Customer Care & Insight

Transcription

1 Customer Care & Insight Key to unlocking customer value Anand Raisinghani Industry Solutions (Banking & Finance)

2 Agenda 1. What is Customer Care & Customer Insight? 2. IBM Banking CCI Framework 3. Customer Care & Insight Solutions 4. On ramp projects

3 What is Customer Care and Insight? z IBM S CCIF IS FOCUSED ON FRONT OFFICE, CUSTOMER ORIENTED BUSINESS PROCESSES ACROSS MARKETING, SALES, SERVICE AND COMPLIANCE. WHAT IS CUSTOMER CARE Customer oriented, information driven business processes that impact customer touch-points, e.g. selling, or servicing customers. Examples Include: 1. LOB and enterprise marketing processes 2. Customer sales and service processes across all channels and touch points including branch, agent, ATM, kiosk, Web, etc 3. Compliance Processes such as Know Your Customer and AML 4. Process Optimization, Automation & Reuse WHAT IS CUSTOMER INSIGHT Customer oriented business intelligence and analytics that provide fact based input to drive intelligent business decisions Examples Include: 1. Market analysis 2. Customer segmentation and profitability 3. Channel usage, preference, and profitability 4. Product profitability, and design 5. Branch performance management An IBM Framework is a recommended set of prescriptive solutions, services and roadmaps that address specific business problems. They are composed of currently available software assets, pre-integrated solution accelerators, partner applications, IBM services, reference architecture and the methodology to successfully implement the solutions. Single view of the customer

4 Change is Accelerating..Will You Keep Up? Banking CEOs expect their business models will need to change 64% 2% 34% Limited / None Moderate Extensive 22% see a gap between need and ability to change Source: IBM Global CEO Study 2008

5 Market Forces - Driving Banks to Improve Their Customer Centricity Organic growth and expansion into new markets Changing customer channel interaction preferences Consumers demanding innovative products and services Need to focus on most profitable customer relationships Need to balance risk, security and compliance

6 These Complexities Drive Cost, Lengthen Delivery Time and Increase Project Risk 1. CRM application software as a panacea 2. No true enterprise view of the customer 3. Poor business process optimization 4. Poor channel integration 5. Lack of proper information infrastructure 6. Poor data quality processes

7 How Do Firms Align Business and Technology and.. speed the deployment of smart customer-centric solutions to meet business objectives? Business Architecture get the flexibility to re-use existing resources and IT systems while enabling new process capabilities? Business Processes ensure they have a choice of customer centric technologies and projects that best support their strategy and deliver a quick ROI? Technology Architecture & Infrastructure

8 Market Leaders are Implementing Innovative Customer Centric Solutions Customer Information Optimization Solutions Customer Insight Optimization Solutions Process Improvement Solutions Solutions that help banks organize and access customer information Solutions that help banks analyze and gain insight from customer information Sales Service Marketing Compliance Solutions that leverage information to help banks optimize the customer experience

9 Four Building Blocks of Customer Care and Insight Supports Key Initiatives Like Customer Segmentation and Profitability Lending Optimization Dynamic Product Bundling Case Management Disputes Marketing Communication Campaign Management Cross-sell Up-sell Customer Onboarding Contact Center Optimization Event Based Decisioning Know Your Customer Customer Preferences 4 3 Marketing Processes Enterprise BPM Content Management Business Applications Sales Processes Enterprise BPM Content Management Business Applications Channel Integration Business Processes Service Processes Enterprise BPM Content Management Business Applications Compliance Processes Enterprise BPM Content Management Business Applications 2 Customer Analytics Business Insight Search and Discovery Analytics Threat and Fraud Intelligence 1. Entity Analytics 2. Name Recognition 1. Segmentation 2. Cust Profitability 3. Predictive Analytics 4. Channel Preference 1. Branch Performance 2. Financials 3. Product Profitability 4. Planning Insight 1. Analyze Free Form Notes 2. Monitor Service Levels 3. Churn Detection 4. Legal Discovery 1 Information Foundation 1. Master Data Management 1. Data and Process Models 2. Customer Data Integration 2. Data Warehousing 3. SOA 3. Information Integration 1. Data Quality 2. Householding 3. 3rd Party Data

10 CCIF provides a smart platform around Speed, Flexibility and Choice 1. Pre-integrated software platform 2. Pre-built solution accelerators 3. Smart SOA TM foundation and Information On Demand 4. Open standards 5. Supports an ecosystem of partner content Provide Customer Care & Insight Solutions based on industry assets and best practices that deliver Smarter Business Outcomes Customer Care & Insight Solutions Rapid Development & Integration Transparency & Tracking Business Partners IBM Banking CC&I Framework Process Flexibility Customer Analytics & Intelligence Infrastructure & Governance Master Data Management Channel Integration Provide a framework for transformation that creates flexibility and accelerates the deployment and integration of customer centric solutions 1. Speed 2. Flexibility 3. Choice

11 CCIF Key Accelerators Asset IBM IFW to MDM Server Accelerator IBM Industry Based Data Integration Accelerator Component Business Services IBM Cognos Performance Blueprints Benefits Industry Process and Integration Models provide a higher order composite services in relation to MDM Server. Detailed mapping has been developed between Industry Model high level services and MDM Server services. Industry Data Warehouse Models provide the detailed design templates for accelerating Data Warehouse development Detailed mapping completed between Financial Services Industry Data Warehouse models and MDM Server Data Model The main purpose of FO-KYC CBS is to provide general applicable business services for accelerating customer on-boarding and maintenance processes with compliance to KYC regulations. KYC for individual and organization will both be covered in this CBS. Integrated risk-adjusted planning and forecasting for banking at the product type and region level

12 Accelerator #1 IFW for MDM Server Services Accelerator Customer information retrieved from MDM Server based on IFW service definition for retrievecustomerdetails. Loan offer and subsequent process flow built on IFW Provide Loan Arrangement Offer and Activate Loan Offer Arrangement workflows.

13 Accelerator #2 IBM s Industry-Based Data Integration Models Data integration model accelerators that extends IBM s industry-based IFW with a best practice process modeling approach of linking known industry source systems to IFW data models Banking Systems Banking Data Integration Models IBM s Banking Data Warehouse Model MDM CDI MDM-To-BDWM Data Integration Model Data Integration Architecture Extraction Initial Staging Enterprise Unstructured Informational External Extraction Initial Staging Data Quality Calculation & Splits Clean Staging Processing & Enrichment Target Filtering Load-Ready Load Operational Data Stores Data Warehouses Data Marts Staging Areas Metadata Business Applications Collaboration Query & Reporting Data Mining Modeling Scorecard Visualization Embedded Analytics Web Browser Portals Devices Web Services Data Quality Calculation & Splits Data flow and Workflow Metadata Security and Data Privacy Systems Management & Administration Network Connectivity, Protocols & Access Middleware Hardware & Software Platforms Clean Staging Processing & Enrichment Target Filtering Load-Ready Publish Examples of pre-built accelerators to banking systems AFS, Hogan, ACAPS, TSYS, etc. Load

14 CC&I Example Accelerator #3 Component Business Services 1. Know Your Customer 2. Up-sell Cross Sell 3. Preferences 4. Event Based Decisioning 5. Disputes 6. House-holding 7. Marketing Communication 8. Case Management 9. Campaign Management 10.Dynamic Product Bundling

15 Accelerator #4 What s a Performance Blueprint? Pre-defined data, process and policy models based on proven best practices in enterprise planning, and financial management and control. 1. Pre-defined data, process and policy models to address specific areas of underperformance 2. Developed and validated with industry leaders 3. Include: a. Planning models b. Work flow processes for collaborative planning c. Business Intelligence d. Integrated with IBM BDW

16 Banking Performance Management with Key Performance Blueprints Finance Lines of Business / Sales (Retail, Commercial, Investment Banking, Investment Management) Retail Banking Customer Segment Performance Commercial Banking Customer Segment Performance * Relationship Pricing * Client Servicing Initiative Planning Marketing Consolidation Financial PM Credit Card Fraud Management Risk & Compliance IBM/Cognos Risk Cockpit IBM/Cognos Risk Adjusted Profitability Product Development Product Performance Channels (Branch, customer service Center, ATM, Internet) Branch Performance * Channel Performance IT / Systems Reporting Engine, BICC * IT Cost Transparency Human Resources Workforce Performance

17 CC&I Reference Architecture Custome r Channel Branches s ATMs Call Centers Internet Relationship Managers / Relationship Agents Managers / Agents Mobile Banking Channel Integration Thin Client Rich Client Multi-Channel Transformation Front Front End Application End Server Server Forms Mgmt Electronic Signature Utility Systems Business Processes Service Processes Compliance Processes Marketing Processes Sales Processes Process Models Process Manager Enterprise Service Service HubBus Customer Analytics Business Insight Search & Discovery Analytics Threat & Fraud Analytics Customer Insight & Analytics Data Integration/ Information Services Service Registry & Repository Master Data Mgmt Customer Account Product Banking Data Warehouse Core Systems Business Partner Services Real Campaign Mgr 3 rd Party Products/Svcs Data Marts Data Warehousing Customer Relationship Mgmt Marketing Decision Support Relationship Management Case Management Service Mgmt & Invocation Banking Industry Models Content Mgmt Systems Document Mgmt Systems Information Governance & Monitoring Foundation Governance, Monitoring & Security Rapid Development & Integration Rapid Development & Integration Business Mgmt Debt Risk Fraud Product Resource Regulatory Unstructured Data Banking & Credit Operations Credit Cards General Ledger Corporate Banking Retail Banking Loan Origination Payments Enterprise External Services Gateway Bus Fico Credit Scores Demographic Data 3 rd party Data

18 Solution On-Ramps Drive Progressive Transformation Flexibility 2 3 Build on the value of previous projects and reuse assets Achieve a simplified SOAenabled infrastructure 1 Pick an on-ramp project and start rationalizing Start with disparate systems with complex integration Time

19 Customer Care & Insight Solutions Address Pain Points Customer Information Optimization Solutions Process Improvement Solutions Customer Data Integration Common Data Warehouse / Models SOA Foundation & Infrastructure Customer Insight Optimization Solutions Marketing Customer Segmentation & Profitability Campaign Management Marketing Communications Service Case Management Disputes Contact Center Optimization Event Based Decisioning Customer Analytics Business Insight Search & Discovery Analytics Threat & Fraud Sales Lending Optimization Dynamic Product Bundling Cross-Sell & Up-Sell Customer On-Boarding Compliance Know Your Customer Customer Preferences

20 Customer Information Optimization Project Top 10 U.S. Bank Business Problem 1. Provide a more consistent customer experience based on trusted and actionable enterprise customer data 2. Multiple customer information files and legacy systems that would not support their business objectives Actions 1. IBM assisted the bank in implementing a customer data integration initiative 2. Provided the bank with a roadmap to sunset its legacy CRF / CIF systems Smarter Business Outcomes 1. Successfully implemented ATM Preferences project based on Enterprise View of the Customer 2. Implemented Enterprise Data Warehouse based on IFW Banking Data Warehouse supporting Basel II initiatives

21 Contact Center Optimization & Analytics Engine Global Insurance Company Business Problem 1. Current Targeted Retention Call Center solution was not scalable nor portable as it was built on proprietary technology 2. Could not scale to growth demand 3. Limited data attributes available 4. Limited dash boarding and reporting capabilities Actions 1. Built a sophisticated call center analytics solution that matches calls with agents based on affinity list (parameters based / analytic modeling) 2. Implemented a portal based dashboard for reporting and business process optimization Customer Analytics Smarter Business Outcomes 1. Increased customer satisfaction and retention 2. Increased customer revenue 3. Minimized agent turnover 4. Created a performance path for new agents

22 Using Customer Care & Insight to Accelerate your Transformation Program 1. Identified Customer Care & Insight initiatives a.online Sales b.marketing Optimization i. Customer Segmentation and Profitability ii. Campaign Management iii.marketing Communication c.customer Data Integration 2. Conduct an Industry Business Value Assessment to prioritize initiatives and select an on-ramp project 3. Work on a Proof of Value

23