Community Bankers Council

Transcription

1 Community Bankers Council CREATING THE CROSS CHANNEL EXPERIENCE Steve Onufrey IBM Corporation

2 Presentation Agenda Defining Cross-Channel Some Cross-Channel Experience Examples Elements Of The Cross Channel Infrastructure Summary 1

3 Cross-channel Integration What are we trying to do? Cross-channel integration Objectives Create a customer experience whereby the customer believes that he/she is dealing with a single brand that happens to have multiple access points Create an enterprise experience whereby the enterprise has the ability to recognize every customer at every access point and proactively react appropriately 2 Defining Multi-Channel

4 The customer is a multi-channel user. The challenge to financial institutions is to create a consistent customer cross-channel experience to create value and establish brand... Bank Owned Customer Access Points Branch Teller 50% Deposits 50% Cash Back Branch Sales/ Counseling 50% Sales 50% Service ATM 80% Withdrawals 20% Deposits Non-Cash, Kiosk US Pilots Merchant Owned Customer Access Points Point Of Sale Growing 1st choice of payment at - Gas Pumps - Checkout Counters CUSTOMER Retail High Net Worth Small Business Middle Market Corporate CORE PRODUCTS Investment Deposit Lending Employee Bank Brokerage Merchants Government Consumer Owned Customer Access Points Telebanking 75% VRU 25% Call Center Seat 92% Inquiry 4% Transfers 4% Bill Pay Internet 48 Million Households 15 Million PFMs 8 million Internet banking 2 million On line Bill Pay WebTV $100 set top...pilots Screen Phone 7 years of pilots Mobile, PDA potential with hi tech self directed investor 3

5 Presentation Agenda Defining Cross-Channel Some Cross-Channel Experience Examples Elements Of The Cross Channel Infrastructure Summary 4

6 Branches are still the anchor channel but are being redesigned to enhance customer satisfaction, reduce costs and earn customer s business. Enhanced Physical Design service efficiency sales effectiveness Uniform Customer Experience Universal Agents Transaction Core Sales Focus Cross-sell White Label Aggregation Incentives New Products Insurance Investments New Customers Unbanked Under Banked Work Flow Mobile Sales Force Emerging Affluent Video Conferencing Receptionists Seminars 5

7 NFI 24 Teller Welcome To NFI, Pat Wow, isn t the economy exciting? Come inside and see V our new investments plans for exciting times! Your Favorites $300 Checking Balance Balance Deposit Deposit Mini- Mini- Statement Video clip? Your Your Auto Auto Loan Loan 2 will will be be paid paid off off this this month. month. Tickets Tickets Messages Main Main Menu ATM 6

8 Pat Pat O Brien O Brien Segment: Segment: EA EA 2 2 WM WM W,4K W,4K Oak Oak Dr. Dr Last Last 5 5 visits visits Br/OL/OL/ATM/OL Br/OL/OL/ATM/OL At At ATM ATM #2 #2 Pat c Lee c Dave (Son) c De (Daughter) c Opportunity: Opportunity: Large Large deposit deposit 3 days days ago ago Offer Offer InvestSweep InvestSweepoffering Details Details Product Product Info Info PDA 7

9 The sales area is private and has access to all product and advice tools, support and expertise. Sales force does not sit behind desk Is on the floor to meet and greet customers The sales area is private with a trialogue occuring between the customer/spouse, FSR and screen. Sales are conducted in a needs based financial lifecycle context by financial advisors The technology supports all aspects of the branch position with functions of a universal agent 8

10 9 Relationship Customer Household Business Services: InvestAssist Sales Help InsureAssist BankAssist News Calendar Alerts Messages VideoLink Products: Corp Credit Deposit Invest Insure Pay Small Biz Trust Tax Welcome to your Relationship Portal Calendar 11:00am 12:00pm HNW meeting J. Allen 12:00pm 1:00pm Lunch w BD at Bo s 6:30pm Soccer Practice Customer Pat O Brien Segment: EA 2 WM W,4K 4454 Oak Dr VideoLink Available: J. Young W. Clark R. Griffin more Last 5 visits Br/OL/OL/ATM/OL Rooms: CR1, CR2 InvestAssist InvestSweep The ideal offering for EF2 or above Sweeps all accounts Doubles your incentive bonus News Fed Chairman speaks.. NFI issues new report Economy shows signs New products announced Sales Help Personal Portal

11 InvestSweep Advantages: Maximum Interest Lowest Credit Rates Major Tax Advantages 10 Videoconferencing

12 Presentation Agenda Defining Cross-Channel Some Cross-Channel Experience Examples Elements Of The Cross Channel Infrastructure Summary 11

13 Properly managing customer information across lines of business is a critical enabler to any customer-centered strategy and can have significant impact on a company s bottom line. Inhibited proactively Service differentiation Lost cross-sell opportunities Incomplete view of the customer Fragmented channels 12 Defining Multi-Channel

14 Costs of Dysfunctional Channels Inefficiencies driving higher costs Duplication of processes Extra effort required to co-ordinate multi-channel initiatives Lost Sales Opportunities Targeted customers not identified when they touch the bank Customer needs and wants not universally understood Longer lead to time to introduce new products and initiatives Lower Customer Satisfaction Inconsistent treatment across channels Discontinuous conversations across channels The financial institution does not know me Inconsistent offers to customers 13 Defining Multi-Channel

15 Multi-channel Integration What are the key elements? There are multiple solution components that drive a multi-channel environment. Despite the variety in solution components all solutions must enable the following: A single operational single view of the customer = single data source Realtime access to relevant customer information at the point of contact = compute power + connection speed Ability of enterprise to react appropriately to customers at all points of contact = new generation of integrated application software 14 Building a Multi-Channel Infrastructure

16 So. why is that multi-channel thing so hard? Building a Multi-Channel Infrastructure

17 Ideally, a Customer-Centric (aka Customer Relationship-based) Business Architecture can be described as a comprehensive end to end solution enabled by tightly integrated processes and infrastructure. Collaboration Business Operations Analysis Data Transformation and Integration Version 1.7 IBM 2001 Customers / Clients Assisted Call Center Producer (Agent) Branch FAX Mail Self Service Internet Kiosk WAP ATM PDA Desktop Telephony Internet Wireless Customer Interaction Processing Marketing Prospecting Campaign Execution Campaign Mgt. Sales Cross Sell & Up Sell Needs Analysis Illustration Service Customer Care Case Mgt. Bus. Txn. enablement Advice & Guidance Aggregation Core Business Processing Banking Transaction svcs. Account mgt. Insurance Quotation Underwriting Policy Admin. Claim processing Securities Trade Execution Clearing & Settlement Cross Industry Credit & Cash mgt. Statement & Billing Accounting Partner Business Processing Data Warehouse Enterprise Extraprise Data Marts Activity Analysis Segmentation Market Mgt. Profitability Campaign Devt Campaign Assessment B2B Portal Data Analysis & Reporting B2B Partners Resellers Portals Channel Enablement Personalization Enterprise Client File & ODS Data Mining Mgt. Reporting Predictive modelling Enterprise Application Integration 16 Building a Multi-Channel Infrastructure

18 Existing IT environments are typically built from indispensable legacy systems and best of breed package applications Collaboration Business Operations Analysis Data Transformation and Integration Version 1.7 IBM 2001 Customers / Clients Assisted Call Center Producer (Agent) Branch FAX Mail Self Service Internet Kiosk WAP ATM PDA Desktop Telephony Internet Wireless Customer Interaction Processing Marketing Prospecting MCIF Campaign Execution Campaign Mgt. Sales CRM Cross Sell & Up Sell Needs Analysis Illustration Platform Service Customer Care Case Mgt. Bus. Teller Txn. enablement Advice & Guidance Aggregation Wealth Management Core Business Processing Banking Transaction svcs. Core Banking Account mgt. Insurance Mortgage Quotation Underwriting Policy Admin. Claim processing Securities Insurance Trade Execution Clearing & Settlement Cross Credit Industry Card Credit & Cash mgt. Statement & Billing Accounting Partner Business Processing Data Warehouse Enterprise Extraprise Data Marts Data Mining Activity Analysis Segmentation Customer Market Mgt. attrition Profitability Campaign Devt Campaign Assessment B2B Portal Data Analysis & Reporting B2B Partners Resellers Portals Channel Enablement Personalization Enterprise Client File & ODS Data Mining Mgt. Reporting Predictive modelling Enterprise Application Integration 17 Building a Multi-Channel Infrastructure

19 .. that duplicate customer data around the corporation.. Collaboration Business Operations Analysis Data Transformation and Integration Version 1.7 IBM 2001 Customers / Clients Joshua Aarons Alice Sheen Assisted Call Center Producer (Agent) Branch FAX Mail Self Service Internet Kiosk WAP ATM PDA Desktop Telephony Internet Wireless B2B Portal Customer Interaction Processing CRM Marketing Prospecting MCIF Campaign Execution Campaign Mgt. Sales Cross Sell & Up Sell Mortgage Needs Analysis Illustration ServicePlatform Customer Care Case Mgt. Bus. Txn. enablement Credit Card Advice & Guidance Aggregation Wealth Management Core Business Processing Banking Transaction svcs. Account mgt. Core Banking Insurance Quotation Underwriting Policy Admin. Claim processing Securities Trade Insurance Execution Clearing & Settlement Cross Industry Credit & Cash mgt. Statement & Billing Accounting Partner Business Processing Data Warehouse Enterprise Extraprise Data Marts Data Activity Mining Analysis Segmentation Market Mgt. Customer Profitability attrition Campaign Devt Campaign Assessment Data Analysis & Reporting B2B Partners Resellers Portals Channel Enablement Personalization Enterprise Client File & ODS Data Mining Mgt. Reporting Predictive modelling Enterprise Application Integration 18 Building a Multi-Channel Infrastructure

20 . and do not present consistent service to the customer. Collaboration Business Operations Analysis Data Transformation and Integration Version 1.7 IBM 2001 Customers / Clients Assisted Call Center Producer (Agent) Branch FAX Mail Self Service Internet Kiosk WAP ATM PDA Desktop Telephony Internet Wireless Customer Interaction Processing CRM Marketing Prospecting MCIF Campaign Execution Campaign Mgt. Sales Cross Sell & Up Sell Needs Analysis Illustration Service Customer Platform Care Case Mgt. Core Business Processing Banking Transaction svcs. Account mgt. Insurance Quotation Underwriting Mortgage Policy Admin. Claim processing Securities Trade Execution Clearing & Settlement Cross Industry Bus. Txn. enablement Credit & Cash mgt. Advice & Guidance Credit Card Statement & Billing Aggregation Accounting Partner Business Wealth Management Processing Data Warehouse Enterprise Extraprise Data Marts Activity Analysis Segmentation Market Mgt. Profitability Campaign Devt Campaign Assessment B2B Portal Data Analysis & Reporting B2B Partners Resellers Portals Channel Enablement Personalization Enterprise Client File & ODS Data Mining Mgt. Reporting Predictive modelling Enterprise Application Integration 19 Building a Multi-Channel Infrastructure

21 20 Behind the Scenes

22 Summary The key elements of any multi-channel solution give: A single operational view of the customer = single data source Realtime access to relevant customer information at the point of contact = compute power + connection speed Ability of enterprise to proactively react appropriately to customers at all points of contact = new generation of integrated application software Benefits of multi-channel are understood and quantifiable in: Operational Efficiencies Increased Revenue Improved Customer Satisfaction 21 Summary