intelligent customer journey: smart combination of digital ... fileteam collaboration intelligence...
TRANSCRIPT
Intelligent customer journey: Smart combination of digital and human interactions
Luca Romagnoli – Head of Business Development EMEA - Financial Services
Hrvoje Supic – Regional Vice President
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Forward-Looking Statement
Doing Well and Doing Good
#1 World’s Most
Innovative Companies
Best Places to Work
for LGBTQ Equality
#1 The World’s Best
Workplaces
#1 Workplace for
Giving Back
#1 Top 50 Companies
that Care
The World’s Most
Innovative Companies
#1 The Future 50
Customer SuccessGlobal Markets
Banking
Insurance
Wealth & Asset Management
Customer Success in Financial Services
70% of Forbes top 50 FinTech use Salesforce 7 of the 10 top Robo Advisors by AuM use
Salesforce
What Is Top of Mind in the Banking Boardroom?
The Shift to
Partnering With
FinTech
Regulations Drive
Open Banking, APIs
Your Customer’s Lifestyle
The Race to a
Predictive State
The Shift to Partnering With FinTechBoth sides have shifted from competition to strategically partnering with one another
Trend Driving Opportunity 1
36 months ago 12 months ago Today
“Frenemies”EnemiesStrategic
Partners
“We’ll disrupt them
into the ground”
“Yikes, customer acquisition
is tough.. Maybe we should
develop a B2B channel?”
“B2B2C Is our
growth engine”FinTechs
Established
Institutions
“Why can’t we
build an UX like
that?”
“Maybe we should buy
them?”
“Let’s outsource
UX to these guys”
The Race to a More Predictive StateAI, Machine Learning, Chatbots, Voice
Trend Driving Opportunity 2
Intelligence Powering Cross-
Team
Collaboration
Intelligence Powering
Direct Consumer
Experience
Intelligence Powering How
Relationship Managers
Engage
Marketing Journeys, Self-
Service / ChatPredictionIO NBA Einstein Discovery
“With Salesforce, we
can keep enhancing not
only our processes but also
the customer experience.
We can now think smarter,
act faster, and grow
quicker.”
Regulatory Pressure Driving Digital TransformationData Privacy, Investor Protection and Open Banking initiatives are creating selling opportunities for Salesforce
Trend Driving Opportunity 3
Data
Privacy
Driven by
GDPR
Protecting Investors
Driven by MiFIDII
Competition
Driven by
Open
Banking
Digital Transformation
Open The
Data Safe
Box
PSD2
Needs-Based
Sales
Practices
Drivin by
OCC & CFPB
Guidance
Your Customer’s Lifestyle
Consumers: Higher Expectations & More Choices
Customers are looking to bring the digital experience of their lifestyle into banking
Channels
Branch, ATM, Contact Center,
Online, Mobile, Social, Email
Lines of Business
Retail, Mortgage, Lending, Private,
Wealth, SMB, Insurance
Processes
Marketing, Sales, Underwriting,
Origination, Service, Analytics
Systems
Core Banking, Cards,
Payments, BPM, Audit, MIS
``
Today there is a fundamental disconnect across channels
Meet Steve
Steve’s got a new job and wants to move closer
to his girlfriend Nicky. Time for his first
mortgage.
He already holds an Cumulus Current Account,
but has never spoke to Cumulus about
mortgages before.
Steve is starting to look for
a new house
Steve use digital channels to start his search
and Cumulus get insights in to Steve’s
engagement and can target the right Ads at the
right time.
UK retail bank
Spanish retail bank
Individualised targeting
Sarah works in Marketing for Cumulus and is
currently working on the campaigns around
mortgages.
She’s looking at Cumulus’s customer analytics,
combining with anonymous visitor data, looking
for trends and new audiences.
UK retail bank
Spanish retail bank
Cumulus.co.uk
MENS WOMENS KIDS GEARELECTRONIC
SCOMMUNITY LOGIN CART
http://personal.Cumulus.co.uk/personal/mortgages
Wealth of information
As Steve clicks on the ad he is brought to a
community with useful information for first time
buyers.
German retail bank
UK retail bank
Cumulus.co.uk
MENS WOMENS KIDS GEARELECTRONIC
SCOMMUNITY LOGIN CART
Digital – Human support
He has the opportunity of talking to an advisor
along the process.
http://personal.Cumulus.co.uk/personal/mortgages
UK retail bank
www.gmail.com
Steve, We’ve got a new First Time
Buyer Blog Post!
Hello Steve
Our latest blog for first time buyers has just been published and we’ve
got lots more for you! Check out our blog.
Read more
Mail First Time Buyer New Blog Post!
Note: Your home may be repossessed if you do not keep up
repayments on your mortgage.
New Blog Post!.
WEB VERSION
Read more
A few days later
He receives a personalised message about a
new blog post that might interest him, so he
goes back to Cumulus to have a look.
Hi Rachel, you’ve got a new
lead. Please check your
Inbox.
Slide for more
MESSAGES 1m ago
Whilst on the move
Rachel gets a high priority alert! She has a new
lead!
German retail bank
Working on the priority lead
Rachel who works for Cumulus looks at the
priority lead details, she is able to see any
information Cumulus has about Steve and all
the information he has inputted online.
She get the support of artificial intelligence in
understanding the propensity to buy and cross-
selling opportunities.
US retail bank
Used mortgage simulator
Browsed mortgage community
Clicked on Facebook ad
Address not filled
Email is valid
Inbox (8)
From: Cumulus
To: Me
Thanks for purchasing a TrailFit
Items in your cart have been saved.
WEB VERSION
You’re well on your way to improved fitness and health.
Next, get to know your device more closely and download
the app to optimize your workouts, track your goals, and
more!
Get it on
iOSGet it on
Android
During the process
Steve gets regular alerts during the application
process to keep him up to date and informed of
next steps.
www.gmail.com
Rachel, You’ve got new Track It
alerts
Read more
Rachel, You’ve got new Track It alerts
Broker Track it
WEB VERSION
Inbox (8)
From: Cumulus
To: Me
You’ve got a new secure
message in our application hub
Hello Steve
You’ve got a new secure message in our application hub
Read Message
Note: Your home may be repossessed if you do not keep up
repayments on your mortgage.
New Message!
WEB VERSION
Thinking about re-modelling?
Cumulus knows Steve might want to remodel parts of his
flat and propose support in finding contractors as well as
helping with financing.
UK retail bank
Spanish retail bank
Real time offers based on
PSD2 requests
Cumulus monitors PSD2 request to access
Steve profile information they have made
available through APIs.
Depending on the requestor, the frequency of
the request, the customer relevance and risk
profile Cumulus can trigger real-time offers for
Steve.