Why do banks need to change?
Retail banking is becoming more and more a commoditized business, as customers routinely use comparison sites and the internet to simply choose the bank with the lowest prices and/or best rates, and
eroding wallet share and reducing customer profitability.
To reverse that trend, bankers need to deliver more personalized and contextual value to their customers. James Eardley, Jr. of SAP Hybris shares how you can deliver a bank of one experience.
3. MARKETING IS BROKEN
Marketers bombard customers
with irrelevant messages.
Not targeted, not relevant
of online ads are ignored
Source: Google Display Benchmark Tool
99.94%
Email click through rate
Source: Getresponse
3.57%
All digital channel response rate
Source: DMA Response Rate Report 2015
0.62%
15. Source 1: “The Contextual Marketing Imperative”, Forrester Oct 2015
Marketers use 11 siloed channels on average…
HOLISTIC APPROACH TO MARTECH IS NEEDED
…and 15 separate systems
to house customer data
17. Real-time
individualization
Presentation of
relevant content across
all touchpoints
Customer
or
Anonymous
What they have done
What they may do
What they are doing now
Leverage the real-time contexts to deliver the best customer experiences
EXPLICIT
IMPLICIT
CONTEXT MAKES THE DIFFERENCE
18. Real-time
individualization
Presentation of
relevant content across
all touchpoints
Customer
or
Anonymous
What they have done
What they may do
What they are doing now
Leverage the real-time contexts to deliver the best customer experiences
EXPLICIT
IMPLICIT
CONTEXT MAKES THE DIFFERENCE
19. Understand the real-time intent of each customer and dynamically deliver contextually
relevant experiences across channels.
INSIGHT AGILITY EXPERIENCE
MARKET TO AN AUDIENCE / BANK OF ONE
DELIVER INDIVIDUALIZED
CUSTOMER ENGAGEMENTS
BASED ON REAL-TIME
CONTEXT AND INTENT
CAPTURE, ENRICH, AND
CONSOLIDATE CUSTOMER
DATA AND GAIN DEEPER
INSIGHTS
REACT QUICKLY TO
OPPORTUNITIES. FAST AND
INTEGRATED SOLUTION
20. THROUGH OUT-OF-THE-BOX MARKETING SCENARIOS
Marketing
Analytics
HYBRIS
MARKETING
Customer Profiling
• Capture and enrich customer information
• Create real-time view of customer interactions
Segmentation and Campaign Management
• Identify the target audience
• Personalize your messages across channels
Commerce Marketing
• Personalized customer engagement
Marketing Resource Management
• Manage operational complexities
• Orchestrate and optimize resources.
Marketing Analytics
• Optimize marketing
• Respond to opportunities with real-time insights
Marketing Lead Management
• Qualify buyers and monitor success,
• Drive collaboration between marketing and sales
Loyalty Management
• Go beyond traditional card-based loyalty
programs to gain insights and drive behavior
21. CONFIGURED FOR SUCCESS
GO TO MARKET
QUICKLY
• Fast quarterly innovations
• Leverage best practice processes
FLEXIBLE DEPLOYMENT
• Public Cloud
• Private Cloud
• On-Premise
OPEN PLATFORM
• Open architecture
• Prebuilt integrations with major
SAP products
• Integrations with leading ISV
partners
• Integrations to non-SAP
systems
• Batch & real time
• Inbound & outbound
22. THANK YOU!
Feel free to connect with me at :
Email: james.eardley@sap.com Linkedin: https://www.linkedin.com/in/jameseardley
Hinweis der Redaktion
So what’s a bank to do in the age of digitalization?
How can bankers recapture wallet share without having to compete solely on price?
Well, it sure would be good to have the knowledge, insight, and mindshare that came with branch banking, but you can’t go home again, and
Even if you could, the customers have moved on.
Branch banking is now just one piece of the omni-channel puzzle.
But maybe, we can recapture at least some of what the branch was all about, but this time through technology and not just people
Because for certain, the surest way to greater wallet share is to gain share of mind just like branch bankers once did.
And that’s where Hybris Marketing comes in.
It helps your bank regain the knowledge, insight, and mindshare that branch banking once provided
And it lets your bank build share of mind in order to build share of wallet
And in the process
_
Meet the customer’s expectations of what a bank should be. Your customers want:
Personal and Relevant Customer Engagement
Focused on their needs, not the bank’s
Leveraging the bank’s expertise in meeting those needs
They want personalized advice and offers
And they want them in real-time
Realistic or not, customers want their Banks to understand them and their needs individually, the way the branch once did, at the point of interaction
_
And Hybris Marketing can deliver that Dynamic Adaptation without being “creepy”
Since we can’t rely on branch bankers to deliver the insight needed for personal relationships
We must use technology instead to capture the all of the information available
And then consolidate it into a single view
Creating the foundation for treating customers as individuals.
The problem is that customer data at banks, like in most industries, is all over the place.
Compliments of decisions made long ago in a different era.
The legacy is a Marketing Technology Landscape in disarray.
It’s a fact that Bank Marketers use a lot of channels,
but to a greater or lesser degree most of them are still siloed
Each representing a separate source of customer data.
And the cost and effort to function in this landscape, as you know, is enormous
Just as a note, or in case you were wondering, the numbers you see here are from research we recently did with Forrester
_
Data is the fuel that provides customer insight and context.
An context, often overlooked, makes the difference in understanding customer intent
Bankers need a technology platform that helps them engage with customers and meet their expectations as one bank.
They don’t need a point solution for execution
And that’s what Hybris Marketing is.
It’s an open platform that enables coordinated, real time, contextual engagement across channels
And likely you don’t need more data, the data is there.
But you do need the ability to complete real time profiles of individual customers, based on:
present,
past,
and predicted behavior.
And that’s what Hybris Marketing does.
Hybris Marketing is fundamentally different in that it allows the contextual, audience of one/bank of one experience that branch bankers once delivered
We take everything we know about the customer –
what they’ve done, [click]
What they’re doing right now [click]
And what they may do [click]
To engage with the customer, identified or not, in a way that is personally relevant [click] to each one.
We do this just the way bankers would have done using implicit and explicit data.
Explicit data [click] from transactional systems and other structured sources
Implicit data from [click] email responses, call centres, browsing behaviour and other unstructured data
SLIDE WITH ANIMATION
Hybris Marketing is fundamentally different in that it allows the contextual, audience of one/bank of one experience that branch bankers once delivered
We take everything we know about the customer –
what they’ve done, [click]
What they’re doing right now [click]
And what they may do [click]
To engage with the customer, identified or not, in a way that is personally relevant [click] to each one.
We do this just the way bankers would have done using implicit and explicit data.
Explicit data [click] from transactional systems and other structured sources
Implicit data from [click] email responses, call centres, browsing behaviour and other unstructured data
Using Hybris Marketing, Banks can market and communicate to an audience of one, or create what we like to call “A Bank of One” experience, to at least partially recapture the personal, in context branch experience of years ago.
While Hybris Marketing can do many, many things. It’s easiest to think of it in terms of three powerful capabilities.
Insight, and we do this by
Capturing and enriching customer profiles using all data from all sources
And that let’s us provide an Up-to-the-minute view of the customers’ interests, sentiments, and anticipated behavior
Next, is speed and agility and we do this by
Optimizing marketing decisions with fully transparent end-to-end, closed-loop marketing processes.
Letting you react to opportunities in real time
And finally, delivering a superior Customer Experience
And we do this by delivering a truly personalized experience based on real-time events,
You can also think of Hybris Marketing using a more granular out-of-the-box approach by looking at the marketing scenarios that it provides for, so:
Customer Profiling
Capture and enriching customer information to create a real-time view of customers and interactions
Segmentation and Campaign Management
Identifying target audiences and personalising your messages across channels
Commerce Marketing
Creates a personalized customer engagement
Marketing Resource Management
Gives you the ability to manage operational complexities and to orchestrate and optimize resources.
Marketing Analytics
Let’s you optimize marketing and respond quickly to opportunities with real-time insights
Marketing Lead Management
Qualify buyers and monitors success, and also drives collaboration between marketing and sales
And finally Loyalty Management
Which goes beyond traditional card-based loyalty programs to gain insights and drive behavior
Hybris marketing come configured for maximum success.
Offering quarterly releases that
Let’s you take advantage of the latest innovations
An open platform
Using a flexible and open architecture that provides a single point of integration with any 1st or 3rd party application.
Including pre-built integrations with leading ISV’s such as Facebook, Google, Sprinklr, Turn etc.
And finally flexible deployment
You can choose from on-premise, private cloud or public cloud (using S4/HANA, marketing cloud edition)