1
AWARE ENGAGE PERSONALIZE ADVOCATE v Meet Lilly Lilly is a 22 year old young professional that lives in Austin, Texas. She is single and has many friends that she met at the University of Texas and still hangs out with. Lilly loves technology, is addicted to her smartphone and very active with social media, Twitter in particular. Lilly loves music and frequently attends concerts. Lilly has recently begun starting working at an a regional insurance company. She enjoys her work but is feeling drawn to return to graduate school to pursue her passion of architecture. Lilly however is concerned with how she would pay for graduate school as she hasn't focused on her finances very closely. She still uses an old credit union account her parents setup during high school. This Consumer Experience Map describes the art of the possible, based on IBM’s thought leadership and extensive customer experience. Lilly is a young, upwardly mobile single working professional who decides to open a new bank account and fills out an online application. Lilly receives an email message the next day letting her know that her bank account application has been approved and provides account activation instructions. After installing the app, Lilly receives an app push message with instructions in setting her communications preferences. A few days after funding her account, Lilly receives an offer to pay her monthly standing bills through her account and to link her credit cards to the bank account. She opts for “standing payment” instructions for her monthly bills with OFN. Later that same day, Lilly receives an SMS that her account has opened and an invitation to install the customer app. Six months later Lilly starts doing some internet searching for student loans, she has decided to go back to school to get her graduate degree. In order to afford school, she will need a student loan. One of the top results that catches her eye is for OFN bank. Lilly clicks through to student loans on the OFN site and sees a banner add for a loan with a low rate. She clicks through to the loans page, two unique offers are presented for student loans with different terms. She clicks on the offer presented from OFN with a low interest rate because of her outstanding credit. Once she clicks the offer, she is taken to an on-line application which she reviews, but does not start. She logs out. The next morning as Lilly is picking-up her morning coffee, her mobile phone alerts her with an email from OFN. She opens the email which contains a link about picking the right college, as well as a link to a loan application. She opens the application on her phone and starts to enter her information, but doesn't complete. She closes the page and heads to work. Later that same day, she receives a phone call from an OFN Bank Customer Service Representative. She asks Lilly if she has any questions or concerns about the application. She inquires with Lilly had any issues in entering her previous addresses and offers to assist Lilly. The Rep is presented an offer to share with Lilly in regards to a lower interest rate than originally offered if Lilly completes the loan application by end of day. Lilly is intrigued by this offer and she decides to go ahead and fill out and submit the student loan application. As she is researching area colleges, she receives a notification from OFN. They notify her that the application will take 2 - 4 days to process and provide a number to call if she has any concerns. In addition, there are links about the best ways to handle going to college while working full-time. Lilly clicks through to the second link to continue reading. Within OFN, Lilly was eligible for several other emails in the OFN marketing plan. However, because of contact rules concerning the number of communications to each customer, she is ineligible to receive any other offer for at least seven days. At this point, she will not be receiving any email offers from OFN unless it pertains specifically to her loan. CAPABILITIES BENEFITS Digital Consumer Experience Digital Analytics Continuous Consumer Insight The next morning as Lilly is picking up her morning coffee she receives an SMS that her application has been approved. The message lets her know that an OFN Customer Service Rep will be calling her to finalize the details. Later that day the OFN Customer Service Rep calls Lilly to congratulate her and finalize details for the loan, such as distribution of the funds to her college or personal account, information on early pay-off, and other options to keep final payments to a minimum. She is also presented a specialized offer via the representative based upon her recent interactions with OFN. Lilly is grateful for all this information and knows she made the right choice with OFN as they understand her financial needs. Lilly is so please with the service she has received from OFN, that she posts on both twitter and facebook about the exceptional experience she had with OFN. Micro-Segmentation Real Time Marketing Real Time Decision Making Improved Marketing Execution Differentiated Retailer Collaboration Positive Brand Sentiment Improved Marketing ROI Reduced Time to Insights Increased Market Share Real Time Personalization Mobile Marketing Increased Revenue Improved Consumer Engagement As Lilly opens an account with OFN and we gain insight into her profile data and browsing habits, IBM Campaign can be used to provide the logic and offer management for outbound campaigning for automated responses, across all channels, to events such as: application abandonment, launch messages, lead referrals and more. IBM Campaign also executes the campaign 'at the right time' in an automated, 'lights-out' mode not requiring user intervention. IBM Interact drives real-time offers across channels including web, mobile, call center, IVR, email and SMS based on customer behavior and interactions over time. It gives control to the marketer to determine the most appropriate offer at a given time and also learns as it goes from the acceptance and rejection of offers presented.

Banking journey map

Embed Size (px)

Citation preview

Page 1: Banking journey map

AWARE ENGAGE PERSONALIZE ADVOCATE

v

Meet Lilly

Lilly is a 22 year old young professional that lives in Austin, Texas. She is single and has many friends that she met at the University of Texas and still hangs out with. Lilly loves technology, is addicted to her smartphone and very active with social media, Twitter in particular. Lilly loves music and frequently attends concerts.

Lilly has recently begun starting working at an a regional insurance company. She enjoys her work but is feeling drawn to return to graduate school to pursue her passion of architecture. Lilly however is concerned with how she would pay for graduate school as she hasn't focused on her finances very closely. She still uses an old credit union account her parents setup during high school.

This Consumer Experience Map describes the art of the possible, based on IBM’s thought leadership and extensive customer experience.

Lilly is a young, upwardly mobile single working professional who decides to open a new bank account and fills out an online application.

Lilly receives an email message the next day letting her know that her bank account application has been approved and provides account activation instructions.

After installing the app, Lilly receives an app push message with instructions in setting her communications preferences.

A few days after funding her account, Lilly receives an offer to pay her monthly standing bills through her account and to link her credit cards to the bank account. She opts for “standing payment” instructions for her monthly bills with OFN.

Later that same day, Lilly receives an SMS that her account has opened and an invitation to install the customer app.

Six months later Lilly starts doing some internet searching for student loans, she has decided to go back to school to get her graduate degree. In order to afford school, she will need a student loan. One of the top results that catches her eye is for OFN bank.

Lilly clicks through to student loans on the OFN site and sees a banner add for a loan with a low rate. She clicks through to the loans page, two unique offers are presented for student loans with different terms. She clicks on the offer presented from OFN with a low interest rate because of her outstanding credit. Once she clicks the offer, she is taken to an on-line application which she reviews, but does not start. She logs out.

The next morning as Lilly is picking-up her morning coffee, her mobile phone alerts her with an email from OFN. She opens the email which contains a link about picking the right college, as well as a link to a loan application. She opens the application on her phone and starts to enter her information, but doesn't complete. She closes the page and heads to work.

Later that same day, she receives a phone call from an OFN Bank Customer Service Representative. She asks Lilly if she has any questions or concerns about the application. She inquires with Lilly had any issues in entering her previous addresses and offers to assist Lilly.

The Rep is presented an offer to share with Lilly in regards to a lower interest rate than originally offered if Lilly completes the loan application by end of day. Lilly is intrigued by this offer and she decides to go ahead and fill out and submit the student loan application.

As she is researching area colleges, she receives a notification from OFN. They notify her that the application will take 2 - 4 days to process and provide a number to call if she has any concerns. In addition, there are links about the best ways to handle going to college while working full-time. Lilly clicks through to the second link to continue reading.

Within OFN, Lilly was eligible for several other emails in the OFN marketing plan. However, because of contact rules concerning the number of communications to each customer, she is ineligible to receive any other offer for at least seven days. At this point, she will not be receiving any email offers from OFN unless it pertains specifically to her loan.

CAPABILITIES

BENEFITS

Digital Consumer Experience

Digital AnalyticsContinuous Consumer

Insight

The next morning as Lilly is picking up her morning coffee she receives an SMS that her application has been approved. The message lets her know that an OFN Customer Service Rep will be calling her to finalize the details.

Later that day the OFN Customer Service Rep calls Lilly to congratulate her and finalize details for the loan, such as distribution of the funds to her college or personal account, information on early pay-off, and other options to keep final payments to a minimum. She is also presented a specialized offer via the representative based upon her recent interactions with OFN.

Lilly is grateful for all this information and knows she made the right choice with OFN as they understand her financial needs.

Lilly is so please with the service she has received from OFN, that she posts on both twitter and facebook about the exceptional experience she had with OFN.

Micro-Segmentation Real Time Marketing

Real Time Decision Making

Improved Marketing Execution

Differentiated Retailer Collaboration

Positive BrandSentiment

Improved Marketing ROI

Reduced Time to Insights

Increased Market Share

Real Time Personalization Mobile Marketing

Increased RevenueImproved Consumer Engagement

As Lilly opens an account with OFN and we gain insight into her profile data and browsing habits, IBM Campaign can be used to provide the logic and offer management for outbound campaigning for automated responses, across all channels, to events such as: application abandonment, launch messages, lead referrals and more. IBM Campaign also executes the campaign 'at the right time' in an automated, 'lights-out' mode not requiring user intervention.

IBM Interact drives real-time offers across channels including web, mobile, call center, IVR, email and SMS based on customer behavior and interactions over time. It gives control to the marketer to determine the most appropriate offer at a given time and also learns as it goes from the acceptance and rejection of offers presented.