deepak janakiraman, global head of communications hub
TRANSCRIPT
Scaling Pega Marketing and Decisioning GloballyDeepak Janakiraman, Global Head of Communications Hub Platform, HSBC Wealth and Personal Banking
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HSBC Wealth and Personal Banking – We help our customers globally take care of their day to day finances and manage, protect and grow their wealth. 2
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The Communications Hub team (within Wealth and Personal Banking) is responsible for enabling markets with key multi channel personalisation capabilities to better serve our customers.
c.40 million customers globallyCustomer propositions
Across six brands
Personal Banking
Premier, Jade, International
Global Private Banking
Customer numbers FY2019
Glo
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Mar
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Over the last few years, we have invested heavily in deploying Pega capabilities to execute on the bank’s strategy. This has been particularly impactful in current COVID conditions where customers need to be serviced differently
2017 2018 2019
• Initial POC in Australia and first deployment
• Sales driven use-cases
• Platform on-boarded to HK, HASE, China, UAE
• Integration with core channels (web, email & SMS)
• Focus on servicing use-cases
• Focus on real time decisioning (based on streaming events)
• Creation of Global Framework to support global features with local extensions
• Started to build a Center of Excellence (COE)
• Platform on-boarded to UK, India, Malaysia, Singapore, Bahrain, Oman, Qatar
• Focus on Outbound decisioning
• Introduction of continuous improvement and testing of strategies
• Re-factoring of global framework to support scale as well as driving a versioning strategy
• Further expansion of COE team with first set of permanent team members
• Platform on-boarding to US, US-sub brands
• Integration into Mobile apps
• Connectivity to Agent Assisted Channels, ATM, DMP, Chat
• Migration of application from on premise infrastructure to the cloud
202020202018
Our strategy is focused on transforming customer relationships from one that is reactive in nature to proactive, personal and relevant experiences
Key Results• 2.65X increase in revenue per contact over pre-real time triggers• 3.5X higher positive click rate compared to generic banners on web• 2x increase in email open rates, 1.2x increase in email conversion rates
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Our rollout strategy has been focused on the use of a global Pega framework to ensure pace and reduce cost
HSBC Global Framework
Global Data Layer
Pega Marketing
Global Framework – IT Rules
Global Framework – Business Rules
Local FWUS
Local FWHK
Local FWMENA
Local FWINM
Channel Integration Services
Market Specification
Globally reusable
Approach to rolling out the global framework
HSBC Global framework covers all IT and business rules sets, common data model and channel integration services.
• We have a globally reusable layer that covers all IT and business rules sets applicable to all markets.
• All market specific needs are maintained in local layer.
• We have a single data model across all markets giving us easy maintenance and rapid message roll out benefits.
• Channel integration services are reusable as we use the same channel vendors globally where possible.
• For any new deployment, markets get a well defined package as an initial deliverable. This approach significantly improves time to market and reduces cost of deployments.
We have also put in place a governance model to manage Global Framework changes
• All business and IT change requests are reviewed by a global forum.
• Approved changes are designed and implemented in a pilot market.
• After successfully roll out, features are ported back to core environment.
• New features are delivered to all markets by quarterly GFW upgrades.
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Some lessons learned from our journey
1. It is important to focus heavily on productising the offering (i.e. Pega and other technologies in the stack) before you look to scale
2. Do not go for feature parity when replacing an existing vendor. Start simple with a few messages with a clear ramp up plan.
3. Start with business transformation. Changing culture and mind-set of teams take much longer that Technology transformation
4. Invest the time and effort to build permanent teams early. You can always complement with contractors.
5. Use the Center of Excellence teams to cost effectively scale best practises and knowledge globally. Empower these teams.
6. Never stop evangelising the solution and the value you create especially to senior stakeholders. Even better if you can create a pull effect with individual markets doing this for you.
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We have an exciting roadmap for the future
In light of COVID, how we personalise the HSBC experience for our customers (especially vulnerable customers) has become even more important and this is heavily shaping our roadmap focus areas:
Focus Areas H2 2020 2021
Delivering a personal and relevant HSBC experience
Scalability and Efficiency
Reducing totalcost of ownership
Accelerating deployment of Pega to more markets
Demise of Legacy Tech
Pega Cloud Migration for Existing Markets
Testing Automation
Increase use of Pega ML Capabilities alongside external
models
“Github” for messages
Deepak Janakiraman, Global Head of Communications Hub, HSBC Wealth and Personal Banking
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