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The future is now: As a first step, banks could design an Customers of the “Intelligent Multichannel”
three innovative integrated customer experience based Bank can benefit from the ability to
interact with the bank anywhere, anytime,
on a streamlined multichannel approach
“Banking 2016— and architecture. As banks activate and can receive financial products and
Next Generation new channels, customer inputs and services based on their needs and behaviors
customer knowledge can be expected
through their preferred channels.
Banking” models to increase, which would then enable
banks to create micro-segments. Spain’s Bankinter is a good example of an
Doing the basics right may be the ultimate early adopter in advanced analytics. The
objective for some banks. However, for Micro-segments are the smallest set of bank started working on analytics several
others mastering the basics becomes customers with uniform demographics years ago and focused on developing
the foundation on which to build more and social behaviors, and form the basis commercial propositions based on customer
innovative capabilities that can help for defining strategic profit pools. intelligence and the frequency of customer
address changing customer behaviors The increased capture and application contacts, both proactive and reactive, and
and compete for the critical payments of customer data, properly managed then created the Engloba Geo CRM tool
business against new entrants such as and updated through an advanced in 2009. More recently, Bankinter’s belief
retailers, technology companies, mobile CRM platform, can help enhance the in analytics led it to introduce different
operators and pure-play start-ups. These value and return on product catalogues, units influenced by CRM, such as Risk
new capabilities are embodied in the three commercial campaigns based on real- CRM and Operation CRM, and its sales
pillars of Accenture “Banking 2016—Next time propositions, as well as lower are still growing thanks to additional
Generation Banking”: the “Intelligent distribution costs by optimizing capacity improvements to the Engloba tool.
Multichannel” Bank, the “Socially by micro-segment preferences. Another Spanish bank, BBVA, is a good
Engaging” Bank, and the “Financial/ A multichannel customer experience example of a bank that operates within
Non-Financial Digital Ecosystem” Bank.
is based on the right combination of personal advisory space: 24/7 personal
The “Intelligent online and offline processes and can customer service is provided to its
Multichannel” Bank be enhanced by focusing on dedicated clients who use digital channels to do
advisory services (remote or digital). their banking rather than the branch
The “Intelligent Multichannel” Bank but still want a personalized service.
frequently engages with customers Expanded bank “availability” for products
through different channels, taking personal and services allows customers to make
channel preferences into consideration. choices continuously based on their
The key differentiator of this model is needs, while helping the bank refine its
the extensive use of analytics that can knowledge of customer preferences.
enable the bank to more effectively
understand and meet customers’ needs.
Key elements of this model are: Bankinter illustration
1. Advanced multichannel integration
focusing on digital channels and 2004
an integrated architecture
The Science of
2. Pervasive analytics based on
effective customer data collection, Managing Customers
micro-segmentation and predictive
modeling to determine the most
effective basket of products 2009
3. Real-time interactions management
that can increase conversion rates Client Retention Model
from inbound and outbound contacts
4. Advanced advisory services leveraging
digital channels and personal analytics 2010
5. Product offerings and related
pricing schemes based on micro- Analytics Pervasivity
segments and optimized by channel
Accenture Distribution and Marketing Services
The future is now: As a first step, banks could design an Customers of the “Intelligent Multichannel”
three innovative integrated customer experience based Bank can benefit from the ability to
interact with the bank anywhere, anytime,
on a streamlined multichannel approach
“Banking 2016— and architecture. As banks activate and can receive financial products and
Next Generation new channels, customer inputs and services based on their needs and behaviors
customer knowledge can be expected
through their preferred channels.
Banking” models to increase, which would then enable
banks to create micro-segments. Spain’s Bankinter is a good example of an
Doing the basics right may be the ultimate early adopter in advanced analytics. The
objective for some banks. However, for Micro-segments are the smallest set of bank started working on analytics several
others mastering the basics becomes customers with uniform demographics years ago and focused on developing
the foundation on which to build more and social behaviors, and form the basis commercial propositions based on customer
innovative capabilities that can help for defining strategic profit pools. intelligence and the frequency of customer
address changing customer behaviors The increased capture and application contacts, both proactive and reactive, and
and compete for the critical payments of customer data, properly managed then created the Engloba Geo CRM tool
business against new entrants such as and updated through an advanced in 2009. More recently, Bankinter’s belief
retailers, technology companies, mobile CRM platform, can help enhance the in analytics led it to introduce different
operators and pure-play start-ups. These value and return on product catalogues, units influenced by CRM, such as Risk
new capabilities are embodied in the three commercial campaigns based on real- CRM and Operation CRM, and its sales
pillars of Accenture “Banking 2016—Next time propositions, as well as lower are still growing thanks to additional
Generation Banking”: the “Intelligent distribution costs by optimizing capacity improvements to the Engloba tool.
Multichannel” Bank, the “Socially by micro-segment preferences. Another Spanish bank, BBVA, is a good
Engaging” Bank, and the “Financial/ A multichannel customer experience example of a bank that operates within
Non-Financial Digital Ecosystem” Bank.
is based on the right combination of personal advisory space: 24/7 personal
The “Intelligent online and offline processes and can customer service is provided to its
Multichannel” Bank be enhanced by focusing on dedicated clients who use digital channels to do
advisory services (remote or digital). their banking rather than the branch
The “Intelligent Multichannel” Bank but still want a personalized service.
frequently engages with customers Expanded bank “availability” for products
through different channels, taking personal and services allows customers to make
channel preferences into consideration. choices continuously based on their
The key differentiator of this model is needs, while helping the bank refine its
the extensive use of analytics that can knowledge of customer preferences.
enable the bank to more effectively
understand and meet customers’ needs.
Key elements of this model are: Bankinter illustration
1. Advanced multichannel integration
focusing on digital channels and 2004
an integrated architecture
The Science of
2. Pervasive analytics based on
effective customer data collection, Managing Customers
micro-segmentation and predictive
modeling to determine the most
effective basket of products 2009
3. Real-time interactions management
that can increase conversion rates Client Retention Model
from inbound and outbound contacts
4. Advanced advisory services leveraging
digital channels and personal analytics 2010
5. Product offerings and related
pricing schemes based on micro- Analytics Pervasivity
segments and optimized by channel
Accenture Distribution and Marketing Services
