Building A Digitally Enabled Relationship Bank

Transcription

1 Building A Digitally Enabled Relationship Bank CX Leaders Council, Siem Reap October 2017 Cathy Honor, SVP & Head Global Contact Centres, Digital Engagement Centre Bringing the Brand Alive - connecting humans on the digital path.

2 Agenda 1. RBC Intro Digital 2. Advice Centre & Digital Engagement Centre Overview 3. GME case study: Enhancing CX Through Speed to Human in Digital 4. RBC & AI 5. Closing Remarks and Q&A

3 Who is Royal Bank? Helping clients thrive and communities prosper Largest company and financial institution in Canada Canada s #1 Most Valuable Brand 13 th largest bank globally Retail Banking, Wealth Management, Capital Markets, Insurance, Investor & Treasury Services 80,000 employees serve over 16 million clients worldwide in ~35 countries #1 Market share in personal lending, mutual funds, small business loans & business deposits and up to 4-6 products/client 2

4 2017 Global Retail Bank of the Year 3 rd consecutive year Award winning: Highest customer satisfaction Retail Banking Highest customer satisfaction Canadian mobile banking apps Live Agent Telephone Banking IVR Experience BEST PAYMENT INNOVATION BEST USE OF DATA ANALYTICS BEST BRANCH STRATEGY Ranked in the world s top 100 most Socially Responsible Corporations, #1 in North America One of Canada s Best Workplaces 5 th consecutive year A top Canadian Diversity Employer 4 th consecutive year Best Trade Finance Bank in Canada 5 th consecutive year Leading Employer for Young People 4 th consecutive year More than 16 million Clients choose RBC s award-winning banking 3 3

5 Advice Centre Overview Specialist Connections, Branch Appointments, and Multi channel banking 3500 People 6 Centres 600 Work Home 58% 10/10 LTR 75% 10/10 Advisor Sat #1 JD Power, Ipsos & Dalbar Retention Centre Mortgages, Funds 69 million Client Interactions 35% of Clients Call, 2x more Mobile/Online 38% High Value 66% 4+ products Chat, Video Social Media, Digital Engagement Phone Innovation: Voice Biometrics, Video, Secure Chat, AI (Virtual Personal Assistant) Direct Investing Banking, Cards, US Bank, Estates, Loan & Invest By Phone, Business Lending Client Care Voice of the Client Command Centre 4

6 The Advice Centre (Call Centre) IS THE BRAND! We are the RBC Advice Centre We are The Front Door of RBC With 69 million client interactions, WE ARE THE BRAND! What we do Matters! 5

7 Becoming a Digitally Enabled Relationship Bank Creating an integrated and connected bank- connecting clients to expert Advisors regardless of location. Omni Channel Engagement Digital Digital Fragmentation Small pockets of call handling centres Geographically dispersed Limited technology capability Centralization Introduction of mega centres 500 to 2,000 seats per location Network call handling with static skillset management Large technology physical footprint Performance mgmt tools Limited CRM capability Virtualization IPCC Genesys Investment Central business rules engine (employee skill & client information management) Increased usage of electronic channels ( , chat, online and mobile) Advanced data analytics and client insight Expansion of home based employees Virtual technology footprint Client Journey starts in Digital Customer adoption of self-serve & assisted-serve channels (mobile, SMS, video, social, etc.) Multi Channel workforce (Connecting clients to expert advisors regardless of location) Enabling & connecting Advisors with video, chat, text, real-time routing vs appointments Predictive analytics & real-time CRM decision engine Artificial Intelligence / natural language & chatbot

8 Live poll open the event app.

9 Poll Question Vote in the app Now time for your thoughts on the future of branches. Pick which one: A - Outlets will continue closing & have less value B - Physical presence will be important

10 9 Our Role in a Digitally Enabled Relationship Bank Omni Channel Engagement Strategy Connecting digital to human Digitally-enabled relationship bank Insights, advice and resolution centre We are obsessed in MAKING EVERY CLIENT INTERACTION AN EXCEPTIONAL ONE. We are the Front Door and the Royal Welcome, often with the first human touch in a digital world. We are Digital Advocates and Educators for our clients. All of our Advisors are digital navigators. We are the Digital Engagement/Support Centre for clients providing 24/7 HELP and instant digital assistance. We stop client friction and digital channel The Advice Centre channel is differentiated by it s 24/7 availability and connection/integration to the Mobile and Digital channels enabling speed to exceptional human interactions (click to call, chat, video) regardless of client geographic location. Fundamental Beliefs - What abandonment and are a key enabler in our BUY program to increase close rates with our digital apps. We are the RBC University, as a recruitment and development centre for RBC employees. We DEVELOP CAREERS and pipelines through world class co-op, training & distributed work programs. We are the Connectors, leveraging our world class Omni channel engagement technology and routing. We deliver SPEED TO HUMAN by collaborating across roles and channels, connecting the right client to the right advisor, regardless of location. We are the Voice of the Client managing social media, client care and robust voice and journey analytics. We detect early warning signals and provide valuable and real time insights to the organization, as both a detector of early warning signals and CLIENT COMMUNICATION HUB to quickly mobilize resources in times of crisis.

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12 Digital Engagement 2017 Snapshot My Advisor July 2017 Phase 1 launched Digital financial planners serving investment clients via video and digital financial planning tools Mortgage Re-imagination Tools Launched Enhanced capability to better assess clients home financing needs from those calling in support of a re-imagined home buying experience using new digital tools (Property Value Estimator, Neighbourhood Finder, etc.) Increase the quality and pipeline of warm connections to mortgage specialists Credit Score visibility provides an opportunity for enhanced conversations and credit advice Mobile Engagement Launched Mobile Click to Call Mobile Click to Schedule a Call Mobile Click to Chat Route the authenticated client to the right advisor and skip the IVR menu New Social Media System Launched Virtual Personal Assistants With Natural Language Processing and Artificial Intelligence with unstructured free speech replacing IVR With Personalized Mobile Insights Nomi Robotics POC Launched Taking the Robot out of the human. AI to solve Knowledge Management Video Banking Launched Video Banking for Small Business clients Access to Specialists to support branch colleagues Private Banking and Commercial pilots Voice biometrics automatic enroll 11

13 RBC Mobile RBC has 3 million (and growing) active mobile users, a clear indication that more Canadians are using the RBC Mobile app to bank whenever and wherever they want. Digital

14 Live poll open the event app.

15 Poll Question Vote in the app Now time for your thoughts on the growth/adoption of Chat/Messaging. Pick which one: A - Mobile Chat will be a priority for us for the next 2 years B - Chat will overtake phone volumes in 5 years C - Messaging will overtake Chat demand

16 Using mobile technology to bridge the client s digital path to the AC Business challenge: Add a human touch to digital Provide speed to human service and advice to our clients when they need it Drive client engagement and mobile adoption Opportunity: Genesys Mobile Engagement Clients & prospects Digital are recognized via their mobile as soon as they begin interacting with the AC Operational Efficiency Security & Authentication Deeper Advice Conversations Immediate and in Context Communication Enabler of Access to Advisors Advisors are able to provide immediate communication to clients through their mobile device click to call or chat Handing off a lead to another channel (specialist or branch) is much warmer since the Advisor can provide information of who the client will speak to next Combination of voice & text allows clients to tell RBC how and when they want to be contacted Giving Advisors more client info creates a connection that enables advice 15

17 Mobile / Secure Click to Chat Launched 16

18 Click to Chat /Call Implementation Success Story Engaged and digitally fluent employees are our best ambassadors in driving adoption of RBC s Mobile offering through the millions of conversations they have with clients every year. Having a common desktop advisor tool to handle any interaction from any media (voice, chat, video) has simplified the Advisor experience Real client comments: Well that was simple! You guys are the best! Thank you, this has been the easiest and best experience with customer service in my life. You've been exceptional Ok super merci à vous 2 pour votre aide! That's amazing, I had no idea it would be so quick! I love this chat!

19 RBC one of the leading voices on artificial intelligence in Canada Partnering with academia and fintech with our own AI Research and Data Labs Digital

20 Proving the technology with an AI IVR pilot Successful AI Conversational Pilot for Credit Card Service Line Classifies customer requests into +130 different intent categories and sub-categories Delivers 6 End-to-end Conversational Self-Services KPI s Operational Improvements Authentication in IVR Double digit increase in successful completion of self-service Self-service automation & containment Increased call capacity Agent-to-Agent transfers Increased call satisfaction IVR transfers to Advisors Discovery of new convenient services to offer our clients Semantic accuracy Task completion rate 19

21 We are reimagining the client experience by using data to deliver new value propositions and providing clients with personalized insights and experiences building trust and strengthening our position as trusted advisor our Idea Addresses client needs By offering a unique value proposition Sample client experience 1 NOMI Insights Anticipate individual client needs via predictive data to create a personalized & relevant list of insights, elevating engagement, affinity, and trust Help me understand my I don t have the know how to finances stay on track I wonder if I am spending too I feel overwhelmed by my much finances We will empower clients on the go like you to stay in control of your day-to-day finances. We will deliver relevant insights to improve your financial wellness Well done! Your savings account balance increased by $X 2 NOMI Find & Save Personalized financial engine powered by predictive analytics that simplifies and automates saving on a day-to-day basis I want to save I don t have the discipline to save I have little interest in managing money Say yes and we ll do the rest Through personalized cash flow analysis, we will seamlessly identify small pockets of money and save frequently for you. Way to Save! Look at you go! Last month Auto Save was able to save you X% above your average 20

22 Future State AI and Human across all channels Our Omni-Channel Vision Channels Media Domain Phone Mobile App Online Smart ATM Branch Kiosk Whatsapp Facebook WeChat SMS Voice Voice, Text, GUI Text, GUI Voice, Text, GUI Voice, Text, GUI Voice, Text Voice, Text, GUI Deposits, Payments, Credit Card, Mortgage, Personal Loan, Investments, Insurance, etc. Voice, Text Text Design and build VA application once and deploy on multiple channels Optimized interactions with voice, text, and GUI media Leverage deep NLU analytics for Big Data insights 21

23 What s Next Where we re headed on the Omni-Channel Engagement Journey Genesys Engagement Manager for proactive engagement Continued exploration and implementation of AI especially for knowledge management Chatbots Asynchronous messaging Video imessage - Video expansion 22

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25 Closing Q&A We need to enable our clients to complete their journey the way they want by delivering delightful experiences and effortless transactions Digital We need to move at the speed of our clients lives by offering personalized and convenient interactions and advice