Omnichannel Evolution & Dynamic CRM

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1 Alessandra Cambiago Customer Base & Multichannel Banking Director CheBanca! SpA, Mediobanca Group - Italy SAS Customer Intelligence Roadshow, 24 th September 2014 Prague CheBanca! document. Circulation and reproduction forbidden without written approval by CheBanca!

2 CHEBANCA! CheBanca! is the digital retail bank of Mediobanca Group. Launched in 2008 to give a concrete response to the needs of a modern customer, it aims to become the leading bank for digital affluent in Italy in the next years More than 13 billion euro deposits, over customers. A simple and transparent offer to cover main customer needs: - 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 insurance funds, on top of all typical services for trading and investments - Deposit Account for short term investorswith interests paid in advance on 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 Transactional Services Investments and Insurance Funding 2

3 PILLARS OF CHEBANCA! SERVICE MODEL: the yellow approach OMNICHANNEL CRM DIFFERENTIATION BY SEGMENT BEST CUSTOMER EXPERIENCE A STEP AHEAD INNOVATION 3

4 OMNICHANNEL CRM IS HIGHLY EVOLVING OVER TIME to support the evolution of the bank 2008: REACTIVE MODEL, SIMPLE PRODUCTS 2014: PROACTIVE MODEL, COMPLEX PRODUCTS Simple products, counter products Investement decisions are quite simple and fast, low risk First purchase and repeat business are mainly self 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 4

5 CHEBANCA! OMNICHANNEL CRM NOW: unique customer view across channels, customer centric service model SOCIAL CARE CALL CENTER ATM INTERNET BANKING BANKING SHOPS APP COMMERCIAL PARTNERS 5

6 CHEBANCA! OMNICHANNEL CRM: a real time wheel LIFE CYCLE MANAGEMENT STRATEGY ORGANIZATION CUSTOMER FOCUSSED CUSTOMER INTELLIGENCE Customer behaviour and segmentation Redemption, value analysis and CSI monitoring ANALYSIS ACTIVITY PLAN Activity setting and macroplanning of campaigns Operative monitoring, execution optimization EXECUTION CHANNEL PLANNING Detailed inbound and outbound campaign planning, impact on channels, SLA and KPI settings 6

7 IN 2013 WE STARTED A BIG PROJECT to evolve crm enablers OBJECTIVES AREAS OF INTERVENTION Improve time-tomarket of customer base management plans and effectiveness of execution reporting ANALYTICS EXPLOIT CRM OPPORTUNITIES Increased ability to generate and monitor opportunities for CRM Omnichannel coordination of plans, managing synergies between inbound and outbound CRM Improvement and completion of data flows OMNICHANNEL CUSTOMER BASE MANAGEMENT Real time digital inbound CRM and sms integration CRM front line, in- and outbound Channel integration Increase number of activities with end to end process Multichannel & multistep interactions Real time, event driven campaigns in home banking 7

8 CAMPAIGN MANAGEMENT EVOLUTION: omnichannel base management and crm opportunities 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 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 and SMS, new sending engine with direct management of end users EXPLOIT CRM OPPORTUNITIES 8

9 IT ARCHITECTURE EVOLUTION WITH SAS ENGINE IMPLEMENTATION Customer-facing CUSTOMER INTERACTIONS Outbound SMS Outbound Filiale Customer Center Scheda Cliente Web Private Site Unique contact history Real time feedback Creativity management Contact History Event Collection CAMPAIGN MANAGER Real time decisioning Campaign Optimization Engine Campaign Offer Manager Unique interface to build campaigns End user authonomy Customer Analytic Record Lab mining Modeling ANALYTICS DWH DM Datamart dedicated to campaign monitoring CRM Transactions Bank Core 9

10 THE REAL TIME COMPONENT IS FUNDAMENTAL FOR DYNAMIC CRM WHAT DOES REAL TIME MEAN 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 THE OBJECTIVES Improving effectiveness of a marketing campaign and CSI Make a more precise proposal at 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 DWH Contact History Data Mining and customer profiling Other sources THE STRUCTURE OF REAL TIME INTERACTIONS Contextual data REAL TIME ENGINE Activities CHANNELS Call Center Branches Web site Internet Banking ATM Interactions Customer 10

11 CHEBANCA! OMNICHANNEL CRM in action : an example Outbound campaign Inbound CRM coordinated across channels 1 CheBanca! send an to a target of customers to promote new services of the banking APP 2a Customer calls the call center/visits a branch to get advice of new investment opportunities 3 Rep manages customer requirement, informing about new app functions: the front end system shows priorities of in- and outbound campaigns 2b Customer connects to his internet banking to check account movements and credit card statement If the customer updates the app with the new services, the online crm will change the proposals published in the channels 4 APP POP UP with landing page in the internet bankting with info on new APP 11

12 INBOUND CRM ON THE INTERNET BANKING Different placements to publish inbound campaigns Multichannel and multistep logic can be applied, linking the next step of the inbound campaign to customer behaviour/interaction with online communication Through a prioritization mechanism, the placement shows the Next Best Activity planned for the customer in that log in session The creativity is directly managed by end users, can have different frames and a mouse over mechanism Banners can be embedded or overlayer and the click through is to a dedicated landing page or to a function or web site In some navigation paths, real time events are detected and managed: if the customer, part of a certain target, makes the online action classified as event, the NBA appears in real time in the same log in session Mouseover 12

13 CHEBANCA! REAL TIME INBOUND CRM in action : an example 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/ can be scheduled 13

14 WE PUT THE FOUNDATION FOR THE DYNAMIC CRM EVOLUTION YESTERDAY TODAY TOMORROW NO CRM: same offer for everyone CRM: Customer segmentation and offer differentiation by cluster CRM + ANALYTICS: Personalized offers for every single customer 14

15 TO MANAGE FULL OMNICHANNEL INTERACTIONS ACQUISITION TRANSACTIONS CARING INVESTMENTS > SELF? Full online acquisition Mobile/APP Chat/Social NetworK/Home Banking In/outbox Digital Platforms > HELP? Branches, Parnters, Customer Care ATMs Call Centers Branches 15

16 IN PERSONALIZED DIGITAL ENVIROMENTS SAME HOME BANKING FOR EVERYBODY WITH PERSONALIZED INBOUND CRM EVERYBODY HAS HIS HOME BANKING WITH INTEGRATED PERSONALIZED INBOUND CRM VS? 16