Omni channel - fsi round table

Driving Customer Centric

Manama, Sep 2014

Alaa ElGanagy

FSI Customer Solutions Manager, SAP MENA

Digitally Connected

79% of customers spend at least 50% of total shopping time researching brands online.

EMPOWERED CUSTOMERS ARE

Socially Networked

53% of customers abandoned an in-store purchase due to negative online sentiment.

Better Informed

59% of customers are willing to try a new brand to get better customer service.

© 2014 SAP AG. All rights reserved. 3

BANKS NEED TO RETHINK CUSTOMER EXPERIENCE

73% of financial institutions

unable to provide a

consistent experience

across products and

channels.

Source: SAP Performance Benchmarking

57% of the buying process is

completed before a first

interaction with sales.

SOURCE – CUSTOMER EXECUTIVE BOARD

IT CREATES A NEW KIND OF

THINKING AROUND SALES

CUSTOMER ENGAGEMENT

19TH CENTURY VS 21ST CENTURY

• AWARENESS

• INTEREST

• DESIRE

• ACTION

VS

SHARE RESEARCH

SHOP

PURCHASE TRIGGER

EVENT

COMPARE


Next-Generation Customer Engagement Platform

SAP Customer Data & Analytics Platform (DB, HANA, BW, Business Objects)

Advanced Analytics Data Integration &

Quality Mgmt. Data Modeling

Managed Customer

Analytics Agile Visualization

Data Storage &

Management

Sales & Customer Management

Sales

• Business Partner Management

• Activity Management

• Opportunity Management

Pricing

Marketing

ccccccccccccccccccccccc

Core Marketing & Customer Intelligence

• Audience discovery and targeting

• Social Contact Intelligence

• Real Time Recommendations

• Campaign Management

• Marketing Resource Management

• Loyalty Management

• Lead Management

Click Stream Analysis

Social Media Analysis

Service

Bank Account Services for Digital Banking

Personal Finance Management

Mobile Money Management

Customer Service Requests & Complaints

Account Origination / Contracting

Contract Change Management

Customer Lifecycle Management

(marriage, inheritance,…)

Bank Account Services for Physical Banking

Customer facing Channels

Teller / ATMs

Internet

Web Sales Online Banking

Mobile

Mobile Banking Mobile Money

Bank Representative

Interaction Center Client Manager

Omni Channel Platform

Partner

Offering

Omni Channel Customer Engagement & Commerce Platform

Omni Channel Banking Platform


A Solution to an existing problem

Customer

Experience

From Silo’d

Transactions To Consistent Interactions and Informed

Dialog across customer touch points


An Integrated Omnichannel Experience

9:00 am | At home

Deposits a check using

remote deposit capture

10:00 am | On way to

work

Snaps picture of home for

sale and initiates pre

approval

231 Ellsworth St.

$650,000 PRE

APPROVE

3:30 pm | At work

Gets a call from the call

center to discuss the

mortgage application

1:00 pm | At ATM

Withdraws money using mobile

generated code without needing

a debit card

10:30 am | At work

Logs on to complete

preapproval forms Washer

Thermostat Pool

231 Ellsworth St.

$650,000

Preapproval Form

12:00 pm | On way to lunch

Receives card-linked cash back offer

for Italian bistro a block away

7:00 pm | On couch at home

Reviews personal financial

management data and checks out

rewards earned

CONGRATULATIONS!

Today you earned:

1,000

points

$4 cash back

Use the code at the ATM for your $100 withdrawal

SMPLY

office


Current State of Channel Deployments & Desired Target

Mobile

Banking

Online

Banking

Bank Backends

Silo'd and Disconnected

Mobile

Banking

Online

Banking

Bank Backends

Partially Silo'd and Semi-Connected

Mobile

Banking

Online

Banking

Bank Backends

ESB

No SOA Middleware Some SOA Middleware Point to Point Integrations

Channel Apps

Core

Banking

Switch Bill Pay

Server

Mobile Banking

Online Banking

ESB (Shared Services)

Digital Channel Services

Ideal Target State Omnichannel

Mobile Wallet

Proper ESB based Middleware

Channel Harmonization with Digital

Channel Services layer


Integrated Omni Channel Experience

Consistent Omni-Channel User experience

Create and deploy beautiful engaging UI’s

consistently across Mobile, Tablet, Online

Open Standards based future proof

platform

Develop new & extend existing capabilities faster

for revenue generation

Manage upgrade costs more efficiently

Integration with complementary SAP

technologies

Leverage value-add technologies like SAP RTOM,

HANA, SAP CRM, SAP Analytics for differentiated

market presence


Next-Generation Customer Engagement Platform

SAP Customer Data & Analytics Platform (DB, HANA, BW, Business Objects)

Advanced Analytics Data Integration &

Quality Mgmt. Data Modeling

Managed Customer

Analytics Agile Visualization

Data Storage &

Management

Sales & Customer Management

Sales

• Business Partner Management

• Activity Management

• Opportunity Management

Pricing

Marketing

ccccccccccccccccccccccc

Core Marketing & Customer Intelligence

• Audience discovery and targeting

• Social Contact Intelligence

• Real Time Recommendations

• Campaign Management

• Marketing Resource Management

• Loyalty Management

• Lead Management

Click Stream Analysis

Social Media Analysis

Service

Bank Account Services for Digital Banking

Personal Finance Management

Mobile Money Management

Customer Service Requests & Complaints

Account Origination / Contracting

Contract Change Management

Customer Lifecycle Management

(marriage, inheritance,…)

Bank Account Services for Physical Banking

Customer facing Channels

Teller / ATMs

Internet

Web Sales Online Banking

Mobile

Mobile Banking Mobile Money

Bank Representative

Interaction Center Client Manager

Omni Channel Platform

Partner

Offering

Omni Channel Customer Engagement & Commerce Platform

Omni Channel Banking Platform


SAP Pillars for Customer Customer Centric Banking

HANA Utilize the technology platform for growth in Real-time Customer Centricity

TECHNOLOGY

Functional Roadmap Enhancements for Omnichannel, Marketing, InfiniteInsight, Origination, …

FUNCTIONALITY

User Interface Adopt to UI5 technology, SAP FIORI for SAP CRM

UI

Cloud and On-Premise Offering for Managed Cloud (HEC), Public Cloud for selected functionality

DEPLOYMENT


Customer Centricity in each interaction

Service Better Exceed customer

expectations and drive

customer loyalty anytime,

anywhere and on any device

Solve Issues Faster

and Smarter

Streamline Service

Operations

Provide mobile and

online access

Market Better Attract more customers while

driving profitability & growth

Leverage Customer Insights

Build Sticky Loyalty

Accelerate Marketing

Sell Better Retain customers while

converting loyalty into revenue

and profitability

Make Selling Easier

Improve Relationship Selling

Make Fact-Based Decisions

Engage

Customer

Better

SAP Innovations …

Product Bundling

How to separate Sales products from Operational products


Sales products and Operational products

L1 L2 L3

D1 D2 D3

C1 C2 C3

Loans Deposits Cards

Op

era

tio

nal

Pro

du

cts

L1 L2 L3 D1 D2 D3 C1 C2 C3

Sale

s

Pro

du

cts

Long product GTM

Tightly-coupled sales and operational products

Heavy involvement from the IT to develop a new product


L1 L2 L3

D1 D2 D3

C1 C2 C3

Loans Deposits Cards

Op

era

tio

nal

Pro

du

cts

C1 C2 C3 B1

B2

SAP Cross LoB Bundling

Sale

s

Pro

du

cts

Car

Loan

L11 L2 L3 D1 D2 D3 L12

New Car

Loan

Used Car

Loan

• Contract data

• Bundle conditions

• …

• Unlimited number of

bundle hierarchy

Customer Information Hub

How HANA enables for Customer Centric Banking


Dealing with customer information – the traditional way

Internal

Sources

Analyze

External

Sources

Transact

Channel

Content

Banking

Content

Other

content

OLAP – Analytical

Marketing

Customer

Service

Collaboration

Sales

OLTP – Transnational

Cu

sto

me

r C

ha

nn

els

Marketing, Sales,

Customer Service

Collect


Customer Information Hub utilizing HANA –

Real-time Customer Centric Banking at a glance

Banking

Services

Analyze & Transact*

External

Sources

Real-time discovery

Predictive customer segmentation

Contact Data Enrichment and

Engagement

Supporting Omnichannel

Campaigns and Loyalty

Real-time Recommendations

Consumer Service Excellence …

Response & Engage

Partner Network

(e.g. Banking Agents / Credit shops)

Cross-Bank

Collaboration

Th

e S

ocia

l W

eb

Cu

sto

me

r C

ha

nn

els

Collect

Customer Channels & Web

*Transact on customer interactions

Consumer Profile & Analytics on HANA

Marketing Customer

Service

Collaboration

Sales

Channel

Content

Banking

Content Other

content


Do you ever want to be in his place??!!!


01:08 min

THANK YOU!

Omni channel - fsi round table

Business

Transcript of Omni channel - fsi round table