enabling a new banking experience with analytics
TRANSCRIPT
Enabling a New Banking Experience with Analytics
Consumer empowerment and digitization are rapidly changing how individuals and organizations interact
•Channels are governed by different silos and incentives
•Organizations drive consumer experience
•User experience is typically unintuitive
•Marketers group consumers into broad segments
•Focus groups and market research represent consumer input
Organization-centered economy
•There is a seamless experience no matter the channel
•Consumers expect experiences “my way”
•Marketers deliver a personalized experience to a “Segment of One”
•Data and analytics reveal insight from consumer behavior
•Focus is on ease of use and curation
Individual-centered economy
Engagement requires a systematic approach
Data is the new basisof competitive
advantage
Cloud is the path tonew business models
Data is becoming the world’s new natural
resource
The emergence of cloud is transforming
IT and business
Mobile and social are transforming individual
engagement
At the same time, technology innovation has spawned a new era defined by three shifts that address this consumer centric world
Change is required to meet customer expectations
Source: IBM Institute for Business Value CEO Study
CEO’s realize they must to improve their understanding of individual customers and respond faster to their needs
Improve understanding of individual customer needs
Improve response time to market needs
Harmonize customer experiences across channels
Include customers across product / service life cycle
Increase transparency and corporate accountability
Increase social and environmental responsibility
72%72%
68%68%
67%67%
44%44%
55%55%
38%38%
CMO’s feel most challenged with the very factors that, when successfully managed, can most impact their success
The most prominent challenges for Chief Marketing Officers
Data explosion1
Social media2
Growth of channels and devices3
Shifting consumer demographics4
71%
68%
65%
63%
Source: IBM Global CMO Study: “What areas do you feel most underprepared”. 2014
Drive improved business outcomesby applying more sophisticated analytics across more disparate data sources in more parts of their organization.
Capture the time value of databy developing “speed of insight” and “speed of action” as core differentiators.
Change the gamein industries and professions by infusing analytics into everything.
L E A D E R S W I L L:
Organizations that maximize the power of data and analytics can transform their industry
Leading marketers realize there is room to improve segmentation using analytics, but also to impact the activities that drive engagement
Use of Customer Data
Source: IBM Global CMO Study: 2014
61%
54%
46%
45%
41%
40%
Segmentation/Targeting
Action/Buy
Awareness/Education
Interest/Desire
Use/Enjoy
Bond/Advocate
Transaction Focused
Relationship Focused
Alert me- Real-time predictive analytics and personalized customer communication
Advise me- Bringing expertise to every client interaction
Educate me- Digital online education and tips “in the moment”
Let me choose- Options vs. prerequisites, roadmaps vs. checkboxes
Know me- Offer new products and services based on understanding my wants, needs
Trade with me- Sharing data, location, and new ideas in return for better products and value
Excite me- Unexpected services at unexpected moments
Find me- Using visualization and analytics to discover new customer segments
Compare me- Offer peer analytics in virtual channels
Protect me- Multifactor security that doesn’t punish the innocent
Ask me- Consulting customers on products, services, and social issues
Grow with me- Data and insight connecting the lives of customers, households
New data and analytics capabilities can enable improved customer engagement and deliver more value to the relationship…
…through improved insight of consumer needs, preferences and behavior that can help drive tangible business outcomes
Advanced analytics enables you to:
• Analyze, understand and anticipate customer behavior across all channels
• Deploy web and social network analytics as a source of valuable insight
• Offer personalized products and services tailored to the individual
• Manage the optimal balance between service and cost of delivery
• Predict life events, attrition risk, customer satisfaction and customer lifetime value
• Improve service levels and knowledge of front-line employees
Improved customer lifetime value• 10%–25% increase
Higher loyalty and affinity• 15%–30% increase
Increased retention rates• 10%–50% increase
Improved conversion rates• 20–40% increase
Reduced default rates• 10%–30% reduction
Improved Products Per Customer• 20%–40% increase
Potential Outcomes
Analytics
Exploiting all data and all perspectives delivers new insights to attract, grow and retain customers
360 DegreeCustomer View
Data and Analytics
All perspectives• Past (historical, aggregated)
• Present (real-time)• Future (predictive)
Descriptive data• Attributes
• Characteristics• Company info• Demographics
• Weather Patterns• Location Data• Social Media
Behavioral data• Orders• Transactions and Spending
Data• Payment History• Usage Patterns and Service
Records
Attitudinal data• Opinions• Product Reviews• Needs and Desires• Market Research• Social Media
Interaction data• E-Mail / chat transcripts
• Call center / CRM notes • Click-streams
• Lead Generation• Mobile Marketing
• Tradeshows and Events
Advanced customer insight can transform the customer experience
Customers get mass offers Customers get timely personalized recommendations
…analyzing customer interactions, spending patterns, social media and more
Customer treatment based on broad segments with little differentiation in experience
Personalized customer treatment …using advance analytics to create behavior-based micro-segmentation and “segments of one”
Customers frequently check balances Customers receive regular analysis of spend and cash flow
…analyzing spending patterns and applying predictive analytics
Employees act on dated information Employees access real-time customer status and suggested actions
…performing real time profile updates and adjust recommendations as interactions and events occur
Customers are surprised by overdraft fees
Customers get event predictions and ways to plan for their future
…analyzing behavior to predict future events
Customers ignore notices Customers seek advice, based on life events
…using predictive analysis to uncover life events and proactively provide options
Banking Today With Advanced Analytics By…
Large Chinese bank improved marketing offer response 300%
Need
• The bank wanted to improve marketing efficiency
• They wanted to uncover new insights about customers that took into account their entire relationship with the bank to improve cross sell
Solution
• Analyzed credit card transactions for new customer insight
Benefits
• Increased credit card marketing response rate from 3 percent to more than 10 percent
• Improved the bank’s ability to identify customer attrition risk and take preventive measures to improve customer retention
12 © 2015 IBM Corporation
European bank rapidly analyzes client behavior for improved marketing results
Need
• To speed analysis of client behaviors to offer personalized marketing offers across all channels
Solution
• Predictive analytics on customer behavior
Benefits
• 3X improvement in customer response to next best action propositions
• A 98 percent increase in key client interaction performance metrics such as click stream data, analytical reporting and queries
13 © 2015 IBM Corporation
Driving Change in Banking - Engagement in the world of empowered individualsMarch 2015
© 2015 IBM15
72% of CEOs are making major changes to understand their customers’ individual needs
35% of the general population is influenced by social media, vs. 52% of Gen Y (Millennials)
The Smartphone is the omni-present channel for sharing and 91% keep the phone close and access it up to 150 X a day
Source: IBV Studies
What’s changing in the world of Banking client engagement
Bank Marketing’s universe is changing too… Marketing must re-imagine its role…
Know your customer as an individual
Create value at every touch
Be an authentic brand and culture
It’s awfully hard to re-imagine marketing when the technology infrastructure looks like this…
SMSMarketing
FilesFiles
FilesFiles
Files Customer Database
Files
Email Service Provider Web Analytics
Provider
Website Behavioral Targeting
Search Marketing Dashboard
Customer Insight ToolPredictive Analytics
Marketing Finance Mgmt
Digital Asset Mgmt
Call Center/Inbound Decisioning
Marketing Operations Mgmt
Lead Management
Local Marketing
Predictive Analytics
Strategic vision for Bank CMO’s: Provide the best customer experience through an integrated set of capabilities
Analyzeto identify opportunities and
predict outcomes
Collectdata that augments
each customer profile
Managemarketing processes and
measure results
Decideon the best action, offer, content and/or channel
Deliverrelevant pricing, engaging messages, and capture reactions
A IBM Commerce approach helps CMOs improve the customer experience at the bank
19
Grow your knowledge of customers as individuals so you can better target offers
and information.
Deliver an omni-channel marketing experience to
give the customer one consistent brand experience
Better anticipate customer needs to deliver more
relevant and timely offers that are more likely to
be accepted.CMO Agenda
GAIN CUSTOMER INSIGHT TO ACT
PERSONALIZE INTERACTIONS AND
ENGAGE CUSTOMERS WITH
RELEVANT OFFERS
DELIVER AN OMNI-CHANNEL
MARKETING EXPERIENCE
DELIVER A BETTER MOBILE BANKING
EXPERIENCE
Deliver an improved mobile banking customer experience. And ensure that mobile is not a stand-alone silo, with Omni-
Channel marketing.
20
First, you need to GAIN CUSTOMER INSIGHTwith Customer Analytics & Digital Marketing
FROM TOUnderstand Customer
Demographics Understand Individuals &
Ecosystems
CMO
First Tennessee Bank uses web analytics to optimize mobile banking interactions by driving targeted content
Business challenge: First Tennessee Bank wanted to make the most of the time customers spent on its web and mobile sites by delivering personalized content and targeted marketing messages. The bank also wanted to tap in to the data captured during virtual interactions to help tellers and call center employees improve customer service and identify more up-selling opportunities.
The smarter solution: The bank implemented a web analytics solution that draws insight from customers’ online behaviors. It uses the data to create targeted content, email messages and product suggestions. The solution also provides bank employees with insightful information about the customers they serve.
“Our goal is to make it easier for customers to do business with us on every channel. Today, we have all the tools we need to deliver outstanding service across every device.”—Nicole West, web analytics manager
3% lowerhome page bounce rate as a result of better insight into the page’s design
Increased frequencyof detailed web traffic reports from monthly to weekly
13% faster logins due to a better understanding of what customers experience on the bank's home page
Customer engagement framework
Manage budgets,processes & measure results
Analyze data to find actionable insights
Decide on the best offer, action or communication
for each customer
Collect data that augments each customer profile
Learn, Optimize and tune iteratively
Build and integrate assets, offers, promotions for customer
engagement
Deliver engaging messages and capture reactions
The Value of the Customer Engagement Framework
Precise Efficient Proactive
Individually identify clients, actions, and outcomes for targeted and unique offers
Predict likelihood of success, and focus on the most impactful
actions
Base your market strategy and actions on future outcomes, not
just past events
25
PERSONALIZE INTERACTIONS with Real-Time Personalization
CMO
FROM TOStatic Offers Tailored Moments
improvement in response outreach
Decrease in direct marketing costs
And a very Large European Bank grows revenue and loyalty with personalization across branch, call center, and web experiences.
3X
PERSONALIZE INTERACTIONSCMO
35%
26
27
ENGAGE CUSTOMERS with Omni-Channel Marketing
CMO
FROM TOTraditional Seasonal
CampaignsRelevant Lifecycle
Customer Marketing
targeted offers per week; more offers than previously sent in an entire year
growth in sales volume for a particular savings product
IBM helps SNS Bank create an Inbound Marketing Machine to Spur Growth
4.5 M
ENGAGE CONTINUOUSLY WITH CUSTOMERSCMO
5%
28
29
CREATE A SUPERIOR mobile banking experience
CMO
FROM TOFirst generation mobile
banking
Seamless brand experience extended to
mobile
How Banking CMO’s Leverage IBM’s Marketing Solutions
Coordinated inbound, outbound marketing, Real-time offers across web and call-center, & integrated marketing operations
Sophisticated event detect that outperforms all other methods of lead identification
Comprehensive cross-channel lead management
End-to-end customer lifecycle optimization - attract, on-board, monitor and act on behavioral profiles
Cross-channel, multi-wave, lights out outbound marketing
31 © 2015 IBM
IBM Commerce for Banking delivers personalized content in context to drive customer engagement
32
350,000+ Global trading entities connected
5.5 millionTransactions exchanged through B2B cloud daily
Nearly
15X ROIFor every dollar spent on IBM Commerce
#1 Banking tech vendor as ranked by the FinTech 100
$100 billion Commerce transactions analyzed in Holiday Benchmark Reports
5 years in a row the Gartner Magic Quadrant leader for Multi-Channel Campaign Management
IBM Commerce for banking delivers value at speed
Sources: Internet Retailer Top 500, IBM and Nucleus Research Provided for illustrative purposes and is not intended to be a guarantee of future growth rates or market opportunity.