Customer engagement: transforming the business in the age...
Transcript of Customer engagement: transforming the business in the age...
Customer engagement: transforming
the business in the age of the client
Silvia Carlassara
CRM and Sales Planning, Intesa Sanpaolo
Customer Experience Conference, Financial Services
London, 25 October 2017
Intesa Sanpaolo is among the top
banking groups in the euro zone...
20 mln clients and 5.800+ branches in
Italy and abroad
Selective and strategic presence in retail
and commercial banking in 12 countries
in Central-Eastern Europe, in the
Middle-East and Northern Africa
Source: Intesa Sanpaolo Investor Relations
International network of specialists
supporting corporate customers across 26
countries
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… and the leading bank in Italy, growth
accelerator of the real economy
12,3 mln customers in Italy: 24% of the Italian
population >18 years of age is an Intesa Sanpaolo
customer
Intesa Sanpaolo is a nation-wide bank with a local
touch, with more than 4.600 branches in 20
different regions
Growth accelerator of the real economy:
48€ bn of mid/long-term loans given in 2016,
+80% vs. 2014
Leadership in Italy based on long-term
relationship with clients
Assets under management: 20% m.s.
Deposits : 18% m.s.
Loans and mortgages: 17% m.s.
Life insurance: 20% m.s.
Source: Intesa Sanpaolo Investor Relations
WE, THE DIVISION BANCA DEI TERRITORI.
Fintech companies are disrupting the
ecosystem: with “open banking” and the
automation of banking services
Client-centric experience. They enable simplification
and creation of new user experiences: from contract
management to loans, from investments to payments
Time-to-market e API. They are fast in the creation of
new services and in the integration of solutions with
external distribution platforms
Lower prices and costs. New business models allow
for competitive prices and lower operating costs
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What drives banking transformation:
new technologies or new client experiences?
FINTECH
TRADITIONAL
BANKS
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Speed
Innovation
Ideas
Financial soundness
Local presence
Data
People
Simplicity
We build innovative services: flexible and personalized
Reputation
Security
Traditional banks have the opportunity to
collaborate with Fintech leveraging on
each others’ strenghts…
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Contextual. Supported by client-centric
technologies that enable contextual
communications
Intuitive. Inspired by the simplicity of the
front-end solutions of “digital native” non-
banking players
Innovative. Thanks to influences from other
industries and diversified skills (biotech,
design, ...)
FINTECH ECOSYSTEM
Personalized. Thanks to deep client-
knowledge, based on big data analysis
Crowdfunding
Lending
Payments
E-commerce
PFM
… to build a superior customer
experience
of clients made
operations through
digital channels(2016)
55%Transactions on
Internet Banking(2014-2016)
+43%Transactions on
mobile app(2014-2016)
6X
We are digitizing our business strategy,
with a customer-centric approach
New products and services stemming from clients
needs and changing expectations, simple and flexible
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INTESA SANPAOLO CLIENTS
Source: BdT, Forrester The State Of Digital Banking, 2016
1. Private clients, >18, owners of banking products, who had a contact with the Bank, excluding
ATM, in the last 12 months (data: Apr. 2017)
Intesa Sanpaolo is one of the seven
most advanced global players in
digital transformation
42%
25%
33%
Physical
Digital
Phygital
Complete redesign of
the online banking and
customer service
Branch and phone
branch only
Digital channels
only
Both traditional and
digital channels
% on total clients1
PREFERRED CHANNELS
Fully integrated multichannel experience for more
than 80% of products
More than 8,5mln dematerialized operations and
more than 400mln paperless documents
Our innovative solutions enable us to
offer memorable experiences
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BUILDING
MEMORABLE
EXPERIENCES
Loyalty PFM
Accessibility
Customer
journey
New digital
experience
CONSTANT
COMMUNICATION
EVERYDAY
BANKING
SERVICES BASED
ON CLIENTS NEEDS
Digital
signature
Customer
feedback
New tone
of voice
Speak
with us
Remote
proposals
Piggy Bank
O-Key
Smart
5674
We offer high-quality services, digital
interactions and a human touch
Everyday Banking. A digital and multichannel
experience in your everyday operations completely
renewed, distinctive and safer, allowing to monitor
expenses and to make payments in every moment. With
the app, on the website, in all branches and with a
proximity network of over 20.000 tobacco shops
“Speak with us”. Wide autonomy in mobility with
assistance and service, from local or online branch in
every moment (also from website and app). Just a shake
with the app and you are immediately in touch with our
online customer support
Moments that matter. Feeling welcome at the local
branch like at home, living an integrated experience with
the mobile app. Our RMs speak to the customers, also
remotely, offering advices and personalized solutions in
the most important moments of clients life
A customer-centric
and multichannel bank
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We create a personalized relationship with
clients through multichannel customer
journeys
…complete. To our clients we offer assistance and
propose commercial offers
…contextual. We develop innovative solutions to
communicate with our clients in real-time
…interactive. Our product and service offer is generated
from interactions and data collected around client behavior
The communication with our clients is…
…personal. We use advanced technologies to send the
best message to each client
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…we suggest them
to discover more
about our loans
Marta e Marco
are looking for
a house...
…they often search for
loans on comparative
websites…
Marco is
travelling
aboard with his
family…
…he cannot use
his credit card in a
store…
…the contact unit
immediately reaches out to
give instruction on how to
modify his security code
An insight driven approach. We integrate unstructured
data to have a 360°view of the client
Thanks to our CRM we communicate
contextually to offer the best product or
services, to each client, at the right time
2013 2014 2015
Analytics and Big Data. We profile our clients based on
their behavior on different channels to capture and foresee
their needs and wishes
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Real time marketing engine. We leverage on digital
solutions to adopt a real time marketing approach
A constant dialogue. We make use of all touch points to
communicate with clients
Increase in
Customer Value
x3-5
VALUE CREATION
Increase
in NPS
+20-40% 7XSuccess rate on
clients called back
within 5 days
~2,8 mlnContact points with
clients every day
80%of clients receive a
real-time, personalized
and contextual message
on digital channels
300+Customer
journeys
Our personalized offer goes beyond
banking products and services
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IN OFFERTA
Personalization. We propose offers based on
interests and past purchases
Daily benefits. Through IN OFFERTA we give access
to savings and daily benefits to clients
Localization Age and
Gender
Income
bracket
Family
composition
Habits and
Interests
PROFILING PARAMETERS
Increased sales
Exposure
New clients Loyalty
Seasonal adjustments
Digitalization
BENEFITS FOR THE MERCHANTS
IN OFFERTA13
Listening to our clients is at the core of
our value-creation strategy
The client is at the center of
our thoughts, activities, decisions,
in all phases of the development process
Clients contacted
>10mlnScores collected
>1mlnComments analyzed
>360k
CLIENTS FEEDBACK
Source: Survey INS e NPS, Personal, Retail e Corporate, 2015-2016
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We improve
We co-create
We involve
We listen to the voice of customers: the
NPS supports processes and services
improvements and shapes employees
behaviors
#1 Intesa Sanpaolo is the leading Italian
traditional bank in terms of NPS
“How likely is it that you would recommend
Intesa Sanpaolo to a friend or colleague?”
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RELATIONSHIP VARIABLES
are the main determinants of
customer satisfactionThe NPS to improve clients relationship and internal
processes
Clients suggestions: we collect and highly value our
clients’ comments
Customer advocacy culture: we select best-in-class
behaviors that are useful to improve client relationship
We want to spread a customer-obsessed
culture within the whole Bank
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I've learned that people will
forget what you said, people
will forget what you did,
but people will never forget
how you made them feel
“
“
Maya Angelou
Simple
Personal
Multichannel
Fast
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Silvia Carlassara
CRM and Sales Planning, Intesa Sanpaolo