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Customer Journeys Financial Services Jeremy Waite – Salesforce Jan Hendrik van Dalen – Aegon Humprey Fredriksz - Aegon
How to Build Profitable Relationships. Faster. Jeremy Waite Head of Digital Strategy, Marketing Cloud EMEA @JeremyWaite [email protected]
Helping the World’s Largest Financial Services Brands Retail Banking
Mortgage
Wealth Management
Life / P&C Insurance
Commercial & Corporate
Capital Markets
Financial Services Companies Are Struggling To Make The Transition
Data security risks and industry regulations
that impede innovation
Product-centric data structure lacking
actionable customer insights
Disjointed customer experience across branch,
mobile, and online
5
“Companies are no longer competing
against each other. They are competing
against speed”.
@Benioff
6
00:2200:22
7
8
00:05
Information is powerful but it is how we use it that will define us... @Avinash
The Disruptive Economy
11
“The business world is currently in the middle of a trust
crisis”.
@Benioff
12
TRUST
Less Than 41% People “Believe” Executives
Build Relationships. Faster.
#BIGDATA
Volume Velocity Variety Veracity
5B Smartphones
by 2017 Customer Data
Purchase Data
500m+ Social Networks, Blogs & Forums
Social Data 2.5
Quintillion bytes of data
every day
Connected Data
14
Customer Loyalty Is Everything.
17
72% CEOs say their main priority is understanding
their customer’s needs.
#loyalty
WHO • WHAT • WHY • WHERE • WHEN
Connect with your customers. Faster. Become a Customer Company
Analytics
THE CUSTOMER SUCCESS PLATFORM
Aegon
Jeremy Waite Head of Digital Strategy, Marketing Cloud EMEA @JeremyWaite [email protected]
Jeremy Waite Head of Digital Strategy, Marketing Cloud EMEA @JeremyWaite [email protected]
Jan Hendik van Dalen Senior Acquisition Marketeer Mortgages Aegon Humphrey Fredriksz Channel Manager Mobile Aegon
Jeremy Waite Head of Digital Strategy, Marketing Cloud EMEA @JeremyWaite [email protected]
aegon.com
Acquisitie consument Jaarplan 2015
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Empowering the self-directed customer: Buying a new house
Amsterdam, March 26 2015 Humphrey Fredriksz & Jan Hendrik van Dalen
24
Aegon wereld wijd
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Aegon at a glance
25
Aegon’s mission is to help people take responsibility for their financial future…
26
Our Customers’ Life Cycle
27
Aegon uses multiple distribution channels – digital is increasing
28
We are getting much closer to the people who depend on us...
29
Personalizing Customer Experience
30
Objectives • Empower the self-directed customer by digitizing traditional necessary
services
• Seduce the customer with by being relevant and helpful in the process of buying a house
Criteria for the new app • Contributes to our mission • Fast introduction using prototyping methodology • Stickiness
Idea for a new app in the customer journey of buying a house
31
Screenshots app
32
33
34
Vote and Questions
35 35
Thank you
Questions?
4 Technology Shifts 2015
Cloud based companies
reduce development
time by 11.6%
By 2018 ~ 25% of all corporate
traffic will flow directly from
mobile to cloud
Average online attention span
is now 5 seconds
90% of the world’s data didn’t exist
in 2013
State of Marketing: Financial Services Report
Jeremy.Waite @ Salesforce .com | @JeremyWaite