Understanding your customer market

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1

Welcome Adobe & Customer Experience Management Introducing the Adobe Digital Enterprise Platform Customer Experience Solutions – Part 1 Customer Experience Solutions – Part 2 BONUS – CEM on vertical approaches Partnering with Adobe 13:00 Closing comments

Agenda

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Vertical approaches for Customer Experience ManagementDieter Hovorka | Technical Manager MENA/MED/SAH, Solution Consulting


Solutions for Acquiring & Retaining Customers

Multi-Channel

Customer Acquisition Customer Retention

Product &

Service Selectio

n

Enrollment

Contract & Document Issuance

Fulfillment &On-

boarding

CustomerCommunication

s

RelationshipInsights

InquiryManagement

Collaboration

Online Call Center Branch Agent/

FieldMail &

Fax Email Mobile

Cross-Sell / Up-Sell


Target Solutions for Customer-Centric Enterprises

• Research/product selection• Agent/broker assisted sales• Account enrollment • Loan automation• Policy Issuance

• Correspondence management• Transaction servicing • eBanking• iStatements• Claims processing

Customer Acquisition

Customer Retention

• Benefit/service selection• Eligibility determination• Service enrollment• Benefits processing

• Correspondence Management• Case Processing• Citizen Self-Service

• Product/service selection• Customer Self-Service • On-boarding• Contract & document

generation• Fulfillment/provisioning

• Correspondence Management

• Customer self-service• Assisted service• Customer support• Field service• Returns management

Gove

rnm

ent

Cros

s-In

dust

ryFin

ancia

l Se

rvice

s

Employee Productivity

• Human Capital Applications• Trader Desktop

• Human Capital Applications• Case Processing

• Human Capital Applications• Field Service Automation

Ann Myers

I'm going to assume there are good reasons for each blue thing to be blue.


Improving Customer Acquisition With Online Sales

University of Rochester Medical Center

Abington Memorial Hospital

Government Financial Services

Media & Entertainment

Manufacturing

Life Sciences Other Industries

90% close rate Call center reps are over 200% more

effective than on-site sales reps

http://www.hsbc.com/1/2/home

http://www.aig.com/Home-Page_20_17084.html









http://www.hyundaicanada.com/Default.aspx

http://www.ericsson.com/

http://www.impgroup.com/en/

http://www.pg.com/en_US/index.shtml


Customers Validate Benefits to Improve Customer Acquisition

"Increased the number of submitted electronic tax return forms by 24%." Ministry of Finance, Poland

"Pre-populated fields and data edits have eliminated the 25% error rate AXA previously experienced." AXA Belgium Bank

Bank Midwest: Reviewing and rechecking the debit card

application process from 4,800 hours per year to 400 hours per year

Selecting a card number and updating the entry log and system from 1,200 hours per year to none

Scanning and indexing debit card applications from 6,500 hours per year to 60 hours per year

Correcting errors as a result of inadvertent data input from 2,060 hours per year to 40 hours per year.

Value Drivers

• Reduce processing times

• Reduce error rates• Increase sales• Decrease costs• Increase satisfaction


Increase Revenue with Intuitive Product Selection





Manufacturing


Verizon Media Store is the #2 seller of online music after iTunes

40% increase in ring tones sales after launching

15% increase in sales of ringback tones
















Customers Validate Benefits to Improve Customer Retention

Snap-On Credit has seen a decline in contract error rates, from 15% to 2%. Within 9 months of implementing Adobe solutions, 90% of the company’s contracts were being submitted electronically, and processing times fell from 7days to less than 10 minutes.Snap-On Credit

"Reduced conflicted claims processing from 200 days to 90 days". St of NY, Workers Compensation Board

''Reduced the calls citizens make for service from 5 to 1'' London Borough of Southwark

"Accelerated processing of complex benefits requests from 36 days to 1 day, directly impacting the quality of life for benefits recipients" London Borough of Southwark

“Reduced correspondence costs by 30% with 2.5M Euro savings per year opening over 500,000 new customer accounts.” PostBank

Value Drivers

• Reduce response time• Reduce cost of servicing• Build customer loyalty• Manage risk &

compliance


Improving Employee Productivity





Manufacturing


Reduced overhead costs associated with manual paperwork processing

Built centralized form and correspondence platform integrated with SAP
















Customers Validate Benefits to Improve Employee Efficiency

"Reduced time for claims adjusters to generate letter packages by 4.5 min/transaction. 6000 transactions per day, saves $5M/year in soft costs." AIG Insurance

“This new purchasing process saves us 20 to 30 minutes on each of the 50 orders that are placed daily.”Pictet & Cie Banque

“100% of our bond processes required human intervention; now that is less than 10%.” Liberty Mutual

Procter & Gamble’s use of Adobe LiveCycle has reduced it’s scientists’ administrative down time by 10% weekly and increased overall productivity by 5%.Procter & Gamble

“It could take a representative two years to be fully trained on the intricacies of completing and submitting all the forms. Thanks to Adobe solutions, training on complicated processes can happen in two days.” London Borough of Southwark

Value Drivers

• Increase employee productivity

• Improve customer service • Decrease training

requirements • Increase morale


Knowing your clients market


Example: Customer Experience in Financial Sector

Channel Usage Correlates to Satisfaction Areas Primed for Increased Investment New Account Opening Online Help and Chat Budgeting and Reporting eStatement Delivery Product Selector Tools

Digital Services Are Important in Customer Retention Existing Customer Adoption Is Key Security Is a Given, Convenience Is True Value-Add

12


Channel Usage Correlates to Satisfaction

13

Source: Financial Insights


Investment Analyses: Fill the satisfaction gaps

14

Invest more$$$

Invest More Where It Makes Sense

$$

Maintain Investment

$

• New Account Opening

• Online Help or Chat• Digital Vault• Budgeting &

Reporting• eStatement - (high

satisfaction)• Product Selector Tool• Retirement Planning (low

satisfaction)• eBill Presentment &

Payment• Bank Bill Presentment for

Loans• Investments• Transfer Between Accounts• Account Aggregation

Customers are moredissatisfied than thebankers assumeCustomers andbankers have samelevel of satisfaction.

Customers are moresatisfied than thebankers assume.

InvestmentStrategy

Products/Features

SatisfactionGap


Importance of Digital Services to Customer Retention

15


Percentage of Clients Who Left a Bank Because of a lack or poor Digital Services

16


Opportunity Exists for Customers Not Currently Using Digital Services

17


Security Is a Given, Convenience Is True Value-Add

18


Conclusion - Future Outlook

19


Selection of Adobe Enterprise Customers in MENA

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.21

Benjamin Franklin said once: „Well done is better than well said“


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1. Go Mobile with Web Experience Management to acquire and reach new customers

2. Get Digital with customer communications3. Assess your existing IT priorities against customer

centric process improvements and applications designed for user experience

4. Enable your developers by downloading the Adobe Digital Enterprise Platform

5. Validate your approach with Adobe Consulting or an Adobe partner

6. Engage & discuss with Adobe

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Understanding your customer market