In the past, organizations built websites, portals, and mobile apps, based on their internal silos. They did not realize how the web and customer expectations would evolve. In an effort to keep up, they created even more silos by complicating their channels further with disconnected and disparate tools. Today, the goal is to create a comprehensive technology platform that provides a set of services that enable enterprises to quickly streamline their digital customer interactions, regardless of the legacy systems that have been holding them back in the past. We call this the Customer Experience Platform; a dynamic new layer that is deployed over existing systems to deliver a superior customer experience, anytime, anyplace, and on any device, while at the same time giving e-business teams control over the entire online customer journey. In this webinar, Backbase CEO & Co-Founder Jouk Pleiter, together with Global Head of Marketing, Jelmer de Jong, discuss The Emerging Customer Experience Platform Trend. Introducing the ‘CXP’ which integrates a set of core features, including WCM, Portal, Mobile, Forms, Digital Marketing, Social, and Analytics. Read more about our vision: http://blog.backbase.com/3816/backbase-vision-user-experience-platform/

1. Customer Experience Solutions. Delivered.
1
The Emerging Customer Experience Platform Trend

2. 2
Customer Experience Solutions. Delivered.
Forms
Web Content
Management
LEAN
PORTAL
Digital
Marketing
Mobile &
Cross Channel
Delivery
From Scatter to the Customer Experience Platform
2

3. Customer Experience Solutions. Delivered.
Customer Experience Platform
What‟s in a Name?
3

4. Rising customer expectations and the growing importance of the
Web and mobile as sales and service channels mean that
financial services e-Business executives need to fundamentally
improve the way they serve customers via digital channels.
Forrester: SUPER & Web Experience Management
4

5. Forms
Web Content
Management
LEAN
PORTAL
Digital
Marketing
Mobile &
Cross Channel
Delivery
Source: Gartner, „A Platform Approach for Websites, Portals and Mobiles Apps Leads to
Faster Time to Market and Improved User Experience‟. Gene Phifer, Jim Murphy, 29 March 2013.
Gartner: User Experience Platform
5

6. 6
Customer Experience Solutions. Delivered.
Customers
Cross-Channel Experience
on
on
on
on
on
on
on
Multi-Channel Customer Experience Delivery
Content
Self-Service
Dashboard
Offers
Apps
Enrollment
Social
Communication
Customer Experience Platform
Portal Manager
Content Creators, Marketers, BA.
Widgets / Open Standards
Developers

7. 7
Customer Experience Solutions. Delivered.
Customers
Cross-Channel Experience
Optimize
on
on
on
on
on
on
on
Multi-Channel Customer Experience Delivery
Deliver
Content
Self-Service
Dashboard
Offers
Apps
Enrollment
Social
Communication
Create
Customer Experience Platform
Portal Manager
Content Creators, Marketers, BA.
Widgets / Open Standards
Developers

8. 8
Customer Experience Solutions. Delivered.
Customers
Cross-Channel Experience
Tracking
on
on
on
on
on
on
on
& Analytics
Personalization
Multi-Channel Customer Experience Delivery
Sales & Marketing
Content
Self-Service
Offers
Enrollment
Apps
Dashboard
Social
Communication
Customer Experience Platform
Portal Manager
Content Creators, Marketers, BA.
Widgets / Open Standards
Developers
Campaigns
Content
Optimization

9. Direct 2 Consumer
Superior
Experience
Public
Marketing
Sites
Distribution Channels
Personal &
Relevant
Closed
Customer
Environment
Fast &
Frictionless
Mobile
Tablets
Apps
Any Time
Any Place
Internal
Apps &
Content
Process
Integration
Security &
Compliance
Customer Experience Platform
CRM
Integration
Application
Integration
Apps
Content
CRM
Processes
Compliance
The Goal: Create One Seamless Customer Journey
9

10. Customer Experience Solutions. Delivered.
Customer Experience Platform
The Core Elements
10

11. Customer
Experience
Outside In
Platform
LOOSELY
COUPLED
PRODUCTS
& IT SYSTEMS
Inside Out
Paradigm Shift: From “Inside-Out” to “Outside-In”
11

12. Customer Oriented Functions
Customer
√
Innovation capability
& customer orientation
Experience
Platform
LOOSELY
COUPLED
PRODUCTS
& IT SYSTEMS
Back Office Functions
Introducing the Customer Experience Platform
12

13. Customers
✓ Right data, right time, right place
✓ Seamless Customer Journey
✓ Personal & Relevant
✓ A la Carte service facilities
✓
Configure what customers expect
✓
with limited IT support
✓ Online Channel Optimization:
✓ Agility / Business – IT Alignment
continuous improvement
✓
Cross & Up-sell Campaigns
Leverage existing IT infra
Business
IT
✓
Innovation on a solid foundation
Number 1 Priority: Empower all Stakeholders
13

14. 14
Customer Experience Solutions. Delivered.
Web Content
Management
Forms
LEAN
PORTAL
Digital
Marketing
Mobile &
Cross Channel
Delivery
Introducing: The CXP with its Core Elements
14

15. Customer Experience Solutions. Delivered.
CXP: The Core Elements
Lean Portal
15

16. Customer Experience Solutions. Delivered.
Web Content
Management
Forms
LEAN
PORTAL
Digital
Marketing
Mobile &
Cross Channel
Delivery
16

17. 17
Customer Experience Solutions. Delivered.
Lean Portal: Enable Cross Device Customer Journeys
I‟m in
Control
Convenient
No Friction
Improves
My Life
Trusted
Advisor
Web
Mobile
Customer Experience Platform
Lean Portal: Personal & Relevant
Portal 1.0
Portal 1.0
Integrate
Data
Integrate
Content
BUs
Products
Systems
Integrate
Applications
Processes
Integrate
Process
Compliance

18. 18
Customer Experience Solutions. Delivered.
Lean Portal Building Blocks: Reusable Widgets
Digital Channels
Front-Office Operations
Customer Experience Platform
PERSONALIZATION
1:1 Marketing
(targeting, segmentation)
COMMUNICATION
FORMS
Re-Usable
Widgets
CONTENT
Chat, Mail, SMS
Banking Systems
Transactional
Origination,
Self-Service ...
Re-use across Channels
CRM Systems
CRM, Social, …
3rd Party Apps
PFM, Portfolio,

19. 19
Customer Experience Solutions. Delivered.
Lean Portal: Integration, Security, Personalization
Lean Portal
Widget
ESB
Stock
Widget
Widget
Widget
Pay
Widget
Widget
Integration Services
Widget
Widget
Widget
Security Services
…
- CORE SYSTEM SILO‟s -
IDM / SSO
Personalization
Services
CRM

20. 20
Customer Experience Solutions. Delivered.
Lean Portal: Orchestration & Presentation
WEB
TABLET
MOBILE
Call Center
Branch
Orchestration & Presentation
Integrate Apps
Integration Layer
Integrate Content
Integrate Data
Web Services
Pre-fill
Integrate Process
Straight Through Processing
Integrate CRM
Etc.
Core Systems
Payment
Treasury
Risk Mngt
FX
Etc.

21. Customer Experience Solutions. Delivered.
CXP: The Core Elements
WCM
21

22. Customer Experience Solutions. Delivered.
Web Content
Management
Forms
LEAN
PORTAL
Digital
Marketing
Mobile &
Cross Channel
Delivery
22

23. Customer Experience Solutions. Delivered.
WCM: Business in Control
Portal Manager
End-User Site / App
(Digital Professionals)
(Customers / Employees)
Customer Experience Platform
Existing Back-End Systems
23

24. 24
Customer Experience Solutions. Delivered.
Portal Manager: In Context Editing (WYSIWYG)
24

25. 25
Customer Experience Solutions. Delivered.
Portal Manager: Cross-Device Management
25

26. 26
Customer Experience Solutions. Delivered.
Portal Manager: Publishing (staging / live)
26

27. 27
Customer Experience Solutions. Delivered.
Portal Manager: Logging, Audit Trail, Archiving (compliancy)
27

28. 28
Customer Experience Solutions. Delivered.
Separation of Concern: For Fast Time to Value
Create
Approval
Page | Widget
GO LIVE !
Workflow
Publish
Development & QA
Deployment
GO LIVE !

29. Customer Experience Solutions. Delivered.
CXP: The Core Elements
Mobile
29

30. Customer Experience Solutions. Delivered.
Web Content
Management
Forms
LEAN
PORTAL
Digital
Marketing
Mobile &
Cross Channel
Delivery
30

31. Customer Experience Solutions. Delivered.
•
•
•
•
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32. Customer Experience Solutions. Delivered.
•
•
•
•
•
•
•
•
•
32

33. Customer Experience Solutions. Delivered.
•
•
•
•
•
•
•
•
•
•
•
•
•
•
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34. 34
Customer Experience Solutions. Delivered.
Write Once & Reuse: Run Across Multiple Devices
Re-use Widget across
Multiple Devices
RENDERING SERVICES
Device
Recognition
Optimized
Rendering
Templates
Re-use Backbase
Portal Services,
Security
Services
Personalization
Services
Content
Services
„Integration
Services
…

35. 35
Customer Experience Solutions. Delivered.
The Future of Open Standards: HTML5 + CSS3 + Javascript
+
Benefits Mobile Web:
Rich User Experience + Write Once, Run Everywhere
+

36. Customer Experience Solutions. Delivered.
Responsive Design: Write Once, Run Everywhere

Responsive Web Design (RWD) means that a web site is crafted to use
CSS3 media queries, with fluid proportion-based grids, to adapt the layout
to the viewing environment, and in many cases also use flexible images.
36

37. Customer Experience Solutions. Delivered.
The Hybrid Approach: Native Wrapper + HTML5 Widgets
Native App Wrapper
With App store
With Vibration
With Local Cache
With Camera
With Geo Location
With Sound
Benefits Hybrid approach :
Access to local OS and ability to publish in App Stores or Marketplaces.
37

38. Customer Experience Solutions. Delivered.
The Hybrid Approach: Native Wrapper + HTML5 Widgets
Customer
Experienc
e Platform
38

39. Customer Experience Solutions. Delivered.
The Goal of Mobile: Design Cross Channel Journeys
39

40. Customer Experience Solutions. Delivered.
Mobile in CXP as the iCloud: Cross Channel Journeys
Customer Experience Platform
40

41. Customer Experience Solutions. Delivered.
CXP: The Core Elements
Digital Marketing
41

42. Customer Experience Solutions. Delivered.
Web Content
Management
Forms
LEAN
PORTAL
Digital
Marketing
Mobile &
Cross Channel
Delivery
42

43. Customer Experience Solutions. Delivered.
Amazon Style Marketing in Your CXP
Amazon type of Customer
Experience, including:
• Tailored content to individual users
• Allow personalized configuration
• Use data to match customers
with right products
• Track user behavior
• Re-target relevant offerings based
on previous behavior
43

44. Customer Experience Solutions. Delivered.
44
Build Customer Profile: Leverage multiple sources
Digital channels enable banks to implement 1:1
marketing principles on a large scale at relative
low cost.
CRM data: Leverage “next best offer”
instructions from analytical CRM infra. Push
online channel data back into CRM data
warehouse.
NEW
CRM
Data
Self
Personalization
NEW
Behavior
Tracking
NEW
NEW
Context
Aware
Social
Data
Self Personalization: enable customers to set
their personal preferences and customize the
portal to their needs.
Behavior Tracking: track individual user
behavior within digital channels (web, tablet,
mobile)
Contextual Delivery: leverage contextual data
(e.g. device type, geo location)
Social : re-use social graph data to make dialog
more personal

45. 45
Customer Experience Solutions. Delivered.
Targeting: Implement Cross- & Upsell Campaigns
BEHAVIOR
TRAKCING
Implicit
Profiling
Social
Facebook
Google +
…
CUSTOMER
PREFERENCES
Explicit
Profiling
Customer
Profile Data
CUSTOMER
CONTEXT
Contextual
Profiling
Targeting
Rules
Existing
CRM
Content
Services
Integration
Services
Rendering
Services

46. Customer Experience Solutions. Delivered.
Targeting: Rules, Segments and Variants
46
46 46

47. Customer Experience Solutions. Delivered.
Integrated Analytics
47
47 47

48. Customer Experience Solutions. Delivered.
Closed Loop Marketing: Ongoing Improvement
Create
Convert
Target
Closed-Loop
Marketing
Approach
Optimize
Measure
48

49. Customer Experience Solutions. Delivered.
CXP: The Core Elements
Forms
49

50. Customer Experience Solutions. Delivered.
Web Content
Management
Forms
LEAN
PORTAL
Digital
Marketing
Mobile &
Cross Channel
Delivery
50

51. Customer Experience Solutions. Delivered.
Origination & Self-Service
51

52. 52
Customer Experience Solutions. Delivered.
Challenge: Difficult to Create & Manage
OLD:
Business
Owner
Business
Analyst
Business
Owner
Business
Analyst
Interaction
Designer
Development
Team
Testing
Team
NEW :
MODEL > REVIEW > PUBLISH
Development
Team

53. Customer Experience Solutions. Delivered.
Forms: Model your Digital Dialogs
Forms Editing
(Business Analyst)
Enrollment / Self-Service
(Your Customers)
Rule-Based Dialogs
Existing Back-End Systems
53

54. Customer Experience Solutions. Delivered.
54

55. Customer Experience Solutions. Delivered.
Customer Experience Platform Trend
Key Take Away
55

56. Forms
Web Content
Management
LEAN
PORTAL
Digital
Marketing
Mobile &
Cross Channel
Delivery
From Scatter to the Customer Experience Platform
56

57. 57
Customer Experience Solutions. Delivered.
Web Content
Management
Forms
LEAN
PORTAL
Digital
Marketing
Mobile &
Cross Channel
Delivery
Move to the CXP with the Core CXP Elements
57

58. Customer Experience Solutions. Delivered.
Interested in the CXP?
Visit: http://www.backbase.com
58

59. Customer Experience Solutions. Delivered.
59
Thank You!
image courtesy: http://www.flickr.com/photos/beeteeoh/3298373727/