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Omnichannel Evolution & Dynamic CRM
Alessandra CambiagoCustomer Base & Multichannel Banking Director
CheBanca! SpA, Mediobanca Group - Italy
SAS Customer Intelligence Roadshow, 24th September 2014 Prague
CheBanca! document. Circulation and reproduction forbidden without written approval by CheBanca!
22
CHEBANCA!
CheBanca! is the digital retail bank of Mediobanca Group. Launched in 2008 to give a concrete response tothe needs of a modern customer, it aims to become the leading bank for digital affluent in Italy in the nextyears
More than 13 billion euro deposits, over 500.000 customers. A simple and transparent offer to cover main customer needs:
Transactional Services
Investments and Insurance
Funding
- new Conto Yellow, checking account with innovative debit and credit cards, interests on deposit, securities portfolio and trading services
- Zero Cost Checking Account for pure online customers
- Security Account with access to the new investment services and insurancefunds, on top of all typical services fortrading and investments
- Deposit Account for short terminvestorswith interests paid in advanceon deposits bounded for 3, 6 or 12 months
- Rechargeable Card
- Mortgages and Personal Loans
- Home insurance, life and accident insurance
- WOW, the new mobile payment service
Omnichannel Evolution & Dynamic CRMAlessandra Cambiago - Customer Base & Multichannel Banking DirectorCheBanca! SpA, Mediobanca Group – Italy SAS Roadshow - Prague, 24° September 2014
3
PILLARS OF CHEBANCA! SERVICE MODEL: the yellow approach
OMNICHANNEL CRM
DIFFERENTIATION BY SEGMENT
BEST CUSTOMER EXPERIENCE
“A STEP AHEAD” INNOVATION
1
2
3
4
Omnichannel Evolution & Dynamic CRMAlessandra Cambiago - Customer Base & Multichannel Banking DirectorCheBanca! SpA, Mediobanca Group – Italy SAS Roadshow - Prague, 24° September 2014
44
OMNICHANNEL CRM IS HIGHLY EVOLVING OVER TIME to support the evolution of the bank
2008: REACTIVE MODEL, SIMPLE PRODUCTS
• Simple products, “counter products”• Investement decisions are quite simple
and fast, low risk• First purchase and repeat business are
mainly self
2014: PROACTIVE MODEL, COMPLEX PRODUCTS
• Complex products• Investment decisions are complex and
dilated in time• Risk/return trade off evaluation needs
expert support• First purchase “helped”,• Repeat business “self o help”, depending
on customer segment
Omnichannel Evolution & Dynamic CRMAlessandra Cambiago - Customer Base & Multichannel Banking DirectorCheBanca! SpA, Mediobanca Group – Italy SAS Roadshow - Prague, 24° September 2014
55
CHEBANCA! OMNICHANNEL CRM NOW: unique customer view across channels, customercentric service model
BANKING SHOPS
ATM
CALL CENTERSOCIAL CARE
APP
INTERNET BANKING
COMMERCIAL PARTNERS
Omnichannel Evolution & Dynamic CRMAlessandra Cambiago - Customer Base & Multichannel Banking DirectorCheBanca! SpA, Mediobanca Group – Italy SAS Roadshow - Prague, 24° September 2014
66
CHEBANCA! OMNICHANNEL CRM: a real time “wheel”
Redemption, valueanalysis and CSI monitoring
ANALYSIS
Activity setting and macro-planning of campaigns
ACTIVITY PLAN
Customer behaviour and segmentation
CUSTOMER INTELLIGENCE
CHANNEL PLANNING Detailed inbound and
outbound campaign planning, impact on channels, SLA and KPI settings
EXECUTION
Operative monitoring, execution optimization
ORGANIZATION “CUSTOMER FOCUSSED”
LIFE CYCLE MANAGEMENT STRATEGY
Omnichannel Evolution & Dynamic CRMAlessandra Cambiago - Customer Base & Multichannel Banking DirectorCheBanca! SpA, Mediobanca Group – Italy SAS Roadshow - Prague, 24° September 2014
7
AREAS OF INTERVENTIONOBJECTIVES
IN 2013 WE STARTED A BIG PROJECT to evolve crm enablers
Improve time-to-market of customer base management plans and effectiveness of execution reporting
Increased ability to generate and monitor opportunities for CRM
Omnichannelcoordination of plans, managing synergies between inbound and outbound CRM
Channel integration Increase number of
activities with end to end process
Multichannel & multistep interactions
Real time, event driven campaigns in home banking
Improvement and completion of data flows
Real time digitalinbound CRM
Email and smsintegration
CRM front line, in- and outbound
OMNICHANNEL CUSTOMER BASE MANAGEMENT
ANALYTICSEXPLOIT CRM
OPPORTUNITIES
Omnichannel Evolution & Dynamic CRMAlessandra Cambiago - Customer Base & Multichannel Banking DirectorCheBanca! SpA, Mediobanca Group – Italy SAS Roadshow - Prague, 24° September 2014
8
CAMPAIGN MANAGEMENT EVOLUTION: omnichannel base management and crmopportunities powered by sas engine
Integration of all channels to manage customer interactions in real time
Increase number of activities with end to end process from the generation of the target up to the publication of the communication on selected channels
Create multichannel activities (same on different channels) with multistep logic
Create event-driven communications in home banking that light up in real time with respect to certain behaviors.
OMNICHANNEL CUSTOMER BASE MANAGEMENT
EXPLOIT CRM OPPORTUNITIES
Create placements for inbound CRM in Home Banking,powered directly by end users
New Message Service in the home banking for the dialog between bank and customers: one to one between customer and reps and one to many to targeted customers
Strengthen the front end of branches and customer service with the “customer identity card” where in- and outbound campaigns are published
Email and SMS, new sending engine with direct management of end users
Omnichannel Evolution & Dynamic CRMAlessandra Cambiago - Customer Base & Multichannel Banking DirectorCheBanca! SpA, Mediobanca Group – Italy SAS Roadshow - Prague, 24° September 2014
9
IT ARCHITECTURE EVOLUTION WITH SAS ENGINE IMPLEMENTATION
Unique contact history
Real time feedback
Creativity management
Unique interface to build
campaigns
End user authonomy
Datamart dedicated to
campaign monitoring
CUSTOMER INTERACTIONS
CAMPAIGN MANAGER
ANALYTICS
EmailOutbound
SMSOutbound
Filiale CustomerCenter
Scheda Cliente
WebPrivate
Site
Customer-facing
Contact History Event Collection
Real time decisioning
Campaign Optimization Engine
Campaign
OfferManager
Customer AnalyticRecord
Lab miningModeling
DWH DM
CRM Bank CoreTransactions
Omnichannel Evolution & Dynamic CRMAlessandra Cambiago - Customer Base & Multichannel Banking DirectorCheBanca! SpA, Mediobanca Group – Italy SAS Roadshow - Prague, 24° September 2014
10
THE OBJECTIVES
WHAT DOES REAL TIME MEAN
THE REAL TIME COMPONENT IS FUNDAMENTAL FOR DYNAMIC CRM
Omnichannel Evolution & Dynamic CRMAlessandra Cambiago - Customer Base & Multichannel Banking DirectorCheBanca! SpA, Mediobanca Group – Italy SAS Roadshow - Prague, 24° September 2014
Being able to make CRM decisions based on what the customer is doing at a given time
Integrate the real time context with analytical/customer intelligence
Improving effectiveness of a marketing campaign and CSI
Make a more precise proposalat a given time
Optimize the use of multiple channels (Web, call center, branch, etc.)
Know in real time what the customer wants and is doing
Customer
Call Center
Branches
Internet Banking
CHANNELS Interactions
Contextual data
Activities ATM
REAL TIME
ENGINE
THE STRUCTURE OF REAL TIME INTERACTIONS
DWH
Contact History
Data Mining and
customer profiling
Other sources
Web site
11
CheBanca! send an email to a target of customers to promote new services of the banking APP
1
Outbound campaign
CHEBANCA! OMNICHANNEL CRM “in action”: an example
Omnichannel Evolution & Dynamic CRMAlessandra Cambiago - Customer Base & Multichannel Banking DirectorCheBanca! SpA, Mediobanca Group – Italy SAS Roadshow - Prague, 24° September 2014
Customer calls the call center/visits a branch to get advice of new investment opportunities
Customer connects to his internetbanking to check account movementsand credit card statement
2a
2b
Inbound CRM coordinated across channels
If the customer updates the app with the new services, the online crm will change the proposals published in the channels
Rep manages customer requirement , informing about new app functions: the front end system shows priorities of in- and outbound campaigns
3
4
APP
POP UP with landing page in theinternet bankting with info on newAPP
12
INBOUND CRM ON THE INTERNET BANKING
Omnichannel Evolution & Dynamic CRMAlessandra Cambiago - Customer Base & Multichannel Banking DirectorCheBanca! SpA, Mediobanca Group – Italy SAS Roadshow - Prague, 24° September 2014
Mouseover
• Different placements to publish inboundcampaigns
•Multichannel and multistep logic can beapplied, linking the next step of the inboundcampaign to customerbehaviour/interaction with onlinecommunication
• Through a prioritization mechanism, theplacement shows the Next Best Activityplanned for the customer in that log insession
• The creativity is directly managed by endusers, can have different frames and amouse over mechanism
•Banners can be embedded or overlayer andthe click through is to a dedicated landingpage or to a function or web site
• In some navigation paths, real time eventsare detected and managed: if the customer,part of a certain target, makes the onlineaction classified as event, the NBA appearsin real time in the same log in session
13
CHEBANCA! REAL TIME INBOUND CRM “in action”: an example
Omnichannel Evolution & Dynamic CRMAlessandra Cambiago - Customer Base & Multichannel Banking DirectorCheBanca! SpA, Mediobanca Group – Italy SAS Roadshow - Prague, 24° September 2014
The customer - part of the target with high propensity to mobile services – does a bank transfer through his/her home banking….
At the end of the bank transfer, the real time engine reminds him the app download to do transfers in mobility…
…Furthermore a follow up (multistep) via sms/email can be scheduled
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WE PUT THE FOUNDATION FOR THE DYNAMIC CRM EVOLUTION…
Omnichannel Evolution & Dynamic CRMAlessandra Cambiago - Customer Base & Multichannel Banking DirectorCheBanca! SpA, Mediobanca Group – Italy SAS Roadshow - Prague, 24° September 2014
NO CRM: same offer for everyone
YESTERDAY
CRM + ANALYTICS:Personalized offers for every
single customer
TOMORROW
CRM:Customer segmentation and
offer differentiation bycluster
TODAY
1515
… TO MANAGE FULL OMNICHANNEL INTERACTIONS…
ACQUISITION TRANSACTIONS CARING INVESTMENTS
Full online acquisition
Mobile/APPChat/Social
NetworK/Home Banking In/outbox
Digital Platforms
Branches, Parnters, Customer Care
ATMs Call Centers Branches
> SELF?
> HELP?