[Music] [0:29] hello and welcome to one of the first [0:31] sessions of the sopra banking Summit uh [0:34] today we'll be talking about marketing [0:35] for banks retaining continuous attention [0:38] first I would like to introduce our [0:39] wonderful speakers we have laurance [0:41] nichlos uh customer experience director [0:43] at sopra syia next we also have Nikola M [0:47] our digital marketing director at SOA [0:49] banking software and finally we're very [0:51] pleased to have with us [0:53] pa uh sorry my FR pration isn't that [0:56] good always uh the regional director [0:58] marketing Cloud at Salesforce [1:00] [Music]
[1:09] over to you laurance for the first [1:10] introduction thank you Le so Laurence [1:13] nichos uh I am director of customer [1:15] experience for banks at sopras next uh I [1:18] have more than two decades of experience [1:21] leading transformation project for banks [1:24] as well as uh insurance companies and I [1:27] have a deep expertise uh in the field of [1:30] retail banking uh we a focus on uh [1:33] customer Journey uh multi Channel [1:36] distribution and of course digital [1:37] marketing thank you over to you Nicola
[1:40] thank you L and thanks for having me [1:42] today good morning good afternoon [1:43] everyone I'm Nikola M currently a [1:46] digital marketing director at supp [1:48] banking software uh prior to that I've [1:50] been working in digital marketing for [1:52] the last 12 years now in various roles [1:54] including startups overseeing some Ser a fundraising I also successful launch uh [2:01] launched and sold two years ago a [2:03] company in uh active in growth [2:06] strategies uh and uh what I'm currently [2:08] doing now is quite interesting because [2:10] there are many things uh I work on data [2:12] CRM Legion digital campaigns and such [2:16] and I'm very excited to be here with you [2:18] today thank you over to you P
[2:21] well thank you Leo for having me it's great to be [2:22] here uh so my name is Poland won I'm [2:25] Regional sales director at Salesforce [2:27] marketing Cloud uh I've got 17 years of [2:30] experience in CRM marketing and sales um [2:35] over the past 10 years I've been working [2:36] at LinkedIn and now Salesforce and I've [2:39] had the privilege to support and advise [2:41] some of the largest companies in their [2:43] digital and marketing [2:45] transformation and in the banking and [2:49] the energy and the automotive Industries [2:51] uh I am a digital marketing expert I'm [2:54] also passionate about it uh I like to [2:57] challenge traditional marketing approach [2:59] usually come campaign based marketing
[3:01] and switch them to more customer [3:03] Journeys marketing thanks to Innovation [3:07] data Ai and bring that into the [3:09] strategies to build that competitive [3:12] Advantage thank you and thank you to all [3:15] of those who have now tuned in uh today [3:17] we will be discussing marketing [3:18] Automation and personalization for [3:20] banking marketers customer acquisition [3:23] and retention uh in a landscape that is [3:26] disrupted by fintex uh could prove [3:28] challenging uh applying datadriven [3:30] automated and personalizing uh practices [3:33] will help A banks marketing team to save [3:36] costs uh to increase the leads that are [3:38] generated and finally also with [3:40] conversion ultimately this will help [3:43] keep any Bank brand top of mind and [3:46] improve engagement with both new and [3:48] existing customers uh and as we can see [3:50] on the screen here uh when we look at [3:52] the amount of ads that consumers are [3:54] exposed to on a daily basis uh that gets [3:56] very uh uh uh uh intense so a retail [4:01] banking brand share of voice has the [4:03] potential to really drown fully uh if we [4:05] think about a consumer when he gets up [4:07] on an average day uh what they'll have [4:08] for breakfast for lunch uh Etc uh and [4:11] then these yeah Banks need to stay top [4:14] of mind so over to you Nicola for a bit [4:16] more of an introduction to the topic [4:18] thanks L for the record I have no idea [4:20] what you had for breakfast even though I [4:22] trust that you're going on S banking.com [4:24] very uh often yes I would say um we can [4:27] start by saying that aside from ing [4:29] 4,000 ads per day um well um [4:34] broadcasting 4,000 ads per day is not a [4:36] goal for a company uh the goal for the [4:38] company uh being all what you have [4:40] quoted staying top of mind doing great [4:42] branding and so on and so on and um how [4:45] do we do that in a very simple way with [4:48] personalization okay and I'm not lying [4:50] when I'm saying that personalization is [4:52] actually very hard to achieve why is so [4:54] why why does it have to be uh so [4:56] complicated to personalize each message [4:59] you have first because we're dealing
[5:01] with an enormous amount of data and [5:03] second because the way the data is [5:07] represented today is not one block uh [5:10] we're dealing with many touch points uh [5:12] you you have quoted what I like to call [5:14] customer life moments the breakfast [5:16] being one of them we have many others [5:19] some of them are obvious for the banks [5:21] some of some of them are less obvious [5:23] for the banks obvious could be uh uh my [5:26] son just uh started uh just finished uh [5:29] high school for instance and maybe he's [5:31] going to need a Lo a loan to go to the [5:34] business school that's obvious less [5:36] obvious would be uh my card got broke [5:39] and I'm going to need a loan those are [5:40] two different customer life moments that [5:42] you need uh somehow to aggregate uh to [5:46] know uh when to address a message with [5:49] the right of her and and son sorry if [5:51] the examples are very candid um
[5:56] marketing automation personalization uh [5:58] everything goes together because you [6:00] have to deal with the anous amount of of [6:03] data a lot of customer life moments that [6:05] are a lot of touch points uh sometimes [6:08] you uh um your customer will agree to [6:12] fill out fill out 30 cm uh long form on [6:16] your website like on super banking.com [6:18] uh some other time this won't be [6:21] possible because of span of attention uh [6:23] because uh they don't want to okay and [6:26] in that case um I believe you want to [6:29] straight and centralized okay those are [6:32] two very important points uh for [6:34] marketing automation um and um the way [6:38] you centralize as a bank becomes a [6:41] challenge um we can talk about CRM we [6:43] will talk about CRM today uh we can talk [6:46] about uh sequences uh we can talk about [6:49] all the tools uh that you can find out [6:51] there there are more than apparently [6:53] 7,000 uh tools um and it becomes a [6:56] change for for for the CMOS um last but [6:59] not least but I believe Lawrence is [7:01] better than me talking about this data [7:04] comes with trust and privacy and that's [7:06] probably something you want to take into [7:08] account over to La yes thank you [7:11] Nicholas yeah for sure trust um it's a [7:14] real challenge uh today because uh banks [7:18] have um a mixed relation when it comes [7:20] to trust uh trusted with money yet not [7:24] trusted to uh always act for the [7:28] customer best [7:29] interest and um so trust is a very [7:33] important topic today uh in the broader [7:36] context of the retail banking industry [7:39] uh because we all know about open [7:41] Banking and open finance is coming so um [7:46] so trust it's it's it's a key topic and [7:48] the fact is we see uh larger Banks and [7:52] um technology provider collaborate uh on [7:56] the front of uh data privacy legislation [7:59] uh to uh suggest um new new product and
[8:03] new Services uh com which combine uh [8:08] Data Trust and customer uh services for [8:12] sure definitely yes uh despite these [8:15] concerns around trust and broader [8:17] legislation both data uses and [8:19] compliance uh we know that consumers [8:23] across markets are willing to share [8:24] their personal data uh 70 to 80% of [8:27] consumers are willing to share it both [8:29] personal and financial data as long as [8:31] it benefits them and usually with brands [8:33] that they are loyal to now while 71% of [8:36] consumers actually expect personalized [8:38] experiences from their Banks uh both [8:40] throughout their entire customer journey [8:43] and as per the world retail banking [8:44] report of 20122 uh 52% of consumers said [8:47] that banking was not fun uh and they uh [8:51] did not they say that Banks didn't offer [8:53] the experiences that they come to expect [8:56] uh in in terms of their fital [8:58] relationships um now having said the [8:59] tone for today it is clear that Banks [9:02] need to up their game in this uh aspect [9:04] of marketing uh let's go to our speakers [9:08] uh let's start by hearing from each and [9:09] one of you uh whether you see a future [9:12] without uh marketing Automation and [9:14] personalization over to you first D yeah [9:17] thanks yes obviously um as you said [9:20] customer expect personalization uh from [9:23] that bank and maybe um maybe even more [9:27] from that bank because we are talking [9:29] about uh sensitive subject about money [9:34] about financial matters uh so about [9:37] personal concerns so as a customer um I [9:41] expect a specific service or offer from [9:43] a bank um which meets my own needs and [9:47] not those of my neighbors for sure um so [9:50] the banks have no more choice they have [9:53] to personalize uh the customer Journey [9:55] they have to personalize the interaction [9:58] with the client and and so their value [10:00] proposition um and regarding automation [10:03] uh the fact is the banks are faced um in [10:07] um um several an increase in touch Point [10:11] as as Nicola explained so an increase in [10:14] interaction and potential leads so to be [10:18] clear at the same times Banks uh must [10:21] meet the challenge of the mass of [10:24] interaction with the imperative of [10:27] personalization and so without marketing [10:31] automation it will be absolutely [10:34] impossible over to you PA yes um as [10:37] laurren said we are all consumers we are [10:39] all customers I'm the customer of two [10:42] Banks which give me the opportunity to [10:44] compare what I really hate above all is [10:46] being retargeted receiving a message uh [10:49] to promote an offer or service that I've [10:52] I don't need or even worse that I've [10:55] just purchased this is really bad brand [10:57] reputation and lack of Trust on the [11:00] opposite what I really like is when my [11:02] bank is able to advise me pushing me the [11:05] right piece of content on the right me [11:08] on the right Channel at the right time [11:11] there I feel that I am understood by my [11:13] bank and we all need that right last [11:16] year we released a study called the [11:18] connected customer uh in which um [11:22] 88% of the consumer that were uh um [11:26] surveyed uh say that the experience with [11:29] the brand is and the bank is as [11:32] important as the service that they [11:33] purchase 88% so to answer your question [11:37] no future without marketing automation [11:39] no future without personalization I [11:41] think banks and marketing teams uh [11:44] really need to invest in in that field [11:47] finally niola your yeah uh thanks L of [11:50] course I agree with PO with Lawrence uh [11:53] if that would be a yes or no question [11:54] it's a big yes um then um as Poland's [11:58] example suggest uh you don't want to [12:00] fall into an un uncanny valet that is [12:03] you don't want your communication to [12:05] look too weird so from time to time I [12:08] believe we digital marketers like a bit [12:11] of human touch in that way um so I will [12:15] turn your question which was yes or no [12:18] into yes but with human touch uh if you [12:21] all me uh maybe two tips to stay to stay [12:25] human while you're communicating uh we [12:28] all love sequence [12:29] I love I love my sequences in Salesforce [12:32] it does everything for me but from time [12:34] to time I stop it just to insert a [12:36] little bit of human that is picking up [12:38] the phone and call a client uh that is [12:41] writing an actual email myself with my [12:44] with my hands or someone from my from my [12:46] team does um that would be tip number [12:48] one uh tip number two uh would be [12:51] automation is beautiful when it's [12:53] invisible uh so whenever you can [12:56] automate everything in your back office [12:57] for instance creating some segments for [12:59] your advertising please do so uh but [13:02] where your communication be very touchy [13:03] because it's very easy now even more [13:06] with AI to dictate uh everything [13:08] automated definitely now while there are [13:11] challenges with trust and of course with [13:13] that are affecting Banks reputations and [13:15] of course with digital transformation [13:16] that is needed in this regard uh the [13:18] benefits of automating marketing [13:20] processes are are quite clear in terms [13:22] of cost savings and Lead generated um [13:25] how can Banks make sure that they're [13:26] really ready for the future uh over to [13:28] you first PA for your thoughts yes it [13:30] makes me think of a customer example [13:33] BBVA in Spain and the implementation of [13:36] marketing Automation and the impact on [13:38] business the marketing teams managed to [13:41] reduce by 10 the number of Comm customer [13:44] Communication customer engagement so [13:46] really balancing the commercial pressure [13:48] building more trust with their customers [13:50] and in the meantime with higher [13:53] personalization they manag to um [13:55] multiply by four the conversion rate [13:58] through emails so that's a great example [14:00] of the impact of marketing Automation [14:02] and personalization on business so I [14:06] think in this context Banks need to [14:07] invest in three main area three main [14:10] pillar the first one is um the what I [14:14] call the no the customer knowledge and [14:16] the data which is the foundation of [14:17] everything usually Banks traditional [14:20] banks in particular have um uh the data [14:23] everywhere spread everywhere in the [14:25] organization and U very often very [14:28] siloed across channels and across legoy [14:31] system so there is a massive value in [14:33] bringing all that data together the CRM [14:36] the web the digital uh bring that [14:39] together into a one single view of the [14:42] customer the Second Step once you have [14:44] that single view of the customer in a [14:46] safe and secure way is the um the [14:50] personalize and humanize that what you [14:52] mention Nicolai bit earlier uh it's then [14:56] it enables marketing teams to segment [14:59] and activate the data across every [15:01] channel with the same message and [15:04] pushing the right message the right [15:06] piece of advice on the right time on the [15:09] right channel so that's the second step [15:12] and the third one is optimize right [15:14] marketing teams cannot improve what they [15:16] can't measure so they need to build a [15:19] monitoring uh system that provides [15:21] intelligent marketing so that they can [15:23] make the right decision very quickly on [15:26] the campaigns on the journeys and op [15:29] their marketing investment definitely I [15:31] like the Peter drer if I'm not mistaken [15:33] Peter drer quote there in the middle [15:35] over to laurance for your thoughts yes [15:38] for sure I agree with what PO said um to [15:42] succeed first yes mastering and [15:43] exploiting the client data it's [15:45] absolutely key but as we're talking [15:48] about Banks we know that they have to do [15:50] this with the respect of Regulation and [15:53] gdpr first and we know that sometimes [15:56] the bank can be a little Chile to [16:00] exploit the tons of data they they owns [16:03] because of their statues of U trusted [16:06] third parties so just be careful with [16:09] the exploit exploit of of of data for [16:12] sure um and when you say po about [16:16] humanized and Nicholas um the fact is [16:20] when I when I think on customer Journey [16:22] uh for me uh the fact is today it's a [16:26] challenge for the marketing team because [16:29] um the marketing team often um uh think [16:33] um product approach or recurring uh [16:36] marketing campaign and so maybe before [16:40] the tools it's a change of mindset that [16:43] marketing teams have to proceed to to [16:46] think on customer journey and and for [16:49] sure because it's a subject of our [16:51] discussion automation it's absolutely [16:53] crucial to be able to to to to respect [16:57] the the premise of personalization and [17:01] sorry but that's why SAS next assist um [17:05] our clients to uh to proceed to this [17:08] transformation definitely yeah and to [17:10] follow on from this uh we see a clear [17:12] overlap with the importance of um kind [17:16] of automating and personalizing these [17:18] Journeys uh when it comes to customer [17:20] experiences so we touch on these in this [17:22] in the various answers U now fintech [17:25] firms seem to be quite good in [17:27] delivering uh on these aspects in terms [17:29] of both customer experience but also in [17:31] user experience in their apps do you do [17:33] you believe that banks will be able to [17:35] deliver kind of similar experiences to [17:38] automating their marketing efforts uh [17:40] and and digitally transforming in this [17:41] regard [17:42] laon the fact banks are capable of [17:45] anything for sure but uh I'm not really [17:48] comfortable with such a comparison [17:51] because um of course um the fex have [17:54] disrupt uh the way to interact with the [17:57] customer um offering a new customer [18:00] experience and so they they force the [18:02] banks to act and maybe more quickly that [18:05] they would have done but uh when we talk [18:08] about fex we talk about a small number [18:10] of products and and clients uh and often [18:14] through a single application when um [18:18] when we talk about traditional Banks as [18:20] universal Bank um they cover a a broader [18:24] customer based a wide range of product [18:27] and services [18:28] we talk about physical and digital [18:31] channel so the they are faced uh this [18:36] major challenge in term of customer [18:39] Journey uh for a bank how to offer the [18:42] right product at the right time uh [18:45] through the right channel uh when it [18:48] comes of thousand of products and [18:50] million of potential customer Journey so [18:53] I'm sure that the bank will succeed but [18:56] the challenge is not that simple [18:58] simple definitely over to Nia thanks and [19:01] I'm glad that you covered the [19:03] Traditional Bank part because maybe I [19:04] can take the new bank part um so uh I [19:07] believe customer experience the first [19:09] time I've heard customer experience I [19:11] was wondering is it product is it [19:12] marketing is it a bit of both is it [19:14] something else and I believe for neobank [19:17] customer experience is really a key [19:20] differentiator uh that's a way for them [19:22] to KNE their Niche I'm talking about the [19:23] niche because as Laurence said U they [19:25] start with a limited number of uh prods [19:29] uh small base of customers and they go [19:32] out to conquer the world uh and how do [19:35] they do it with customer experience uh I [19:37] was talking to a friend who's a product [19:39] marketer uh at a very uh large NE Bank n [19:44] uh very large NE bank but they start [19:45] from nothing obviously and uh she was [19:48] telling me when it comes to customer [19:50] experience I'm not competing against [19:51] other Banks it's a very bold statement [19:54] uh she's competing against APLE for [19:57] instance and and cpgs and Ikea and Coke [20:01] because they want to create this super [20:03] hero brand uh with this one button makes [20:06] everything experience um and at the same [20:09] time I found it bold and I found it [20:11] beautiful because it really gives you [20:13] the mindset of how important the [20:15] customer experience is uh when it comes [20:17] to to neobanks um last but not least um [20:23] consequences maybe uh so customer [20:25] experience super hero brand it means [20:28] branding basically how do you recognize [20:30] the brand and so on um but it also comes [20:32] with new tactics uh such as infen [20:35] marketing it may be surprising but they [20:37] turn themselves to micro influencers um [20:39] I had some funny examples um and uh last [20:43] but not least and it's the very last um [20:46] I think uh it comes as a package like [20:49] it's at the same time marketing and [20:51] product definitely par your thoughts you [20:54] I think everything has been said here so [20:56] uh no I couldn't agree more with what [20:59] Lawrence and Nicolas said on the [21:01] importance of the customer experience [21:03] and putting the customer at the center I [21:06] think it's a as you say long it's a [21:08] shift mindset it's a shift of Mind [21:10] mindset sorry um and at Sal Force we've [21:13] been on a mission for the past 24 years [21:15] to help companies to switch and to [21:18] become customer company to put the [21:20] customer at the center and I was talking [21:23] about BV BBVA a little bit earlier [21:26] revolute is a fintech and uh they both [21:29] operate on the Salesforce platform and [21:31] they are doing great I think you know [21:32] it's it's a matter of switching the [21:34] mindset and putting the customer at the [21:36] center of the business definitely uh [21:39] finally in I'd say 30 seconds but you [21:42] can take a bit longer if you like um I [21:44] think I think we still got some time on [21:45] the on the timer uh can I have your [21:47] summarizing thoughts you know what would [21:49] you like a bank any given Bank CMO to [21:51] take away from today's session uh first [21:54] to you [21:55] Lance uh thank you um maybe if if I [21:59] would have an advice for banks to [22:01] succeed in this transformation and we [22:04] talk about marketing automation maybe it [22:07] will be to be absolutely clear about [22:10] their maturity I mean uh maturity of [22:14] their marketing tools marketing [22:16] ecosystem and as I said the maturity of [22:20] their marketing team to operate this [22:23] transformation and for me it's only on [22:27] this basis [22:28] that the banks will be able to build a [22:31] real transformation and operational road [22:35] map to switch to uh the marketing [22:39] Automation and so to uh to respond to [22:42] the promise of [22:45] personalization and sorry for that but [22:48] the fact is uh regarding this uh this [22:51] topic and this difficulties for banks to [22:54] to to really have this uh this view of [22:57] this material [22:58] we developed uh a methodology in sopras [23:02] anex to assess the maturity uh of of the [23:06] bank and so to help them to build this [23:10] uh this transformation road map thank [23:12] you P yeah I think uh it's really [23:15] important to uh um assess the level of [23:19] maturity and to design the right pass to [23:23] Omni Channel marketing um and I think [23:27] they are great partners for that um on a [23:30] more disruptive note that that you [23:32] mentioned I would speak about artificial [23:34] intelligence CU you know every CMO that [23:37] I meet with every marketing director ask [23:39] me the same question how can I leverage [23:42] technology data and AI to better serve [23:44] my customer to better Market to better [23:46] sell to my customer in a safe way and so [23:50] I think in this new era of artificial [23:52] intelligence I think the new equation [23:54] for bank is to bring together the data [23:58] the artificial intelligence the CRM to [24:00] empower teams and humanize and and embed [24:04] that um with a layer of trust security [24:07] and safety as you mentioned earlier I [24:09] think that's the new equation for banks [24:11] if they want to uh succeed and to meet [24:14] both the customer expectations and the [24:16] profitability goals definitely great [24:19] equation over to you Nica for your final [24:21] thoughts thanks L um agreed to [24:23] everything um I would add that you don't [24:26] want your automation uh to be become a [24:28] blackbox uh you want to stay human you [24:30] want to understand what's in there it's [24:32] another challenge of AI actually uh you [24:35] want to know uh what does the answer [24:37] that is given to you come from um stay [24:40] human um automation is beautiful when [24:43] invisible I believe we talked about this [24:45] and um customer experience and user [24:48] experience will remain key in the coming [24:50] years definitely well thank you very [24:52] much for joining us today um please do [24:55] share this session widely uh everyone [24:57] that's watching at home also feel free [24:59] to well please do follow s steria s [25:02] banking software and of course [25:03] Salesforce uh and if you uh seen any of [25:06] the speakers I'm I'm sure you're all on [25:07] LinkedIn so feel free to reach out to [25:09] our speakers on LinkedIn and and have [25:11] conversations with them online to [25:12] continue the dialogue on this on this [25:14] topic thank you again for joining today [25:16] and that was [25:26] it [25:28] [Music] [25:51] be