1. Winning with Contextual Financial Services
Cards and Payments Asia 2015, Singapore
Loon Wing Yuen
Director, Innovation
Enterprise Architecture & Solutioning,
Group Information and Operations Division
Suntec, Singapore
22-23 April, 2015

2. How the world has changed – in the post-millenial era, it is the
customer who is now in the “driver’s seat”
Business-
driven
IT
Consumer-
driven
IT
1. Business’ computational power & information
assets >> Consumer
2. Business applications model and automate the
business process
3. Informating the business process component
generates structured data
4. Analytics from the generated data serves the
business
5. Data stays with the business – the business has
the “information monopoly”
6. Proprietary data does not enable new
collaborative business models
1. Consumer’s available computational power &
information assets >> Business
2. Consumer cloud-centric applications dominate –
models and enables the consumer digital lifestyle
and activity
3. Informating/instrumenting the customer/physical
world generates large amounts of structured and
unstructured data
4. Analytics from the generated data serves both
the consumer, business and partners
5. Cloud APIs enable information sharing and
collaboration – the consumer is as informed as
the business
6. Open data from Cloud APIs enable new
collaborative business models and disruptors
7. Enabling the creation of new alternatives and
choices for the consumer
How the Information Technology landscape has changed:

3. With the customer in the “driver’s seat”, the paradigm is shifting
from managing interactions to supporting engagement
Customer
Interaction
Customer
Engagement*
 Acquisition / Retention
 Campaign-driven
 Customer Segmentation
 Schedule-driven
 Customer Touchpoints
 Digital Interaction
 Value Exchange
 Customer Moment-driven
 Customer Recognition
 Continuous
 Customer Journeys
 Digital Engagement
* -- Optimal Customer Engagement has to be contextual supported with the best customer
experience.

4. CIMB’s journey – Embracing the digital frontier
New Enablers
New Digital Offerings
New Channels
Big Data Analytics-
enabled Customer
Insights and
Applications
STP, Instant
Decisioning &
Instant
Fulfillment
Regional Converged Clicks
Platform
CIMBMessenger
Mobile POS KWIK
Rekening Ponsel/OctoSend
Instant over the Phone DecisioningGeo-location based Deals
Bank-in-a-Briefcase
Beat Banking’s Collaborative Wallet with AIS telco
CIMB Clicks User Base
‘000
New Core
Banking
Platform
1Loyalty
Regional Loyalty
Platform

5. In the consumer-driven world, customer experience is now key
Principle Concept/Technology CIMB Initiatives
Convenience  “Open account where I am”
 “Pay where I am”
 “Cash where I need it”
 “Motorcycle loan at the shop”
 “Merchant Offers Near Me”
 Enquiries and Complaints via
Twitter
 Bank-in-a-Briefcase
 Plug n Pay
 Go Mobile/Reckoning
Ponsel
 SAMM (Self-Apply Machine
for Motorcycle Loan)
 CIMB Deals
 CIMB Assists
Low-friction User
Interfaces & Ease-of-Use
 Converged Internet-Mobile
Platform
 Straight-through Processing
 Messaging and Chat Services
 Virtual Assistant*
 Regional Converged Clicks
Platform
 1View Instant Decisioning
 CIMBMessenger
 Smart MoneyManager
Before considering context, we first need to support the enablement of quality customer
engagement via superior customer experience.
* -- In conceptual stage

6. Principle Concept/Technology CIMB Initiatives
Personalisation  Group CIF
 360o Single Customer View
 Advanced Analytics
 1Platform
 1View
 Big Data Processing
Platform (consisting of
Hadoop cluster, Cassandra
NoSQL and Machine
Learning)
Loyalty & Recognition  Loyalty
 Smart Mobile Wallet and
Payments
 1Loyalty
 Go Mobile/Reckoning
Ponsel, Beat Banking
Wallet, CIMBpay
In the consumer-driven world, customer experience is now key
The 5 principles and associated concepts/technologies that drive a good customer
experience, and CIMB’s various projects and initiatives that address these.

7. Principle Concept/Technology CIMB Initiatives
Context-based Interactions  Location-based Offer
Recommendation Engine
 Social-awareness
 Smart Mobile Wallet and
Payments
 BLE4 Beacons, Smart
Wearables and IoTs*
 Fraud Detection via Geo-
fencing
 Advanced Analytics
 Offers4Me for
CIMBMessenger
 OctoPay Facebook Banking
 CIMBpay, OpenBanking
 CIMBpay, OpenBanking
 PlugNPay m-POS
 Big Data Processing
Platform (consisting of
Hadoop cluster, Cassandra
NoSQL and Machine
Learning)
In the consumer-driven world, customer experience is now key
The 5 principles and associated concepts/technologies that drive a good customer
experience, and CIMB’s various projects and initiatives that address these.
* -- In conceptual stage

8. Context
“Circumstance” – a fact or condition connected with or relevant to an event or action.
Hence all this is about information connected/generated from an event which is
related to an action being performed.
In order to gain a full understanding of the underlying customer event or action
(customer context), the following information categories are typically needed:
8
“The circumstances that form the setting for an event, statement, or idea, and in terms of
which it can be fully understood.” – Dictionary.com
Information Category Contextual Information
Baseline Info CustID, Customer Profile (Demographical, Psychographical,
Personas, Preferences & Tastes), Risk Appetite, Loyalty Index,
Social Graph
Historical Info Interaction History, Customer Journey
Current/Present Info Channel/Device, Location, Time of Day, Task at Hand, Life-Stage
External Info IoT-generated data, Season, Weather, Stock Market Index, Other
Economic Indices

9. Using Context to drive relevant actionable interactions and
deeper engagement
9
Contextual Event
Trigger / Info*
CIMB Initiative Contextual Information Product / Offer Customer
Interaction
CIMBMessenger
“Call-Me-Back”
Customer Profile, CustID, Product, 360o Single
Customer View
CIMB Product CIMB product
enquiry (and sale)
Offers4Me for
CIMBMessenger
Customer Profile, Interaction History [previous
card transactions], Channel/Device [XMPP over
Mobile], Location, Time, Task [shopping, meal,
entertainment]
Merchant Offers Merchant offer
usage
PlugNPay m-POS CustID [MerchantID, TerminalID], Customer
Profile [merchant profile], Location [Geo-code],
Time
Credit Card Valid card
transaction
OctoPay Facebook
Banking
CustID [CIF, FBID], Social Graph [friend’s FBID],
Interaction History [previous P2P fund transfers]
CoinBox P2P Fund
Transfers
Social P2P fund
transfer
Product or
Offer* Customer*
Interaction or
Transaction
Contextual
Historical Info * -- Triggering entity

10. Why context matters – CIMBMessenger “Call-Me-Back”
CIMBMessenger is an enhancement module to the CIMB Clicks Mobile App which
provides an “always on” communication channel between the bank and the customer.
CIMB Product Promotions can optionally have the “Call-Me-Back” function.
10
1. Server automatically
checks if the customer will
receive notification via
Messenger or SMS
/
2. Clicks Mobile
customer receives push
notification via the Apple
or Google Cloud.
3. Clicks Mobile app will
display the latest
notification upon customer
clicking on the push
notification.
4. Interested customer
responds by pressing the
“Call-Me-Back” button.
5. A Lead will be generated in
Siebel CRM and routed to the
assigned Retail Telemarketing
Center agent.
6. RTC agent calls the customer
within the same business day
with regards to the product
enquiry.

11. Why context matters
► The mobile channel is rapidly becoming the dominant channel of interaction between the
bank and the customer
► The mobile has become a very personal device – in particular, customers are very
selective about which app to enable notifications – these apps must provide value to
them
► Hence, in order for our mobile banking app to “qualify” and being sufficiently “valuable”
to the customer to enable push notifications – the interactions between the bank and the
customer have to be contextually relevant
With the growing trend of “Out-of-Band” mobile interactions (such as CIMBMessenger),
context matters.
11
Targeted Personalised Contextual
Targeted Campaign Offers
 No choice
 Push based
 Segment based
“Send me relevant Offers”
 Opt In (eg. F&B offers in
KLCC mall)
 Pull based
 ‘Segment of One’ based
“Send me relevant Location Offers”
 Opt In
 Event trigger based (eg. location
detected at KLCC mall via a BLE4
beacon) during dinner time
 ‘Segment of One’ based
“In-Band” Post-Login “Out-of-Band” Pre-Login
Mobile Banking txns Mobile interactions

12. Advanced Analytics and Machine Learning is a key component
Context-based interactions leverage Big Data and Machine Learning technologies in order to
provide the best possible experience and value to the customer.
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ElasticSearch
Indexing
Map -
Reduce
Pig Hive
Tez HBase Storm Spark*
Yarn
HDFS
Exploration
Portal
Enterprise Data
Warehouse
Lifetime Customer Data-Mart of One
(Cassandra NoSQL Repository)Analytics REST-API layer
Business
Analyst
Machine
Learning
* -- In evaluation and testing stage

13. Where is the tech headed
► Customer expectations of banking services are always increasing
► They expect these services to be convenient, easy to use, personalised, rewarding and
delivered according to their context
► “Less is more” – within the customer’s interaction / usage context
By 2017, consumers who use networked endpoints daily will allow smart machines to make at least
20% of their personal decisions. – Predicts 2014, Gartner
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Customer uses
smartphone for
payment at store
Wallet app chooses a
particular bank card
because there is
promotion for the
card with the
merchant
As the customer is making the payment, the
wallet app also informs the customer that a
particular Japanese restaurant nearby is
offering 15% discount, as the wallet app
knows that it is near dinner time and that
the customer loves Japanese food
► Smart personal banking assistants
► Contextual UIs
► Supported by advanced analytics and machine learning / A.I.
While waiting for her food, the
wallet app alerts the customer that
she is due on a particular utility bill
payment and she should pay within
the day so as not to incur late
penalty charges

14.  Focus on the business
priorities first, start with an
engaged business stakeholder
and manageable pilot
 Identify a business
opportunity to address and
prove the viability/business
case, let the next business use
case build upon this success
and expand
 Business case contains a
blend of traditional ROI as
well as new non-traditional
quantitative metrics (such as
no. of user downloads, no. of
user signups, no. of user
active usage, no. of mentions
in social media)
 Design processes and systems
for customer choice and
empowerment
 Incorporating Design Thinking
 Focus first on people and skills,
technologies come in second
 Some of the technologies are
new, so be prepared to
experiment; use, discard and
replace technology
components as required –
hence the need to use an agile
“pilot approach”
Approach Capabilities
 Opportunity in the large
amounts of data that banks
process and store – having
more data can give a
competitive advantage
 Opportunities in using the Push
Notification as a new channel
for digital engagements with
contextual and customer
experience innovations
 Just using location data (and
micro location data using
beacons for example) for
realtime scenarios opens up
many opportunities
 There is an incredible
opportunity to leverage Big
Data and Machine Learning
technologies to innovate
around digital channels and
create new customer
propositions with superior
customer experience
Opportunity
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Summary and our learnings along the journey so far

15. Thank You