The ABC of Customer-Led

Transformation: Analytics,

Behaviour & ContentBehaviour & Content

19th March 2015

Katharine Hulls

VP Marketing

Banking Challenges

• High consumer expectations – from other industries

• Reduced personal relationship – self-service focus

• Channel & device proliferation – Single Customer View

• Privacy & trust concerns – from consumers

• Reduced loyalty – switching & comparison sites

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5 • Reduced loyalty – switching & comparison sites

• New market entrants – innovative offerings

• Silo mentality – restricts profit per customer

• Few products – limits up- & cross-sell opportunities

• Regulatory requirements – constant consideration

• Key drivers for customer-led transformation

The Consumer View

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The Consumer View

Experience: Room to Improve

Research into online customer experience at UK & US

banks showed areas for learning from other industries:

• Early enquiry involved completion of long detailed form

• Limited use of digital tools – 40% offered an online

savings calculator

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savings calculator

• Limited communications channels – 30% had online

chat & few enabled emailing of calculator results

• Difficulty of engaging – opening a savings account is

complex & usually still requires branch visit

• Little use of personalisation – website visitors not

recognised when they returned

Celebrus Technologies UK banking online customer experience research, Sept. 2014

Based on your experiences so far, how successful do you feel the following types of companies are, at listening to you as an individual consumer and using your data to provide a personalised experience?

28%

35%

40%

28%

48%47%

50%49%

46%

53%

50%

27% 27%

Not Listening to Customers©

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15 26%

28%

23%

28%

24%

27%25%

27%

16%15%

20%

26%

Telcos Retail Banks Insurers Retailers Online only

Retailers

Travel Utilities

Successful/Very successful Neither especially successful nor unsuccessful Unsuccessful/Very unsuccessful

Celebrus Technologies & Teradata Consumer Research UK & Germany, Nov. 2014

Comfortable sharing information with brands they TRUST

• 57% happy to share personal information (UK & De)

� 55% happy to share email address

� 34% prepared to share postal address

� 25% happy to share household income

� 15% happy to share phone numbers

Consumers Expect Personalisation©

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� 15% happy to share phone numbers

• 60% UK consumers happy for data about how they

interact with a brands website to be used

• Only 6% UK consumers do not want more personalised

communications

• Only 11% UK consumers do not trust brands to store

their data securelyCelebrus Technologies & Teradata Consumer Research UK & Germany, Nov. 2014

Consumer Trust...Better than Most©

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Celebrus Technologies & Teradata Consumer Research UK & Germany, Nov. 2014

The ABC of Customer-

Led Transformation

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Led Transformation

Making it Happen

BAC of Customer-Led Transformation

• Behaviour data is key underpinning

� Know what someone looking at on your website - intent

• Which products – product intent

• When & how often – urgency & level of interest

• What variables are they changing – what’s important to them...or

potential fraud

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potential fraud

� Identify individual customers

• Understand individual customer – value & existing relationship

• What is their intent/interest – shape messages

• Decide how best to respond – personalised “offer”

• Device(s) used – channels for response

BAC of Customer-Led Transformation

• Analytics to turn the data into insight

� Customer journey / golden pathing

• Understand best routes through your site – optimisation

� Propensity modelling

• Propensity to purchase based on behaviour – shape messages

� Customer service issues

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5 � Customer service issues

• Trace back to identify behaviours leading to significant issues – avoid

fines & bad PR

� Marketing attribution

• Impact of all marketing activities – optimise marketing investment

BAC of Customer-Led Transformation

• Content to deliver personalisation

� Easy to use tools

• Calculators & other tools – increase engagement at early stages

� Email marketing

• Enable emailing of calculator results – gather data & ease engagement

• Email sign-up – channel for personalised communications

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5 • Email sign-up – channel for personalised communications

� Real-time website personalisation

• Recognise visitors & deliver relevant content – based on behaviours

• Encourage further information sharing – unknown visitors/acquisition

� Offline personalisation

• Call centre integration – ease experience issues & move sales

opportunities forwards

“We need to evolve and this requires us to think

differently and embrace new techniques.”

“We spend 90% of our time acquiring data and only

10% of our time doing something useful with it – we

need to turn this on its head”

The Transformation Has Begun©

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15 need to turn this on its head”

“We have a global business and we need a global view”

“We need a platform that allows us to take data about

individuals from anywhere and deliver it to everywhere

we need it”

• Listed on London Stock Exchange

• Headquartered in the UK, with offices in India and USA

� ISO 27001 & PCI accredited

• Addressing Customer Analytics and 1:1 Personalisation

� Collecting data from >10bn web visits on > 25k websites p.a.

• Award-winning inc. Marketing Week “Data-Driven Marketing”

About Celebrus Technologies©

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15 • Award-winning inc. Marketing Week “Data-Driven Marketing”

• Blue chip clients including

� Financial Services: global retail banks & major insurance companies

� Retail: International multi-channel & home-shopping retailers

� Consumer Goods: Automotive manufacturers & utilities providers

� Travel & Transport: Travel companies & airlines

For Further Information

• Further information:

� Retail Banking Research eBook

� Consumer Research eBook

� Celebrus for Retail Banking document

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• Visit us: celebrus.com

• Follow us: @CelebrusTech, LinkedIn or Facebook

• Email me: katharine.hulls@celebrus.com