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[Music] but the presentation will be in Russians to hope for those people who are now don't feel so comfortable in English my read some copy on the slides I work at Sur Ansari is a polish company originally based we grew up from email marketing but right now we deal with generally speaking digital communication itself so this is mainly my topic today how we can use digital communication with bank's customers how we can deal with them how we can how we shall communicate with them and in generally what are the profits for you for your institutions for the banks to get the best out of your customers shortly speaking I work sorry for seven years and I'm the deputy director of the customer service I work with major brands like IKEA institutional banking banks institutional with finance so major banks in Poland over sixty percent of banks in on the Polish market actually cooperate with Sarah and I had a chance to speak with most of them but not only on the management 11 but also on the operational another so I'm pretty much well known in all the technical details as well as in any marketing demands what are the goals for marketing department what banks need to communicate to their customers and how to reach them among many banks we cooperate with some of them were already mentioned today but apart from banks we also cooperate with financial institutes institutions like advisory for instance expander and brokerage home so um moving forward actually what is this all about and how the word has changed and how we should communicate contact our our clients most of you probably know how you start a day you wake up the first thing you do after you open your eyes is just check the phone what messages you have on your smartphone who wrote to you who text you what emails you guards who emailed you what offers you received and so on basically the word has changed so much and the reality has changed so much that right now we are very in the digital world it's not like let's say 20 years ago the first thing you experienced was just to take a brief look on the TV or what's going on on the on the newspaper right now you have all that information in your pocket the first thing you do in the morning simply change check your phone what information you got so this is just please keep that burdens thought in mind so we checked the social media we find out we like the posts from the brand's we like we like the comments from our friends we shared content we give recommendation about the places we have visited so we give the recommendations about the service we had experienced and received you can count how many databases how many newsletters you've been added so how many databases you have subscribed within your not only professional area but also personally what things are interested in when browsing the Internet you are also bombarded by lots of banners well some of you might use adblock so it's so not so rigid but uh we have lots of banners we have lots of advert only advertisements to some of those we react to some of those banners actually work and convert to required landing page and there is a required action we the advertiser would like to receive but we see that all the time so based on the social media based on the email communication based on the online advertisement we can build a profile of each individual user on the internet it's built on the things we like build on how many friends we have on facebook on linkedin on what links we click within the email and landing page we eventually end up and based on that also what phrases we are looking on the internet in Google whether we are looking for holidays in dominicana or whether we'd like to find some tickets for the shock that donates game right yesterday we had all that information we are leaving all those traces online and this is the first step actually it's the first step one part of the database we are collecting we are leaving those traces whether you like it or whether you don't like it some companies actually gather that data and a profile of each single user can be built of course it's single person that this place leave such traces and based even how many of us around the say 50 people around here and with that target group whether 50 people each of you has its own profile but if we compare the profile we could also divide it into symbol what's safe 510 depends on the criteria we can build a group and communicate to that group if we have that profile of many groups that say to assume 10 groups and we collect that data combine that with the transactional data you have within your bank systems you know what the people buy you know what what is their average level of purchase they make online you know how many how much money they take up the ATM machines and so on so and you have all that information in your systems and if you combine that with their profile of their behavior on the internet you have a powerful tool to to reach the audience and to sell them upsell offer their them additional products so think of that in a broader terms earlier today it was already mentioned that we're not talking about the segmentation as it was based on the sex male or female location where the people live and age no that's not sexy anymore we're talking right now about how they behave online because most of us think well online I'm anonymous that's not true there's no such thing like being anonymous on the Internet if we keep that in mind what what it tells us actually what we can do about that how do we get the best out of that data we have in within your organization you might know okay we gets your RAM we've got some data analysis we've got lots of various different tools lots of various different systems that should actually give us the proper the required information we want to reach to our audience but actually it doesn't happen it's quite difficult and it's quite challenge probably for most of you to get the best out of your tools you have you got lots of different systems and the challenge is actually to say okay I got this I got that get another analytical system what should I do with all that information how to get the best out of that data so out of fifty percent of consumers customers people who actually been recently done by coordinate as far as a remember over fifty percent of customers they start their shopping process online and they end up with buying offline that's the arrow p 0 effect research online purchase of line so if we know what people are searching online and we know the fact that fifty percent of them actually buy offline we should also think about the connection between the online world and offline world keeping in mind also that we have lots of the system the question is how to do that how actually find out who is interested in what and if we know if we have that segmentation based on other people are looking online we also have the data from your transactional systems from the banking system we know what they're doing on their mobile applications also banking next we build a profile we know what is that sexy segmentation next question is how to reach them how to contact that individual John Mary Samantha single person how to talk their language how to reach them how do I know and how can I speak their language to individual single person for instance in the ideal world I would love to see an offer from my bank saying hey kasha this is the fifty percent off for a special plane ticket to Mona Hume to Munich right but I didn't get that offer so far we're having that segmentation based on the email the mobile app search results we know what people are interested in and how we can target that audience it's based on the landing pages we get so asking people online what their preferences before planning a major call center campaign to your customers before that once the one step earlier we can prepare a microsite and online microsites saying hey tell me what products are you interested in based on the results we can then schedule much more targeted campaign to those people plus additional also tools that are mentioned here so just to recap briefly we have Sasha let's say one someone from here and we know that he has a mobile app uses our mobile application he searched some phrases online I wanted to check say what our mortgage available online what the best mortgage would be in which bank we know that he is in our paper mail database so we were sending out him some paper paintings maybe he has been also included in our email database maybe from time to time he also received a message from the external meaning database that advertise our service and from time to time we also contact him for vehicle center with other products it's very important to gather all those channels of communication that's one thing to know what within each channel what sasha was interested in what how he reacted whether he mostly responds to the call center because he likes to talk on the phone or we get the bigger conversion whether he's simply browsing or searching some products online so keep in mind important to react to the channel that person is most likely to use and it's in favor if we have that once we're having that data and we know what Sasha likes to browse what he is interested in and what projects is looking for right now we have that information in our systems CRM web analytics like Google Analytics will say maybe you have also some external email deliverability service how you can combine those channels into one tool that will actually react properly as you want to and reach the audience with the right content the right time with the right message so think of right now of a magic box so right here we have all those systems we connect that with the magic box I will tell about that in a second and then from this magic box we execute the communication a direct communication direct message with the right content to the right person so thats Sarah hub the magic box within the box we have various tools and I will not speak any technical language lucky you but within the box we have various tools like screwdriver hammer ruler anything else you need actually to prepare communication the right communication targeted to your final final person as a few examples right now the first one of those tools well one example is that within that box we have for instance marketing automation tool the video marketing and big data analysis with those tools we can actually reach the person and and find out what he/she is interested in and what they would like to what they would like to see the first goal within within might be within your mm within your organization it can be how to reach the audience a based on the marketing automation which is the phrase that some of you probably might know and we can first of all check what pages that person has been browsing what Khan change was interested for him for her if we know that they were interested in their following for instance some celebrity channel on youtube and we know that that he's responding to that content online while watching a video did it get it for that person we can add a targeted advertisement saying okay this is the brand new model of Mercedes the advertisement and at the end click here to find out more details get a test lesson of that new model second example is based on the segmentation but on the website traffic how to automatically of course with within your using your online tools how we can segment and divide that whole mass of people who are browsing your content what content are clicking how much time they're spending on each article what did they do what is there the first thing they are watching what is the last thing they are watching and so on another another goal we can reach also its overview of recently view products so within within you to reach that goal we can add additional we can see what content was interested for that person as lasting and further for instance show a banner on the mobile application sent additional offer saying hey you didn't purchase this maybe you're interested in another probably but with an additional discount and out of the last goal can be effective upselling and cross-selling yesterday there was also mentioned free cross buying which is from rather from customers experience well apart from apart from those bullet points this is this goal is reached mostly by and mostly loyalty programs are interested in this goal and we also cooperate this tool this goal has been reached also by a loyalty program called payback which is one of the major loyalty programs in Poland and we've been also successfully supporting them to read the targeted audience with an email but also within the SMS communication with text messaging yourself so loyalty programs some banks in Poland also have their own loyalty programs like ing for instance and this case those tools big data automated marketing rich by channels like email SMS call center those channels were also included by campaign I can't tell the name in fact but some of you might think of that by one of the payment companies who issued the cards so we've been also supporting that as a other program for this company and using email using website analysis using SMS and call center combining those four channels we've been able to within the campaign that lasts for up to six weeks we've been able to include the customer engagement to reach the customer engagement at level five point seven and within them campaign we have reached the redemption level at up to sixty percent so there was a huge there was a really huge success the time what should I focus on like what eventually should be my kegels what information I would you to keep out of this my presentation well think of think of your audience think of your customers like people individual person individual single male female has their own interest who have their own preference of contact whether they use more likely to use simple text message to their friends or they'd rather to send a message via messenger whether they are most likely to respond to banners on Facebook whether they are searching for products online whether they are searching for recommendation online think of them like individual person and based on that ad think how you can communicate via that channel email SMS simple phone banners etc next thing is choose the right content if we know that someone was offered already ten percent of any product if someone was already offered say a mortgage well don't offer at the same time if someone has been offered thirty percent but did not purchase maybe we should think of another factor that will actually encouraged to finalize the transaction and the last but not least it's all about it's all the vicious circles so it's all about continuous optimization balanced marketing goals but within your business constraints of course those are the key factors if you think of that if you think of reaching your audience like a continuous process continuous segmentation continues database analysis and continues communication based on what they do online plus keeping in mind also your transactional data which is a huge asset then we may think of growth of your business itself specifically is any money [Music]