Traditional banks are being disrupted by digital natives that can integrate data and provide seamless, real-time customer experiences across all touchpoints. Watch this webinar on-demand, featuring Brett Brunick, Chief Technology Officer of TCF Bank, and Shubhra Sinha, VP of Portfolio Marketing at DataStax. Brunick and Sinha discuss delivering powerful, meaningful, and innovative experiences to banking customers across branches and digital channels. View recording: https://youtu.be/ptNwfGnQj1o Explore all DataStax webinars: https://www.datastax.com/resources/webinars

1. Customer Experience in Banking:
A CTO’s Perspective
Shubhra Sinha
VP, Portfolio Marketing
DataStax
Brett Brunick
Chief Technology
Officer
TCF Bank

2. In a rapidly evolving world.
Each new innovation accelerates expectations
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3. CONTEXTUAL
These cloud applications
must meet expectations.
ALWAYS-ON DISTRIBUTED SCALABLEREAL-TIME
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4. Create Defining Moments.
The Importance of Now!
Real-time Data. Always. Everywhere
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5. Brett Brunick
Chief Technology Officer, TCF
Bank

6. TCF Bank
• A Minnesota-based national
bank holding company.
• $21.3 billion in total assets
• 376 branches in eight states:
– Minnesota, Illinois, Michigan, Colorado,
Wisconsin, Indiana, Arizona, South Dakota
• Provides retail banking and
wholesale lending services
across the US.
At TCF, we’re proud to offer
services and opportunities
designed to help improve life for
our customers, our employees,
and the communities we serve.

7. © 2017 DataStax, All Rights Reserved. Company Confidential
”
“You’ve got to start with the
customer experience and work
back toward the technology –
not the other way around

8. Expect superior
experience
Less tolerant
Less loyal More informed
Higher Expectations, Less Loyalty

9. User
Expectations
Existing Banks increasing
investment in CX
Non-traditional Players
(Fintechs, Neo-banks)
You must respond or someone else will

10. Banking Experience Tomorrow
Banking Experience Today
Savings
Checking
ESPP
Mortgag
e
Trading
401K
529
Banking is Moving from Transactions to Relationships
Savings
Acct.
Checking/
Current Accts.
401K
IRA HSA
Stocks
Mutual
Funds
Bonds
Trust
Management
ESPP
529
ID
Monitorin
g
Credit
Monitorin
g
Umbrella
Coverage
Checks,
Demand
Drafts
Lockers
Credit
Cards
Bill
Payments
Home Equity &
Mortgage
Car Loans
Personal Loan
Metals &
Jewels LoansCertificate
of Deposit
Banking Experience Tomorrow
Deliver Delightful Experiences and Effortless service excellence to Customer

11. Know Your Customer
Who, Wants What, Where, When, Why And How?

12. Customer Expectations
TrustSimple Connected
(Mobile first)
Know me Respond
Now
Know my
financial goals,
Needs, likes,
dislikes
Keep my
interactions
simple, (‘don’t
make me think’)
Accessible
through any
interface of my
liking
Inform me
instantaneously,
Don’t make me
wait
Keep me and my
investments
secure

13. Typical Challenges in our Industry
Data “Jails”
Account Centric vs.
Customer Centric
Channel Specific
Solutions Legacy / Batch Bank > Customer
Apps / Data
Silos
Business revolves
around
accounts
Experiences and
Incentives are
disconnected
Building apps on
top of 1970
infrastructure
Services &
solutions based
on capability vs.
customer need
‘Physical’ rather
than digital

14. Solutions towards addressing Friction
Journey Mapping– identify Customer friction vs. your own Process
• Define your Customers’ Journeys
(I.E relocating due to job and need local services, a new house…..)
• Identify Top Customer Friction Points – Turn them into unique and differentiated capabilities
Customer focus vs. “channels” and “systems”
• Banks tend to be organized by financial product, channel, or systems Customers don’t Care.
- Use Journeys to rethink Experience and not systems or channels
• Organize your teams around the Capabilities/experiences vs. systems and channels
• Focus on your “Systems of Engagement” as they drive your customer experience (Digital &Physical).
- You can’t re-Image everything all at the same time
Unlock the Data required for customer experiences
• Abstract your data/services away from the “Core” – Data and API Platforms
• Aggregate the channel/customer behavioral insights to drive analytics, digital marketing, real time
personalized experiences

15. How we started
Culture/Methodology
• Product Model, Agile
• Platform thinking
• MVP
• Embrace modern technology and open source
Technology - Think Big, Act Now, Learn
• Modernize Systems of Engagement
• Modernize API and Data Platforms
• Automate Everything
• Embrace engineering culture, skill/tools/process deficiencies

16. © 2017 DataStax, All Rights Reserved. Company Confidential
TCF Ref Architecture – Engagement &
Services Mobile-first approach on System of engagements in
driving seamless conversation with customer
Establish API Gateway to publish, monitor, & secure
API’s at scale.
DataStax Enterprise, powered by Apache CassandraTM
NoSQL database to ensure low latency, scalability, and
high availability needed for digital (services less than
200 millisecond goal/achieved)
Enterprise Data Platform to store cross channel,
aggregate customer interactions for personalization,
marketing, etc.
Micro-services that can independently scale with high
re-usability and run anywhere (cloud / on premise).
Customer Master Data as single source of truth about
customer.Data
Sources
Packaged
Apps (Ex: Shaw)
Mainframes
Data Ecosystem
Customer Master Data
Data
Quality
Analytical
Models
Enterprise Data Platform
Data Governance

17. Meeting expectations & driving change
Expectations change constantly – build a culture, architecture, & organization to respond – It’s
not a “project”
New Technology is critical yet isn’t the solution/answer, address culture & ways of working
Be Bold – Place key bets on people & technologies that can redefine your experiences and
allow your to constantly mature & innovate

18. We are the power
behind the moment.
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19. For the latest about
Customer Experience, visit -
datastax.com/CXexec
Thank you
CX Executive Resource Center