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Banks should consider a set of distinctive capabilities to compete in the future
TODAY “Next Generation Bank” models
− Effective multichannel integration
The “Do the The “Intelligent − Pervasive analytics
basics right” Bank Multichannel” Bank − Real-time event management
− Branch network − Personal digital advisory
optimization − Product offering optimization and scientific pricing
− Basic multichannel
orchestration
− Deep customer
understanding − Social media listening and monitoring
− Need-based offerings The “Socially − Social digital marketing
(clustering client engagement)
− Web and mobile Engaging” Bank − Social CRM (data enrichment
channel marketing and optimized offering)
and effectiveness
− Empowered branch
front-line and
sales tools
− Smart interaction The “Financial/Non- − M-payments
with customers Financial Digital − Mobile commerce ecosystem
− Performance − Mobile marketing M-loyalty and analytics
management Ecosystem” Bank − Partnership and alliances management
Source: Accenture
Possible Paths
Pervasive analytics, a real-time marketing engine and advanced
multichannel integration can more than double conversion rates
Customer Analytics Marketing Engine Multichannel Interaction
− Continuously updated − Next best offer based − Real-time proposition
customer data on real-time inputs and − Customized paths based
collection through micro-segment features on micro-segmentation
all channels and actions prioritization (focus on pre-design
− Dynamic segmentation (business rules) customer experience for
and micro segmentation − Focus on moments each micro-segment)
of truth
− Cost optimization
and channel capacity
evaluation
MONEY ON THE TABLE
− x 2/3 conversion rates
− x 2/3 customer interactions
Source: Accenture
Accenture Distribution and Marketing Services
Banks should consider a set of distinctive capabilities to compete in the future
TODAY “Next Generation Bank” models
− Effective multichannel integration
The “Do the The “Intelligent − Pervasive analytics
basics right” Bank Multichannel” Bank − Real-time event management
− Branch network − Personal digital advisory
optimization − Product offering optimization and scientific pricing
− Basic multichannel
orchestration
− Deep customer
understanding − Social media listening and monitoring
− Need-based offerings The “Socially − Social digital marketing
(clustering client engagement)
− Web and mobile Engaging” Bank − Social CRM (data enrichment
channel marketing and optimized offering)
and effectiveness
− Empowered branch
front-line and
sales tools
− Smart interaction The “Financial/Non- − M-payments
with customers Financial Digital − Mobile commerce ecosystem
− Performance − Mobile marketing M-loyalty and analytics
management Ecosystem” Bank − Partnership and alliances management
Source: Accenture
Possible Paths
Pervasive analytics, a real-time marketing engine and advanced
multichannel integration can more than double conversion rates
Customer Analytics Marketing Engine Multichannel Interaction
− Continuously updated − Next best offer based − Real-time proposition
customer data on real-time inputs and − Customized paths based
collection through micro-segment features on micro-segmentation
all channels and actions prioritization (focus on pre-design
− Dynamic segmentation (business rules) customer experience for
and micro segmentation − Focus on moments each micro-segment)
of truth
− Cost optimization
and channel capacity
evaluation
MONEY ON THE TABLE
− x 2/3 conversion rates
− x 2/3 customer interactions
Source: Accenture
Accenture Distribution and Marketing Services
