The slides of our webinar Trends Shaping Tomorrow's Bank. In this webinar Backbase's CEO Jouk Pleiter and Global Head of marketing Jelmer de Jong discuss the key trends that will design the next bank, including: The strong focus on on user experience and design, multi-channel strategy and digital marketing. Jouk and Jelmer will also touch on the challenges banks are facing, how to overcome them and how to use new technologies to their full advantage. We will discuss: - Channel first, customer first? - How to streamline omni-channel customer journeys. - Using online channel optimization and improve online sales - Making it personal with targeting: Contextual, CRM integration, behavior tracking.

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Webinar:
Trends shaping
Tomorrow’s Bank

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To Learn More About Bank 2.0 and Banking
Trends, Download Our White Paper:
 The Future of Banking is Engagement Banking

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Trends Shaping Tomorrow’s bank
 The Big Shift: Designing the Bank 2.0
 Challenges:
– Channel First, or Customer First?
– How to streamline omni-channel customer journeys
– Using online channel optimization to improve online sales
– Making it personal, benefits of targeting

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Roadmap: Bank 2.0
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Channel First,
Customer First

7. The Big Shift: Customer-Derived
7

8. 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.
The Big Shift: Banking has to be SUPER
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9. Customer Oriented
Functions & Operations
√
Innovation capability
CUSTOMER
& customer orientation
EXPERIENCE
LAYER
LOOSELY
COUPLED
√ Efficiency & quality
INTERNAL
SYSTEMS
AND PLATFORMS
Back Office
Functions & Processes
Paradigm Shift: From Inside-out to Outside-in
9

10. The Value Exchange: Drivers for effective web presence
Improve my life Buy more
• Fit my unique needs. • Acquire new
• Address more of my customers.
requirements • Increase share of
wallet.
Respect my time • Get longer lasting
• Be more convenient. relationships.
• Be faster and simpler.
Cost Less
Save me money • Sell and service more
• Be cheaper to own. efficiently.
• Give me a better deal. • Smarter marketing.
Bank 2.0: Value Exchange – Create Win / Win
Relations
10

11. Chat, Video
Alert
My Bank Bank 2.0
Dashboard Widgets
Origination / Transaction Valuable
Self-Service Content
Banking
Engagement
Targeted
Advisory Banking
Offers
Tools
Actionable
Insights
Bank 2.0 : Elements of Engagement Banking
11

12. LP - Springboard

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Streamline Omni-Channel
Customer Journeys

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Challenge : Eliminate Silo’s

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Transition: From Bank 1.0 to a Bank 2.0 Architecture
Bank 1.0 Architecture Bank 2.0 Architecture

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Bank 2.0 : Customer Centered Design
Convenient I’m in Improves Trusted
No Friction Control My Life Advisor
Marketing Internet
Customer:Experience Platform
My Bank Personal & Relevant
Site 1.0 Banking 1.0
Integrate Integrate Integrate Integrate
Content Data Applications Process
BUs Products Systems Processes Compliance

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Service Design : Cross-Channel Customer Journeys

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New Possibilities : The Impact of Mobile

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Customer
Behavior:
Per Device

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Re-Use : Existing Systems, Data and Content
DIGITAL CALL CENTER BRANCH AGENT
Web
Tablet /Mobile
Cross Channel Customer Journeys
Integrate Apps Integrate Content Integrate Data Integrate Process Integrate CRM
Integration Layer Web Services Pre-fill Straight Through Processing Etc.
Core Systems Payment Treasury Risk Mngt FX Etc.

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Write Once, Run Everywhere
+
Benefits of Mobile Web:
Rich User Experience + Write Once, Run Everywhere

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Hybrid Delivery Model : HTML5 + Native Wrapper
+ +
Backbase (1) Direct To Browser
BANK 2.0
Portal
(2) Native App Wrapper
+ NATIVE
WRAPPER
Mobile Optimized Widgets

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Online Channel Optimization
Increase Sales

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Challenge : How to increase Sales?

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Amazon Style: LessonsLlearned From Retail
Online banking will emerge as a
predominant sales channel.
Online banks will have migrate
Towards 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

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Enterprise Portal Framework : employee & customer facing
ABN Largest Implementation : 6 Mio active Internet Banking users
AMRO Multi channel & device delivery : internet, mobile, branch, call
Stack : Backbase + Tibco | Implementation : Cap Gemini + TCS

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Traffic: Open – Closed Environment
86% of all website’s
traffic goes straight
into Internet Banking

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Layered Security: Seamless Journey
Public Marketing Content
Soft Personal My Account My Profile Small
Log-in Content Products Summary Preferences Transactions
Solid
Log-in Secure Transactions

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Portal Manager : Empower Business Teams
Portal Manager Bank 2.0 Launchpad
(e-Business Professionals) (Your Customers)
Backbase Customer Experience Platform
Existing Banking Systems

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Closed Loop Marketing: Ongoing Improvement
Create
Target
Convert Closed-Loop
Marketing
Approach
Measure
Optimize

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Making it Personal
Targeting

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Customer Profile: Leverage multiple sources
Digital channels enable banks to
implement 1:1 marketing principles on a
large scale at a 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.
social Context
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

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Targeting: Segmentation & 1:1 Marketing
BEHAVIOR CUSTOMER CUSTOMER
TRAKCING PREFERENCES CONTEXT
Implicit Explicit Contextual
Profiling Profiling Profiling
Social
Customer Targeting
Facebook
Rules
Google + Profile Data
…
Existing
CRM
Content Integration Rendering
Services Services Services

36. PostFinance

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Targeting: Sales Campaigns
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38. Targeting: Rules, Segments and Variants
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Q&A (GoToMeeting Panel & #Backbase)

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