The Emerging Customer Experience Platform Trend

Customer Experience Solutions. Delivered. 1

The Emerging Customer Experience Platform Trend


LEANPORTAL

Forms Web Content Management

Mobile & Cross Channel

Delivery

Digital Marketing

2

From Scatter to the Customer Experience Platform


Customer Experience Platform

What’s in a Name?

Rising customer expectations and the growing importance of the Web and mobile as sales and service channels mean that financial services e-Business executives need to fundamentally improve the way they serve customers via digital channels.

4

Forrester: SUPER & Web Experience Management

Source: Gartner, ‘A Platform Approach for Websites, Portals and Mobiles Apps Leads to

Faster Time to Market and Improved User Experience’. Gene Phifer, Jim Murphy, 29 March 2013.

LEANPORTAL



Delivery

Digital Marketing

5

Gartner: User Experience Platform


Customers

Multi-Channel Customer Experience Delivery


Portal Manager Widgets / Open Standards

Content Creators, Marketers, BA. Developers

Content Self-Service Dashboard Offers

Apps Enrollment Social Communication

onon on on on on on

Cross-Channel Experience


Customers







onon on on on on on

Cross-Channel Experience

Optimize

Deliver

Create


Customers







onon on on on on on

Cross-Channel ExperienceTracking

& Analytics

Personalization

Sales &

Marketing

CampaignsContent

Optimization

InternalApps &Content

MobileTabletsApps

Direct 2 Consumer

ClosedCustomer

Environment

PublicMarketing

Sites

Apps Content CRM Processes Compliance


Fast & Frictionless

CRMIntegration

Security &Compliance

ProcessIntegration

Personal &Relevant

ApplicationIntegration

SuperiorExperience

Any TimeAny Place

Distribution Channels

9

The Goal: Create One Seamless Customer Journey



The Core Elements

11

Paradigm Shift: From “Inside-Out” to “Outside-In”

Inside OutPRODUCTS& IT SYSTEMS

Outside In

Customer

Experience

Platform

LOOSELYCOUPLED

12

Introducing the Customer Experience Platform

Customer Oriented

Functions

Back Office Functions

Customer

Experience

Platform

LOOSELYCOUPLED

Innovation capability

& customer orientation√

PRODUCTS& IT SYSTEMS

Customers✓ Right data, right time, right

place

✓ Seamless Customer Journey

✓ Personal & Relevant

✓ A la Carte service facilities

✓ Configure what customers

expect

with limited IT support

✓ Online Channel Optimization:

continuous improvement

✓ Cross & Up-sell Campaigns Business IT

✓ Leverage existing IT infra

✓ Agility / Business – IT

Alignment

✓ Innovation on a solid

foundation

13

Number 1 Priority: Empower all Stakeholders


LEANPORTAL



Delivery

Digital Marketing

14

Introducing: The CXP with its Core Elements


CXP: The Core Elements

Lean Portal


LEANPORTAL



Delivery

Digital Marketing


Mobile

Portal 1.0

Web

Portal 1.0

Lean Portal: Enable Cross Device Customer Journeys


ImprovesMy Life

TrustedAdvisor

IntegrateData

IntegrateProcess

IntegrateApplications

I’m inControl

IntegrateContent

ConvenientNo Friction

Lean Portal: Personal & Relevant

BUs Products Systems Processes Compliance


Lean Portal Building Blocks: Reusable Widgets

Re-Usable

WidgetsCONTENT

Re-use across Channels

FORMS

Origination, Self-Service ...

PERSONALIZATION

1:1 Marketing(targeting, segmentation)

COMMUNICATION

Chat, Mail, SMS

Banking Systems

Transactional

CRM Systems

CRM, Social, …

3rd Party Apps

PFM, Portfolio,


Digital Channels Front-Office Operations


Lean Portal: Integration, Security, Personalization

- CORE SYSTEM SILO’s -

Lean

Portal

Integration Services Security ServicesPersonalization

Services

CRMPay ESB Stock …

Widget Widget Widget



IDM / SSO


Integration Layer\

Core Systems

Integrate Apps Integrate Content Integrate Data Integrate CRM

Orchestration & Presentation

Payment Treasury Risk Mngt FX Etc.

Web Services Pre-fill Straight Through Processing Etc.

Lean Portal: Orchestration & Presentation

Integrate Process

WEB TABLET MOBILE Call CenterBranch



WCM


LEANPORTAL



Delivery

Digital Marketing


Existing Back-End Systems


WCM: Business in Control

Portal Manager(Digital Professionals)

End-User Site / App (Customers / Employees)

ITin Control

Userin Control

Businessin Control


24Portal Manager: In Context Editing (WYSIWYG)


25Portal Manager: Cross-Device Management


26Portal Manager: Publishing (staging / live)


27

Portal Manager: Logging, Audit Trail, Archiving (compliancy)


Separation of Concern: For Fast Time to Value

Create

Page | Widget

Approval

WorkflowPublish

Development & QA

Deployment

GO LIVE !

GO LIVE !

ITin Control

PortalManager



Mobile


LEANPORTAL



Delivery

Digital Marketing


LAPTOP / PC – FOCUSED • Set up bill payment• Managing online profile /

preferences• Customer support / contact• Rich content


TABLET – CASUAL

• On the move• Managing top ups / tariff• Utilities & product calculators• Entertainment (music / games)• New UX features - gestures

LAPTOP / PC - FOCUSED

• Set up bill payment• Managing online profile /



TABLET – CASUAL

• On the move• Managing top ups / tariff• Utilities & product calculators• Entertainment (music / games)• New UX features - gestures

LAPTOP / PC – FOCUSED • Set up bill payment• Managing online profile /


MOBILE – QUICK

• Check account• Make payment• Utilities• Loyalty / Rewards / location• Social media / Digital passport


SecurityServices

PersonalizationServices

ContentServices

‘IntegrationServices

…

Re-use Backbase Portal Services,

Write Once & Reuse: Run Across Multiple Devices

Re-use Widget across Multiple Devices

RENDERING SERVICES

Device Recognition

OptimizedRendering

Templates


The Future of Open Standards: HTML5 + CSS3 + Javascript

Benefits Mobile Web:

Rich User Experience + Write Once, Run Everywhere

+ +


Responsive Design: Write Once, Run Everywhere

Responsive Web Design (RWD) means that a web site is crafted to use CSS3 media queries, with fluid proportion-based grids, to adapt the layout to the viewing environment, and in many cases also use flexible images.


The Hybrid Approach: Native Wrapper + HTML5 Widgets

With App store

With Local Cache

With Geo Location

With Vibration

With Camera

With Sound

Native App Wrapper

Benefits Hybrid approach : Access to local OS and ability to publish in App Stores or Marketplaces.


Custome

r

Experien

ce

Platform

The Hybrid Approach: Native Wrapper + HTML5 Widgets


The Goal of Mobile: Design Cross Channel Journeys


Mobile in CXP as the iCloud: Cross Channel Journeys




Digital Marketing


LEANPORTAL



Delivery

Digital Marketing


Amazon Style Marketing in Your CXP

Amazon type of Customer

Experience, including:

• Tailored content to individual users• Allow personalized configuration• Use data to match customers

with right products• Track user behavior• Re-target relevant offerings based

on previous behavior


Build Customer Profile: Leverage multiple sources

Digital channels enable banks to implement 1:1 marketing principles on a large scale at relative low cost.

CRM data: Leverage “next best offer” instructions from analytical CRM infra. Push online channel data back into CRM data warehouse.

Self Personalization: enable customers to set their personal preferences and customize the portal to their needs.

Behavior Tracking: track individual user behavior within digital channels (web, tablet, mobile)

Contextual Delivery: leverage contextual data (e.g. device type, geo location)

Social : re-use social graph data to make dialog more personal

CRMData

SelfPersonalization

BehaviorTracking

ContextAware

SocialData

NEW NEW NEWNEW


Targeting: Implement Cross- & Upsell Campaigns

TargetingRules

ContentServices

IntegrationServices

RenderingServices

Existing

CRM

CustomerProfile Data

BEHAVIORTRAKCING

CUSTOMERPREFERENCES

ImplicitProfiling

ExplicitProfiling

SocialFacebookGoogle +

…

CUSTOMERCONTEXT

ContextualProfiling


4646Targeting: Rules, Segments and Variants


4747Integrated Analytics


Closed Loop Marketing: Ongoing Improvement

Target

MeasureOptimize

Convert

Create

Closed-Loop

Marketing

Approach



Forms


LEANPORTAL



Delivery

Digital Marketing


Origination & Self-Service


Challenge: Difficult to Create & Manage

Business Owner

Business Analyst

Interaction Designer

Development Team

TestingTeam

Business Owner

Business Analyst

MODEL > REVIEW > PUBLISH

OLD:

NEW :

Development Team


Existing Back-End Systems

Rule-Based Dialogs

Forms: Model your Digital Dialogs

Forms Editing(Business Analyst)

Enrollment / Self-Service (Your Customers)

Customerin Control

BusinessAnalyst


BusinessAnalyst


Customer Experience Platform Trend

Key Take Away

LEANPORTAL



Delivery

Digital Marketing

56

From Scatter to the Customer Experience Platform


LEANPORTAL



Delivery

Digital Marketing

57

Move to the CXP with the Core CXP Elements


Interested in the CXP?

Visit: http://www.backbase.com

http://www.backbase.com/


image courtesy: http://www.flickr.com/photos/beeteeoh/3298373727/

Thank You!

Technology

The Emerging Customer Experience Platform Trend