CSC-EBG-Digital Channel Management

CSC Proprietary and Confidential 1May 12, 2016

CSC - EBGDigital Channel Management

Marcelo Baptista


Context – Are You learning from Your Digital Channels?

A common challenge for most of the companies is to convert access from their traditional channels to their web site, or mobile apps, however there are some important questions to be consider along this transition:

• Am I collecting behavior data from my digital

channels?

• Is there a process to consolidate this data in one

single federative DB?

• Is there a capability to segment my costumer by their

digital trial in my eco-system?

• Are my digital channels life cycles considering this

information?

• Am I feeding back this behavior information into my

channels?


Digital Strategy contextualization based on customer behavior in a Bank environment…...

Branches Internet Banking

ATM Call Center Mobile Wearables Comunication

Technology CustomerMarketing

Risks Predective Benchmark

Market Cloud

Info

Decision

Comunication


• Focus on how to shift digital channel consumption from adoption to engagement , according to customers behavior

• Support our clients to understand customer’s “digital-self” and convert this awareness into accurate actions

Our Value Proposition


Digital Channel Life Cycle

• Adoption – Intention to Use: 90% of the apps are opened just once. Adoption is the intention to use an app, but not necessary, a relationship creation between the app and the user. At this stage, technical monitor such as downloads, sessions, time to logon, transactions performance, crashes are very important

• Engagement – Recurrent Use: Is the recurrent use of the App. How the user is consuming business transactions and how the stability (?) contributes to gain trust on the app, for instance, the app provides business transactions but the users only are just querying information.

• Evolution – Feed back the Channel: By incorporating new features based on channel usage

Adoption

Engagement

Evolution

RO

AD

MA

P

• Comparative between

Sessions vs. Download• Recurrence use

calculation

• Dropout rate

• Conversion rate for

business transactions

• App errors

• Downloads• Sessions Numbers

• Transactions Performance

• Logon time

• Crash by Business Transactions

• e

• Transform feedback

into features• New Features

Recommendations

• Focus on user

continues satisfaction

• Crossing data with other web channels /

call center

Go

als

App Lifecycle ... Belongs to the user


Solution View and Scope

We believe that Digital Channel Management represents only part of the cycle

Our offer aims to enable our clients to consolidate traditional and digital profile in order to feed back their channel itself….

Marketing

Campaign

Digital

Channel (mobile)

Monitoring

Customer Profile

Federative View

Push Notifications Management

Services already being provided to Santander Bank

Under Development for Santander Bank


Architecture

Our platform runs in AWS and collects in a automated way raw data provided by a MBaaSplatform


Digital Channel Management front-end

CSC Proprietary and ConfidentialCSC Proprietary and Confidential

DeliverableExamples

Santander Case


Transfers to

another accounts

18.63%

16.79%

16.79%

15.99%

15.73%

17.05%

10.05%

7.60%

Monday TuesdayWednesday Thursday

Since the application release, the days

of bigger use are on:

Monday, Tuesday and Fridays

Executive summary

Weekly Average Use

Usage TimeInstallations Sessions

15.204

3.712

703.914

301.281

2.44 min

2.12 min

Biggest financial transactions in the week (all systems)

Payment of Bills

37.85%Payment of Credit

card

11.57%

The average of installations and sessions in all systems have decreased on this week.

Payment of bills increased 5% in relation to the last week. The payment of credit card came back to

the third position in the place of credit to cell phone that decreased 2 positions, this behavior use to

happen in every month beginning.

Days of bigger use

827 18.734 2.14 min


On November 12nd we identified a unusual high level of finance investments in all the systems, the

numbers achieved only on this date is similar to the average of an entire week

The average response time per hour and day in all systems (slide 09) were very good during the

week. The areas represented in red color does’t represent gravity, they’re only the higher times

among those on a week with low times. Another point is that they indicate the period of time when

the application is more active.

The requests with bigger time on slide 18 were caused by few occurrencies and didn’t impact the

performance.

Executive Summary


13,735

19,168 19,078

22,100 22,900

16,624

13,335

17,962 17,696

15,742 15,290

16,469

12,558

10,714

3,268

5,082 4,878 5,024 4,987

3,754 3,132

4,424 4,803 4,039 3,647 3,893 2,719 2,458

890 1,286 1,162 1,294 1,296 907 796 912 1,007 860 820 868 713 609

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

-

5,000

10,000

15,000

20,000

25,000

Android iOS Windows Phone Accumulated

Daily installations and Total Accumulated (iOS + Android + Windows Phone)“Are people installing the application?”

Current Week installations (Nov/09th –

Nov/15th)

Total Accumulated (since Nov/2014)

132.414 7.412.550

Presents the total of daily installations and total accumulated since the beginning of the project


428,824

817,008 816,969

937,769

1,066,086

714,863

493,785

855,063 880,871

767,531 731,933

801,856

507,676

382,467

166,321

361,255 346,078 376,344

402,160

224,585

190,366

365,833 396,139

343,056 325,537 338,159

191,583

148,660

11,259 20,370 20,966 24,103 26,845 17,344 13,704 22,218 23127 19415 19246 21292 14249 11589

-

200,000

400,000

600,000

800,000

1,000,000

1,200,000

Android iOS Windows Phone

Presents the daily sessions for Android.

Application Usage History (iOS + Android + Windows Phone)“Has the application been used?”


1.36 1.35 1.36 1.341.42

1.351.22

1.35 1.33 1.31 1.32 1.29 1.26 1.25

2.02

2.212.18

2.24

2.232.11

2.34 2.22 2.212.33 2.37

2.16

2.00 2.02

1.592.07

1.59

2.11

2.72

2.12

2.91

2.662.7

2.61

2.79

2.48 2.42.33

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

0.00

2.00

4.00

6.00

8.00

10.00

12.00

14.00

16.00

18.00

20.00

Nov/02 Nov/03 Nov/04 Nov/05 Nov/06 Nov/07 Nov/08 Nov/09 Nov/10 Nov/11 Nov/12 Nov/13 Nov/14 Nov/15

Average Usage time (Minutes)(Android)Average Usage time (Minutes)(iOS)Average Usage time (Minutes)(Windows Phone)

Presents the average usage time that each user keep on application and compares it with the average response time

experienced in each day.

Minutes

Average Usage Time and Response to Requests“is the app performing well and with constant use?”

Seconds


Average response time by hour and week day“is the application performing well?”

Presents the average response time for each system separated by day and hour in order to identify the best and the worst

perfomace hours and improve an investigation.

Average response time by hour and day – Nov/09th – Nov/15th


0.25%

0.32%

0.26%0.30%

0.24%0.20%

0.25%

0.35%0.38%

0.24% 0.23% 0.22%0.17%

0.23%

0.42%

0.49%

0.44%0.48% 0.49%

0.47% 0.46%

0.58% 0.61%

0.42% 0.40% 0.42%0.37% 0.39%

0.00% 0.00% 0.00% 0.01% 0.00% 0.01% 0.00% 0.01% 0.01% 0.00% 0.00% 0.01% 0.00% 0.01%

0.00%

0.10%

0.20%

0.30%

0.40%

0.50%

0.60%

0.70%


% iOS % Android % Windows Phone

Presents the percentage of finance transactions by system in relation to all transactions in the application independent if they’re

financial or not. (iOS + Android + Windows Phone).

% of Financial Transactions by system“Are the users putting Money with the application?”


CHECK

BALANCE

12.68%

(197.721)

Logged in82.33% (1.559.125)

Financial Transaction Flow - Android Nov/09 – Nov/15

Map visualized

55.28% (1.059.986)

App started100% (2.027.397)

Logged: 1.559.125

Prepared profile93.91% (1.893.839)

TRANSFERS

1.04% (16.207)PAYMENT OF BILLS

4.23% (65.909)

Prepared

100%

(17.705)

Concluded

91.54%

(16.207)

Prepared100%

(70.500)

Concluded

93.49% (65.909)

Prepared

100%

(24.431)

Concluded 95.02%

(23.215)

CELL PHONE CREDIT

1.49% (23.215)

SAVINGS

0.44% (6.828)

LOAN

0.01% (230)

Prepared

100% (7.232)

Concluded

94.41%

(6.828)

Prepared100% (3775)

Concluded

6.09% (230)

PAYMENT OF

CREDIT CARD

1.06% (16.586)

Prepared

100%

(17.552)

Concluded

94.50% (16.586)

Logged: 1.559.125

INVESTMENTS

1.06% (16.586)

Prepared

100%

(17.552)

Concluded

94.50% (16.586)


Login Effectiveness (%)

Presents the login success percentage by two different views: weekly and monthly. The LOGIN EFFECTIVENESS means how

many users had success to login after to click in the application and pass for all steps until the main screen.

0

10

20

3040 50 60

70

80

90

100

Login Android

82,3%

(From 1.8M access)

De

5.8 M

De

6.0 M

De

4.8 M

De

4.2 M De

8.7MDe

6.6 M

0

10

20

3040 50 60

70

80

90

100

Login Windows Phone

96.2%

(From 29.4 K access)

90% 99%82%

88% 79% 96%

0% 0%

95%

0%

50%

100%

150%

Aug/2015 Sep/2015 Oct/2015Login Android

From:

34.8 KFrom:

2.5 MFrom:

5.4 MFrom:

644 KFrom:

6.8 M

From:

4.5 M From:

4.4 M

0

10

20

3040 50 60

70

80

90

100

Login iOS

96.3%

(From 662.3K access)

Period: Nov/09 – Nov/15

Monthly View


Technical View


History of Average Load Time by Network (seconds)- Android

Presents how long the application takes to start until to show the main screen.

13.38 13.6 13.58 13.81 13.6613.36

12.0413.23 13.26 13.22 13.46 13.38 13.77 14.22

4.875.14 5.06 5.18 5.21 4.88 4.48 4.93 4.82 5 4.97 4.86 4.64 4.6

3.05 3.2 3.18 3.23 3.25 3.03 2.86 3.16 3.06 3.09 3.1 2.99 2.88 2.87

1.14 1.14 1.22 1.24 1.22 1.18 1.03 1.16 1.18 1.19 1.11 1.04 1.02 1.050

2

4

6

8

10

12

14

16


2G 3G

22.37 22.23 21.87 21.5619.14

13.718.51 8.56 8.55 8.57 7.49 5.086.12 6.36 6.44 6.35 5.27 3.192.67 2.96 2.76 2.88 2.45 1.18

0

15

May/15 Jun/15 Jul/15 Aug/15 Sep/15 Oct/15

Average by month

2G 3G 3G+ 4GSeconds

Seconds


Performance by network – ResponseTime - Android


Performance by network – ResponseTime - Android


Top 10 Requests with bigger Response Time: Android

3.58 getPublicKey/

getPublicKey

buscarFavorecidosOutrosBancos

simularAlterarProgramacaoRecar.

01

listaTodosBancos/

02

03

04

05

buscarFavorecidosSantander

simularCancelarContratoEmpre.

validarSessao

faturaPagamentoConsultar.

buscarPorCoordenada

06

07

08

09

10

2.9

2.59

2.24

2.13

1.94

1.78

1.72

1.69

1.66

TOP 10 average response Time (seconds) in the week – Nov/09 – Nov/15

27.59

4.56 3.61 3.02 2.92 2.50 2.46 2.39 2.17 2.06

0.00

5.00

10.00

15.00

20.00

25.00

30.00

OctgetPublicKey/ pagamentoTituloCartorio

recargaImp simularAlterarProgramacaoRecarga

simularCancelarContratoEmprestimo simularResgate

Top 10 Average Response Time (seconds) with Higher time by Month

Seconds


Active users X Heavy Users“How many users use Supermóvil constantly?”


CrashesReports


Total Crashes – Android (Top 20)

321 297258 278 268 272 263

279 285 281 288 295 301 308

0

100

200

300

0

100

200

300

400

500

600

Oct/06 Oct/13 Oct/20 Oct/27 Nov/04 Nov/10 Nov/17

Number of Crashes X Life time

Number of Crashes Age of Crashes (days)

645,661 654,727 655,261 655,751656,348 657,293 658,157

0100,000200,000300,000400,000500,000600,000700,000800,000


Total of users affected

Total users affected


Life Time – Crash 01

java.lang.IllegalArgumentException unresolved View=com.android.internal.policy.impl.PhoneWindow$Decor

View{41f8e170 V.E..... R.....ID 0...

97% 2% 1% 4.4.0

51% 49% 0%4.4.24.4.44.4.3

SM-G530BT GT-I9192 XT1025 SM-G530H XT-1022Most affected Devices *

CRASH 01

Most Affected

Operational System *

* Values for the last 30 days.

Most Affected App

Versions *

88,543 88,633 88,689 88,750 88,804 88,859 88,908

13.59% 13.63% 13.53% 13.54% 13.55% 13.56% 13.53%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

-

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

100,000


Users affected


Total Crashes – iOS (Top 20)

4,464 4,6054,482

4,049 3,802 3,735 3,798

287.05 294.05 301.05 308.05 287.86 293.86 300.86

-100

100

300

500

700

0

1,000

2,000

3,000

4,000

5,000


Number of crashes X Life time

Number of Crashes Age of Crashes (days)

231,003 231,190 231,416 233,118 238,265 233,118 236,283

040,00080,000

120,000160,000200,000240,000280,000320,000360,000400,000


Total of users affected

Total users…


Life Time – Crash 01

43,291 43,301 43,316 43,324 43,330 43,334 43,344

18.74% 18.73% 18.72% 18.58% 18.28% 18.28% 18.34%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

20.00%

22.00%

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000


Users affected

NSRangeException unresolved *** -[__NSArrayM objectAtIndex:]: index 0 beyond bounds for empty array

100% 1.0

31% 18% 11% 40%8.3

5 GSM+LTE 65s

CDMA+LTE4s

5s GSM+LTE

Most affected Devices *

CRASH 01

Most Affected

Operational System

*

* Values for the last 30 days.

Most Affected App

Versions *


Crashes Occurrences by Device – Daily View

Nov/03

Nov/04

Nov/05

Nov/06

Nov/07

Nov/08

Nov/09

Nov/10

Nov/11

Nov/12

Nov/13

Nov/14

Nov/15

Nov/16

GT-I8552B 2 8 9 11 5 7 14 8 7 0 5 5 9 6

XT1069 12 7 16 29 11 8 16 12 19 11 16 8 2 12

XT1033 29 26 28 42 14 16 36 33 27 35 21 21 13 21

XT1068 12 8 14 16 6 9 6 7 17 3 9 4 3 8

SM-G530BT 10 10 17 12 15 10 11 15 10 12 9 10 3 10

0

5

10

15

20

25

30

35

40

45


% of Crashes Occurrences by Device – Monthly View

4640%

24 21%

20 17%

1916%7

6%XT1033

XT1069

SM-G530BT

XT1068

GT-I8552B

Devices

0

5000

10000

15000

Apr/15 May/15 Jun/15 Jul/15 Aug/15 Sep/15 Oct/15 Nov/15

GT-I8552B

XT1069

XT1033

XT1068

SM-G530BT

Device

s


Crashes Occurrences by Device – Daily view

Nov/03

Nov/04

Nov/05

Nov/06

Nov/07

Nov/08

Nov/09

Nov/10

Nov/11

Nov/12

Nov/13

Nov/14

Nov/15

Nov/16

4S 331 377 206 463 201 177 395 416 291 315 307 145 150 307

5 GSM+LET 235 183 230 186 69 95 212 205 181 168 157 66 70 177

5S CDMA+LTE 303 283 310 301 152 109 310 284 232 231 256 118 110 222

6 547 416 417 432 158 151 404 452 374 338 400 148 126 409

5C CDMA+LTE 130 103 150 144 66 80 138 124 107 109 112 71 43 104

0

100

200

300

400

500

600


% of Crashes Occurrences by Device – Monthly View

2.760 29%

2.39926%

1.98021%

1.34314%

89310%

6

4S

5S CDMA+LTE

5 GSM+LTE

5c CDMA+LTE

Devices

0

2000

4000

6000

8000

10000

12000

14000

16000


4S

5 GSM+LET

5S CDMA+LTE

6

5C CDMA+LTE

Devices


Crashes Occurrences by Operational System – Daily View

Nov/03

Nov/04

Nov/05

Nov/06

Nov/07

Nov/08

Nov/09

Nov/10

Nov/11

Nov/12

Nov/13

Nov/14

Nov/15

Nov/16

4.2.2 0 0 0 0 0 0 0 65 51 69 100 47 38 73

4.4.2 74 66 86 82 59 41 57 65 0 0 50 39 36 0

4.1.2 50 72 77 82 28 50 66 73 49 62 48 38 21 52

4.3 0 0 0 0 0 0 0 30 47 23 32 14 12 30

5.0 0 0 0 0 0 0 0 27 32 35 0 0 0 21

5.1 37 30 33 45 12 15 30 0 10 13 27 22 6 16

0

20

40

60

80

100


% of Crashes Occurrences by Operational System – Monthly View

0

5000

10000

15000

20000

25000

30000

35000

40000


4.4.2

4.1.2

4.4.4

5.0.2

5.1

5.1.1

OS

Versi

on

14429%

12425%

11023%

5812%53

11% 1233%

4.4.2

4.4.4

4.1.2

5.0.2

5.1

5.1.1

OS Version


Crashes Occurrences by Operational System – Daily View

Nov/03

Nov/04

Nov/05

Nov/06

Nov/07

Nov/08

Nov/09

Nov/10

Nov/11

Nov/12

Nov/13

Nov/14

Nov/15

Nov/16

7.1.2 429 442 527 586 232 238 590 523 402 356 372 191 187 384

8.3 66 58 61 51 19 21 75 63 49 61 46 17 21 51

8.4.1 75 67 54 41 27 23 49 61 52 57 51 24 18 43

9.02 176 126 131 118 52 54 84 101 71 65 88 29 26 52

9.1 1070 965 1014 1044 450 434 1076 1067 902 821 926 432 369 919

0

200

400

600

800

1000

1200


% of Crashes Occurrences by Operational System - Monthly view

0

10000

20000

30000

40000

50000


7.1.2

8.3

8.4.1

9.0.2

9.1

OS

Version

1.629 56%

74326%

3.6867%

2.9916%

2.3194%

9.1

7.1.2

9.0.2

8.3

8.4.1

OS Version


Crashes - Highlights

Crashes Android

Since the last application release for Android on September 18th, the amount of crashes reduced

considerably.

The most part of Android crashes are concentrated in the follow versions: 4.4.2 (29%) and 4.4.4

(25%).

The Devices XT-1033 (40%) and XT-1069 (21%) presents the most amount of crashes.

Crashes iOS

Actually most part of iOS crashes are concentrated in operational system 9.1 (56%), but

compared with the previous versions, the amount of crashes reduced considerably.

The devices iPhone 6 (29%) and iPhone 4s (26%) presents the most amount of crashes.


• We recommend to consider that mobile apps are the most used digital channel today. This represents an enormous opportunity to profile your customers by monitoring your apps, considering the following cycle:

– Release Your App: The first release is just a bid, you think it will be downloaded and use (recurrent). Same old “field of dreams syndrome”

– Monitor Your App: Collect raw data around downloads, sessions, crashes, functionalities.

– Generate Insights:

• Technical: To corrective maintenance. Remember: You control your app, but not the eco-system where is installed.

• Business: Functionalities and Transactions funnel, heat map per location and schedule, are just a sample of business insights you could consider in order to evolve your channel

– Learn: This is the best part! Where, When, How and what functionalities are being used from my channel? This is the part of the life cycle where you realize that collecting tacit behavior from your users give you the opportunity to contextualize the content for your channel, getting closer to 1:1 relationship.

– Release your NEW App: This time based on collective behavior.

Final Considerations – Are You learning from Your Digital Channels?


Documents

CSC-EBG-Digital Channel Management