Cisco Confidential 1© 2011 Cisco and/or its affiliates. All rights reserved.

Video Banking: The Role of Video Collaboration in Transforming the Customer Experience at Citizens Financial Group

Jason BettingerSenior Business Advisor - Financial ServicesCisco Business Transformation, The Americas

October 12, 2011

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• Specialized Financial Services Resources

• Achieves better alignment between the business and IT

• Accelerates evaluation of solutions

© 2011 Cisco Systems, Inc. All rights reserved. Cisco Confidential 9BTAG

A Phased Approach to Deliver Business Value

Degree of Difficulty

BU

SIN

ES

S V

ALU

E (

$M

)

Leverage ResourcesAcross the Bank

Proactive Contactto Increase Sales

Employee On-Boarding and Training

Internal Video ConferencingUtilization

Enablement of the Mobile Sales Force

Eliminating Paper

Proactive Contact(Follow-up)

DifferentiatedCustomer Experience

Executive and EmployeeCommunications

Unparalleled Mobile Banking

MID TERM

LONG TERM

SHORT TERM

MID TERM

3

• Long lines

• Lack of availability of product experts

• Expectation of a personalized, face-to-face experience

• Inability to provide additional expertise in real-time

• Slow/ inadequate, response for phone or Web channels

4

UC, Presence Management

and Intelligent Routing

Branch/Store

Video Conference

Combined Customer

Profile Databases

Unified Communications

Technology

Digital Communications

Recording

5

• Video endpoints

• Branch Infrastructure

• Call Routing

• Signature Capture

• Encrypted Storage

• Communicate both Internally and externally

• Get staff comfortable with technology

• Integrate with current sales processes

• Provide incentives to drive usage

• Reporting

Process

TechnologyPeople

6

The Incredible Journey of Video Banking…

Trish Cawley, SVP Citizens Financial GroupTim Skinner, VP Citizens Financial Group

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What is not to like about this picture?

8

9

Innovation’s 1st Thought…

“How in the #@*$ are we going to do this?”

10

Business Line’s 1st Thought…

“Do we really have time to do this?”

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Roadmap To Success…

SHE SAIDHE SAID

12

Innovation’s Roadmap… SHE SAID

• “Simple” Proposition and Syndication

• Create an optimal Customer (and Colleague) Experience

• Build Partnerships

• Be prepared to “SELL” throughout the journey

• Overcome barriers – “manage to yes”

• “High Touch Approach”

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“Simple” Proposition and Syndication

Video Banking offers a unique opportunity to differentiate our value proposition…

• Provides consumers with customized on-demand professional advice through in-

branch video conferencing…

– Specialized advice on Mortgages, Wealth Management, Business Lending with

capabilities to open accounts, schedule appointments, and sign documents on the

spot in pilot branches

• Launched April 18th 2011

– 16 Branches in 4 Markets; MA, PA, IL, and NY

– 3 Business Lines; Mortgage, Wealth Management, and Business Direct Lending

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Create an optimal Customer (and Colleague) Experience

Customer Advice Need Advice Options via Centralized Call Centers and Direct to Subject Matter Professionals

Licensed Representative can discuss financial needs, qualify leads and schedule appointments

with FCs in MA, IL, and PA

LongPen Signature Unit enables customer to sign Mortgage Application Package during Video

Session

HLSCHome Loan Advisors

Cincinnati OH

CCO Phone BankLicensed RepsSmithfield RI

Mortgage Inquiry

Investments Inquiry

Via Video Unit

Via Video Unit

Via Tablet & LongPen Unit

Customer can start and complete Business Loan applications during the Video Session

Business Direct Lending RepsCranston RI

Business Loan Inquiry

Via Video Unit

Advise Only Model

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Build Partnerships

Legal

Technology Public Affairs

Business Banking

Marketing

Wealth Management

Cisco

Retail

Innovation

Reporting

Risk/Compliance

Facilities

Mortgage

Communications

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Be prepared to “SELL” throughout the journey

Video Banking… Coming Soon

Video Banking Is Great

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Internal Resources -Delivery MechanismsUsers

Branch

Branch

Personnel

Customers

Call Center Reps

`

Branch

Network

Corporate

Network

Call Centers•

Business Users

VPN

VPN

`

SSL/VPN

Tunnel

VPN

Overcome Barriers – “Manage to Yes”

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“High Touch” ApproachMassachusetts

Philadelphia

Illinois

Long Island

Cincinnati

Rhode Island

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Business Line’s Roadmap… HE SAID

• Be open-minded… believe in the vision

• Build the right team… Executive Sponsorship is key

• Identify the risks (landmines) and scope out solutions

• “Don’t re-invent the wheel”

• Do not “suffer in silence” – over-communicate

• Own the Process

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Be open-minded… believe in the vision

+ + +

=Success

21

Build the right team… Executive sponsorship is key

22

Identify the risks (landmines) and scope out solutions…

23

“Don’t re-invent the wheel”

24

Do not “suffer in silence” – over-communicate

25

Own the Process

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One size doesn’t fit all…