degree view of customer and

Customer Data Management

� Product factory for Offer Creation and

Product Information Management

� Dynamic Bundling and personalized pricing

� Omni-Channel Interactive Marketing

Campaign

� Offer Distribution and Multi-Channel

Product Sales (Digital Channels)

� Rules Based Scoring and Relationship

Based Pricing

� Campaign Performance Effectiveness

� Customer Profitability Analytics

� Branch Performance Management

Solutions featured:

Customer Analytics and Service Optimization Scenario

CMO & Marketing Staff define Interactive

strategies for multi-wave campaigns and

their touch points

Market Analyst uses models to explore

what products profitable customers

own together and identify bundles

Sales VP gets campaign and profitability performance

information on his/her MIS dashboards to support

immediate decision-making

As economy improves, the CMO takes the responsibility to

immediately change the offer’s priorities and spread the new mortgage promotion around

Digital Customer gets her Next Best Offer and personalizes the bundle selection using a rules based simulation tool which

provides a relationship-based pricing approach

The Marketing staff users can change and deploy the

prioritization of the mortgage campaign very

easily.

The impact of NBO prioritization

changes (before and after) are

seen in the Call Center Agent

position

Scenario Flow


Using a collaborative environment the Product

Manager creates an innovative dynamic

bundle and personalization rules

Get scenario

details

→ Advanced Analytics. The dawn of Big Data & Watson

The vast proliferation of data and the significant increases in computational power combined with advanced analytics capabilitiesgives the means to stay one step ahead of the competition to organizations.

80% of this information growth is in the form of unstructured content which can be harder to access and analyze, therefore new technologies like natural language processing and learning systems, will enable us to achieve a true 360-degree business insight.

The rise of big data is driving the need for a new era of computing where business outcomes are insight-driven. Big Data represents a step change for Banks offering the means to unveil new insights which rest hidden within tones of underutilized information mainly unstructured and customer related.

In this new era of Cognitive Computing Watson is arising to explore, discover and uncover new opportunities and outcomes.

Big Data & Watson

We live in the Age of Information, at no point in human history has more data been produced faster, is the dawn of Big Data: physical and digital text, images, audio, video, and so on. An explosion of data accelerated by the wide adoption of social media and social business activities which represents a huge opportunity for new insights.

Presentation

90 1 2 3 4 8765 Big DataAnd Watson

Banking organizations are looking into introducing new Big Data sources in their traditional analytics environments, in order to outclass the competition and acquire new customers. There is a new demand to apply intelligent systems on them to make the most of it.

Big data and cognitive computing initiatives provide intelligence to deliver data-driven growth and to get started quickly with enterprise search, accelerate discovery and innovation by making it more planned and precise. Evolving towards non deterministic models of analyzing data in context, search engines become experts, understand questions and produce possible answers and evidences, then compute the level of confidence and the outcomes are hypothesis - evidence based - which support decision-making.

Under the goal of becoming a Customer Focused Enterprise we offer a double-scenario whose set of demo-components permits a variety of different scenarios depending on the Bank visitor’s needs, combining Big Data and the previous Customer Focused Enterprise.

Big Data & Watson Scenarios

Live Scenario


1. Customer Analytics and Service Optimization

Described in chapter 4. Customer Focused Enterprise

2. Micro Segmentation / Lead Generation & Remarketing

• Using Big Data to identify buying intents (leads) and to refine profiles using social media and other psychographic customer data

• Digital Customer Experience Management team analyzes the usability and customer experience of the online pages looking for improvements

• Leveraging remarketing of campaigns related to specific customer offers which failed due to usability issues during on-line processes’ application

Get scenario

details

� New Social Media Bank channel at the

Contact Center

� Big Data analysis from both data at rest

and data in motion (streaming)

� Lean process which supports the “one stop

shop lending” process

� Digital Customer Experience Management

� Fuse relevant information into one single

view quickly and accurately (Watson

Explorer)

� New cognitive services to support OFN

Bank advisors

Solutions featured:

Micro Segmentation / Lead Generation & Remarketing Scenario

A targeted young customer (Gen Y) receives the OFN offer twit in his/her mobile device and

answers it

OFN Bank expands into Social Business launching twitter as a

channel for contacting and sending hot appealing offers to identified digital customers (followers of

OFN Bank)

Big Data & Analytics are also used to catch up customers’ “buying intend” (leads from selected keywords)

A digital customer discussing about cars and car financing in Social Media is identified as a

lead and targeted for NBO loan which is applied on-line

Big Data & Analytics are used to construct finer grained

profiles using social media and other psychographic customers’ data (micro

segmentation)

The customer is also offered on-line a car insurance cross

sell which cannot be completed due to a usability problem that

the Digital Customer Experience team will analyze

Finally OFN Chief Data Officer democratizes, monetizes and leverages enterprise data to gain more value from across

enterprise applications and big data assets within or beyond the

boundaries of the Bank.

Scenario Flow


All customers affected by the usability

issue will receive a remarketing call to

aid them to complete the application

(this helps increase cross sell

performance)

Get scenario

details

Businesses aiming to generate new customer value propositions or transform their operating models need to develop a new portfolio of capabilities for flexibility and responsiveness to fast-changing customer requirements.

IT Systems and the way they were conceived need to evolve to be adapted to these requirements. Trends such as mobile and social computing have transformed the so-called front-ends into the digital front office of the business, and require a highly dynamic and more exploratory user experience, componentization, business event capture, real-time, efficiency, ecosystems services, flexibility, agility, efficiency, access to different types of data from a variety of sources…

The use of the right architectures, right tools and right platforms are crucial to ensure these goals.

Some of the sessions are accompanied with a live scenario.

This set of presentations explores different options to architect the transformation:

→ Omni Channel Transformation. An Architectural View

→ Transforming the Front End with the Integrated Desktop

→ Banking Omni-Channel Framework

→ An approach to Core Banking Transformation

→ Cloud for Banking

→ Exploring IBM Bluemix

→ Smarter Collaboration Solutions for Banking

Going Live

Presentations

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A walk through several interesting innovations that other banks and retailers have undertaken to provide an outstanding Customer Experience in their branches and stores in Barcelona.

Barcelona Customer Experience Walking Tour

The tour will help to generate and identify opportunities in the following

areas:

• Customer experience

• An employee approach to help and advise rather than to sell

• Personalization

• An environment that invites to buy

• Branch banking strategy & design:

• Branch network optimization

• Digital signage

• People and staff productivity:

• Use of mobile/tablets in branches

• Use of video/remote delivery

• Operational efficiency

• Self Service:

• ATM & Kiosks

• Customer service via PC/tablet or video in the branch

• Assisted Self Service

Walking Tour

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Current Route

Branches

Retail Stores

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IBM

→ Global Technology Outlook

Global Technology Outlook (GTO) is a yearly outcome from IBM Research with the mission to identify as early as possible significant technology trends. It looks for high impact disruptive technologies leading to game changing products and services and their impact on business over a 3-10 year horizon.

This GTO presentation includes forecasts on how those trends will come together in the future to enable new uses and capabilities for information technology.

Technology evolution and consumer behaviour are two drivers that will impact Financial Institutions in the future. By keeping an eye on these two topics trends, institutions will be able to study how to respond and proactively react to be ready for the coming

changes.

→ Retail (Consumer Goods) Sector Trends

This digital era is changing retailing. Customers are more connected, vocal and demanding than ever before. What they want, above all, is a personalized experience; they want retailers to know them.

Retailers begin to contemplate the impact of digital mediaand the effects it is having on purchase decisions. Connecteddevices, whether a mobile phone or a web-enabled in-storekiosk, are making what was once a solitary trip to the store asocially connected event.

Let’s discover the new consumer!!!

Inspiring New Ideas

Presentation Presentation

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Logistics

IBM site is located on :

Avenida Diagonal, 571 - Edificio L‘Illa (complex)

08029 Barcelona (Spain)

Phone ( +34) 93 4018102

IBM main entrance and The IBM Client Center for Banking are located at the 8th floor.

Our facility is located at “L'llla“ complex.

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IBM Client Center

facilities video

Princesa SofiaGran Hotel

Plaza Pio XII 4Phone: (34)93 5081000

www.princesasofia.com

Recommended Hotels

Hotel NH Constanza

Hilton BarcelonaAvinguda Diagonal, 589

Phone: (34) 93 495 77 77

www.hilton.com

Note: Make sure you use this Hilton, not the Hilton

Diagonal Mar which is located on the other end of

Barcelona

NH Constanza Deu I Mata 69-99

Phone: (34) 93 2811500 www.nh-

hotels.com

Meliá BarcelonaAvinguda Sarrià, 50

Phone: (34) 93 410 60 60www.solmelia.com

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IBM

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