the myth of the “perfect journey” · solve customer problems to delight them cash management...

11 | Copyright © 2020 Deloitte MCS Ltd. All rights reserved.

The myth of the “perfect customer journey”


Meet today’s speakers

I N T R O

Yvonne Byrne

PartnerDeloitte Digital, Ireland

Simon Judd

Digital Bank LeadDeloitte Digital, UK

Joaquin de Valenzuela

Head of Financial Services –EMEA & LATAM

Salesforce

Gadea de la Viuda

PartnerAbante Asesores


Designing and Orchestrating Human-Centred Customer Journeys

Financial Services firms have become very good at applying Design Thinking techniques to develop

better journeys, with the customer and employee at the centre...


Why don’t more customers rush into purely ‘Digital’ Customer Journeys?

1. How do Customers engage with us?

• DIY • (get out of my way and let me get on with it)

• DIWM• (do it with me, help me when I need it)

• DIFM• (do this for me, I don’t want to try)

2. What do customers expect from the relationship?

• Productivity (task based)• Reciprocity (value exchange)• Partnership (self-improvement)

Financial Services firms often build rigid journeys quickly and find that they’re scripting a journey to nowhere - everything breaks down when

the customer does the unexpected. There is still the need to significantly improve our understanding of customers and how they want to

engage with us…

Recognition(Behavioural biases determine whether we understand and accept our financial situation and needs)

Readiness(Digital confidence andfinancial literacy can determine how ready we are to interact or self serve online)

Receptivity(Trust and risk aversion can

determine how far we believe in products or providers as

having our interests at heart)

Resilience(Assets, Product Holdings,

Demographic Profile & Life Events drive our needs &

financial wellbeing)

What do customers want and expect? What should we know about our customers?


The Household View - Meet Sarah and Adam

Sarah and Adam are busy professionals, currently renting but saving to buy a home. Together they live in Bristol and have a medium-sized

savings pot in a joint account, as well as individual current accounts each.

Sarah30, Visual Designer

Sarah has been a customer for the past 9 years.

“I need a responsive service any time, any place. And I expect my bank to know me well by now.”

Behaviour

Income

Savings

Channels

Resilience

Receptivity

Recognition

Readiness

Spend Save

Low High

Low High Low High Low High

Low High Low HighApp Social SMS

Adam32, Sales Associate

Adam became a customer a couple of years ago.

“I need to understand all the options available to me before I make a decision. I prefer to talk to people who I can trust.”

Behaviour

Income

Savings

Channels

Resilience

Receptivity

Recognition

Readiness

Spend Save

Low High

Low High Low High Low High

Low High Low HighF2F Calls Online


Customer Engagement Platforms

Inte

grat

ion

Single Customer Engagement Platform

Single customer view – Data, Analytics & Insight

Systems of Record

Au

tom

ation

Cloud Hosting

Marketing ServiceSales

Financial Inclusion, Financial Assistance, Financial Support

`


Customer Engagement Platforms

Inte

grat

ion

Single Customer Engagement Platform

Single customer view – Data, Analytics & Insight

Systems of Record

Au

tom

ation

Cloud Hosting

Marketing ServiceSales

Financial Inclusion, Financial Assistance, Financial Support

`

Data capture and analysis

Interactions & responses.

Insight drives actions

Data extraction andinsight generation

.

NBA

Insight

Data Extraction

Data Capture

Action

Engage

Interact

How are Organizationsmaximizing opportunities to enable growth and mitigate risk?

Head of Financial Services UKI, EMEA & LATAM

Salesforce Industries

Joaquin de Valenzuela

Statement under the Private Securities Litigation Reform Act of 1995:

This presentation contains forward-looking statements about the company’s financial and operating results, which may include expected GAAP and non-GAAP financial and other operating and non-operating results, including revenue, net income, diluted earnings per share, operating cash flow growth, operating margin improvement, expected revenue growth, expected current remaining performance obligation growth, expected tax rates, the one-time accounting non-cash charge that was incurred in connection with the Salesforce.org combination; stock-based compensation expenses, amortization of purchased intangibles, shares outstanding, market growth and sustainability goals. The achievement or success of the matters covered by such forward-looking statements involves risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions prove incorrect, the company’s results could differ materially from the results expressed or implied by the forward-looking statements we make.

The risks and uncertainties referred to above include -- but are not limited to -- risks associated with the effect of general economic and market conditions; the impact of geopolitical events; the impact of foreign currency exchange rate and interest rate fluctuations on our results; our business strategy and our plan to build our business, including our strategy to be the leading provider of enterprise cloud computing applications and platforms; the pace of change and innovation in enterprise cloud computing services; the seasonal nature of our sales cycles; the competitive nature of the market in which we participate; our international expansion strategy; the demands on our personnel and infrastructure resulting from significant growth in our customer base and operations, including as a result of acquisitions; our service performance and security, including the resources and costs required to avoid unanticipated downtime and prevent, detect and remediate potential security breaches; the expenses associated with new data centers and third-party infrastructure providers; additional data center capacity; real estate and office facilities space; our operating results and cash flows; new services and product features, including any efforts to expand our services beyond the CRM market; our strategy of acquiring or making investments in complementary businesses, joint ventures, services, technologies and intellectual property rights; the performance and fair value of our investments in complementary businesses through our strategic investment portfolio; our ability to realize the benefits from strategic partnerships, joint ventures and investments; the impact of future gains or losses from our strategic investment portfolio, including gains or losses from overall market conditions that may affect the publicly traded companies within the company's strategic investment portfolio; our ability to execute our business plans; our ability to successfully integrate acquired businesses and technologies, including delays related to the integration of Tableau due to regulatory review by the United Kingdom Competition and Markets Authority; our ability to continue to grow unearned revenue and remaining performance obligation; our ability to protect our intellectual property rights; our ability to develop our brands; our reliance on third-party hardware, software and platform providers; our dependency on the development and maintenance of the infrastructure of the Internet; the effect of evolving domestic and foreign government regulations, including those related to the provision of services on the Internet, those related to accessing the Internet, and those addressing data privacy, cross-border data transfers and import and export controls; the valuation of our deferred tax assets and the release of related valuation allowances; the potential availability of additional tax assets in the future; the impact of new accounting pronouncements and tax laws; uncertainties affecting our ability to estimate our tax rate; the impact of expensing stock options and other equity awards; the sufficiency of our capital resources; factors related to our outstanding debt, revolving credit facility, term loan and loan associated with 50 Fremont; compliance with our debt covenants and lease obligations; current and potential litigation involving us; and the impact of climate change.

Further information on these and other factors that could affect the company’s financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings it makes with the Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor Information section of the company’s website at www.salesforce.com/investor.

Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law.

Forward-Looking Statements

Customer Success Across the Spectrum of Financial Services

Cards & Payments

Retail & PremierBanking

Property & Casualty Insurance

Life Insurance& Annuities

Wealth Management

Mortgage &Lending

Business & Commercial

Banking

Asset Management

Corporate Banking & Treasury Services

Investment Banking

Global Markets

Consumer Institutional

Service

Sales

Success

Partners

Industries

Trailblazers& Reskilling

EmployeeExperience

Analytics

Apps

Commerce

Marketing

Integration

Platform

Mobile Blockchain

Security CommunitiesPrivacy& Identity

Builder Flow

VisionAI Voice

Reward me for my business

Provide me with wealth-building advice

See me as a person

Tell me what I am spending money on and how I can save

Give me anytime, anyplace, access to my balance

Give me access to independent experts when I need them

Allow me to borrow up to an agreed limit at any time Allow me to pay for goods and

services instantly using whatever device

PERSONAS

CUSTOMER UAGENT MYAGENT

Our Vision: A Connected Customer Journey

Searching for a new home

Sends Tweet to get reward

360 Customer View

Paperwork Missing

Completes Prequalification

Data Collecting & Listening

Carl Unengaged Existing Customer

Collecting information and proposals

Geo Location Push Marketing Campaign

Mobile Engagement

Appointment

In-App Chat

Luisa,Branch Agent

In Branch

Mobile Approval

On Line finalization

Appointment

JamesMyAgent

Mobile Support

360 Customer View

Satisfaction Survey

“Industrialized integration”

across channels

Real-time and geo-based

engagement capabilities

A single front-end for 360-degree

customer view and product origination

Paper elimination: fully digital

process

NPS integration in the platform:

constant feedback loop

FinServ will never be the same again

Our actions during this global crisis are essential to keeping the global economy going and will be remembered for years to come [...] We are there for our customers, employees and communitiesin good and bad times – we are a port in the storm.

It is in the toughest of times that we need to use our capital and liquidity to help clients –large and small. COVID-19 is one of those extraordinary times.

Empathy and customer centricity is the new loyalty

“ Jamie DimonChairman and Chief Executive Officer, JPMorgan Chase

Annual Letter to Shareholders, April 6, 2020

*Salesforce Care not included in this presentation. For more information, visit https://www.salesforce.com/solutions/covid-19-response/overview/

COVID-19 Short Term Initiatives

Government Backed Loan Origination

Collections and Debt recoveryHigh volume insurance claims

COVID Critical Business Process

Mobilise Contact CentersRemote Banker

Salesforce Care*

Remote Workers Go Digital

Activate new Channels (Whatsapp/Bots/Self Service)

Reinforce existing ones (Digital Wall, Scheduler)

New Digital Marketing capabilities (Forbearance/Government Unemployment payments)

https://www.salesforce.com/solutions/covid-19-response/overview/

Effective Collections process is key to keep balance between credit losses and supporting customers in times of need

Moving From Systems of Record to Systems of Intelligence

ERP Data

Financial Systems

Spreadsheets

Email

Financial Services

Cloud

MarketingCloud

Analytics

Quip(Collaboration)

Lightning

Integration

Predictive Behavior

Data Driven Insights

AutomatedTools

Customized Interactions

System of Record

Systems of Intelligence

Salesforce PlatformSystem of Engagement

Reimagining the Collections processProviding Financial Wellbeing

Pre-Collection

Data Management

Contact Strategy

Workload Management

Agree Repayment Plan

Self-Service

Close Case / Recovery

Collections Dashboards

Predictive Insight Triggered Messaging Affordability Assessment Predictive Forecasting

Proactive Education Case Management Track, Alert & Notify Reporting & Analysis

Automated Actions

1:1 Customer Journeys

Single Customer View

Inte

grat

ion

Engage: A True 360 View of the Customer Relationship

360 Customer ViewView customer interactions from Sales, Finance, Customer Service, Tech Support

One PlatformAccess to Invoice Copies, Contracts, Orders, Opportunities

Customer SuccessManage disputes and escalations in one place

Employee PerformanceMilestones, Tasks, and Dashboards guide collectors and provide visibility

FSCService Cloud

Automate: Scale to provide financial support, Drive Growth and Performance

Marketing Cloud

Collections Email 1

Collections Email 2

Collections Email 3

Internal Email

Outbound Call

Suspension Warning

Account Suspension

Automatize Manual Steps

Digital Advisor

Build a Memorable Brand Image

Advise to SellBuild Lasting Relationships

Solve Customer Problems to Delight

them

Cash Management

Becoming Customer Centric is not about asking your customer: it is about making her trust that the organization will be by her side if anything happens. Trust is a sub-product, it is the result of a meaningful relationship

Customer Story – a Spanish-based global BankSolution and Outcome

Account for: - 25-30% of the lending business- 7-10% of the investment businessNPS: 60 (vs 30 in branches)

Outcome

Remote Advisor

Focus on Sales and Customer Satisfaction

750,000 Customers (≃10%)

600 Remote Advisors (former branch RMs)

Different Locations – Remote Offices

• 1 Manager (250 customers)

• 10 Remote Advisors (1.200 customers per advisor)

• Layout (Rounded tables, 3 RAs per table, 2 screens per RA)

Proactive Outbound

Limited Inbound: Same day resolution

Double booking

Extended timetable

“It is the best time ever to change customer journeys”

the myth of the “perfect journey” · solve customer problems to delight them cash management...

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