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Delivering a Bank of One Experience

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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.

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Delivering a Bank of One Experience

  1. 1. SAP Hybris Marketing Delivering a Bank of One experience James Eardley
  2. 2. COMMODITIZATION
  3. 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%
  4. 4. In the Past Everything was better
  5. 5. Bankers knew their customers as people
  6. 6. Life was simple, but it was good.
  7. 7. There was balance
  8. 8. Technology changed the old model
  9. 9. Much was gained, but much was lost
  10. 10. Digitalization changed everything
  11. 11. Lower profitability / Lower Wallet Share
  12. 12. Where to from here
  13. 13. Hybris Marketing Building share of mind to build share of wallet
  14. 14. Relevant Customer Engagements MEET CUSTOMER EXPECTATIONS Ultra Personal Dynamically Adapt Not Creepy
  15. 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
  16. 16. Capture and enrich dynamic marketing profiles DATA IS THE FUEL
  17. 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. 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. 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. 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. 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. 22. THANK YOU! Feel free to connect with me at : Email: james.eardley@sap.com Linkedin: https://www.linkedin.com/in/jameseardley

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