On the 2nd of December 2020, inQuba & Microsoft hosted a live webinar, Customer Value Management in the New Economy. Your business success depends on your customers’ success. In this time of extraordinary change, if you can become their guide and source of truth, you’ll earn their loyalty and trust. How do you achieve this level of consumer partnership while going through an unprecedented period of digital transformation? Find out how this is done by watching our LIVE WEBINAR. Speakers: James Farrell (Microsoft), Trent Rossini (inQuba) Recording here: https://youtu.be/R6GRuQ3GrEE

2. TRENT ROSSINI
inQuba: MD
A Blueprint for Customer Value Management
in the New Economy
JAMES FARRELL
Microsoft: Head of Strategy, FSI
WELCOME TO OUR WEBINAR!

4. Forces driving
change in the
New Normal

5. Need for ubiquitous access
Changing demographics
Millennials/Gen Z changing
preferences
Increasingly sophisticated
customer base
Desire for greater
transparency
Demand for self-service
banking
Concerns about security
Expectation for personalized
service
65%
of customers now interact with
their banks via multiple channels
in some regions
(Source: McKinsey)
75%
Of bankers agree that
AI will revolutionize the way they
gain information from and interact
with customers.
(Source: Accenture)
Legacy
infrastructure & technology
Global access &
service
GDPR/Privacy
Cybersecurity
concerns
Explosion of cloud computing
Advent of open banking
architecture PSD2
Increasing regulations
Basel III MIFID LCR, SCE, FDIC,
Dodd Frank Ringfencing, Recovery
& Resolution GSIB, KYC, PSD-2,
AML, T2S SEPA, FATCA
AIBlockchain
Disruptive
technology
Rise of FinTechs/
non-banks
Changing business models
Low interest rates, increasing cost of
capital, decreasing ROE, Decreasing
proprietary trading
Managing the realities of regulations, disruptive technology &
changing business models
KEY FORCES DRIVING CX IN BANKING
Meeting the expectations of increasingly
digitally-savvy customers

6. OUR VISION FOR DELIVERY OF
DIFFERENTIATED CUSTOMER EXPERIENCE
KEY PERFORMANCE INDICATORS
Wallet
Share
Bench Revenue
Month by MOM
Client
Satisfaction
Client
Loyalty
Case
Resolution
Assets / Liabilities
Change
Customer
Engagement
Customer
Insights
Customer
Intelligence
Augmented
Intelligence

7. THE MICROSOFT ADVANTAGE
One Vendor
for Customer
Experience
Deep Industry
Expertise
Rich Partner
Ecosystem
Strong Investment
In Analytics & AI
Global,
Scalable, And
Flexible Cloud

8. EMPOWERING BANKING COMPANIES
TO ACHIEVE MORE
SECURITY AND
COMPLIANCE
We never
monetize your
data
TRUST SCALE
Industry leading cloud
scale and partner
ecosystem
Commitment to the most
comprehensive security &
compliance offerings
Microsoft Partners

9. inQuba Client Journey Management
Our Approach to the New Normal
Slide is good but
check for consistency

10. CUSTOMER VALUE MANAGEMENT
MARKET INSIGHT
asking customers in your target market
what they're looking for when they
obtain products and services
VALUE ASSESSMENT
determining how customers in your
target market rate the value you
provide relative to the value provided
by your competitors
VALUE OPTIMISATION
deciding what changes on your part will
have the greatest positive impact on
customers' perception of the relative
value of your offering
OPERATIONALISATION
aligning people and processes in a
common focus to deliver value
VALUE ANALYTICS
providing a consistent flow of data and
information to keep those individuals
delivering value, aligned
BUSINESS SUCCESS
winning with customers, winning with
employees and winning with
shareholders
A valuable discipline but a complex one requiring simplification

11. HARD RESULTS
I love this slide but it’s not
visually consistent with the
deck which makes it look
like patchwork
OUR APPROACH
INQUBA
JOURNEY
ANALYTICS
LARGE
TELCO
GLOBAL
INSURER
LARGE
BANK
Big Data for Journey Discovery
Find patterns in customer & transactional data across
experiences & over time
Journey Emotional Insights Collection
Overlaying actual customer journeys with real experiences
across channels & customer sentiment
Optimisation
Nudges & interventions, informed by Machine Learning, that
retain customers by helping them to reach their goals
80% to 120% increase in conversion
at moments of truth
20-point increase in Net Promoter Score

12. JOURNEY
INTERVENTIONS
SERVICE
RECOVERY
1
NUDGES
2
PRODUCT / PEOPLE /
SYSTEMS
3
STRATEGY
4
CURRENT GOAL
ACHIEVEMENT
AND
EXPERIENCE
DATA DRIVEN
CUSTOMER
JOURNEY VIEW
JOURNEY AND EXPERIENCE
INSIGHTS
TARGET GOAL
ACHIEVEMENT
AND
EXPERIENCE
ROI
DRIVING JOURNEY OPTIMISATION

13. CLICK TO EDIT MASTER TITLE STYLELEADING ACROSS VOC & JOURNEY ANALYTICS
Quadrant Knowledge
Solutions
SPARK Matrix:
Customer Journey
Analytics
2020

14. Bringing it together
CVM & Journey Optimisation

15. PRIORITY SCENARIOS MAPPED TO CUSTOMER JOURNEY OPTIMISATION
DISCOVER JOURNEYS
UNDERSTAND CUSTOMERS
REVIEW DEEP INSIGHTS
DESIGN A STRATEGY
REVIEW & OPTIMISE
CUSTOMER
JOURNEY
MANAGEMENT
MARKET INSIGHT
VALUE ASSESSMENT
VALUE OPTIMISATION
OPERATIONALISATION
VALUE ANALYTICS
BUSINESS SUCCESS

16. Journey Design
Versus Customer Realities

17. CLICK TO EDIT MASTER TITLE STYLE
APPLICATION
ACCEPT QUOTE
DOCUMENTATION
ACTIVATION
APPLICATION
EXPERIENCE
MODELLED
CUSTOMER
JOURNEY
PERFECTLY DESIGNED JOURNEYS vs REALITY
DISCOVER
JOURNEYS

18. CLICK TO EDIT MASTER TITLE STYLE
APPLICATION
ACCEPT QUOTE
DOCUMENTATION
PERFECTLY DESIGNED JOURNEYS vs REALITY
ACTIVATION
APPLICATION
EXPERIENCE
IN REALITY
DISCOVER
JOURNEYS

19. Financial Services
Case Study

20. CASE STUDY: RETENTION
Deep understanding of clients
at risk & advanced retention
orchestration strategies
OBJECTIVE

21. MAKING SENSE OF CUSTOMER BEHAVIOUR
REAL CUSTOMER JOURNEYS ARE COMPLEX AND NEED ANALYSIS

22. RETENTION MOVES TO THE FORE
Which groups
of customers are at
risk?
Who?
1
What
are the specific
nudge strategies for
each group?
What?
2
When
should the nudges be
triggered?
When?
3

23. RETENTION MOVES TO THE FORE
Who?
Which groups of customers
should be targeted for
nudging?
1 2
What?
What are the specific
nudges for each group?
3
When?
When should the nudges be
triggered?
Archetype 1: Lapse
intervention
High risk, low advocacy,
medium affordability
Archetype 2: Proactive
maintenance
Medium & low risk, medium
affordability
Archetype 3: Low
affordability
High/medium/low risk, low
affordability
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24. DIALOGUE RESULTS
Lapse Intervention Lapsers Low affordability Proactive Maintenance Uncategorized
Financial
Comfort Level
Product
Information
Understanding
Ease
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
10
9
8
7
6
5
4
3
2
1
0
Color by:
ValueI’m not really sure what to do
next…
John Jones
Today, 15:41
I find the documentation confusing
and I need help.
Simon Smith
Today, 09:36

25. inQuba Journey Methodology
In Action

26. DISCOVER JOURNEYS
Discover where & when clients are leaving or falling off
UNDERSTAND CUSTOMERS
Understand customers by measuring emotion
REVIEW DEEP INSIGHTS
Review client behaviour overlaid with emotional context
DESIGN A STRATEGY
Design systemic and personalised interventions & nudges
REVIEW AND OPTIMISE
Iterate to maximise journey optimisation
SOLVING FOR RETENTION AND AQUISITION IN FINANCIAL SERVICES

27. Register / call centre
Register / email
Register / web
Assessment / supplier
Query / web
Approval / call centre
Query / call centre
Car hire / supplier
Collect car / supplier
Query / supplier
Query / web
Decline / supplier
Complaint / supplier
CLAIM(MOTOR)
!
!
!
DISCOVER JOURNEYS
Discover clients’ real paths, & where & when
they are leaving your business or falling out of
an acquisition journey. Get a view of their
sequences & their obstacles, & where things
are going right and wrong.
SOLVING FOR RETENTION AND AQUISITION

28. Transactions from External Systems
Example: LOB or Workflow Records
Quantitative Feedback Qualitative Feedback
Very good!
Charlotte Weaver
Today, 17:40
Wow @TransAtlantic, I’m a little
frustrated by the slow pace of
this claim…
@charlotte99 Today,
15:40
Operations Data (OD) Experiential Data (XD)
Expired Transactions
(no further action)
Elapsed Period
CUSTOMER JOURNEY DISCOVERY APPROACH
DISCOVER
JOURNEYS

29. “Listening offers data. Hearing offers empathy and
intelligence. Activity, action, and engagement steer
perspective and encourage a sense of community and
advocacy.”
Customer
Archetype
CUSTOMERS’ EMOTIONAL JOURNEY UNDERSTAND
CUSTOMERS

30. Register / call centre
Register / email
Register / web
Assessment / supplier
Query / web
Approval / call centre
Query / call centre
Car hire / supplier
Collect car / supplier
Query / supplier
Query / web
Decline / supplier
Complaint / supplier
CLAIM(MOTOR)
!
UNDERSTAND
CUSTOMERS
Reach out to customer cohorts on particular
paths to gather feedback and measure
sentiment.
Feedback collected in real time adds a layer of
insight to revealed journeys.
SOLVING FOR RETENTION AND AQUISITION
!
Dear Charlotte
We would really value your feedback
on your recent claim experience.
Kindly take a minute…
TransAtlantic Ins.
Today, 15:30
Very good!
Charlotte Weaver
Today, 17:40

31. Register / call centre
Register / email
Register / web
Assessment / supplier
Query / web
Approval / call centre
Query / call centre
Car hire / supplier
Collect car / supplier
Query / supplier
Query / web
Decline / supplier
Complaint / supplier
CLAIM(MOTOR)
REVIEW DEEP INSIGHTS
Overlay the real client journeys, by client
segment, with their emotional context. Better
understand your clients’ while they’re
achieving or not achieving their goals.
SOLVING FOR RETENTION AND ACQUISITION

32. Register / call centre
Register / email
Register / web
Assessment / supplier
Query / web
Approval / call centre
Query / call centre
Car hire / supplier
Collect car / supplier
Query / supplier
Query / web
Decline / supplier
Complaint / supplier
CLAIM(MOTOR)
DESIGN AN
INTERVENTION
STRATEGY
Orchestrate client journeys by designing
personalised interventions to retain each profile of
at-risk clients, through contextual nudges,
feedback collection and service recovery
SOLVING FOR RETENTION AND ACQUISITION

33. Messages matched to the
audience. The right creatives and
tone to drive the right outcomes
3. CONTENT 2. AUDIENCE
4. BEHAVIOURAL
NUDGE TIMING
Messages that are synchronized to the
needs of the customer at that point in
the Journey
Understanding the
Experiential/Emotional state that the
architype is feeling at this point in the
Journey
1. EMOTIONAL
STATE
Profiled audience grouped by
architypes to ensure matching of
message and profile
ORCHESTRATION BASED UPON EMOTIONAL CONTEXT

34. Register / call centre
Register / email
Register / web
Assessment / supplier
Query / web
Approval / call centre
Query / call centre
Car hire / supplier
Collect car / supplier
Query / supplier
Query / web
Decline / supplier
Complaint / supplier
CLAIM(MOTOR)
REVIEW AND OPTIMISE
Review the impact of strategies & tests on
behaviour & conversion. Iterated & fine-tune
interventions for maximum possible optimisation
of client journeys and retention of clients.
Measure ROI & repeat.
SOLVING FOR RETENTION AND ACQUISITION

35. OPTIMISATION and ROI
Control Group
Dear Tim
We are excited to offer you the
deal of a lifetime that will offer
you so much more!
Dear Tim
Your should consider the
premium saver from
Transatlantic
A/B Tests
Test Group
A
B
A
B
REVIEW AND
OPTIMISE

36. Optimising Customer Journeys:
An Orchestration Scenario

37. Register / call centre
Register / email
Register / web
Assessment / supplier
Query / web
Approval / call centre
Query / call centre
Car hire / supplier
Collect car / supplier
Query / supplier
Query / web
Decline / supplier
Complaint / supplier
CLAIM(MOTOR)
PROFILE
FEEDBACK Poor service
Poor
communication
Poor
workmanship
EXPERIENCE
AN ORCHESTRATION SCENARIO
!
!
Claim (motor), including interactions with numerous suppliers
such as vehicle hire and panel beaters
High value, high risk
FOCUS Service recovery & nudging

38. REGISTER ASSESSMENT PANEL BEAT COLLECT CAR
Charlotte waited for 10 days for
an update. She eventually
received a call on a Friday
morning informing her that her
car was ready for collection. She
wasn’t able to make
arrangements on the day so
kept the hire car for the
weekend
Charlotte had an accident on
her way to work and
registered the claim. She had
to call several times for an
update and was eventually
able to select an available
panel beater
Charlotte rearranged her
meetings and took her car to the
panel beater. She took an Uber
to the car hire branch to collect
her hire car, which was neither
ready nor clean
Charlotte collected her car from
the panel beater, only to find a
new scratch and a peculiar
scraping sound when
reversing.. Charlotte
complained
CLIENT CONTEXT
CLAIM
Poor service
Poor
communication Poor
workmanship
HIGH VALUE
HIGH RISK
Assignee: Jennifer J
Note: Hi Jennifer, kindly contact..
New Case: Priority Customer
Today, 15:41
PROFILE-SPECIFIC ROUTING & TREATMENT PROFILE-SPECIFIC ROUTING & TREATMENT
!
! !
Dear Charlotte, I’m really sorry to
hear about this situation.
I’m overseeing this personally and
will arrange for an acceptable hire
vehicle..
Jennifer at TransAtlantic
Today, 15:30
Dear Charlotte, we’d really value
your feedback on your recent
Assessment. Kindly take a
minute…
TransAtlantic Ins.
Today, 15:30
ABC made me wait, and car dirty!
Charlotte Weaver
Today, 17:40
Hi Charlotte, this is Sam
from Autohire. We apologise
for the issues – Transatlantic
asked us to arrange a hire
car extension
Auto Hire
Today, 15:30
Auto Hire contact Charlotte
Weaver
Jennifer J
Today, 15:41
Hi Sam, yes, thanks – can I
drop it off next Monday?
Charlotte Weaver
Today, 17:40

39. The inQuba
Difference

40. Rapid insight into
what’s happening in
your business
SPEED TO
INSIGHT
Where & when to
intervene for best
results & to manage
risk
INTERVENTION
CLARITY Swift testing of
intervention
effectiveness
RAPID ITERATION
Tangible links
between interventions
and conversion
TANGIBLE
ROI
REDUCED DEV
DEPENDENCY
Light integration ensuring
speed to results
THE INQUBA DIFFERENCE

41. Journey Management
Entry Point?

42. JOURNEY MANAGEMENT
Entry point?
DISCOVER JOURNEYS
UNDERSTAND CUSTOMERS
REVIEW DEEP INSIGHTS
DESIGN A STRATEGY
REVIEW & OPTIMISE
CUSTOMER
JOURNEY
MANAGEMENT

43. INQUBA JOURNEY ACCELERATOR
3 simple steps
1
Schedule your 2-hour
interactive, virtual
workshop
WHAT WE’LL DO
• Map your customer journey
• Define customer profiles
• Identify nudge opportunities
• Identify data requirements
• Quantify the ROI
WHAT YOU’LL GET
An Accelerator Pack to start your Journey trial:
• High level Journey Design
• Step 2 documented
• Journey ROI Modeller
2
3
info@inQuba.com Subject: ‘Journey Accelerator’

44. CLICK TO EDIT MASTER TITLE STYLE
30 SEP 2020
90% Economy, New
Rules! How can CX
Professionals survive
and thrive?
28 OCT 2020
Make Better CX
Decisions & Convert
Customers with Data
Science
25 NOV 2020
The Marketing role of
the CX Professional
27 JAN 2021
Journey Acquisition,
Retention, and
Optimization
#INQUBACXSUMMIT
WEBINARS

45. So take that first step
of the Journey…
Book your Journey Accelerator
Workshop now!