Accenture Interactive Point of View Series Banking on : Enabling a digital first mindset Intelligence
Operating Model Socially Engaging Banking Relationship Management Intelligence Integrated Experience Design First Everywhere Banking Post-login Customer Experience Intelligence Intelligence is one of seven enablers that can help financial services providers renew the customer experience in the digital era. Adopting a First mindset putting digital at the heart of the business enables financial institutions to redefine their relationship with their customers. Find out more: www.accenture.com/bankingondigital In today s digital marketplace most major financial services organizations have initiated a long-term data transformation program to help cope with the explosion of data and shifting channels. However, with lengthy program implementation times and continually evolving data sources, companies have been slow to reap the benefits. A Intelligence program, operating in parallel with larger data transformation programs, can help companies answer important business questions, generate rich customer insights and drive strong customer engagement across channels at speed. How can I move away from one-size-fits-all to relevant, personalized experiences? What channels do I use to increase customer engagement? Done correctly, Intelligence programs can also be integrated into the broader data transformation programs. Intelligence enables financial institutions to collect and analyze data from multiple digital channels and build a relevant, dynamic, one-to-one dialogue with its customers. The result? Personalized digital experiences that increase sales and customer loyalty and boost marketing return on investment. What can I do to increase conversion? Who are the most profitable customers to target? Why does Intelligence matter? With a robust Intelligence capability, traditional financial services providers can: Increase brand preference and trust: Hitting the customer sweet spot with improved personalized offers and relevant services enhances their experience, propensity to buy and loyalty, while reducing churn rates. Increase revenue: With better customer insight and analytics, segmentation and targeting can provide a more relevant experience to all digital touchpoints. By improving the quality of leads and conversion rates, businesses can also boost opportunities to cross-sell or up-sell products. Consumers tend to research and compare offers on financial products before they buy and, in the case of products like mortgages, do so fairly infrequently. It is critical that financial services companies tap into the customer context to offer tailored products and timely promotions. Reduce costs: With the improved marketing automation that a Intelligence capability brings, financial services providers can use their resources more productively. More precise promotion targeting reduces marketing spend. And customers receive offers only on products most relevant to them. Traditional banks can also reduce branch costs by making digital services more engaging and relevant.
Practical Guide to Intelligence There are five levels in achieving a mature Intelligence capability. (See Figure 1.) Most financial institutions today have reached level one or two, but some companies are leading the way with more advanced capabilities. These companies have already begun to integrate their traditional data warehousing programs with their digital analytics capability. This guide is intended to help financial services companies self-diagnose current capabilities and determine the steps needed to get an effective Intelligence capability up and running, helping achieve a 360-degree view of the customer. Figure 1: Intelligence Maturity Levels Level 1 Single Channel Optimization Content is targeted within a single channel, based on defined customer segments and digital analytics. Level 2 Multiple Channel Segmentation multiple Level 3 Segment-based Targeting across Multiple Channels The targeted offers can then be sent to customer segment groups across Level 4 One-to-one Targeting across Multiple Channels The targeted offers can then be sent to customer segment groups across Companies can create personalized offers and messages for individual customers. Personalized campaigns are executed across digital channels. Customers are targeted with the right message at the right time through their preferred digital channel. Level 5 Integrated Multichannel One-to-one Interactions digital channels and traditional channels. Customer segments are defined based on multichannel attributes. channels. The targeted offers can be sent to customer segment groups across channels. Companies can create personalized offers and messages for individual customers. Personalized campaigns are executed across all channels. Customers are targeted with the right message at the right time through their preferred channel.
Single Channel Optimization By employing Internet retargeting technologies that change marketing content according to past customer online behavior, businesses can improve their relevance to anonymous and authenticated customers. For example, repeat website visitors at the U.K. insurance company, Direct Line, receive relevant product offers based on their previous browsing history. Develop digital personas summaries of the characteristics, needs, motivations and environment of key online consumers to understand different customer segments Use web analytics data to identify customer segments based on behavioral preferences Employ content targeting technologies to tailor content to these segments Multiple Channel Segmentation Financial services companies can integrate data from online and mobile websites, social media, and mobile apps with customer databases to better determine appropriate usage and channel strategy based on customer insights. A leading financial services company, for example, integrates user activity data from multiple digital sources to understand how customers use each channel for different activities and develops those channels accordingly. Identify customer data sources in the organization. Prioritize the data integration between these sources based on the business benefits and additional capabilities that the enhanced customer view provides Use customization features of web analytics tools to capture anonymous customer transaction IDs, which can make customer tracking and data integration between data sources easier Segment-based Targeting across Multiple Channels Businesses can e-mail contacts about new online products or services based on previous browsing history across all digital channels. Leading retailers are able to identify consumers who did not complete an online order and send them an e-mail reminder or incentive, such as free delivery or a discount. In the financial services industry, for instance, a bank can target visitors who previously viewed mortgage information on its mobile app or website but who have not begun the mortgage application process. Use built-in integration capabilities that exist in some technology solutions to link your web analytics with your e-mail service provider Analyze data to create customer segments defined by digital behavior and identify those segments where user experience improvements would most benefit the business One-to-one Targeting across Multiple Channels Companies can use integrated customer data to generate offers tailored to each user, improving relevance and driving incremental sales. At the media company, Sky, customers receive personalized e-mails about programs or movies they might like to view based on the previous content they have already watched. Banks, for instance, can apply this concept by sending an e-mail offer to a customer based on the loan products she viewed on the mobile website last week with a special rate calculated for her risk profile. Incorporate existing next-best-action (NBA) algorithms and systems in recommendation strategies across digital channels Adopt technologies that perform customer analysis and create individual recommendations or offerings Integrated Multichannel One-to-one Interactions At this level, businesses can offer unique customer experiences with messages not only tailored to the individual, but also sent at the most convenient time and through the customer s preferred channel. At Swedish airline, SAS, customers who have booked flights online and provided personal details can check in by replying to confirmation e-mails or texts. Banks could use a similar capability to identify when a customer receives a larger than normal salary payment, most likely a bonus, to trigger a special savings rate offer at that time via the customer s preferred channel. Develop detailed multichannel customer experience maps to understand how customers use different channels and the role they play in shifting customer interaction from one channel to another. Share the maps across the organization for example, web and in-branch teams to improve the customer experience through collaboration Use a cloud-based customer experience management tool to create a virtual single customer view and drive personalized, trigger-based targeting Take advantage of the mobile platform and its geo-location capabilities to offer relevant products and services when customers pass by ATMs and branches Where does your company currently line up on the Intelligence spectrum? To harness the power of digital and achieve a 360-degree view of the customer, companies will need to identify and look beyond their current organizational structure and level of digital analytics. Developing a robust Intelligence capability takes time but is a critical investment. Achieving all of the maturity levels in quick succession is not required in order to drive performance. Once you have a clear understanding of current capabilities, your business can select pragmatic steps across the maturity levels to accelerate customer experience improvements, boost performance and enhance marketplace agility.
To learn more about building digital capabilities in banking, contact: Joydeep Bhattacharya j.a.bhattacharya@accenture.com John Wyllie john.wyllie@accenture.com Piercarlo Gera piercarlo.gera@accenture.com About Accenture Interactive Accenture Interactive helps the world s leading brands drive superior marketing performance across the full multichannel customer experience. Working with over 4,000 Accenture professionals dedicated to serving the marketing function, Accenture Interactive offers integrated, industrialized and industry-driven marketing solutions and services across consulting, technology and outsourcing powered by analytics. Follow @AccentureSocial or visit accenture.com/interactive. About Accenture Accenture is a global management consulting, technology services and outsourcing company, with approximately 259,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$27.9 billion for the fiscal year ended Aug. 31, 2012. Its home page is www.accenture.com. Copyright 2013 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. This document makes descriptive reference to trademarks that may be owned by others. The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks. Information regarding third-party products, services and organizations was obtained from publicly available sources, and Accenture cannot confirm the accuracy or reliability of such sources or information. Its inclusion does not imply an endorsement by or of any third party. The views and opinions in this article should not be viewed as professional advice with respect to your business.