customer analytics and business optimization drive higher customer satisfaction, revenue profits

© 2012 IBM Corporation

Customer Analytics and Business Optimization

Drive Higher Customer Satisfaction, Revenue & Profits

© 2012 IBM Corporation2

Agenda

Current market or industry situation

Our understanding of your goals

How the solution addresses needs and challenges

Solution description

Why IBM?

How to get started?


Current market or industry situation

Financial Institutions are focused on profitable growth by selling more products and services to the existing customer base to generate higher revenues.

Banks and Financial Markets firms also want to bring new products, services and bundles to market faster.

As the economy recovers, banks will need to improve their industry’s health and identify new business niches, customized services and innovative strategies to foster long-term growth. This will involve finding new, sustainable sources of revenue, while raising operational efficiency and developing a more astute risk strategy.

Banks must focus on raising capital, improving asset quality, and increasing profits.

Banks will look to find new ways to grow revenue, while managing risk:

Redefining their business models via long-term savings initiatives in IT, shared services and front office/back office integration in order to enable lower cost structures

Specializing in areas in which they are strong, whether it be products, distribution channels or specific markets; and partnering with other banks to reach new markets

Segmenting clients by what they value and marketing to their unique needs

Reforming the risk management culture by replacing siloed implementations with an integrated, enterprise-wide risk management framework


We understand the critical challenges in the financial markets today:

LOB Pains: Inability to maintain a single customer, account and product view across all channels Inability to support customer-centric initiatives & consistent customer experience Inability to integrate customer or product information across business units (M&A) or product lines

(bundles) Inability to gain insight to effectively market relevant offers to clients

IT Pains Inability to provide ‘single view’ of master data to business and applications and do so quickly Inflexible systems, lack of trusted information and poor analytical tools and reports hamper IT’s ability to

respond to business requests Inability to showcase ‘SOA’ solutions and prove value to business users

Our understanding of your goals


How the solution addresses needs and challenges

Integrate quality data with Cognos for more in-depth information

Incorporate Master Data in business analytics to generate greater insight

Start with the capabilities they need now and grow over time i.e. Fast Track

Streamline deployment capabilities

Provide an intuitive and extensible user interface

Create custom-built domains for industry or company specific data models

Integrate with a broad spectrum of business processes for greater impact

Address changing business requirements

Address changing business requirements

Deliver results quickly and efficiently

Deliver results quickly and efficiently

Provide timely, accurate and complete information

Provide timely, accurate and complete information

Customer Analytics & Service Optimization solution is focused on addressing these needs to drive higher customer satisfaction, revenue & profits.


Source: IBM Institute for Business Value “From Stretched to Strengthened; Insights from the Global Chief Marketing Study” www.ibm.com/cmostudy

Banking CMOs are eager to deploy tools and technologies to address growing the volume, velocity and variety of data.

E-mail marketing 58% 46%

Campaign management 67% 61%

Search engine optimization 62% 62%

Reputation management 67% 63%

Predictive analytics 77% 66%

Collaboration tools 70% 68%

Single view of customer 80% 70%

Tablet applications 77% 72%

Content management 77% 73%

Mobile applications 86% 80%

CRM 82% 81%

Customer analytics 86% 81%

Social media 80% 82%

50%

Banking Plans to increase the use of technologyPercent of CMOs selecting technologies

Global

E-mail marketing 58% 46%E-mail marketing 58% 46%E-mail marketing 58% 46%

Campaign management 67% 61%Campaign management 67% 61%Campaign management 67% 61%

Search engine optimization 62% 62%Search engine optimization 62% 62%

Reputation management 67% 63%Reputation management 67% 63%

Predictive analytics 77% 66%Predictive analytics 77% 66%Predictive analytics 77% 66%Predictive analytics 77% 66%

Collaboration tools 70% 68%Collaboration tools 70% 68%Collaboration tools 70% 68%

Single view of customer 80% 70%Single view of customer 80% 70%Single view of customer 80% 70%

Tablet applications 77% 72%Tablet applications 77% 72%Tablet applications 77% 72%

Content management 77% 73%Content management 77% 73%Content management 77% 73%

Mobile applications 86% 80%Mobile applications 86% 80%Mobile applications 86% 80%

CRM 82% 81%CRM 82% 81%CRM 82% 81%

Customer analytics 86% 81%Customer analytics 86% 81%

Social media 80% 82%Social media 80% 82%

50%

Banking Plans to increase the use of technologyPercent of CMOs selecting technologies

Global


Customer

OrganizeInformation

OptimizeInteraction

Gain Insight

Analyze and Derive

Capture and Notice

Point of Sale

Branch

Kiosk

SMS

Chat

Voice

Web

SocialMedia

Apps

Email

Customer

OrganizeInformation

OptimizeInteraction

Gain Insight

Analyze and Derive

Capture and Notice

Point of Sale

Branch

Kiosk

SMS

Chat

Voice

Web

SocialMedia

Apps

Email

Engaging customers in insightful conversations

Marketing and selling based on customer eventsProgress from mass marketing to precise, event-based marketing with customer information and predictive analytics

InteractionOptimization

Owned Media &Interaction Channels

Application Integration

Marketing Performance Optimization

MarketingAnalytics

Data &Content

EarnedMedia

BrandOptimization

Paid Media

MediaOptimization

Providing consistent, cross-channel experience

Capturing every customer moment of truthIn real-time across both staffed and automated channels, and trigger appropriate actions

Customer Experience and Analytics

Customer-focused enterprises deliver a superior customer experience through global solutions while lowering operational expenses


Data and analytics that drive growth by targeting and extending

the value you provide.

Leading enterprises place the customer AND financial advisor

at the center of the business.

Insight that improves collaboration and visibility for your customers, financial advisors, and partners.

Information sharing that synchronizes the organization with

consistent messaging, relevant offers, and impactful service.

Continuous feedback to recognize new opportunities and trends in data,

information and analytics.

Insight-rich processes that maximizes the effectiveness of each

customer interaction.

clientclientCustomers

Financial AdvisorsBusiness DirectorsCustomer Analysts

Solid Information Management as an Enterprise Foundation

IBM has a keen understanding of the analytics challenges faced by complex Financial Services companies – and how to solve them And we focus on how information is organized, consumed by the business, and delivered to customers at the front-line.

Low HighAbility to Serve the Moments of Truth

Average = 1.471.00 1.94

Provider Moments of Truth

0

0.5

1

1.5

2

2.5

31

2

3

4

5

6

7

8

9

10

1112

13

14

15

16

17

18

19

20

21

22


Average = 1.471.00 1.94

Provider Moments of Truth

0

0.5

1

1.5

2

2.5

31

2

3

4

5

6

7

8

9

10

1112

13

14

15

16

17

18

19

20

21

22


Average = 1.651.07 1.98

Employer Moments of Truth

0

0.5

1

1.5

2

2.5

31

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

Current Analytics Enablement

Target Analytics Enablement

0

0.5

1

1.5

2

2.5

31

2

3

4

5

6

7

8

910

11

12

13

14

15

16

17

CLIENT ADVISOR MARKET

Data, Information and Analytics Maturity Assessment Based on Business Consumption

Blueprint and Roadmap for Deploying the Most Impactful Data First

Business Insight

Enterprise Alignment & Adoption

Market Insightto Planning,

Targeting and New Business Opportunities

AdvisorInsight for

Distribution Optimization

ClientInsight

forRelationship Development

Information & Analytics Foundation


Client is facing regulatory scrutiny and data integrity concerns of reporting integrated data across aging legacy systems

A comprehensive data environment that supports financial reporting across multiple dimensions for compliance and analytic capabilities for a host of regulatory needs

Need for robust business controls to ensure integrity of financial process

A comprehensive finance infrastructure to collect high value subsidiaries and affiliates to a single financial system to ensure proper business controls

Need for reconciliation of multiple and complex data supply chains at various levels of financial detail. More than 7000 balance sheet reconciliation of nearly than 3000 are manual

An single supply chain for financial data integrated across all the source systems including subsidiaries with multi- dimensional financial aggregates

Accounting logic embedded in each of the 97 source systems resulting in inflexibility and high cost of ensuring consistency of accounting rules and meeting changing reporting requirements

Consolidated accounting logic in a central rules engine enabling flexibility and efficiency to manage changing financial reporting needs

Opaque financial date environment precludes traceability, diminishing value of financial processes and key metric insights

Integrated instrument level data repository providing drill down from summary level financial results to granular instrument level balances creating true financial transparency

Lack of accurate customer and product level profitability analysis to enable decision making for improving market share and book of business

Leverage high quality financial data to customer and product profitability analysis increasing confidence and accelerated decision making, while at the same time reducing data gathering and analysis cost

Current State Challenges Implications for Client

Regulatory pressures

Client is looking to overcome embark on the planned growth strategy

Businesscontrols

Financial reporting

reconciliation

Distributed accounting logic

Traceability

Profitability analysis


A smart financial institution is built around an optimized and integrated back office one that leverages advancements in technology, global integration opportunities and a continuous flow of data to cut costs, drive speed and further innovation.

ARCHITECTURE RENEWAL AND IT RENOVATION

OUTSOURCING GENERIC FUNCTIONS

BUSINESSS AND FINANCIAL REPORTING

PAYMENT CONSOLIDATION

PRODUCT INNOVATION

RISK SYSTEMS INTEGRATION

BAO Methodology and Accelerators


IBM will apply our key tenets to successful implementation

Key Tenet Client Alignment Benefit to Client

Flexible Integration Architecture

ICDW will be implemented on a Flexible Integration Architecture that will allow each LOB to build their operational and analytical capabilities without impacting other LOB data structures or containers, but still ensuring adherence to a single Logical Model and designate key architecture guiding principles

Agile Development Methodology

All ICDW initiatives will adopt a very rapid Agile and prototyping methodology that will deliver smaller but faster functionality to business through a very iterative process

Common Re-Usable Components

A common set of re-usable components or tools will be created that will assist each LOB leverage some of the key core functionality like audit log, controls etc thereby reducing duplication of effort

Support Services Some of the key functions will be performed by a central organization to ensure adherence to proper design principles and operational process (i.e. Architecture, Project Management, Release Management, Infrastructure & Operation Services)

Parallel Factory-Based Delivery Model

The projects will be delivered through a Factory (breaking down a process into small manageable chunks into independent and cost effective manner) based delivery model that will enable multiple projects to run in parallel with very limited interdependencies

#–Informatica Teradata ParallelTransporter Technology

Staging layer

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Extract #

Data QualityCheck

BusinessTransformations

@

ClassificationLookup, COC,[………] Key Generation

@

ICDWLoad

@

File Validation

SOR layer

CustomerSORfiles

DefaultSORfiles

Credit RiskSOR files

System ofRecord

Integrationlayer

Accesslayer

SemanticModel

ICDWIntegrated

DataWarehouse

1:1

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[…] […] […]

Gather information Extract process File validationTDQ

checksLoad tables

#–Informatica Teradata ParallelTransporter Technology

Staging layer

La

nd

ing

Pa

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@–Informatica Pushdown Optimization Technology(Supported by Subject Area Common Components)

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BusinessTransformations

@

ClassificationLookup, COC,[………] Key Generation

@

ICDWLoad

@

File Validation

SOR layer

CustomerSORfiles

DefaultSORfiles

Credit RiskSOR files

System ofRecord

Integrationlayer

Accesslayer

SemanticModel

ICDWIntegrated

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Program office/Project management

Project initiation/ requirements

Design

Build

User Acceptance Test (UAT)/Deploy

Test

UAT planning/Deployment planning

Test planning

Process (SCRUM)

Business driven IT driven Business owned

Sprint Planning Meeting

Daily StandupSprint Burn

down

Sprint Review & Retrospective

Meeting

Sprint Goal Sprint Backlog

Blocks List

Product Backlog

Shippable ProductSprint Goal Sprint Backlog

Blocks List

Product Backlog

Shippable Product

Integrated Consumer Banking Data ModelIntegrated Consumer Banking Data Model

BI, Data Access & Query ToolsBI, Data Access & Query Tools

System Of Record DataSystem Of Record Data

Public AreaPublic Area

Integration(INTG)

Integration(INTG)

SORSOR

Staging(ACQN)

Staging(ACQN)

LayerLayer

File System Landing PadFile System Landing Pad

ApplicationApplication

Access(PRSN)

Access(PRSN)

1:1 Views of Integrated Tables1:1 Views of Integrated Tables

Discovery AreaDiscovery Area

Interim Data

Repository

Interim Data

Repository

Individual SandboxIndividual Sandbox

Shared Dimensions and MetricsShared Dimensions and Metrics

Application & Process Specific ViewsApplication & Process Specific Views

Source System Representation of DataSource System Representation of Data

Subject Area InterfacesSubject Area Interfaces

Load Ready TablesLoad Ready Tables

Supporting ToolsSupporting Tools

Involved Party

Arrangement

Location

Classification

Event

Resource Item

Extract ViewsExtract Views

TABLES

VIEWS

WORK

TABLES

VIEWS

WORK

IDR_RISK

IDR_MKT

E095823

E983456

E345678

USERS

Business Requirements

Service Level Agreements

Reporting & Analytics Development

Exploratory Prototyping

Reporting & Analytic Development

Demand & Program Management

Framework & Universes

UAT & Training

Architecture & Model

CDM Demand Mgmt.

Development (Common Components & Semantic)

Integration & Regression QA and Release Management

Infrastructure

Backup & Recovery

Performance Test

Network

Production Operations

Performance & Capacity Plan

Centralized ICDW Team

Operations & Infrastructure Support

Line Of Business

Line Of Business IT

Development (SOR, Integration)

Line Of Business IT

Functional /Unit Test

•Semantic Development

•LOB Data Mart

•Demand Management•Requirements•Priorities

•New Data Sources•Additional Integration

•Functional/Unit Test

Types of Engagement/Services

•Develop Common Functions

•Model Design & Review

•Cross LOB Initiatives

Card Services Student & Auto CBB Mortgage Bank Digital Marketing

Card Services Student & Auto CBB Mortgage Bank

Card Services Student & Auto CBB Mortgage Bank


Why IBM?

Broad and integrated portfolio of information and analytics capabilities Largest investment in analytics software and solutions with over $16B in acquisitions since 2005 Enterprise Class Big Data Platform as part of a comprehensive Information Management Foundation Analytic Capabilities that scale from personal to enterprise to next generation systems that reason and

learn Decision management solutions that embed predictive analytics into business processes

Broad and integrated portfolio of information and analytics capabilities Largest investment in analytics software and solutions with over $16B in acquisitions since 2005 Enterprise Class Big Data Platform as part of a comprehensive Information Management Foundation Analytic Capabilities that scale from personal to enterprise to next generation systems that reason and

learn Decision management solutions that embed predictive analytics into business processes

Proven experience accelerating time-to-value and delivering breakaway results Over 9,000 experienced strategy, analytics, and technology experts and consultants around the globe Proven solutions & use cases across industries and functions, from 1000’s of client engagements Thought leadership and practical insights from the IBM Institute for Business Value Jumpstart services and eight global IBM Analytics Solution Centers to help organizations get started World’s number 1 IT captive financier. (IBM Global Financing)

Proven experience accelerating time-to-value and delivering breakaway results Over 9,000 experienced strategy, analytics, and technology experts and consultants around the globe Proven solutions & use cases across industries and functions, from 1000’s of client engagements Thought leadership and practical insights from the IBM Institute for Business Value Jumpstart services and eight global IBM Analytics Solution Centers to help organizations get started World’s number 1 IT captive financier. (IBM Global Financing)

Comprehensive delivery options to compliment capabilities and lower TCO

Broad range of implementation models, including: System Integration, Consultancy, Transformation Application Management Services Appliance, Hardware, Cloud, Mobile

Comprehensive delivery options to compliment capabilities and lower TCO

Broad range of implementation models, including: System Integration, Consultancy, Transformation Application Management Services Appliance, Hardware, Cloud, Mobile

Advanced technology and expertise applying innovation to real world problems First-of-its-kind breakthrough innovations, including IBM Watson World’s largest math department in private industry since 1960 Nearly 600 analytics patents per year and first in patent ranking

Advanced technology and expertise applying innovation to real world problems First-of-its-kind breakthrough innovations, including IBM Watson World’s largest math department in private industry since 1960 Nearly 600 analytics patents per year and first in patent ranking


Services professionals in 170 countries worldwide access to skills

Scalable, global delivery capability to fulfill any-size IT/business requirement and access IBM best practices seamlessly, no matter where banking operations reside

State-of-the art, web-enabled access to IBM’s reporting and intelligence capabilities

Flexible sourcing and delivery alternatives, customizable to fit each client’s unique business objectives

Research focused on developing real-world, innovative business solutions for industry-specific needs

The industry’s largest number of infrastructure experts


Appendix


Real-World Basel II SolutionsCase Study

Enterprise Basel II Credit Risk Project

Goal: Transform legacy decentralized bank consortium in enabled advanced credit risk management institution

Accelerate transformation using IBM’s Banking Data Warehouse and an integrated reporting and analytics capability

Requirement: Ability to provision data from an enterprise perspective but support business model from a decentralized management perspective

Challenge: Legacy LOB data management; across multiple legal entities, lines of business, functions and geographies

Centralized Basel II / Credit Risk Management supporting Information Management solution

IBM brings

Banking Data Warehouse Model and Leading Practice accelerators

Business knowledge

Practical Basel II implementation experience

DB2

BDWM

Ascential DataStage

Project in implementation– source systems lined up for 2006/7 migration

In addition to Basel II compliance, the solution will be used by multiple functional and lines of business as the system of record as well as the repository for LOB specific data requirements

Will be a source of reliable information for management and regulatory reporting, portfolio management and front-line business users across the Commercial and Retail Banks

$110 billion domestic US Bank, South Eastern US footprint with business model sweet spot in mortgage and commercial lending

Project Response Impact

© 2012 IBM Corporation16 16BB&T and IBM CONFIDENTIAL

ReportingFinancialApplications

Interfaces

Processing Control Functions(Reconciliation / Error Handling / Adjustments / Processing Monitor)

Source Systems

Detailed Calculation Engines

(DCE: Funds Transfer Pricing / Allocations / Other Detailed Financial & Risk Functions)

Platform Administration (Maintenance & Security)

Reference Data (Internal & External)

Data Integration Layer

(DIL: IT container for below business controls)

AccountingRules

Engine (ARE: Chart of

Account Assignment &

DR/CR Creation) *

Other Data TransformEngines

(Instrument & Other Attributes)

* Initial instance is a Mapper of existing finance data to new chart of accounts.

+ Use of ERP software for PO, T&E, A/R and Project Costing (PC) to be determined.

Expense Sub Ledgers

(AP / FA)+

General Ledger

(GL)

Financial Data Store (FDS: Financial Reporting Integration

Environment & Instrument Level Repository)

OperationalReporting

Exec Financial Reporting

SEC / Regulatory Extracts & Reporting

Profitability & LOB

Reporting

FinancialAnalytics

Integrated Risk and Financial

Reporting

Client ‘s Financial Systems High Level Target Architecture


IBM’s Global Delivery Model

Project Resourcing Deliverables

DI/Analytics ArchitectsReporting Analysts/DesignersReporting ArchitectsReporting DevelopersAnalytics Analysts/DesignersData Integration Analysts/DesignersProject ManagementOn-Shore Coordinators

Project Mgt.Technical LeadershipRequirementsDesigns (Conceptual, Macro, Micro) Data integration Data delivery (reporting) Data analytics Data Repository

Completed Source CodeReportsMaintained ApplicationsOn-Going Support

Onshore

OffshoreOff-Shore CoordinatorsAnalytics DevelopersReporting Developers Data Integration DevelopersTestersMaintenance DevelopersApplication DBA’s

Business Analytics Factory Model

A critical measure of success for every engagement is how we interact with the client on adherence to our joint standards, and how we transfer intellectual capital. At the beginning of every engagement we work with and gain agreement on a joint project/program interaction model on how,

who, and when we interact in the systems development lifecycle.

ClientPartnership


IBM Institute For Business Value Banking Thought Leadership

Sophistication and Insight

IBV Banking Paper

Simplification Globalization Specialization

The findings in IBV’s paper builds on the themes from our earlier research

To become client centric, banks will develop sophisticated insight to

Innovate their pricing models to be more closely aligned with client segments

Optimize their channels to maximize satisfaction while balancing services and prices

Leverage their vast reserve of information to reduce risk


Legal Disclaimer

• © IBM Corporation 2012. All Rights Reserved.• The information contained in this publication is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained

in this publication, it is provided AS IS without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this publication or any other materials. Nothing contained in this publication is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software.

• References in this presentation to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in this presentation may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. Nothing contained in these materials is intended to, nor shall have the effect of, stating or implying that any activities undertaken by you will result in any specific sales, revenue growth or other results.

• If the text contains performance statistics or references to benchmarks, insert the following language; otherwise delete:Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user's job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here.

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customer analytics and business optimization drive higher customer satisfaction, revenue profits

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