Salesforce für Financial Services
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Die Art und Weise, wie Banken und Versicherungen heute Bestandskunden betreuen und neue Kunden gewinnen, hat sich komplett verändert. Denn Kunden erwarten heute, alles bequem online und von unterwegs erledigen zu können – sie sind sozial vernetzt, besser informiert und kritischer. Gleichzeitig wünschen sie sich aber auch eine individuelle Beratung, die genau auf ihre Bedürfnisse und persönliche Lebenssituation zugeschnitten ist. Salesforce unterstützt Banken und Versicherungen, ihre Kunden besser kennenzulernen, um sie in jeder Lebenssituation proaktiv zu begleiten und ihnen die richtige Botschaft zum richtigen Zeitpunkt und auf dem richtigen Kanal zu senden – um vertrauensvolle und langfristige Kundenbeziehungen aufzubauen.
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Salesforce für Financial Services
- 1. Salesforce für Financial Services Erfolgreiche Neukundengewinnung und Kundenmanagement mbeck@salesforce.com Mona Beck, Area Vice President Services Industries
- 3. Finanzdienstleistung in der vierten industriellen Revolution Internet der Dinge Versicherungs-Tarifierung Risikoprävention Spracherkennung & KI Bots Erhöhte Service- Unterstützung Neueintritt branchenfremder Wettbewerber durch digitalen Kundenzugang Konvergenz der Industrie treibt „integrierte Finanzierung“ & neue Bezahlmodelle
- 4. Sie werden nicht an anderen Finanzdienstleistern gemessen Das Maß aller Dinge sind jene Apps mit großartiger Customer Experience
- 5. 12,4 Mio. Uniques auf ImmoScout 2 Mio. Neue Versicherungs- policen pro Jahr 1,58 Mio. Werdende Eltern 2,11 Mio. Autokäufe 11,65 Mio. “Generation Z” 157.313 Frauenfussball-Teams Riesiges Potenzial an unadressierten Kundengruppen Millionen Bekannter Kunden
- 6. Und behindern eine einheitliche Customer Experience Jahrzehnte der Komplexität verlangsamen die Transformation Unverbundene Geschäftseinheiten Vermögens- verwaltung Privatkunden Geschäftskunden Versicherungen CIB Filiale Service Center Online Mobil Financial Center Duplizierte Abläufe MIS Workflow Formulare & Dok. Management Verschlüsselung & Audit Trail Identity & Security Kundeninteraktion Geschäftsprozesse OCR Betrugserkennung Kampagnen ServiceE-mailBenachrichtigungen Leads Datenströme Komplexe Integration Accounts Vertrieb Angebote Transaktionen Onboarding Schalter CTI Chat Angebote Anfragen Transaktionen Telefonate Produkte Transaktionen Anfragen Leads Chat Kontakte E-mail Anfragen Angebote SMS E-mail Transaktionen Accounts Transaktionen Angebote Anfragen Statements Fragmentierter Blick auf den Kunden Core Banking- Systeme Kreditvergabe Policen & Verwaltung Daten Services v. Drittanbietern Einlagen Zahlungen /POSHypotheken G/L Kunden- daten Kundendaten Policen & Verwaltung Kreditkarten G/L Einlagen Zahlungen /POS Daten Services v. Drittanbietern Hypotheken
- 7. Awareness Lernen Evaluierung Konvertierung Kauf Ausgabe Service Kundenbindung Kundenpräferenzen Interaktions- und Transaktions-Historie Terminplanung Content Marketing Interaktive Bewertung Kunden Resource Center & Community Intuitive Nutzererfahrung Elektronische Kontoauszüge Vollumfängliche Lieferung & Leistung Policen/Kredit/Darlehens- Vergabe Digital & Papierlos Digitale verbindliche Angebote Prioritätenliste Gemeinschaftliches Cross Selling Produktivitäts Dashboards für Makler Lead Priorisierung Nachrichten-Nachverfolgung Tools zur Vermögensplanung Ganzheitlicher Blick auf Kunde und Haushalt Bedarfsanalyse Angebot an relevanten Produkten und Dienstleistungen Kampagnen-Management Social Listening Event-Management Kundendemographie Lifestyle Kunden Journeys Omnikanal Services, Internet, E-mail und Social Integrierte Systeme für z.B. Policen & Schadensmeldungen Gemeinschaftlicher Service Automatisierte Workflows & Regeln Mobile Schadensmeldung / mobiles Banking Elektronische Schadens- abwicklung / Kreditvergabe Die Bank- & Versicherungskunden “Journey” von heute
- 9. Und hilft Mitarbeitern eine durchgehende Customer Experience zu schaffen Die richtige Technologie verbindet Systeme und Prozesse Transaktion Genehmigung Einlage E-mail Service-Fall Empfehlung Kollaboration und FeedbackVor-Ort Besuch Relationship Planung Messaging Alert Kanäle Bank Online Kontakt-Center Mobil E-mail Operativ Geschäfts- bereiche Geschäfts-Kd. Privat-Kd. Corporate Private Banking International Kleinunternehmen Prozesse Marketing Vertrieb Abschluss Fulfillment Service Analytics Daten Core Banking Karten Zahlungen BPM Forderungen MIS Engagement Layer Relationship Manager Finanzberater Service AgentIhr KundeMarketer MobileCloud Social Intelligent Open Connected
- 10. Karten & Zahlungen Privatkunden & Premier Banking Sach- und Unfall- Versicherung Lebensver- sicherung & Rente Vermögens- Management Hypothek & Kredit- vergabe Geschäfts- kunden Banking Asset Management Corporate Banking & Treasury Services Investment Banking Global Markets Endkunde Institutionell Kundenerfolg im gesamten Spektrum der Finanzdienstleistungen
Hinweis der Redaktion
- Key Message Salesforce is a publicly traded company. Customers should make buying decisions only on the products commercially available. Talk Track Before I begin, just a quick note that you should base your purchasing decisions on products and services that are currently available.
- Key Messages Gratitude We owe all of our success to our customers. Make sure they understand that nothing is more important to us than their success The customer is the hero in this story, not Salesforce Talk Track Thank you for meeting with me today and thank you for being a great Salesforce customer for [XX] years. We appreciate your business. If you want to customize this slide, carefully crop and place images over top level photos.
- Key Messages: We’re seeing connected cars change the way insurance prices risk and premiums Industry convergence between retail and financial services. Its not just the one click payment, its one click to get credit or buy a warranty We’re seeing new technology in Natural Language Processing, and AI-powered bot allow customers to solve problems quickly, conveniently freeing up capacity in the contact center We’re seeing connected cars change the way insurance prices risk and premiums We’re seeing the convergence of industries - in particular retail and financial services - where processing payments, extending credit, buying insurance are becoming invisible with one click purchasing The potential of blockchain and distributed ledger to significantly evolve capital markets, initial coin offerings, and completely disrupt securities clearing and settlements is immense. Transition: this is not 5 years out, leaders are already deliver on the promise of…
- Banks are no longer just competing against one another or Fintechs; they’re competing against any company that is providing a convenient user experience that builds loyalty. Customers don’t just accept a brand for their status. They’re looking for convenience, and customer experience is now the differentiating product for B2C companies including banks. Think about Uber or Amazon – without owning physical cars or stores, they’ve revolutionized the way that customers think about transportation and retail through a seamless customer experience across channels and devices.
- Key Messages: And its hard because you’re dealing with decades of complexity The complexity was more manageable when all you had was one technology stack, a few lines of business, and a limited number of channels. But decades of mergers, acquisitions, evolving markets and products, new digital channels, and an explosion of data changed the game. Now, your are managing levels of complexity that hold back innovation. Multiple core systems across different lines of business, complex 'brittle' integrations and business silos have created redundancy and a fractured view of your customers. It makes delivering trust, transparency, and convenience difficult. This doesn't meet the expectations of customers in the 4th Industrial Revolution. It also doesn't inspire your employees with confidence and a will to win. But we’re making progress. The past 50 years were about dealing with the “Industry Spagetti”, the next 50 years will be about delivering on the industry experience But you don’t need us to tell you about problem that you know really well
- Along that policyholder’s journey, insurers need to equip their employees and agents with capabilities that would differentiate the user experience, and create an unfair competitive advantage. AWARENESS – capabilities that enable highly targeted marketing both at the corporate level as well as at the agent level LEARNING – capabilities that enable agents to know where a customer is in her learning journey EVALUATION – capabilities that offer relevant solutions for that policyholder’s personal or business situation CONVERSION – following up on opportunities PURCHASE and ISSUANCE – streamlining the transaction SERVICE – integrating the back office admin systems for a 360 view of the interactions RETENTION – capabilities that remind customers of the value of their relationship with you on an ongoing basis, not just when you’re a few weeks away from a policy renewal
- Key Messages: We are able to take the full power of the customer success platform, all of the innovation that is delivered 3x/year and apply it to solutions that solve your specific business needs.
- You already know this, but banks struggle to provide seamless and connected customer experiences because systems, departments, and processes have been set up in silos Orgs and products are built and measured in silos. There’s no visibility into other products or lines of business, which makes it difficult to know what a customer needs. And because there’s no line-of-sight to downstream processes, once you sell and a customer moves to underwriting or servicing it is tough to maintain a consistent experience. Don’t get me wrong, Silos have value, frankly, silos are necessary if you want to move fast in a particular business - but in today’s market, they fail to deliver the unified experience that customers demand. Because, banking isn’t about the product, it is about the customer.. Moreover, omni-channel attempts are typically rolled out in siloed fashion. So yes, you can get service on any channel, but those channels aren’t connected on the bank side The “single” customer view is therefore impossible since data is not surfaced as 1 customer AND, therefore when banks try to report/segment their customers, the data is too fragmented to be meaningful, and customers feel that they are lumped into irrelevant buckets TRANSITION There are lots of disparate systems currently and not all are communicating seamlessly. Bottlenecks Duplicative data entry Endless mounds of papers and files Lack of transparency and workflow With the right technology Consolidate and/or replace the information in disparate systems. Helps eliminate complexity of all these different systems with corresponding integrations. Helps eliminate duplicative data entry and the consolidation of systems saves time, creating a more efficient process which can ultimately drive things like account opening time decreases, more satisfied customers, and empowered employees. As with revenue, the most significant driver is reduced cycle time…savings in impacted areas in Compliance & Deposit Ops; reduced “touches” also make front line more efficient. Real time reporting, analytics Automation / Workflow Document Management Robust and very powerful CRM capabilities – providing excellent 360-degree visibility of the customer to better understand/anticipate the customer’s needs and wants
- Key Messages: For twenty years, we’ve been serving the entire spectrum of your financial services peers from consumer banking all the way through global markets We listening to you and your peers, we learn from the leaders and innovators But we’re also listening to the market-makers outside of financial services and here is what we’re seeing..