Slides used by Jouk Pleiter in the Backbase webinar on Digital Marketing Strategies for Financial Services.

1. Customer Experience Solutions. Delivered. 1
Digital Marketing
In the Era of Customer Engagement

2. Customer Experience Solutions. Delivered. 2
Trend 1 : The Outside-in Approach
CHANGE Frequency
CUSTOMER
EXPERIENCE
LAYER
LOOSELY
COUPLED
INTERNAL
SYSTEMS
AND PLATFORMS
CHANGE Frequency

3. Customer Experience Solutions. Delivered. 3
Trend 2: Widgets (Mix & Match)
CUSTOMER ENGAGEMENT PORTAL
PERSONALIZATION FORMS
1:1 Marketing Enrollment
(targeting, segmentation)
Re-Usable Self-Service ...
COMMUNICATION Widgets CONTENT
Chat, Mail, SMS Consistent
Across Channels
INTERNET BANKING OTHER APPLICATIONS 3TH PARTY APPS
Transactional CRM PFM

4. Customer Experience Solutions. Delivered. 4
Trend 3: From Transactional to Engagement Banking
Fast
Results
Launchpad Widgets
Mobile CMS
Transactional
Application Digital
Integration Marketing
Security

5. Customer Experience Solutions. Delivered. 5
Challenge : Efficient online Marketing & Sales

6. Customer Experience Solutions. Delivered. 6
6
Targeting : Segmentation & 1:1 Marketing
TRACKING CUSTOMER
BEHAVIOR PREFERENCES
Implicit Explicit
Profiling Profiling
Social Customer Targeting
Rules
API Profile Data
Existing
CRM
Content Integration Rendering
Services Services Services

7. Customer Experience Solutions. Delivered. 7
Targeting: Rules, Segments and Variants
7 7

8. Customer Experience Solutions. Delivered. 8
Challenge : The Dialog moves to Tablets & Smartphones

9. Customer Experience Solutions. Delivered. 9
Customer
in Control

10. Customer Experience Solutions. Delivered. 10
10
Device Recognition & Rendering
Re-use Widget across
RENDERING SERVICES
Multiple Devices
Device Optimized
Templates
Recognition Rendering
Re-use Backbase
Portal Services,
Security Personalization Content ‘Integration
…
Services Services Services Services

11. Customer Experience Solutions. Delivered. 11
Using Open Standards : HTML5 + CSS3 + Javascript
+! +!
Benefits Mobile Web:
Rich User Experience + Write Once, Run Everywhere

12. 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.

13. Customer Experience Solutions. Delivered. 13
13
Mobile Wrapping: Integrate with Native OS features
Native App Wrapper!
With App store! With Vibration!
With Local Cache!
With Camera!
With Geo Location! With Sound!
Benefits Hybrid approach :
Access to local OS and ability to publish in App Stores or Marketplaces.

14. Customer Experience Solutions. Delivered. 14
14
Hybrid Model : Mobile Web + Native Wrapper
+! +!
(1) Direct To Browser
Backbase!
BANK 2.0!
Portal!
(2) Native App Wrapper
+! NATIVE!
WRAPPER!
Mobile Optimized Widgets!
!

15. Customer Experience Solutions. Delivered. 15
Portal Manager: Empower the Business Teams

16. Customer Experience Solutions. Delivered. 16
Bank 2.0 Portal : Empower all Stakeholders
Portal Manager Retail Banking Launchpad
(Digital & Marketing Professionals) (Your Customers)
Business
in Control
Customer
in Control
IT Portal Platform
in Control
Existing Core Banking & Other Back-end Systems

17. Customer Experience Solutions. Delivered. 17
Marketing
in Control

18. Customer Experience Solutions. Delivered. 18
Portal Manager : Configurable by Business / Marketing
18

19. Customer Experience Solutions. Delivered. 19
Portal Manager : ICE (In Context Editing)
19

20. Customer Experience Solutions. Delivered. 20
Portal Manager : Mobile Editing
20

21. Customer Experience Solutions. Delivered. 21
Compliance : Approval Workflow
21

22. Customer Experience Solutions. Delivered. 22
Backbase
Wrap-up

23. Customer Experience Solutions. Delivered. 23
Trend 1 : The Outside-in Approach
CHANGE Frequency
CUSTOMER
EXPERIENCE
LAYER
LOOSELY
COUPLED
INTERNAL
SYSTEMS
AND PLATFORMS
CHANGE Frequency

24. Customer Experience Solutions. Delivered. 24
Trend 2: Widgets (Mix & Match)
CUSTOMER ENGAGEMENT PORTAL
PERSONALIZATION FORMS
1:1 Marketing Enrollment
(targeting, segmentation)
Re-Usable Self-Service ...
COMMUNICATION Widgets CONTENT
Chat, Mail, SMS Consistent
Across Channels
INTERNET BANKING OTHER APPLICATIONS 3TH PARTY APPS
Transactional CRM PFM

25. Customer Experience Solutions. Delivered. 25
Trend 3: From Transactional to Engagement Banking
Fast
Results
Launchpad Widgets
Mobile CMS
Transactional
Application Digital
Integration Marketing
Security

26. Customer Experience Solutions. Delivered. 26
Bank 2.0 Portal : Empower all Stakeholders
Portal Manager Retail Banking Launchpad
(Digital & Marketing Professionals) (Your Customers)
Business
in Control
Customer
in Control
IT Portal Platform
in Control
Existing Core Banking & Other Back-end Systems

27. Customer Experience Solutions. Delivered. 27
Integrated Customer Experience Solution
Portal Platform Portal Manager Launchpad
Cross Device Presentation Page Designer My Preferences / Profile
(desktop, tablets, smartphone) (in-context page editing)
Accounts / Payment History
Contextual / Personal
Content Management
(Customization, Profile, Targeting) Payments / Address book
(marketing content, UGC)
Security Services Message & Alerts
(IDM integration, role-based access) Digital Marketing
Documents
Integration Services (Targeting, Campaigns, Analytics)
(Mash-up Engine, EAI patterns) Social
App Center
Content Services
(widgets, apps, templates, …) Branch / ATM Locator
(CMIS, Search, UGC)
IT Business
in Control Customer
ol
in Contr in Control

28. Customer Experience Solutions. Delivered. 28
Q&A

29. Customer Experience Solutions. Delivered. 29
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