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Banking Services Marketing Automation and Omni-channel Banking

Accelerate Digitization in banking by providing omni-channel customer experience using Predictive Analytics, Marketing Automation, Api Management with ShepHertz.

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Banking Services Marketing Automation and Omni-channel Banking

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  1. Omni-Channel Digitization&Marketing Automation Platform

  2. Agenda

  3. Current Trends in Banking

  4. The New Buyer Journey in Banking

  5. Customer Delight in Banking

  6. Digital Banking Breakdown

  7. Net Promoter Score in Banking

  8. Percentage of Purchases using Channels

  9. Percentage of Mobile Purchases

  10. Omni-Channel Banking

  11. The Future of Banking

  12. Use Cases in Banking

  13. General • Omni-channel engagement across – Mobile, Web, Social etc. • Deep Analytics and making the Big Data actionable • Tracking user behavior across channels and taking action either on demand or campaign based • Identify which channel is more effective Web, Mobile • Integrating offline, legacy, transaction data with data generated through new age devices to launch new use cases and campaigns • Launch new use cases and campaigns in days & weeks • Ability for Business/Marketing team to launch campaigns without having any dependency on Development team • Monitor effectiveness of campaigns

  14. User Acquisition • Promote App in other Apps for user Acquisition through ShepHertz AppHype cross promotion product • Invite friends from Facebook/Twitter/LinkedIn/Google+ • Share Happy moments on Social Platforms • Referral campaigns on WhatsApp, FB, Twitter etc. • Facebook remarketing for customers having similar attributes as your highest converting audience

  15. Engagement • Assisting Onboarding through InApp messages and push notifications • Send notification when UPI Enabled banks get added • Notify users when Pending transactions are fulfilled • Geo-fence Banks and ATMs – users entering, dwelling or exiting and send targeted offers • Funnel Management – Target segments based on the phase in the funnel e.g. Have added Bank accounts but have not done any transactions. Transactions done above 1 Lac tag them as HNI - can cross sell • Users who have left the registration in between – remind them to complete their requirement information • Target through - Push Notification, Web Push (Browser Notifications), • Social Post, Email, Survey, SMS, Lead Generation form • Geo-Target affluent areas or areas where middle class generally live • Live Chat – Assign a rep or allow your users to have in-app chat discussion with your representation • Get Net Promoter Score

  16. Gamification • Give points based on timely EMI payments • Add small quizzes and give points which increases the awareness and financial knowledge • Points based on shares done by the user • Rewards & Achievement Badges based on points earned • Rewards can be exclusive consultation with a financial advisor

  17. Conversion • Recommendations based on User Similarity and Item Similarity. People who have taken this have also taken that. • Tracking the user behavior based on events and recommending • Users who have not done any transaction for past 1 month send re-engage notifications • Target based on Demographic parameters • If the customer clicks on a particular banner, tutorial, button– Automated email to be sent to the sales rep so that he can engage with the user right away

  18. Prediction Analysis • With prediction intelligence, optimize omni-channel banking with effective campaigns to influence the next moves of the customers • Forecast the propensity to do a particular action such as third party transfer, divide them into buckets of low, medium and high likelihood and launch campaigns accordingly • Detect fraudulent behavior and anomalies and take preventive actions before it’s too late • Propensity to churn • Propensity to by another product – Enabling cross selling

  19. Partner Integration • Opening up resources to online banking marketplaces that compare loan & insurance rates, credit card offers and etc. • Establish a digital wallet through a secure and encrypted environment for maintaining and transmitting sensitive information • Get real-time views of transactions and accelerate the timing of targeted offers to buyers via bank and merchant loyalty programs

  20. Sales Force Automation • Manage & monitor Sales field force location • Recommend them to meet other customers in the area where they are visiting • Route Planning • Work offline in areas where there is connectivity issues • Monitor Sales Rep Productivity • Availability of accurate and timely actionable sales data • Competitor intelligence • Awareness about discounts & offers • Upload photographs/documents • Reseller Widget/Module • Expense management • Fake visits reduction • Gamify based on no. of clients met in a day and get achievements which later can be redeemed through Rewards • Activity reports • Quota reports & notification

  21. API Banking • Real-time vendor transactions • Loan Disbursements • Real-time Information of Forex Remittance by NRIs • Integration with the company’s ERP systems for instant validation of electronic receipts • Instant Refund payments to ecommerce customers –using IMPS API’s ensuring 24/7 servicing • Instant reconciliation of cash transactions • Utility Bill Payments • Invoicing and Bill Management facility for universities and hospitals

  22. ShepHertz App42 Platform Overview

  23. Why ShepHertz • - One Stop solution • Omni-channel Platform – Supports 18 Native Platforms • Big Data - Leverage Real time data generated by New age devices as well offline • Time To Market - Launch use cases in hours than in weeks • End-to-End Solution - Single provider which offers you all the services with committed SLAs and transparent/predictable pricing • API driven so existing investments does not get wasted. • Dependency of CMOs, Marketing & Product Heads on Tech is removed • Expose protected resources as APIs – To Partner Apps and systems • Deployment Model – Public, Dedicated, Hybrid & OnPremise

  24. Continual Transformation Environment to build Omni-Channel Apps Launch Use Cases & Campaigns on Omni-Channels – Mobile, Web, Social, IoT, Wearables, TV, Kiosks/ATMs Backend API Services Gamification Automation & Actionable BigData Integrate with other Apps by Exposing APIs Big Data App Behavior Transactional Legacy Apps Offline External Apps Real Time Unstructured

  25. Challenges & Constraints Need to interface with multiple Cloud Service providers In context seamless transition of consumers across Omni- channels Leveraging BigData - User Acquisition, Retention, Engagement & Conversion Leverages & Compliments their legacy applications Ever increasing customer expectation : Expects new services in weeks

  26. App42 Cloud API - Services

  27. Actionable BigData- Everything you need to grow your App

  28. App42 API Gateway – Comprehensive API Management

  29. Verticals

  30. Server Locations

  31. ShepHertz App42 Platform Deep Dive

  32. App42 Cloud Ecosystem Enterprise Apps (External + Internal) Wearables IoT Apps Omni-Channel 800+ APIs 30+ Cloud Services Realtime Messaging System Actionable BigData API Management IaaS Providers – IBM, vCloud Air, AWS, Azure Hybrid Enterprise OnPremise

  33. Real-time Actionable Analytics

  34. App42 Actionable Analytics

  35. App Engagement and Retention e.g. - “Trigger In-App Message if a User stays on a page for more than 30 seconds”

  36. Behavioural Segmentation e.g. - “Users of Age 25 from New Jersey who started the App today but did not make a purchase” Advanced Segmentation based on Multiple Events and User Properties

  37. Event Based Achievements • Create achievements based on certain events to increase user recognition and easy engagement • Assign badges as soon as users do those events • Get to be creative in the badge design and names

  38. Session Event Tracking APP SESSION DROP-OFF POINTS EXIT POINT ENTRY POINT Send information on DEALS Send RECOMMENDATIONS Send information on OFFER S Engaging the user during these in-session drop off points based on real-time analytics (Enhancing in-app Personalization) Engaging the user at the exit point based on his current session activity Engaging the user at the entry point (can be based on past session)

  39. Campaigns • Run Ad Campaigns • Set Real time In-App triggers to boost Conversion • Run Retention Campaigns • Schedule highly targeted Push Notifications • Run Chain Campaigns to progressively bring Users down the Sales Funnel To run chain campaigns • Another Event • A/B Test • Custom Code • URL

  40. Dashboard • Comprehensive Dashboard • Customizable • Daily Metrics Mails • Deep dive based on interest

  41. Omni-Channel Dashboard • Real-time App Installs • Current Active Users • Average Session Time • Total current events

  42. Web Push Notifications • Ability to Add Channels: The greatest thing about triggering the opt-in box to the user to click on allow or block is that you can enable them to choose the channels they would like to subscribe to instead of opting for all the notifications. • User Segmentation: In addition to enabling the users to choose channels, you can also segment them according to their demographics, behavior, activities, device type, etc. This further enhances your targeting and increases the conversion of your push messages up to 75%. • Push Automation: It is difficult to send out web push manually every time your user does any desired event. With the ability of marketing automation tools, you can create events that you consider are important and you may go ahead and create campaigns based on those events. 

  43. Unified Notifications • Target customers based on User Behavior, Events & Properties, Offline Data • Rich Notifications • Classification of users – Predictive • Schedule • Campaign Based • Personalized • A/B Test • Geo Target/ Geo Fencing • Configure Badge & Sound

  44. Push Geo-Targeting Campaign Management • Push Campaign for Geo Targeting • Interactive map for selecting the users in a particular location • Select Country, State, City to send targeted push • Getting Geo location of various users and then segmenting them to send targeted Push messages • Campaigns can be built for automated targeting to the users on the specific geo locations

  45. Push Geo-Fencing Campaign Management • Push Campaign for Geo Fencing • Interactive map to select the multiple Geo Fences • A fence can be as small as 50 meters • Users can be targeted based on following cases • Entering the fenced area • Exiting the fenced area • Dwelling inside the fenced area

  46. Define – Multi-level Segmentation

  47. Insights – Active Users (DAU, WAU, MAU) Set Goals – Get trigger mail

  48. Insights - Funnel Analysis • Create user flows - track drop off points & Target • Get accurate analysis of the screens where users mostly lose interest • Create specific campaigns to target them to move them further into the funnel for increased conversions

  49. Insights - Cohort Analytics & Retention Marketing • Track returning users with smart cohort analytics • Analyze the days having majority of non-returning users • Monitor the activities accordingly • Plan personalized campaigns to bring them before they churn

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