customer journeys financial services

Customer Journeys Financial Services Jeremy Waite – Salesforce Jan Hendrik van Dalen – Aegon Humprey Fredriksz - Aegon

How to Build Profitable Relationships. Faster. Jeremy Waite Head of Digital Strategy, Marketing Cloud EMEA @JeremyWaite Jeremy.Waite@salesforce.com

Helping the World’s Largest Financial Services Brands Retail Banking

Mortgage

Wealth Management

Life / P&C Insurance

Commercial & Corporate

Capital Markets

Financial Services Companies Are Struggling To Make The Transition

Data security risks and industry regulations

that impede innovation

Product-centric data structure lacking

actionable customer insights

Disjointed customer experience across branch,

mobile, and online

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“Companies are no longer competing

against each other. They are competing

against speed”.

@Benioff

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00:2200:22

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8

00:05

Information is powerful but it is how we use it that will define us... @Avinash

The Disruptive Economy

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“The business world is currently in the middle of a trust

crisis”.

@Benioff

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TRUST

Less Than 41% People “Believe” Executives

Build Relationships. Faster.

#BIGDATA

Volume Velocity Variety Veracity

5B Smartphones

by 2017 Customer Data

Purchase Data

500m+ Social Networks, Blogs & Forums

Social Data 2.5

Quintillion bytes of data

every day

Connected Data

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Customer Loyalty Is Everything.

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72% CEOs say their main priority is understanding

their customer’s needs.

#loyalty

WHO • WHAT • WHY • WHERE • WHEN

Connect with your customers. Faster. Become a Customer Company

Analytics

THE CUSTOMER SUCCESS PLATFORM

Aegon

Jeremy Waite Head of Digital Strategy, Marketing Cloud EMEA @JeremyWaite Jeremy.Waite@salesforce.com

Jeremy Waite Head of Digital Strategy, Marketing Cloud EMEA @JeremyWaite Jeremy.Waite@salesforce.com

Jan Hendik van Dalen Senior Acquisition Marketeer Mortgages Aegon Humphrey Fredriksz Channel Manager Mobile Aegon

Jeremy Waite Head of Digital Strategy, Marketing Cloud EMEA @JeremyWaite Jeremy.Waite@salesforce.com

aegon.com

Acquisitie consument Jaarplan 2015

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Empowering the self-directed customer: Buying a new house

Amsterdam, March 26 2015 Humphrey Fredriksz & Jan Hendrik van Dalen

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Aegon wereld wijd

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Aegon at a glance

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Aegon’s mission is to help people take responsibility for their financial future…

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Our Customers’ Life Cycle

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Aegon uses multiple distribution channels – digital is increasing

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We are getting much closer to the people who depend on us...

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Personalizing Customer Experience

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Objectives •  Empower the self-directed customer by digitizing traditional necessary

services

•  Seduce the customer with by being relevant and helpful in the process of buying a house

Criteria for the new app •  Contributes to our mission •  Fast introduction using prototyping methodology •  Stickiness

Idea for a new app in the customer journey of buying a house

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Screenshots app

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Vote and Questions

35 35

Thank you

Questions?

4 Technology Shifts 2015

Cloud based companies

reduce development

time by 11.6%

By 2018 ~ 25% of all corporate

traffic will flow directly from

mobile to cloud

Average online attention span

is now 5 seconds

90% of the world’s data didn’t exist

in 2013

State of Marketing: Financial Services Report

Jeremy.Waite @ Salesforce .com | @JeremyWaite