Software AG Company Presentation Customer Experience Management(CEM) Differentiation, Differentiation

Transcription

1 Software AG Company Presentation Customer Experience Management(CEM) Differentiation, Differentiation Speaker Name: Man Hui Speaker Title: Principal Solution Architect Date: 3 rd June 2014 Get There Faster 1

2 Customer Experience Management.. Link to the Video on Youtube. 2

3 Business Drivers for CEM in Banking Competitive Market with Commoditized Products What are Your Differentiations Among the Peers? 3

4 Business Drivers for CEM in Banking Competitive Market with Commoditized Products 4

5 Business Drivers for CEM in Banking Competitive Market with Commoditized Products Delivering the Right Product/Service, at the Right Time, to the Right Customer via the Right Channels Every Touch Points Consistently 5

6 Question for Thought It is Much Easier and Less Costly to Sell to Existing Customers And How Successful you are now? 6

7 There are No Shortage of Systems and Information at your Disposal! 7

8 Typical/Traditional Marketing Segmentation Process SMS Postal mail Customer Databases: Loyalty, Billing, CRM Business Intelligence and/or Predictive Analytics Automated Marketing System 8

9 Typical results Tiny Response Rates, Fractions of 1% Messages often Treated as Spam or not seen as Relevant Offers have a Lack of Context Despite High Degrees of Segmentation 9

10 Another Question for Thought Are you Getting the Result you Need? 10

11 What is the Behaviour of Your Customers? 11

12 Smart Mobile Phone - Example Drives Some of the Key Characteristics of New Business Model Cross/Up Sell Offers 12

13 Smart Mobile Phone - Example Drive Some of the Key Characteristics of New Business Model Cross/Up Sell Offers Delivering Personalized Financial Products/Services at Where and When the Customers Want Them 13

14 Current Reality of Customer Engagement (Marketing Cross/Up Sell) Mass Marketing Targeted Marketing Cost Channels Products Mix Conversion Rate Product Oriented Customer Oriented High Low Very Low (< 1%) Can be Up to 6% 14

15 Real-time Marketing with all Touch Points Channels Market and Sell Customer Lifetime Value Current Portfolio View (360 Degree) Higher Enterprise Value Highly Mobile and Tech Savvy Engage and Serve Loyalty and Advocacy 15

16 Use Cases in Perspective Capturing Channel Activity Real time Credit Card Purchase Over 1000 Click on Internet Banking Banner for Mortgage Loan Two Times ATM Password Miskeys Change of Call Centre Follow Mortgage Rate on Twitter Etc Unlocking the Value/ Risk for the Bank Real-time Channel Response Engine Activities Correlation & Inference Integrated View Business Rules Real-time/ Dynamic Response Higher Enterprise Value 16

17 Use Case Example Market and Sell Capturing Channel Activity Real time Unlocking the Value/ Risk for the Bank Real-time Channel Response Engine Real-time/ Dynamic Response Real-time, One-to-One Marketing Credit Card Purchase Over World Trade Centre Average Card Spending > Per Month Offer Additional Loyalty Points and Extra Cash Rebate if the Same Place Activities Correlation & Inference Integrated View Business Rules Thank You for Using Our Credit Card, Enjoy 2x Loyalty Points for Every Dollar Spent and Additional 0.1% Cash Tang Plaza. 17

18 More.. To Make Every Channel Experience a Potential Selling and Serving Opportunity Credit card purchase of airline ticket at 1230pm today via agent/airlines Change of home address at call centre Credit card malls Large fund inflow/outflow in transactional accounts All other possible Channels activities Up sell TravelShield via call 1:00pm Up sell new home insurance/personal loans at call centre at the same time Offer instant lucky draw to encourage spending more the mall For large fund outflow, contact customer. For large fund inflow, up sell investment products or TD Either serve or sell NOW 18

19 Management and Operational Insight 19

20 Real-time Monitoring, Analysis and Actions Customers Business Partners Employees Change Of Address Saving Deposits Open Deposit Account Revolving Loan Draw Down ATM Withdraw Real-time Business Transactions Mortgage Loan Not Drawn Down Credit Card Purchases Insurance Due For Renewal Cancellation Of Salary Account Checking A/C Overdraft Loans Applications Open Checking Accounts Fund Transfers Real-time Events Processing Engine Complex Event Processing Engine Events Inference Engine Events Correlation Rules/Scoring Temporal Spatial Aggregation Rules Chaining BigMemory Real-time Actionable Decisions David Zhang Change Address Mortgage Appl. Cancel Salary A/C Past 10 Days Risk Mgt Credit Risk Basel II Compliance Opportunities Cross/Up Selling Services 1. Structured 2. Patterned SLA Mgt 3. Organized Ready for Decision Making! 1. Extremely Data Intensive 2. Unstructured 3. Non Patterned 4. Chaotic Not Ready for Decision Making! Enterprise Data Warehouse Cards Backend Systems SOA Infrastructure Secured Loans Unsecured Loans Deposits Others 20

21 Real-time Marketing Drive Differentiations Any Real-time ACTIONS Real-time Decisions Engine with Big Memory Streaming/Static Events (Apama/BigMemory)_ Management Dashboard Any Events that Trigger DECISIONS ATM Call Centre Cards Use Internet Banking Branch Activities Correlation & Inference Integrated View Business Rules Operational Dashboard Social Networks Backend Systems Enterprise DW SOA DataConnect Infrastructure CIS Products Processors CRM Campaign Master Others 21

22 SoftwareAG, Your Technology Partner in the Digitized World Real-time KPIs Visibility Social Media Mobile Devices ATM Web Traffic U N I V E R S A L Business Process Management Biz Processes News/Data Feed Imagery Etc. M E S S A G I N G Complex Event Processing Distributed In Memory Data Store I n t e g r a t i o n Enterprise Data Warehouse Products (Cards/Loans/Tx Accounts/Etc) CIS/CRM Real-time Biz Process Visibility Right Products/Services at the Right Time via the Right Channels at Realtime 22

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