Customer Experience Solutions. Delivered. 1 Digital Marketing In the Era of Customer Engagement
Digital Marketing & Backbase Portal
Oct 17, 2014
Slides used by Jouk Pleiter in the Backbase webinar on Digital Marketing Strategies for Financial Services.
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Customer Experience Solutions. Delivered. 1
Digital Marketing In the Era of Customer Engagement
Customer Experience Solutions. Delivered. 2
Trend 1 : The Outside-in Approach
CHANGE Frequency
CHANGE Frequency
INTERNAL SYSTEMS
AND PLATFORMS
CUSTOMER
EXPERIENCE
LAYER
LOOSELY COUPLED
Customer Experience Solutions. Delivered. 3
Trend 2: Widgets (Mix & Match)
Re-Usable
Widgets CONTENT
Consistent Across Channels
FORMS
Enrollment Self-Service ...
PERSONALIZATION
1:1 Marketing (targeting, segmentation)
COMMUNICATION
Chat, Mail, SMS
INTERNET BANKING
Transactional
OTHER APPLICATIONS
CRM
3TH PARTY APPS
PFM
CUSTOMER ENGAGEMENT PORTAL
Customer Experience Solutions. Delivered. 4
Trend 3: From Transactional to Engagement Banking
Transactional
Fast Results
Security
CMS Mobile
Launchpad
Application Integration
Digital Marketing
Widgets
Customer Experience Solutions. Delivered. 5
Challenge : Efficient online Marketing & Sales
Customer Experience Solutions. Delivered. 6
Targeting : Segmentation & 1:1 Marketing
Targeting Rules
Content Services
Integration Services
Rendering Services
Existing CRM
Customer Profile Data
TRACKING BEHAVIOR
CUSTOMER PREFERENCES
Implicit Profiling
Explicit Profiling
6
Social API
Customer Experience Solutions. Delivered. 7
7 7 Targeting: Rules, Segments and Variants
Customer Experience Solutions. Delivered. 8
Challenge : The Dialog moves to Tablets & Smartphones
Customer Experience Solutions. Delivered. 9
Customer in Control
Customer Experience Solutions. Delivered. 10
Security Services
Personalization Services
Content Services
‘Integration Services …
Re-use Backbase Portal Services,
Device Recognition & Rendering
Re-use Widget across Multiple Devices RENDERING SERVICES
Device Recognition
Optimized Rendering Templates
10
Customer Experience Solutions. Delivered. 11
Using Open Standards : HTML5 + CSS3 + Javascript
Benefits Mobile Web:
Rich User Experience + Write Once, Run Everywhere
+! +!
Customer Experience Solutions. Delivered. 12
Mobile Rendering : Responsive Web Design
n 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.
Customer Experience Solutions. Delivered. 13
Mobile Wrapping: Integrate with Native OS features
With App store!
With Local Cache!
With Geo Location!
With Vibration!
With Camera!
With Sound!
Native App Wrapper!
Benefits Hybrid approach : Access to local OS and ability to publish in App Stores or Marketplaces.
13
Customer Experience Solutions. Delivered. 14
Backbase!BANK 2.0!Portal!
Mobile Optimized Widgets!!
+!
(1) Direct To Browser
(2) Native App Wrapper
NATIVE!WRAPPER!
Hybrid Model : Mobile Web + Native Wrapper
14
+! +!
Customer Experience Solutions. Delivered. 15
Portal Manager: Empower the Business Teams
Customer Experience Solutions. Delivered. 16
Portal Platform
Existing Core Banking & Other Back-end Systems
Bank 2.0 Portal : Empower all Stakeholders
Retail Banking Launchpad (Your Customers)
IT in Control
Portal Manager (Digital & Marketing Professionals)
Business in Control
Customer in Control
Customer Experience Solutions. Delivered. 17
Marketing in Control
Customer Experience Solutions. Delivered. 18
18 Portal Manager : Configurable by Business / Marketing
Customer Experience Solutions. Delivered. 19
19 Portal Manager : ICE (In Context Editing)
Customer Experience Solutions. Delivered. 20
20 Portal Manager : Mobile Editing
Customer Experience Solutions. Delivered. 21
21 Compliance : Approval Workflow
Customer Experience Solutions. Delivered. 22
Backbase
Wrap-up
Customer Experience Solutions. Delivered. 23
Trend 1 : The Outside-in Approach
CHANGE Frequency
CHANGE Frequency
INTERNAL SYSTEMS
AND PLATFORMS
CUSTOMER
EXPERIENCE
LAYER
LOOSELY COUPLED
Customer Experience Solutions. Delivered. 24
Trend 2: Widgets (Mix & Match)
Re-Usable
Widgets CONTENT
Consistent Across Channels
FORMS
Enrollment Self-Service ...
PERSONALIZATION
1:1 Marketing (targeting, segmentation)
COMMUNICATION
Chat, Mail, SMS
INTERNET BANKING
Transactional
OTHER APPLICATIONS
CRM
3TH PARTY APPS
PFM
CUSTOMER ENGAGEMENT PORTAL
Customer Experience Solutions. Delivered. 25
Trend 3: From Transactional to Engagement Banking
Transactional
Fast Results
Security
CMS Mobile
Launchpad
Application Integration
Digital Marketing
Widgets
Customer Experience Solutions. Delivered. 26
Portal Platform
Existing Core Banking & Other Back-end Systems
Bank 2.0 Portal : Empower all Stakeholders
Retail Banking Launchpad (Your Customers)
IT in Control
Portal Manager (Digital & Marketing Professionals)
Business in Control
Customer in Control
Customer Experience Solutions. Delivered. 27
Integrated Customer Experience Solution
Portal Manager
Page Designer (in-context page editing)
Content Management (marketing content, UGC)
Digital Marketing (Targeting, Campaigns, Analytics)
App Center (widgets, apps, templates, …)
Portal Platform
Cross Device Presentation
(desktop, tablets, smartphone)
Contextual / Personal (Customization, Profile, Targeting)
Security Services
(IDM integration, role-based access)
Integration Services (Mash-up Engine, EAI patterns)
Content Services
(CMIS, Search, UGC)
Launchpad
My Preferences / Profile
Accounts / Payment History
Payments / Address book
Message & Alerts
Documents
Social
Branch / ATM Locator
IT in Control
Business in Control
Customer in Control
Customer Experience Solutions. Delivered. 28
Q&A
Customer Experience Solutions. Delivered. 29
Thank [email protected] AMSTERDAM - NEW YORK - LONDON - MOSCOW - SINGAPORE
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