Customer engagement: transforming the business in the age of the client

Transcription

1 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

2 Intesa Sanpaolo is among the top banking groups in the euro zone mln clients and 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 International network of specialists supporting corporate customers across 26 countries Source: Intesa Sanpaolo Investor Relations

3 and the leading bank in Italy, growth accelerator of the real economy 2 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 branches in 20 different regions Growth accelerator of the real economy: 48 bn of mid/long-term loans given in 2016, +80% vs Leadership in Italy based on long-term relationship with clients Loans and mortgages: 17% m.s. Deposits : 18% m.s. Life insurance: 20% m.s. Assets under management: 20% m.s. Source: Intesa Sanpaolo Investor Relations

4 WE, THE DIVISION BANCA DEI TERRITORI.

5 Fintech companies are disrupting the ecosystem: with open banking and the automation of banking services 4 Client-centric experience. They enable simplification and creation of new user experiences: from contract management to loans, from investments to payments Lower prices and costs. New business models allow for competitive prices and lower operating costs What drives banking transformation: new technologies or new client experiences? Time-to-market e API. They are fast in the creation of new services and in the integration of solutions with external distribution platforms

6 Traditional banks have the opportunity to collaborate with Fintech leveraging on each others strenghts 5 Speed Innovation Ideas FINTECH Simplicity Financial soundness Reputation Data People Local presence Security TRADITIONAL BANKS We build innovative services: flexible and personalized

7 to build a superior customer experience FINTECH ECOSYSTEM 6 Lending E-commerce Intuitive. Inspired by the simplicity of the front-end solutions of digital native nonbanking players Crowdfunding Payments PFM Personalized. Thanks to deep clientknowledge, based on big data analysis Contextual. Supported by client-centric technologies that enable contextual communications Innovative. Thanks to influences from other industries and diversified skills (biotech, design,...)

8 We are digitizing our business strategy, with a customer-centric approach INTESA SANPAOLO CLIENTS 7 New products and services stemming from clients needs and changing expectations, simple and flexible Fully integrated multichannel experience for more than 80% of products Complete redesign of the online banking and customer service More than 8,5mln dematerialized operations and more than 400mln paperless documents Intesa Sanpaolo is one of the seven most advanced global players in digital transformation % on total clients 1 PREFERRED CHANNELS 42% 25% 33% 55% of clients made operations through digital channels (2016) Physical Digital Phygital +43% Transactions on Internet Banking ( ) Branch and phone branch only Digital channels only Both traditional and digital channels 6X Transactions on mobile app ( ) Source: BdT, Forrester The State Of Digital Banking, Private clients, >18, owners of banking products, who had a contact with the Bank, excluding ATM, in the last 12 months (data: Apr. 2017)

9 Our innovative solutions enable us to offer memorable experiences 8 SERVICES BASED ON CLIENTS NEEDS CONSTANT COMMUNICATION PFM Piggy Bank Loyalty Customer journey Speak with us Remote proposals New tone of voice Customer feedback EVERYDAY BANKING BUILDING MEMORABLE EXPERIENCES New digital experience Digital signature Accessibility 5674 O-Key Smart

10 We offer high-quality services, digital interactions and a human touch 9 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 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 tobacco shops

11 We create a personalized relationship with clients through multichannel customer journeys 10 The communication with our clients is complete. To our clients we offer assistance and propose commercial offers 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 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 personal. We use advanced technologies to send the best message to each client Marta e Marco are looking for a house... they often search for loans on comparative websites we suggest them to discover more about our loans

12 Thanks to our CRM we communicate contextually to offer the best product or services, to each client, at the right time 11 Analytics and Big Data. We profile our clients based on their behavior on different channels to capture and foresee their needs and wishes An insight driven approach. We integrate unstructured data to have a 360 view of the client 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 ~2,8 mln Contact points with clients every day VALUE CREATION % x3-5 7X Increase in NPS 300+ Customer journeys Increase in Customer Value 80% of clients receive a real-time, personalized and contextual message on digital channels Success rate on clients called back within 5 days

13 Our personalized offer goes beyond banking products and services 12 Daily benefits. Through IN OFFERTA we give access to savings and daily benefits to clients Personalization. We propose offers based on interests and past purchases PROFILING PARAMETERS Localization Age and Gender Family composition Habits and Interests Income bracket IN OFFERTA BENEFITS FOR THE MERCHANTS Exposure Digitalization New clients Seasonal adjustments Loyalty Increased sales

14 IN OFFERTA 13

15 Listening to our clients is at the core of our value-creation strategy 14 The client is at the center of our thoughts, activities, decisions, in all phases of the development process We co-create We involve We improve >10mln Clients contacted CLIENTS FEEDBACK >1mln >360k Scores collected Comments analyzed Source: Survey INS e NPS, Personal, Retail e Corporate,

16 We listen to the voice of customers: the NPS supports processes and services improvements and shapes employees behaviors 15 Customer advocacy culture: we select best-in-class behaviors that are useful to improve client relationship Clients suggestions: we collect and highly value our clients comments The NPS to improve clients relationship and internal processes RELATIONSHIP VARIABLES are the main determinants of customer satisfaction How likely is it that you would recommend Intesa Sanpaolo to a friend or colleague? #1 Intesa Sanpaolo is the leading Italian traditional bank in terms of NPS

17 We want to spread a customer-obsessed culture within the whole Bank 16 Simple Fast Multichannel Personal 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

18 Silvia Carlassara CRM and Sales Planning, Intesa Sanpaolo 17