Customer engagement: transforming

the business in the age of the client

Silvia Carlassara

CRM and Sales Planning, Intesa Sanpaolo

Customer Experience Conference, Financial Services

London, 25 October 2017

Intesa Sanpaolo is among the top

banking groups in the euro zone...

20 mln clients and 5.800+ branches in

Italy and abroad

Selective and strategic presence in retail

and commercial banking in 12 countries

in Central-Eastern Europe, in the

Middle-East and Northern Africa

Source: Intesa Sanpaolo Investor Relations

International network of specialists

supporting corporate customers across 26

countries

1

2

… and the leading bank in Italy, growth

accelerator of the real economy

12,3 mln customers in Italy: 24% of the Italian

population >18 years of age is an Intesa Sanpaolo

customer

Intesa Sanpaolo is a nation-wide bank with a local

touch, with more than 4.600 branches in 20

different regions

Growth accelerator of the real economy:

48€ bn of mid/long-term loans given in 2016,

+80% vs. 2014

Leadership in Italy based on long-term

relationship with clients

Assets under management: 20% m.s.

Deposits : 18% m.s.

Loans and mortgages: 17% m.s.

Life insurance: 20% m.s.

Source: Intesa Sanpaolo Investor Relations

WE, THE DIVISION BANCA DEI TERRITORI.

Fintech companies are disrupting the

ecosystem: with “open banking” and the

automation of banking services

Client-centric experience. They enable simplification

and creation of new user experiences: from contract

management to loans, from investments to payments

Time-to-market e API. They are fast in the creation of

new services and in the integration of solutions with

external distribution platforms

Lower prices and costs. New business models allow

for competitive prices and lower operating costs

4

What drives banking transformation:

new technologies or new client experiences?

FINTECH

TRADITIONAL

BANKS

5

Speed

Innovation

Ideas

Financial soundness

Local presence

Data

People

Simplicity

We build innovative services: flexible and personalized

Reputation

Security

Traditional banks have the opportunity to

collaborate with Fintech leveraging on

each others’ strenghts…

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Contextual. Supported by client-centric

technologies that enable contextual

communications

Intuitive. Inspired by the simplicity of the

front-end solutions of “digital native” non-

banking players

Innovative. Thanks to influences from other

industries and diversified skills (biotech,

design, ...)

FINTECH ECOSYSTEM

Personalized. Thanks to deep client-

knowledge, based on big data analysis

Crowdfunding

Lending

Payments

E-commerce

PFM

… to build a superior customer

experience

of clients made

operations through

digital channels(2016)

55%Transactions on

Internet Banking(2014-2016)

+43%Transactions on

mobile app(2014-2016)

6X

We are digitizing our business strategy,

with a customer-centric approach

New products and services stemming from clients

needs and changing expectations, simple and flexible

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INTESA SANPAOLO CLIENTS

Source: BdT, Forrester The State Of Digital Banking, 2016

1. Private clients, >18, owners of banking products, who had a contact with the Bank, excluding

ATM, in the last 12 months (data: Apr. 2017)

Intesa Sanpaolo is one of the seven

most advanced global players in

digital transformation

42%

25%

33%

Physical

Digital

Phygital

Complete redesign of

the online banking and

customer service

Branch and phone

branch only

Digital channels

only

Both traditional and

digital channels

% on total clients1

PREFERRED CHANNELS

Fully integrated multichannel experience for more

than 80% of products

More than 8,5mln dematerialized operations and

more than 400mln paperless documents

Our innovative solutions enable us to

offer memorable experiences

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BUILDING

MEMORABLE

EXPERIENCES

Loyalty PFM

Accessibility

Customer

journey

New digital

experience

CONSTANT

COMMUNICATION

EVERYDAY

BANKING

SERVICES BASED

ON CLIENTS NEEDS

Digital

signature

Customer

feedback

New tone

of voice

Speak

with us

Remote

proposals

Piggy Bank

O-Key

Smart

5674

We offer high-quality services, digital

interactions and a human touch

Everyday Banking. A digital and multichannel

experience in your everyday operations completely

renewed, distinctive and safer, allowing to monitor

expenses and to make payments in every moment. With

the app, on the website, in all branches and with a

proximity network of over 20.000 tobacco shops

“Speak with us”. Wide autonomy in mobility with

assistance and service, from local or online branch in

every moment (also from website and app). Just a shake

with the app and you are immediately in touch with our

online customer support

Moments that matter. Feeling welcome at the local

branch like at home, living an integrated experience with

the mobile app. Our RMs speak to the customers, also

remotely, offering advices and personalized solutions in

the most important moments of clients life

A customer-centric

and multichannel bank

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We create a personalized relationship with

clients through multichannel customer

journeys

…complete. To our clients we offer assistance and

propose commercial offers

…contextual. We develop innovative solutions to

communicate with our clients in real-time

…interactive. Our product and service offer is generated

from interactions and data collected around client behavior

The communication with our clients is…

…personal. We use advanced technologies to send the

best message to each client

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…we suggest them

to discover more

about our loans

Marta e Marco

are looking for

a house...

…they often search for

loans on comparative

websites…

Marco is

travelling

aboard with his

family…

…he cannot use

his credit card in a

store…

…the contact unit

immediately reaches out to

give instruction on how to

modify his security code

An insight driven approach. We integrate unstructured

data to have a 360°view of the client

Thanks to our CRM we communicate

contextually to offer the best product or

services, to each client, at the right time

2013 2014 2015

Analytics and Big Data. We profile our clients based on

their behavior on different channels to capture and foresee

their needs and wishes

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Real time marketing engine. We leverage on digital

solutions to adopt a real time marketing approach

A constant dialogue. We make use of all touch points to

communicate with clients

Increase in

Customer Value

x3-5

VALUE CREATION

Increase

in NPS

+20-40% 7XSuccess rate on

clients called back

within 5 days

~2,8 mlnContact points with

clients every day

80%of clients receive a

real-time, personalized

and contextual message

on digital channels

300+Customer

journeys

Our personalized offer goes beyond

banking products and services

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IN OFFERTA

Personalization. We propose offers based on

interests and past purchases

Daily benefits. Through IN OFFERTA we give access

to savings and daily benefits to clients

Localization Age and

Gender

Income

bracket

Family

composition

Habits and

Interests

PROFILING PARAMETERS

Increased sales

Exposure

New clients Loyalty

Seasonal adjustments

Digitalization

BENEFITS FOR THE MERCHANTS

IN OFFERTA13

Listening to our clients is at the core of

our value-creation strategy

The client is at the center of

our thoughts, activities, decisions,

in all phases of the development process

Clients contacted

>10mlnScores collected

>1mlnComments analyzed

>360k

CLIENTS FEEDBACK

Source: Survey INS e NPS, Personal, Retail e Corporate, 2015-2016

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We improve

We co-create

We involve

We listen to the voice of customers: the

NPS supports processes and services

improvements and shapes employees

behaviors

#1 Intesa Sanpaolo is the leading Italian

traditional bank in terms of NPS

“How likely is it that you would recommend

Intesa Sanpaolo to a friend or colleague?”

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RELATIONSHIP VARIABLES

are the main determinants of

customer satisfactionThe NPS to improve clients relationship and internal

processes

Clients suggestions: we collect and highly value our

clients’ comments

Customer advocacy culture: we select best-in-class

behaviors that are useful to improve client relationship

We want to spread a customer-obsessed

culture within the whole Bank

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I've learned that people will

forget what you said, people

will forget what you did,

but people will never forget

how you made them feel

“

“

Maya Angelou

Simple

Personal

Multichannel

Fast

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Silvia Carlassara

CRM and Sales Planning, Intesa Sanpaolo