From CRM to PCM. Danske Bank. CRM Systems It s all about People. Banking made Personal. Tonny Rabjerg CUSTOMERS
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1 From CRM to PCM Danske Bank CRM Systems It s all about People Increased LOYALTY EFFECTIVENESS EXPERIENCES SALE RELATIONS using using IT using IT using using IT IT IT CUSTOMERS Banking made Personal Tonny Rabjerg Nov 2010
2 FAQ We provide good advise today so why,,,,? It s people money! Don t we provide Personal Banking Today? Our Customers have been here for many years and are very loyal! We know what is right for the Customer! What value do we get out of it?
3 Agenda Introduction CRM It s all about People CRM Yesterday, Today and Tomorrow From CRM to PCM Customer Personalization using Analytical CRM From Strategy to Reality
4 Tonny Rabjerg Danske Bank CRM Systems It s all about People Self Service Automation Online Sales E-Tickets New Distribution Channels Global e-ticket Biometrics RFID Self Service Automation Airport Processes & Facilities Global Travel Distribution New Distribution Channels Marketing, Sales and Advising Systems Banking made personal
5 Agenda Introduction CRM It s all about People CRM Yesterday, Today and Tomorrow From CRM to PCM Customer Personalization using Analytical CRM From Strategy to Reality
6 Do we know our Customers Priest Doctor King Millionaire Priest Dev Mngr
7 80 % Person 20% Customers Be Recognized Be Treated with Respect Recognition and acknowledgement across channels and brands Relevant Product Offers Across Advisors and Channels Increased Speed of Process Value for Money Time is Prestigious Matching Personalities Competent Advisors Matching Customer Knowledge Ease and Integration between Self and Full Service Personal Customer Handling
8 But it s not only for the Customers Increased Customer Meetings Increased Sale, Cross & Up-sale Change of Distribution Channels Uniform Advise and Sales Offerings Effective Processes and Reduced Training Requirements
9 Agenda Introduction CRM It s all about People CRM Yesterday, Today and Tomorrow From CRM to PCM Customer Personalization using Analytical CRM From Strategy to Reality
10 Banking anno 2015 New Customer Behavior D2D Banking via new Channels Online 24/7 New Technologies Remote Advising New Players From Advisor Based to IT Based Product Offers
11 Banking in a Competitive Environment Competitors are Just One Click Away
12 Don t we provide Personal Banking Today Product Lack of Product Relevancy Relevancy Personalization Lack of Personalization Integrations Lack of Integrations across Channels across Channels Sales Channels Execution Channels Competitors are Just One Click Away
13 Agenda Introduction CRM It s all about People CRM Yesterday, Today and Tomorrow From CRM to PCM Customer Personalization using Analytical CRM From Strategy to Reality
14 From CRM To PCM
15 From Customer Relation Management To Personal Customer Management
16 Personal Customer Management CAMPAIGN MANAGEMENT One to Many One to Few One to One One to Me CUSTOMER MANAGEMENT Generic Sale Campaign Based Sale Personal Product Presentation (acrm)
17 Agenda CRM It s all about People CRM Yesterday, Today and Tomorrow From CRM to PCM Customer Personalization using Analytical CRM From Strategy to Reality
18 Campaign vs. acrm Marketing and Ad-hoc Campaigns Scheduled and ad-hoc Marketing Campaigns Campaign Score Models Optimization between Campaigns Inbound Multi Channel Sales (Next Best Offer) based on defined Campaigns Trigger Based Campaigns (Reoccurring Events) Event triggered campaigns Analytical CRM Relevant Product, Channel and Price Offerings based on Predictive Scores Real Time Decision and Models Cross and Up-sale Models
19 Campaign vs. acrm Campaign Marketing 24/7 F1 Better Bank Trigger Based Campaigns Child Savings Account 35 Pension Review Investment Analytical CRM Marketing and Ad-hoc Campaigns Scheduled and ad-hoc Marketing Campaigns Campaign Score Models Optimization between Campaigns Inbound Multi Channel Sales (Next Best Offer) based on defined Campaigns Trigger Based Campaigns (Reoccurring Events) Event triggered campaigns Analytical CRM Child Savings Account 24/7 Campaign Car Lease Plan? Relevant Product, Channel and Price Offerings based on Predictive Scores Real Time Decision and Models Cross and Up-sale Models
20 Persona:? Profile: Unknown user, using an IP address located in Hørsholm, a high income area where the 86% of our customers are married and have 2,1 children. 92% of all customers have a pension plan 93% of all customers in Hørsholm have internet access Case: Hompage is displaying multiple campaign offers based on the customers IP information and average Customer Segmentation Hørsholm has a high number of Private Banking Customer According to the Cookies registered the user has accessed Danske Bank Hompage before and have displayed information about Car Loans
21 Specific Private Banking campaign based on geo-demographic models Day to day Previous history via PC unique id indicates interest in Car Financing Relevant standard Current Current campaigns. campaigns. based on Standard or randomly selected. Target Group Selection Home Loan My Calculation Danica Lykkemåler Car Loan Calculate leasing Calculate Home Equity
22 Persona: Jens Profile: Jens is 41 years, married with Marie, has one child and is now expecting a second child Jens and Maria lives in Holte and have had their house for 12 years Jens is a regular Netbank user and scored 9 in MOT last time Case: Our analysis shows that Jens normally change car every 3 year Cross sale campaigns are displayed based on predictive models Campaigns are Optimized as he is a target for multiple campaigns As Jens and Maria have had the house for 12 years they are in the target group for remortgage campaign
23 Netbank Customer Profile Cross Name Sale : Jens Jensen Customer segment : Product Presentation Cell phone : Preferred channel : ms@mail.dk Customer satisfaction : Optimized Campaign based Affluent on Family Predictive : Marie Asta, 8 år Netbank 9 (1. aug. 2010) Models S Jens, Better Bank tell us what you think and we will be an even better bank. Survey Buy or lease your new car from Nordania Leasing Renault Mégane 1,9 dci Expr.Sport Tourer Leasing: DKK per month, 36 months Average sales price for your old car at Autocom A/S: DKK Relevant offer based on previous behavior STP guiding the customer to multiple alternatives New Car? Your car is now 3 years old - is it time for a new one? Let us help you find the best offer. Læs mere Save Time We have noticed you regularly transfer funds to the same account. Are you aware you can setup an automatic transfer of funds? Læs mere Valuable Advice Total Customer Advising Car Loan Car Leasing Remortgage loan Insurance American Express Cross Sale links based on analytical model associated with car Why not enjoy absolute freedom on your vacation finance proposal Recent Interaction Interactions: Netbank: Yesterday Meetings: Topic: Insurance Coffee or Tea? Coffee: Tea: Læs mere
24 Netbank Personalized Cross Selling offers Customer Profile Name : Jens Jensen Relevant product and price offer based on customers previous engagement and validation of Risk and Credit status Credit Quality : +++ Address : Lærkevej 117 Current Loan : DKK Hørsholm Cell phone : Preapproved Credit : DKK Insurance Crime Rate : Above avg. (12 pr ) S Remortgage Your past action Car Loan, 20 % upfront Alternative action Car Loan, 40 % upfront Your peers action Nordania Leasing Remortgage your loan and be able to do more Insurances for your car Car Value: Full Coverage, including 2 free claims, per year Amount: Car: Own payment: Loan Principal: Terms: 10 Years Fixed Interest, 7,4% p.a. Amount: Car: Own payment: Loan Principal: Terms: 10 Years Fixed Interest, 4,4% p.a. Remortgage your to 4 % annuity, 30 years and have DKK more each month. Remortgage Need advice Peer Group presentation Full coverage including 2 free claims in combination with your housing insurance for Lærkevej 117, per year Payment: Monthly Conditions: All-risk insurance Payment: Monthly Conditions: All-risk insurance Alternative product offer based on Customer Segmentation and Predictive Score Recent Interaction Interactions: Netbank: Yesterday Meetings: Topic: Insurance Drink: Coffee
25 Persona: Janet Profile: Janet is 34 years old, single and have Cathy 11 years Janet has a pension plan in Danica but doesn t use her full tax benefits Cathy currently doesn t have a Child Savings Account Janet has earlier invested in Danske Bank share Case: Janet has saved a large amount of cash on her account and receives and offer to further invest her money To widen the sales potential a payment to her pension plan is proposed The Customer Profile section is changed to support the product offers
26 Netbank Customer Profile Personalized standard campaign S Child Savings Name : Cell phone : Janet Smith Pension Plan: Pension Balance: Danica Link Family : Single Cathy 11 Years ms@mail.dk Un-used Tax Benefits: Navigation Next Best Offer based on predictive sales models Of all available offers this is the one the customer is most likely to respond to More profit on your investment Investments: Danske Bank Event offer based on customer behavior Alternative offer based on business engine decision Remortgage Right now is the time to remortgage your loan Læs mere Danske Private Banking Additional payment Large Cash Reserve Valuable Advice Recent Interaction Faster emergency help Transfer DKK to your pension plan and have DKK at 60 years. Transfer We have noticed you have a large cash reserve on your current account. Would you like advice on how to invest your money? Læs mere Total Customer Advising Investment Child Savings Danske Private Banking Life Insurance Interactions: Netbank: Yesterday Call Center: 10 days ago Meetings: 01. Oct Insurance
27 Persona: Morten & Karen Profile: Morten and Karen are married and owns a house in Copenhagen The house has a net home equity of 1,2 MDKK Case: The housing loan is up for renewal and an offer is presented based on previous behavior Cross sale campaigns are presented
28 Netbank Customer Profile Predictive models Name indicate : Morten a Schrøder need for re-mortgage Address : Lærkevej Copenhagen Credit On-line Quality : advising +++ based on customer preferences and peer groups Current Mortgage: DKK Pre-approved Credit: DKK Recent Interaction Interactions: Netbank: Yesterday Call Center: 10 days ago Online advisory Meetings: 01. Oct Insurance home Most popular Home Basis Your peers choose Home + Advisory Advisory Do you wish to remortgage your existing mortgage? Loan : 4% Fixed Rate Principal : Payment : /monthly Maturity : 19,5 years Suggestion Loan : FlexLån F1K Principal : Payment : /monthly Maturity : 30 years Terms: Variable Interest, currently 1,76 % p.a. Principal: mio. Payment: Monthly, save per month Conditions: Unlimited with 2 free months per year 45% of all customers with your profile choose Home +. Home + does not provide the same guarantee as your current Home Basis but will save you DKK monthly with the current interest rate If you want a secure payment choose Home Basis
29 Agenda Introduction CRM It s all about People CRM Yesterday, Today and Tomorrow From CRM to PCM Customer Personalization using Analytical CRM From Strategy to Reality
30 Marketing mart Analytics Business SAS MA Rules Optimization / SAS MO Prioritization Multi Channel Tool DATA SOURCES DATA INTEGRATION BUSINESS ANALYTICS EXECUTION OPERATIONAL CUSTOMER Change of Mindset Response Cam SAS paign MA New Campaign Channels Analytics Datastore Decis ion Multiple & Complex Data Sources Business mart Product System Data, Data, Data Online customer behaviour
31 Banking made Personal - It s all about People
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