Mr Amit Ramesh Punjabi, Customer Experience Program Manager, Standard Chartered Dr Graham Costello, Director Financial Services, Oracle.

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1 Standard Chartered Bank s innovative use of cloud services to implement customer relationship management across sixty countries in Asia, the Middle East and Africa. Innovation in Financial Service Conference Singapore 25 Oct 2013 Mr Amit Ramesh Punjabi, Customer Experience Program Manager, Standard Chartered Dr Graham Costello, Director Financial Services, Oracle.

2 Customer Experience Management Platform Not just a CRM solution but a fully integrated Sales and Service capabilities for our Frontlines delivering world-class Frontline and Customer Experience SALES and SERVICE CAPABILITIES SALES ORIGINATION ADVISORY CONTACT SERVICE PERFORMANCE Need Based Evaluator Campaign Management Application Processing Account Opening Goal Planning Suitability Assessment Verification/ Authentication Productivity Tool Account Inquiry Complaint Management Target Setting Sales Performance Event Trigger Cross-Border Referral Channel Access Set-Up Banking Services Set-Up Portfolio Construction Portfolio Review Call Report Account Plan Service Request STP Service Request NSTP Sales Pipeline Frontline Scorecard Page 2

3 Sample of Screen Single Customer View all in one single page without leaving the window Page 3

4 Installing CEMS Across Our Global Footprint In less than 4 years, we now have more than 20,000 active user base, in 26 countries, more than 1,000 Branches, Hubs and 15 regional Contact Centers 19 PERSONAL, PREFERRED, PRIORITY Singapore Indonesia Malaysia Thailand Hong Kong Taiwan China India UAE Bangladesh Sri Lanka Pakistan Bahrain Ghana Nigeria Uganda Zambia Botswana Kenya LE JO BH QA AE OM PK IN NP BD TH HK VN CN TW 26 SME Singapore Indonesia Malaysia Thailand Brunei Vietnam Hong Kong Taiwan China India UAE Bangladesh Sri Lanka Bahrain Jordon Lebanon Nepal Oman Qatar Ghana Nigeria Uganda Zambia Botswana Kenya Tanzania GH NI UG ZA BO KN TZ SL MY SG ID Page 4

5 Where We Are LOW HIGH Depth of Functionality Singapore Malaysia Hong Kong India China Taiwan UAE Indonesia Thailand Bangladesh Bahrain Kenya Ghana Zambia Botswana Nigeria Uganda Sri Lanka Pakistan Will be live in Q UAE Thailand Indonesia Malaysia Hong Kong Singapore India China Taiwan Bangladesh Botswana Ghana Kenya Nigeria Zambia Brunei Vietnam Bahrain Jordon Lebanon Nepal Oman Qatar Sri Lanka Tanzania Uganda 9 17 Bangladesh Bahrain Kenya Ghana Zambia Will migrate to Full Version in Q FULL Version SME Version LITE Version Page 5

6 Three Standard Builds Driven by Business Needs, Time and Cost CEMS (LITE) Contact Management Campaign Management Event Management Opportunity Messaging SCB Way Toolkits Sales Pipeline Attachment Note CEMS (SME) Contact Management Campaign Management Event Management Opportunity Messaging Single Customer View Account Inquiry GAM FAM Structures Complaint Management Account Plan Call Reports SCB Way Toolkits Target Setting Revenue Point Master Sales Pipeline Attachment Note CEMS (Full) Contact Management Campaign Management Event Management Opportunity Messaging Single Customer View Account Inquiry Banking Service Inquiry Service Request Complaint Management Account Opening SCB Way Toolkits Target Setting Revenue Point Master Sales Pipeline Analytical Dashboard Frontline Intelligence Attachment Note Page 6

7 A Typical Day Inside CEMS Processing 500 Transactions Every Minute 12,000+ users use CEMS daily 72,000 new Sales Opportunities 73,000 Incoming Calls at contact centers 32,000 Sales Conversations 10,000 new Sales closed 23,000 new Service Requests Page 7

8 Frontline Uses It for Managing Activity, Campaign and Booking New Sales 10,071 Frontlines using CRM OD daily RM (PrB) 2,424 RM (SME) 1,853 PFC 1,509 Task and Appointments 30 million per year 10 daily per Frontline Telesaes 1,365 Call Agents 2,920 Here s what they use it for Gross Revenue Stream Generated from New Sales (Gross Revenue in USD) YTD June 265,802, ,154, ,666,373 Marketing Campaign More than 1,800 a year Marketing Leads million new Leads a year About 7 daily per Frontline Frontline s Own Leads More than 4 million new Leads a year About 2 daily per Frontline Need based Conversation (PrB RM) 94K a year 7 conversations daily per RM Event Triggers and Call Plan 26 million annually Page 8

9 Consumer Bank: Customer Experience Key Performance Indicators Early 2010 we didn t really have CRM solution in most of our markets Improvement in some of the Customer Experience metrics have been the result of investing in CEMS which provides our Frontline with tool to engage (sales, campaign, conversation) and service customers more effectively Page 9

10 The key outcome of SaaS has been the quick and cost effective enablement of a customer centric culture at SCB. SCB has successfully implemented a CRM capability across 26 countries in less than three years at a fraction of the cost of implementing traditional custom build systems. Lessons learnt Understand your own requirements very well and understand the service being offered and how it will work for you. Understand each other s operating model and expectations of service levels and demands. The concept of cloud servicing is not equivalent to turning on a power switch for the services. Don t go into cloud computing just because you have a problem. It will not resolve all the problems that you have. There is a need to understand the security and data privacy implications. Relationship management with a SaaS provider is complicated by the restrictions inherent in the service model.