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Colmare il gap tra strategia ed esecuzione, per attivare modelli

di business di successo nel Customer Management

Giugno 2008
 Agenda

Colmare il gap tra strategia ed esecuzione

(1) Principi fondanti di una strategia di gestione della

relazione con il cliente
(2) Esempi concreti di applicazione sul mercato

Q&A Canali
Marketing
Loyalty Sales Service
BI
Processi E2E
Core

2
Safe Harbor Statement

The following is intended to outline our general

product direction. It is intended for information
purposes only, and may not be incorporated into
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material, code, or functionality, and should not be
relied upon in making purchasing decision. The
development, release, and timing of any features
or functionality described for Oracle’s products
remains at the sole discretion of Oracle.

3
 Canali
Marketing
Improving Customer Retention & Value Loyalty
Sales Service
BI

Turning Service Interactions Into Sales Opportunities Processi E2E

Core

The quality of customer service is

Generic Targeted
the single-most-important factor Offer Offer
influencing customer retention.

An offer will not result in a sale if Excellent

Service
No Sale Sale
it is not preceded by an excellent
service interaction.

An offer will not result in a sale if Poor

No Sale No Sale
it is not targeted and Service
personalized to the individual.

4
 Canali

Customer Centric Banking Marketing

Loyalty
Sales Service
BI
Customer Profiling Processi E2E
Core

The Customer Centric Bank, Booz Allen Hamilton

5
 Enterprise Front Office Banking Deployments
Across multiple channels and lines of business

Corp / Inv

Financial

Internet
Advisor
Branch
Products

Comm
Wealth
Retail

Center

Sales
Customer

Call
Implemented

Finance, Sales, Referrals,

Analytics, Call Center
Finance, Call Center, SmartScript,
UCM
Finance, Call Center, CTI,
SmartScript, Campaigns
Sales, Service, Call Center,
Marketing
Sales, Service, Marketing

Finance, Sales, CC, Analytics

Finance, CC, Referrals, Analytics

Sales, Call Center, Service,

Analytics
Finance, Call Center, Teller,
Analytics, Marketing
Finance, Call Center, Briefings,
SmartScript
Call Center, Sales, Service,
Mortgage Origination
Call Center, Sales, Analytics,
Service, eMail Response 6
 Canali

Strategia ed Esecuzione Marketing

Loyalty Sales Service
BI
Approccio Seguito in Primaria Banca Italiana Processi E2E
Core

Micro-Segmentazione, Impatto Multi-Canale Email

Raffinazione Target, Impatto Locale
ATM
Esecuzione e Raccolta Risposte

Call Center
Direzione
(1) Target
(2) Campagne
Rete

Mktg DB
DM1
DataMart DM2
Esistenti DM3

7
 Canali

Nykredit – Denmark
Marketing
Loyalty Sales Service
BI

Siebel Marketing & Sales Processi E2E

Core

Nykredit
Siebel Multichannel
Founded in 1851
Mortgages, banking, insurance, real estate
Denmark and Poland with Citibank
540,000 retail Customers
Project
Project Profile
Profile
Users:
Users: 1,200
1,200 Sales,
Sales, 700
700 Analytics
Analytics 1,200 branches - 2 Call Centers
Application:
Application: Siebel Sales, Marketing,
Siebel Sales, Marketing,
Call
Call Center,
Center, Analytics
Analytics 3,200 Staff members
Version:
Version: 7.5.3
7.5.3 DAN
DAN
Hardware: IBM
Hardware: IBM Siebel Sales implemented in 20 Weeks
Database:
Database: Oracle
Oracle
Major
Major Benefits
Benefits Multiple Siebel projects: Siebel Sales,
Customer
Customer Loyalty
Loyalty +10%
+10% Marketing , Service, Call Center, Analytics
Cross-selling
Cross-selling +40%
+40%
Multichannel
Multichannel Customer
Customer Centric
Centric

8
 Canali

Caisse D’Epargne – France

Marketing
Loyalty Sales Service
BI

Siebel Loyalty @ Work in Retail Banking Processi E2E

Core

Caisse Nationale des Caisses d'Epargne

Change Customer Loyalty Approach in Retail

Banking
Create New Customer Loyalty Programs
5 Millions of Members
Project
Project Profile
Profile
Date:
Date: Q2
Q2 2005
2005 GIE S’MILES
Application:
Application: Siebel
Siebel Loyalty
Loyalty ++ Analytics
Analytics ++
Call Center
Call Center Deal BPO- Business Process Outsourcing
Version:
Version: 7.8
7.8
CNCE (SEBL), SNCF (SEBL) , Galeries
Major Lafayette (Laser), Casino (Atos)
Major Benefits
Benefits
First
First Major
Major Loyalty
Loyalty French
French Bank
Bank Program
Program Solution = Siebel Loyalty + Analytics + CC
SCNF Loyalty Experience
SCNF Loyalty Experience
Siebel
Siebel Loyalty
Loyalty Best
Best of
of Breed
Breed Solution
Solution Go live Summer 2006
Oracle
Oracle Analytics
Analytics Capabilities
Capabilities

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 Canali
Marketing
Societe Generale – France Loyalty
Sales Service
BI

Customer Facing Branch Processi E2E

Core

Business Challenge
Support ambitious goals for customer growth.
Provide superior customer management across all channels
Leverage centralized customer information to generate new up

and cross-sell opportunities

"To face new industry challenges, we needed a
new multi-channel CRM system. After a deep
study of available options, we chose Siebel
eFinance. It's the most complete vertical financial
application on the market. It offers rich functionality
which is essential for our users."
- Jacques Roger – Director of 4D Program
Solution
Offer customers “my bank” anytime, anywhere, any how.
One database and one application for all markets, storing all
channel interactions, including web.
Integrated with 80 legacy systems.
Branch and call centre solution deployed to 30,000 users.
Benefits
The Societe Generale Group is recognised for its profitability
and its capacity for innovation.
Trusted technology partner with sound references and deep
vertical functionality.

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 Canali
Marketing
Societe Generale – France Loyalty
Sales Service
BI

Customer Facing Branch Processi E2E

Core

Customer One (Siebel) Functions

Customer Management Marketing

Opportunity Management Work Management Processing/

Processing/
Operations
Operations
Sales Leads
Reporting Sales Tools Application
Processing
Event Sales & Service
Triggers Opportunities Product Applications Service Request
Service
Proactive Request
Servicing Processing
Consolidated Customer Data
Priority Banking Mass Market

Data Product
CIS Systems
Warehouse

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 Canali

Improving operational efficiency Marketing

Loyalty
Sales Service
BI
Account Origination Processi E2E
Core

65% of application activities are

common across product lines

Siloed account information

20% prevents agents from effectively
Account
Origination cross-selling
58%
Other 22% Disparate systems on the desktop
Activities Account
Maintenance increase support and training
costs

Low closure rates have resulted

Account Origination and
Maintenance are the Two Largest
Activies in a Retail Bank
from a poor understanding of the
customer’s needs
New regulations require that
systems be flexible and adaptable

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 Canali
Marketing
Banco de Chile - Chile Loyalty
Sales Service
BI
Processi E2E
Core

COMPANY OVERVIEW Oracle is a strategic partner enabling

• Largest Chilean owned bank
• Merger of Banco Chile and Banco Edwards
the transformation at Banco de
• 9,500+ Employees, 1,300+ ATM, 260+ Branches Chile. The bank is better able to meet
• $18B Assets, 660K Credit Cards, 400K Checking Accounts its customers’ demands by deploying
CHALLENGES/OPPORTUNITIES new products to market faster.
• Consistently manage client relationships across channels
• Transform entire bank processes
•Front office
•Core banking
•Corporate administration RESULTS
• Deliver lower Operating Costs, improved Customer Service and • Improved Sales (23% YOY growth)
new up sell & cross-sell opportunities
• Improved Sales Quality and Efficiency
SOLUTIONS • Volume Increase (1.3mm customers)
• FLEXCUBE for Retail and Corporate Banking • Automation of Sales and Credit
• Siebel CRM & Teller for multi-channel front office Processes
• Oracle ERP for Procurement and HR • Responding quicker to customer care
• Oracle BI for Sales & Campaign Analytics
claims
• Control over Finance & Accounting
processes
• Automation of and control over
Management and HR Processes

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 Canali
Marketing
Banco de Chile - Chile Loyalty
Sales Service
BI
Processi E2E
Core

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 Canali
Marketing
Banco de Chile - Chile Loyalty
Sales Service
BI
Processi E2E
Core

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 Canali
Marketing
Real-time Intelligent Interactions Loyalty
Sales Service
BI
Processi E2E
Core

Oracle Business Intelligence

provides:
Rapidly deployable FSI Analytic Applications:
Executives 220+ FSI Personalized interactive Dashboards
2000+ FSI Reports
2300+ FSI Metrics
Enterprise BI Solutions for:
Customer segmentation
Operational metric monitoring
Executive KPI tracking
Managers Instant analysis through the Real-time Decision
engine
Easy-to-use web based interface
Powerful ad-hoc analysis
Function-specific and role-based
Proactive intelligent alerts
Guided analytics capturing best practices
Front-line Insight provided in context with operational apps
Employees

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 Canali
Marketing
Royal Bank of Canada Loyalty
Sales Service
BI
Processi E2E
Core
• Credit and Collections suffered from low
recovery rate of customer defaults in Credit
Card and Mortgage payments due to
Challenge

incomplete or inaccurate customer
information.
• Identify high net worth individuals who are
at high risk of bankruptcy and intervene
quickly since bankruptcy takes places
within 60 days
• Stand-alone Analytics provides collection
Solution
“From our front-line employees to executive management, the
company relies on Oracle Analytics to provide strategic
customer and business insight across a number of key data
sources, including our multi-terabyte enterprise data
warehouse and operational systems. This gives us
comprehensive, up-to-the-moment view of our customers and
business.”
- Mohammad Rifaie, Sr Mgr of Enterprise Information
Solutions

agents a complete view of the customer

across mortgage, checking, savings, and
credit information sources.

• $550k savings in Customer Credit System

using Oracle Analytics
• $6m in improved collections and loans sold
Benefits

for collection
• Hides complexity of data
• Ease of use allows rollout to large user
population
• Future Plans - Use as Portal for 55,000 users

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 Canali
Marketing
Royal Bank of Canada Loyalty
Sales Service
BI
Processi E2E
Core

Oracle DB2
Analytics ODS
Credit Card
Balances 7 TB

• Global 500, Recognized Industry Leader for Use Oracle

of Information Data Warehouse
• Driving Customer-Centric Analytics Checking & Savings
info.
• 500+ Users – From Senior Management to
Customer Service
• Actionable Intelligence from 10+ Terabytes of Teradata 2 TB
Data Datamart
• Multiple Database Platforms, Oracle, MS SQL Mortgage info.
Server, NCR Teradata, and IBM DB2 (UDB & 3 TB
390)

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Q&A

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