The document describes a proposed digital platform called Customer 360 that aims to provide relationship managers (RMs) with a one-stop shop for all customer engagement needs. It includes features such as intelligent product recommendations, customer data enrichment, productivity tools, gamification elements to improve engagement and retention, and digital access to customer data to empower RMs. A 4D approach of discover, define, design and develop is outlined to research, design, build and iterate the platform. Various screens and features are overviewed, including customer profiles, dashboards, insights, and tools to enhance performance and capture additional customer information.

1. CUSTOMER 360
One stop digital shop for all customer
engagement needs
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2. Customer 360 - Objectives
Intelligent Engagement Avenues
Intuitive nudges & insights to ensure
prompt customer servicing
Smart Upsell Opportunities
Intelligent product recommendations &
customer engagement avenues
Customer Data Enrichment
Alternate data capture mechanism for
sharper customer profiling
Productivity Enhancement
Day planner & other tools to effectively
manage RM’s daily tasks
Higher Engagement & Retention
Features to improve RM engagement,
create opportunities for earning
redeemable points & overall retention
Customers in Focus RMs at the Core
Digital Portfolio
Features to empower the RM digitally
with real-time access to valuable data
2
RM: Relationship Manager

3. Oct-Nov
Sep-Oct
Aug-Sep
Jul-Aug
Customer 360 – 4D Approach
Research
User-centric
approach
Insights
Needs/Touch-points
Ideation
Brain storm
Prototype
Specific solutions
Iterative process
• Stakeholder discussions
• Benchmarking
• Feature feasibility
• Vendor finalization
• Feature finalization
• Wireframes creation
• User Journey design
• Stakeholder approvals
• Agile sprint planning
• Visual designs
• UI elements
• Feature journeys
• Design iterations
• Clickable Prototype
• HTML Screens
• API Integration
Discover
Define
Design
Develop
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4. Empathy Mapping
TASKS
• Service existing customer policies
• Upsell to existing customers
• Enrich customer data
• Engage with customers more frequently
GOALS
• Enhance agent productivity
• Empower agent digitally
• Improve agent retention with BALIC
• Improve customer life time value
INFLUENCES
• Easy to use app interface inspired by other new age apps
• Proactive nudges & reminders
• Easy to consume customer & portfolio insights
• Messages from top leaders
• Appreciation among peers
• Gamification & rewards
• BALIC branded digital card
• Personalized greeting messages on special days
PAIN POINTS
• Lack of an intuitive & seamless user experience
• Absence of a fully digital solution to manage daily tasks
• Unavailability of all customer related data points at a single place
• Limited availability of intelligent nudges & insights
FEELINGS
• Ease of use
• Confidence by providing intelligent customer insights
• Excitement & motivation to complete assigned tasks
• Sense of attachment with BALIC
• Age –> 30 – 40
• Gender -> Male
• Digital Literacy -> Medium
• Uses mostly mobile
• Sales target oriented
• Easy access to data
USER PROFILE USER BEHAVIOR

5. Customer 360 – Screens Overview
4 MASTER PAGES 4 CHILD PAGES 7FEATURE PAGES
HOME PAGE
App launch page with a gateway to all
main modules (use cases)
CUSTOMER PROFILE
Customer details page with a single view
of all customer attributes
RM DASHBOARD
Dedicated page for the RM with a
snapshot of all actionable insights & tasks
POLICY INFORMATION
Policy details page with exhaustive details
about an individual policy
RM PROFILE
RM details page with option to add &
update personal & family details
CUSTOMER RECORDS
Listing page with basic details of all
customers mapped to the RM
USE-CASE MODULES
Listing page with use-case specific
details of customers (PASA, Maturity etc.)
NOTIFICATION PAGE
Child page on home screen with
notifications & planner alerts
• PASSION FOR DATA
• BALIC STORIES
• LOCATE CUSTOMERS NEARBY
• MY CUSTOMER REFERRALS
• DIGITAL BUSINESS CARD
• DAY / TASK PLANNER
• MY POINTS (GAMIFICATION)
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**Master Page – Main pages hosting multiple features & having numerous reference/entry points throughout the app
Child Page – Pages with fewer feature elements & having lesser reference points on the app
Feature Page – Pages which host a specific feature/functionality within the app

6. Leverage behavioral science to ensure RM action
& commitment to their tasks & targets
NUDGES
Platform Adoption Nudge to improve app usage
Performance Nudge to motivate RM towards target achievement
Reminder Nudge to ensure RM action on his assigned tasks
Personalized Greeting Nudge to create sense of bonding with BALIC
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7. Set up a medium for easy broadcast of important
messages to the RM community in one go
STORIES
Message from LEADERS
Important Announcements
New Contest updates
Appreciation among peers (Repository of top pitches)
Platform for Content sharing & Evangelization
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8. Create an additional element to ensure app adoption and
increase engagement levels
Gamification
Induce excitement through friendly competition
Improve RM performance through task based rewards
Nudge to Motivate RM to perform daily activities
Redeem coins earned as rewards
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9. Seamless interface for agent to capture additional data points
during customer interactions
(to be further leveraged for personalized product offers)
Passion for Data
Incentivize RM for data enrichment
Interface to create a Holistic Customer Profile
Capture additional customer data points
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10. Empower RM’s to digitally manage their daily tasks,
meetings, reminders & other customer interactions through
an in-app feature
Day Planner
Disposition Capture to track customer responses & integrate
with LMS
Easy way to add & manage To-do list & Reminders
Intuitive view of planned tasks for the day
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11. Provide actionable customer insights to the RM at an individual
and overall portfolio level
Customer Insights
Inputs to RM for customer engagement
Inferences to get overview of credit, digital & engagement levels
Insights at portfolio level on RM dashboard
Detailed drilldown of customer information
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12. 12
Impact
Predicted Impact
Unique Active
Users
2500+
Average Session
Time
30 Min
1000+
Average Session
Per Day
Intelligent upsell opportunities
- Only platform providing all available upsell & engagement opportunities (Payout, Maturity, PASA & SISO on real time basis)
Building a Digital Portfolio
- Features to empower the RM digitally with real-time access to critical data such as customer profiling scores & his portfolio details
Providing a single comprehensive view of customer through intuitive UI/UX
- A real view of all customer attributes & policies at a single place
Providing avenues for Customer Data Enrichment & Profiling (Passion for Data)
- Module built to capture detailed customer information for sharper customer profiling & upsell through Passion for Data
Productivity Enhancement
- Day planner & comprehensive dashboards to effectively manage RM’s daily tasks
- Reminder notes for RM to customer policy interactions
Increased persistency
- With renewal and lapsing policy, increased focus on these customer segments to enhance RM portfolio persistency