Software AG Company Presentation Customer Experience Management(CEM) Differentiation, Differentiation

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Get There Faster

Speaker Name: Man Hui

Speaker Title: Principal Solution Architect

Date: 3

rd

_{June 2014}

Software AG

Company Presentation

Customer Experience Management(CEM)

“Differentiation, Differentiation…”

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Customer Experience Management…..

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Business Drivers for CEM in Banking

Competitive Market with Commoditized Products

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Business Drivers for CEM in Banking

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Delivering the Right Product/Service, at

the Right Time, to the Right Customer via

the Right Channels

Everyday, @ Every Touch Points

Consistently

Business Drivers for CEM in Banking

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It is Much Easier and Less Costly to Sell to Existing

Customers

And How Successful you are now?

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There are No Shortage of Systems and

Information at your Disposal!

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Typical/Traditional Marketing Segmentation

Process

Customer

Databases:

Loyalty, Billing,

CRM

Business Intelligence

and/or

Predictive Analytics

Automated Marketing

System

Email

Postal mail

SMS

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Typical results

Tiny Response Rates, Fractions of 1%

Messages often Treated as Spam or not

seen as Relevant

Offers have a Lack of Context Despite High Degrees of

Segmentation

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Another Question for Thought………

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Smart Mobile Phone - Example Drives Some of

the Key Characteristics of New Business Model

Cross/Up

Sell Offers

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Delivering Personalized Financial

Products/Services at Where and

When the Customers Want Them

Cross/Up

Sell Offers

Smart Mobile Phone - Example Drive Some of

the Key Characteristics of New Business Model

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Current Reality of Customer Engagement

(Marketing – Cross/Up Sell)

Cost

Channels

Products Mix

Conversion Rate

Mass

Marketing

Targeted

Marketing

Product Oriented

Customer Oriented

High

_Low

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Highly Mobile

and Tech Savvy

Engage and Serve

Loyalty and Advocacy

Market and Sell

Customer Lifetime Value

Current Portfolio View

(360 Degree)

Higher Enterprise

Value

Real-time Marketing with all Touch Points

Channels

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Use Cases in Perspective

Capturing

Channel Activity

Real time

Unlocking the

Value/ Risk for

the Bank

Real-time/

Dynamic

Response

Change of Address

@ Call Centre

Credit Card Purchase

Over 1000

Click on Internet

Banking Banner for

Mortgage Loan

Two Times ATM

Password Miskeys

Follow Mortgage

Rate on Twitter

Etc

Real-time Channel

Response Engine

Activities Correlation

& Inference

Integrated View

Business Rules

_{Higher Enterprise}

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Use Case Example – Market and Sell

Capturing

Channel Activity

Real time

Unlocking the

Value/ Risk for

the Bank

Real-time/

Dynamic

Response

Real-time Channel

Response Engine

Activities Correlation

& Inference

Integrated View

Business Rules

Credit Card

Purchase

Over 1000 @

World Trade

Centre

Average Card Spending > 10000 Per Month

Offer Additional Loyalty Points and Extra Cash

Rebate if Spending @ the Same Place

Thank You for Using Our Credit Card, Enjoy 2x Loyalty Points for Every Dollar Spent and Additional 0.1% Cash Rebate @ Tang Plaza.

Real-time,

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More…..

To Make Every Channel Experience a Potential

Selling and Serving Opportunity

Credit card purchase of airline ticket

at 1230pm today via agent/airlines

Up sell TravelShield via call centre

@ 1:00pm

Change of home address at call centre

Up sell new home insurance/personal

loans at call centre at the same time

Credit card purchase(s) @ malls

Offer instant lucky draw to encourage

spending more time @ the mall

Large fund inflow/outflow in

transactional accounts

For large fund outflow, contact customer.

For large fund inflow, up sell investment

products or TD

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Business

Partners

Customers

1. Extremely Data Intensive

2. Unstructured

3. Non Patterned

4. Chaotic

Not Ready for Decision Making!

Employees

Cancellation

Of Salary

Account

Checking

A/C Overdraft

Fund Transfers

Mortgage Loan

Not Drawn Down

Change

Of Address

Open Deposit

Account

Revolving

Loan Draw

Down

_Open

Checking

Accounts

ATM

Withdraw

Loans

Applications

Saving

Deposits

Credit Card

Purchases

Insurance

Due

For Renewal

SOA Infrastructure

Complex Event Processing Engine

Events Inference Engine

Events Correlation

Rules/Scoring

Rules Chaining

Temporal

Spatial

Aggregation

Enterprise

Data

Warehouse

Cards

Secured

Loans

Unsecured

Loans

Deposits

Others

Change

Address

Mortgage

Appl.

Cancel

Salary A/C

David Zhang

1. Structured

2. Patterned

3. Organized

Ready for Decision Making!

Past 10 Days

Risk Mgt

Basel II

Compliance

Credit Risk

Opportunities

Cross/Up

Selling

Services

SLA Mgt

Real-time Business

Transactions

Real-time Events

Processing Engine

Real-time Actionable

Decisions

Backend Systems

Real-time Monitoring, Analysis and Actions…

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Real-time Marketing Drive Differentiations

ATM

Call Centre

Cards Use

Internet

Banking

Any Events that

Trigger

DECISIONS

Branch

Social

Networks

Backend

Systems

Any

Real-time

ACTIONS

Real-time Decisions

Engine with Big Memory

Streaming/Static Events

(Apama/BigMemory)_

Activities Correlation

& Inference

Integrated View

Business Rules

SOA Infrastructure

Enterprise

DW

CIS

Products

Processors

CRM

Campaign

Master

DataConnect

Others

Management Dashboard

Operational Dashboard

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SoftwareAG, Your Technology Partner in the

Digitized World

Social Media

Mobile Devices

ATM

Web Traffic

Biz Processes

News/Data Feed

Imagery

Etc….

U

N

I

V

E

R

S

A

L

M

E

S

A

G

I

N

G

Complex Event Processing

Enterprise

Data

Warehouse

Products

(

Cards/Loans/Tx

Accounts/Etc)

CIS/CRM

I n t e g r a t i o n

Distributed In Memory Data Store

Business Process Management

Real-time

KPIs Visibility

Real-time

Biz Process Visibility

Right Products/Services

at the Right Time via the

Right Channels at

Real-time

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