Omnichannel Evolution & Dynamic CRM

Omnichannel Evolution & Dynamic CRM

CHEBANCA!



CheBanca! is the digital retail bank of Mediobanca Group. Launched in 2008 to give a concrete response to

the needs of a modern customer, it aims to become the leading bank for digital affluent in Italy in the next

years



More than 13 billion euro deposits, over 500.000 customers. A simple and transparent offer to cover main

customer needs:

Transactional Services

Investments and Insurance

Funding

-

new Conto Yellow, checking account

with innovative debit and credit cards,

interests on deposit, securities portfolio

and trading services

-

Zero Cost Checking Account for pure

online customers

-

Security Account with access to the

new investment services and insurance

funds, on top of all typical services for

trading and investments

-

Deposit Account for short term

investorswith interests paid in advance

on deposits bounded for 3, 6 or 12

months

-

Rechargeable Card

-

Mortgages and Personal Loans

-

Home insurance, life and accident

insurance

PILLARS OF CHEBANCA! SERVICE MODEL: the yellow approach

OMNICHANNEL CRM

DIFFERENTIATION BY SEGMENT

BEST CUSTOMER EXPERIENCE

“A STEP AHEAD” INNOVATION

1

OMNICHANNEL CRM IS HIGHLY EVOLVING OVER TIME to support the evolution of the

bank

2008: REACTIVE MODEL, SIMPLE

PRODUCTS

•

Simple products, “counter products”

•

Investement decisions are quite simple

and fast, low risk

•

First purchase and repeat business are

mainly self

2014: PROACTIVE MODEL,

COMPLEX PRODUCTS

•

Complex products

•

Investment decisions are complex and

dilated in time

•

Risk/return trade off evaluation needs

expert support

•

First purchase “helped”,

CHEBANCA! OMNICHANNEL CRM NOW: unique customer view across channels, customer

centric service model

CHEBANCA! OMNICHANNEL CRM: a real time “wheel”

Redemption, value

analysis and CSI

monitoring

ANALYSIS

Activity setting and

macro-planning of campaigns

ACTIVITY

PLAN

Customer behaviour and

segmentation

CUSTOMER

INTELLIGENCE

CHANNEL

PLANNING

_{Detailed inbound and}

outbound campaign planning,

impact on channels, SLA and KPI

settings

EXECUTION

Operative monitoring,

execution optimization

ORGANIZATION “CUSTOMER

FOCUSSED”

AREAS OF INTERVENTION

OBJECTIVES

IN 2013 WE STARTED A BIG PROJECT to evolve crm enablers



Improve

time-to-market of

customer base

management plans

and effectiveness

of execution

reporting



Increased ability to

generate and

monitor

opportunities for

CRM



Omnichannel

coordination of

plans, managing

synergies between

inbound and

outbound CRM



Channel integration



Increase number of

activities with end to

end process



Multichannel &

multistep interactions



Real time, event

driven campaigns in

home banking



Improvement and

completion of data

flows



Real time digital

inbound CRM



Email and sms

integration



CRM front line, in- and

CAMPAIGN MANAGEMENT EVOLUTION: omnichannel base management and crm

opportunities powered by sas engine



Integration of all channels to manage customer

interactions in real time



Increase number of activities with end to end process

from the generation of the target up to the publication of

the communication on selected channels



Create multichannel activities (same on different

channels) with multistep logic



Create event-driven communications in home banking

that light up in real time with respect to certain

behaviors.

OMNICHANNEL

CUSTOMER BASE

MANAGEMENT

EXPLOIT CRM

OPPORTUNITIES



Create placements for inbound CRM in Home Banking,

powered directly by end users



New Message Service in the home banking for the

dialog between bank and customers: one to one

between customer and reps and one to many to

targeted customers



Strengthen the front end of branches and customer

service with the “customer identity card” where in- and

outbound campaigns are published



Email and SMS, new sending engine with direct

IT ARCHITECTURE EVOLUTION WITH SAS ENGINE IMPLEMENTATION



Unique contact history



Real time feedback



Creativity management



Unique interface to build

campaigns



End user authonomy



Datamart dedicated to

campaign monitoring

CUSTOMER

INTERACTIONS

CAMPAIGN

MANAGER

ANALYTICS

Email

Outbound

SMS

Outbound

Filiale

Customer

Center

Scheda

Cliente

Web

Private

Site

Customer-facing

Contact History

Event Collection

Real time decisioning

Campaign Optimization Engine

Campaign

Offer

Manager

Customer Analytic

Record

Lab mining

Modeling

DWH

DM

THE OBJECTIVES

WHAT DOES REAL TIME MEAN

THE REAL TIME COMPONENT IS FUNDAMENTAL FOR DYNAMIC CRM



Being able to make CRM

decisions based on what the

customer is doing at a given

time



Integrate the real time context

with analytical/customer

intelligence



Improving effectiveness of a

marketing campaign and CSI



Make a more precise proposal

at a given time



Optimize the use of multiple

channels (Web, call center,

branch, etc.)



Know in real time what the

customer wants and is doing

Customer

Call Center

Branches

Internet

Banking

CHANNELS

_Interactions

Contextual data

Activities

ATM

REAL

TIME

ENGINE

THE STRUCTURE OF REAL TIME INTERACTIONS

CheBanca! send an

email to a target of

customers to promote

new services of the

banking APP

1

Outbound campaign

CHEBANCA! OMNICHANNEL CRM “in action”: an example

Customer calls the call center/visits

a branch to get advice of new

investment opportunities

Customer connects to his internet

banking to check account movements

and credit card statement

2a

2b

Inbound CRM coordinated across channels

If the customer updates the app

with the new services, the online

crm will change the proposals

published in the channels

Rep manages customer requirement ,

informing about new app functions:

the front end system shows priorities

of in- and outbound campaigns

3

4

APP

POP UP with landing page in the

INBOUND CRM ON THE INTERNET BANKING

Mouseover

•

Different placements to publish inbound

campaigns

•

Multichannel and multistep logic can be

applied, linking the next step of the inbound

campaign

to

customer

behaviour/interaction

with

online

communication

•

Through a prioritization mechanism, the

placement shows the Next Best Activity

planned for the customer in that log in

session

•

The creativity is directly managed by end

users, can have different frames and a

mouse over mechanism

•

Banners can be embedded or overlayer and

the click through is to a dedicated landing

page or to a function or web site

•

In some navigation paths, real time events

are detected and managed: if the customer,

CHEBANCA! REAL TIME INBOUND CRM “in action”: an example



The customer - part of the

target with high propensity to

mobile services – does a bank

transfer through his/her home

banking….



At the end of the bank transfer,

the real time engine reminds him

the app download to do

transfers in mobility…



…Furthermore a follow up

(multistep) via sms/email can be

WE PUT THE FOUNDATION FOR THE DYNAMIC CRM EVOLUTION…

NO CRM:

same offer for everyone

YESTERDAY

CRM + ANALYTICS:

Personalized offers for every

single customer

TOMORROW

CRM:

Customer segmentation and

offer differentiation by

… TO MANAGE FULL OMNICHANNEL INTERACTIONS…

ACQUISITION

TRANSACTIONS

CARING

INVESTMENTS

Full online

acquisition

Mobile/APP

Chat/Social

NetworK/Home

Banking In/outbox

Digital Platforms

Branches, Parnters,

Customer Care

ATMs

Call Centers

Branches

> SELF?

…IN PERSONALIZED DIGITAL ENVIROMENTS…

VS

?

EVERYBODY HAS HIS HOME BANKING WITH

INTEGRATED PERSONALIZED INBOUND CRM

SAME HOME BANKING FOR EVERYBODY