ambit retail banking

AMBIT RETAIL BANKING
Ambit Customer Management
AMBIT CUSTOMER
MANAGEMENT
SunGard’s Ambit Customer Management suite helps
banking organizations create more profitable relationships
by balancing the needs of customers and their demands for
a convenient, individualized and “value-for-money”
experience with the bank’s desire to maximize customer
relationships that include higher levels of sales generation
and optimized interactions.
Business overview
In the past three years, the banking climate has changed
considerably. A landscape of abundance, where banking
providers co-existed happily, has now rapidly transformed into
a competitive landscape where access to technology has clearly
placed the customer in the driver’s seat.
THE CUSTOMER
››Trust
››Convenience
››Individualized service
››Value for money
THE BANK
››“Right customer“ - “Right behavior”
››“Right product - Right time - Right place”
››Optimizing interactions
Growth opportunities are diminishing in the developed
markets, and customer retention globally is no longer
guaranteed. In order to grow, banks must differentiate their
product and services and rebuild lost customer trust and loyalty
by better aligning themselves with the attributes that their
customers most value – trust, convenience, personalized service
and value-for-money products.
While it is now vital for banks to seek ways to enhance the
customer experience and build strong relationships, the
financial crisis has placed retail banks under greater pressure to
maintain a profitable return. With net interest margins squeezed
due to competition for retail funding and stagnant lending
across a number of markets, banks must generate more sales
results from current customer relationships while streamlining
their operations and internal processes to cut costs and boost
staff efficiency.
With the objective to be successful within this changing
banking landscape, banks need to find ways to effectively
resolve the dichotomy between fulfilling the needs of their
customers to create an enhanced experience, and their own
goals of optimizing these customer relationships for higher
risk-adjusted profitability.
ambitinfo@sungard.com 1
Enhance — Customer experience
Optimize — Customer relationships
Reacquaint with your customers
Create more profitable customers
As a result of the changing banking landscape, the longstanding relationships that banks once enjoyed with their
customers are now being challenged by more prevalent
switching behavior.
The financial crisis has placed retail banks under more pressure
than ever before to create value and profitability. As global
banks place greater emphasis on the lucrative markets of the
emerging and developing economies, this trend is likely to
continue for some time.
In order to compete in this new environment, banks must
reacquaint themselves with the attributes that their
customers most value:
In order to win in this new climate, banks must optimize each
and every customer relationship by focusing on three critical
success factors:
1.TRUST
2.CONVENIENCE
3.INDIVIDUALIZED SERVICE
4.VALUE FOR MONEY
1.ATTRACTING AND RETAINING
“RIGHT CUSTOMER“ WITH “RIGHT BEHAVIOR”
2.INTELLIGENT SALES GENERATION;
“RIGHT PRODUCT, RIGHT TIME, RIGHT PLACE”
3.OPTIMIZING INTERACTIONS;
LESS TIME WITH SYSTEMS AND MORE TIME
WITH CUSTOMERS
The Ambit Customer Management suite is comprised of
specialized solution components for customer experience
management across online, mobile and branch channels and
in-depth profitability analysis that together help banks to
attract, grow and nurture profitable relationships by focusing
on the customers’ needs and values whilst optimizing each
and every relationship for enhanced risk-adjusted profitability
for the bank. The suite utilizes business process management
(BPM) and business activity monitoring (BAM) within each
solution component so banks can standardize and automate
tasks, processes and the distribution of work across the
channel network, whilst responding quickly to changing
business conditions, market regulations and evolving
customer needs.
DID YOU KNOW:
According to a study done by Ernst & Young, 36% of
customers globally changed their main bank in 2010.
According to a BCG report, the global banking industry
made less profit in 2010 than it did before the crisis, while
its equity base has grown significantly.
2 www.sungard.com/retailbanking
Solution components
Ambit Customer service platform helps optimize customer
relationships by providing a single integrated view of a
customer’s profile, holdings and interactions with a bank.
It integrates sales campaigns and case management to increase
revenue through targeted up-sell and cross-sell campaigns and
helps deliver customer service excellence through effective
management and resolution of customer issues.
Ambit Branch teller platform allows bank tellers to serve
customers and carry out over-the-counter cash and non-cash
transactions quickly and efficiently, while providing vault and
cash management capabilities for the branch. Integration with
Ambit Customer Service Platform for case and campaign
management, and embedded business process management
and activity monitoring, provides banks with an
operationallyrich, process-driven branch solution.
Ambit MyMoney is an easy to use and interactive “Always
On, Always Connected, Always With You” banking platform,
enabling customers to bank via the web, mobile or tablet
device to enhance the availability of banking services to the
customer by being with them, ALWAYS. It helps the
customers to bring their banking relationship to life through
personal financial planning tools, the ability to integrate their
relationship with social media platforms such as Facebook
and spend analyzers and budgeting tools that help create
personalized and valued experiences.
Ambit Profitability helps banks understand risk-adjusted
profitability by manager, branch, business unit and product.
This transparency helps banks identify and retain their most
profitable clients, optimize their product offerings, enables
agile, well-informed decision making and enhances riskreturn performance.
Ambit Concierge is a tablet-based application that helps
banks improve service levels, branch efficiency and staff
productivity by proactively engaging customers in the branch,
providing truly convenient branch banking. It is a multimode
solution enabling the branch staff to switch modes depending
on who is using it. In “staff” mode, the device enables branch
staff to service a range of financial and non-financial requests
along with helping them advise the customer on new
products, follow-up on outstanding requests and book
appointments. In “customer” mode, the device becomes a
self-service tablet allowing the customer to complete a range
of transactions, service requests and browse information on
products and services. And finally, in “information” mode, the
device acts as a general public product and information
catalog similar to the website of the bank.
DID YOU KNOW:
The 2011 Edelman Trust Barometer study stated that when a
company is distrusted, 57% of customers will believe
negative information after only hearing it 1-2 times.
According to a report by Ernst & Young,44% of customers
worldwide said their confidence in the banking industry
had decreased in 2010.
22% of banking customers cited lack of trust as the reason
for changing banks.
Brand strength was cited as the main reason for choosing a
bank by 39% of those surveyed.
ambitinfo@sungard.com 3
ENHANCE
CUSTOMER
EXPERIENCE
SunGard can help
By refocusing on the customer relationship, paying particular
attention to consistency of service, transparency of processes
and clear communication of service level standards, banks can
start to restore public confidence and strengthen their brand.
SunGard’s Ambit Customer Management suite:
››Provides a true 360 degree view of customer
1. TRUST
The recent financial crisis and the resulting fallout created by
traditional media together with a now significant online
community of opinion has caused a dramatic shift in customer
perception of the banking industry. This erosion of trust has
created a heightened level of sensitivity, causing customers to
scrutinize every interaction they have with their bank. To
rebuild trust, banks will need to focus on transparency,
trustworthiness and communication.
relationships: single, holistic view of all dimensions of the
relationship including all accounts, previous interactions,
outstanding service requests, complaints and
relationships with other customers.
››Allows standardization and automation of processes and the
distribution of work across the organization through its processdriven, business process management (BPM) architecture to
enable greater control and service-level enforcement.
››Integrates Business Activity Monitoring (BAM) dashboards
for greater management oversight across all operational
processes, highlighting service levels at risk and helping to
identify opportunities to improve service standards across
the organization.
››Allows staff and customers clear insight into the status of
service requests and operational processes which improves
communication with customers and enables the bank to
respond to all customer inquiries quickly and accurately to
help build customer confidence.
››Provides integrated case management to efficiently
manage customer complaint handling, automatically
routing complaints through the organization for special
analysis or follow-up.
››Allows all operational processes within the solution to be
managed through service-level agreements and monitored
closely with the BAM dashboard.
Kamran Kahn, 26
Architect, saving for his first upmarket car.
I am willing to share more about myself
to help get what I want.
Kamran Kahn
architect
4 www.sungard.com/retailbanking
2. CONVENIENCE
Technologies such as broadband internet, mobile phones and
wireless devices along with ever shrinking price-points have
opened up a range of opportunities for banking. While
adoption rates on virtual channels such as online and mobile
banking have grown rapidly, more traditional channels
including branches, call-centers and ATM/POS remain
essential to the customer banking experience.
While consumer expectations for traditional and virtual
channels are focused on three key improvement areas: service
quality, increased access and ease-of-use, banks must also
focus on a channel strategy that delivers customers the
convenience of virtual channels along with the more
personalized experience of traditional channels. A consistent
and integrated cross-channel customer experience is
paramount to future success.
SunGard can help
Ambit Customer Management provides multi-channel,
multi-device access while enabling true channel convergence
as customers have seamless, consistent access to a bank’s
products and services regardless of channel of interaction,
be it via the branch, web, mobile or tablet device yet the user
experience is contextually optimized for each and every
channel. SunGard’s Ambit Customer Management suite:
››Enables business processes to cross channel boundaries,
providing a seamless customer experience across the web,
mobile, call-centre and branch. For example, a service
request raised via the web can be viewed and actioned by
call centre or branch staff whilst auto-alerts can be sent to,
or viewed on, a mobile device.
››Includes Ambit MyMoney which enables customers to bank
via the web, mobile or tablet device. Ambit MyMoney:
-- Increases the availability of banking services to the customer
by being with them, ALWAYS.
-- Enhances the banking experience by allowing the customer to
integrate aspects of their relationship with social media tools.
-- Underscores ease-of-use and makes the customer
experience enjoyable and desirable by providing an
intuitive user-interface, quick-links, customizable layout
and user configurability.
››Includes Ambit Concierge, a multi-mode branch solution
enabling the tablet device to switch modes depending on
who is using it:
-- Staff mode: Branch staff can service a range of financial and
non-financial requests along with assisting in advising the
customer on new products, follow-up on outstanding
requests and book appointments.
-- Customer mode: The device becomes a self-service
tablet allowing the customer to complete a range of
transactions, service requests and browse information
on products and services.
-- Information mode: The device acts a general public product
and information catalog similar to the website of the bank.
DID YOU KNOW:
There are about 1.97 billion internet users today and over
500 million active users on Facebook.
In a J. D. Power and Associates survey, it was found
that customers evaluating and ultimately selecting a new
bank would base their decisions on advertising,
convenience and customer experience.
According to the American Society for Quality, 68%
of customer attrition is due to the service provider’s
attitude of indifference.
ambitinfo@sungard.com 5
3. INDIVIDUALIZED SERVICE
SunGard can help
The combination of technology and customer willingness to
share more about themselves have made it possible for many
consumer driven industries to deliver highly personalized and
customized products and services. Banks however have not
truly embraced individualized customer service. Banking
product and services strategies can no longer be driven by a
“one-sizefits- all” approach. Beyond very clear generational
boundaries (e.g. Gen-Y, Gen-X, Baby Boomers) lay complex
personas that reflect changing consumer values, preferences,
behavior and means. In order to attract, retain and grow
customer relationships, banks must develop a deeper
understanding of their customers, align the product and
service mix towards personalized needs and then provide the
customer with the ability to customize further.
At SunGard, we believe that service personalization relies on
an extensive historic view of the customers’ requirements,
preferences, and behaviours and that this customer insight
needs to be built up over time and is not a one step process. :
The Ambit Customer Management suite:
››Allows for all customer interactions to be processed and
subsequently recorded to progressively build a rich pool of
data, enabling interactions to be precisely configured to
match customer preferences.
››Enables customers using the self-service channels provided
by Ambit MyMoney to further customize their experience by
configuring the user interface to match their individual
preference through widgets, favourites, and the creation of
a personal landing page layout.
››Helps customers using Ambit MyMoney to bring their
banking relationship to life through personal financial
planning tools, the ability to integrate their relationship with
social media platforms, and a spend analyzer that allows
customers to compare their spending and savings habits to
their peer-groups.
››Empowers staff through Ambit Concierge, to interact with
customers anywhere within the branch environment in an
intimate and personal manner through tablet devices and
conduct non-monetary transactions and inquiries for the
customer. The tablet removes traditional physical barriers
such as teller counters and desktop monitors, creating a
more personal service.
Adele Scholz, 46,
Senior project manager and a working mother
helping her children learn to save.
In today’s economic climate it is important
my children learn to save. I want to be able
to help them achieve their goals
Adele Scholz
senior project manager
6 www.sungard.com/retailbanking
4. VALUE-FOR-MONEY
Price remains a top motivation for attrition. With price a clear
driver for customer decisions, it is no wonder that many have
decided to fragment their financial relationships beyond a
single provider. Without a clear “value” based reason to
aggregate, many consumers will continue to manage their
money through multiple providers.
SunGard can help
At SunGard, we believe that this climate of intense price
competitiveness provides three clear opportunities for
banking providers:
1.To execute targeted customer acquisition campaigns
focused on product and service lines where the bank is
most competitive.
2.To create product and service bundles where reduced
pricing can be set based on aggregated buying.
3.Where pricing cannot be the primary competitive driver,
banks must seek to add complementary facilities to the
product or service offered so as to enhance perceived value.
The Ambit Customer Management suite:
››Captures all pertinent information relating to the bank’s
interactions with the customer and provides a holistic view of
their services and products. Identified gaps in the customer’s
product and services portfolio can be managed according to
the insights gained and then be proactively offered by the
bank through appropriate channels (branch, web, mobile,
call-centre) via the solution’s Campaign Manager.
››Guides staff and customers through the sales process using
the inherent BPM capability. Leads and opportunities
determined during customer interactions can be captured and
systematically processed to maximize customer wallet share.
››Understands customer-to-customer relationships allowing
groupings of customers (corporate or personal family) to be
recognized and appropriate pricing discounts to be applied
to protect aggregated product concentrations.
››Provides development of product catalogues that allows for
the creation of packages of products for individual
customers that facilitate price adjustments based on the
aggregate business being generated for the bank.
››Provides personal financial management tools, part of Ambit
MyMoney, to help customers gain a better understanding of
their financial habits through spend analyzers and budgeting
tools. The customer derives value by enabling them to
effectively manage and improve their financial behavior.
DID YOU KNOW:
In a recent Ernst & Young survey, 36% of customers globally
cited price as the primary reason for changing banks.
In a recent survey conducted by Ernst & Young, 43% of
customers say they get no, or only occasional personal
attention from their main bank.
ambitinfo@sungard.com 7
OPTIMIZE
CUSTOMER
RELATIONSHIPS
SunGard can help
At SunGard, we believe that in order to proactively counter
these challenges, banks must develop attraction and
retention strategies, customer relationship-by-customer
relationship. Informed analysis enabling differentiation in
pricing will allow the bank to acquire low risk customers by
granting them attractive – yet profitable – conditions, and
avoid relying on higher risk rated relationships, which do not
contribute to the bank’s profit goals.
1. RIGHT CUSTOMER
AND RIGHT BEHAVIOUR
To ensure that its key resources, including staff and capital
are allocated and generating the best possible return,
banks need to have a clear-line-of-sight on the risk-adjusted
profitability of individual customers and customer segments.
This is particularly important given the significance
price-point has on customer attrition and the rising levels
of competition for the customer’s business.
Beyond the initial pricing strategy however, banks must
implement continued analysis of the customer to ensure that the
ongoing relationship remains profitable and that any behavior
counter-productive to profitability is identified and managed.
Ambit Profitability:
››Provides the capability to establish and maintain a risk-
adjusted view of profitability for individual customers and
customer segments.
››Enables product management and marketing staff to
effectively price products and services to customers and
segments for enhanced risk reward.
››Allows the bank to modify pricing parameters with
demonstrated behaviour, as the relationship dynamic
changes ongoing analysis.
Nina, 32
Customer Services Representative who enjoys
her work and has built strong customer relationships.
Happy customers are everything. I need the right
systems however to help me provide the right
level of service for my customers and for the bank.
Nina
customer services representative
8 www.sungard.com/retailbanking
2. SALES GENERATION
In a world where information is easily accessible, 3.5 million
user-generated product or brand opinions are transmitted
online daily, it is becoming increasingly difficult for
organizations to attract and retain customers. The need for
banks to ensure that they have the right tools to generate
relevant and therefore effective sales generation activities are
paramount to success. When developing sales generation
campaigns, it is important that banks emphasize customer
retention programs as it costs about five times as much to
attract a new customer as it costs to keep an existing one.
Banks that can drive effective customer retention programs
will be those that achieve increases in profitable customer
relationship rates and ultimately the profitability of the bank.
SunGard can help
At SunGard, we believe that it is unlikely that success will be
achieved in today’s banking market with a one-size-fits-all
approach to product positioning and sales campaigning.
Beyond establishing a clear understanding of your customer
personas; who they are and what their individual needs are,
banks will need to also understand the different journeys their
customers undertake in order to become far timelier in their
sales engagements and immediately capitalize on any
opportunities that may arise. However, care needs to be in
target setting and customer saturation risk. Empowering bank
staff to generate revenue through cross- and up-sell is not a
new concept but many banks have had difficulty in
successfully embedding a sales culture into their branch
operations whilst meeting customer satisfaction expectations.
There are three strategies to help achieve this:
1. Customer insight
››Build and maintain a complete multi-dimensional picture
of your customer relationships, understand individual
requirements, preferences, schedules and behavior with
the Ambit Customer Management suite.
››Further refine your view of the customer to provide a
time-based view of the relationship through proactive
customer information capture and continuous interaction
monitoring. ––Enable staff to verify and amend personal
information through Ambit Concierge and the Ambit
Customer Service Platform. ––Encourage customers to add
social and behavioral preferences through Ambit MyMoney
to provide richness and depth of information. Using Ambit
Customer Insight, business processes, servicing
engagements and sales engagements can all be tailored
to the individual needs and behavior of each client.
DID YOU KNOW:
In order to implement effective sales generation
programs, according to a recent study on consumer
demographics by research firm Datamonitor,
financial providers must “understand the complexities
and changeability of customers’ requirement,
or indeed the inexistence of a ‘typical customer’.”
According to ‘Creating Customer Value’, 10 Lessons from
Konosuke Matsushita:
On average, a business loses between 10-30% percent of its
customers each year.
By simply raising customer retention rates by 5%, a bank can
increase the value of an average customer by 25-100%.
ambitinfo@sungard.com 9
2. Effective targeting
3. Applying technology to support culture change:
Each sales interaction either reinforces or undermines the brand
and therefore not only must be closely aligned to the customer’s
needs but must also be presented in a timely manner. Using the
Ambit Customer Management suite, banks can:
The Ambit Customer management suite helps to develop a
stronger sales culture.
››Automatically prompt staff using Ambit Concierge and the
Ambit Customer service platform to perform daily
‘morning drills’ to improve their product knowledge and
ensure they stay current with the latest offerings and
relevant promotions. To further strengthen education, a
‘favourites’ area provides shortcuts to product catalogue
information and data-sheets.
››Build the perfect foundation for effective targeting by
maintaining a risk-adjusted view of profitability for individual
customers and customer segments, with Ambit Profitability,
to enable product management and marketing staff to
effectively target profitable customers and segments for
maximum campaign return.
››Leverage extensive information from Ambit Customer
Insight to create targeted cross-channel campaigns
designed to promote the right product at the right time.
››Highlight relevant campaigns and sales opportunities by
prompting staff with business alerts.
››Set a firm foundation for a young sales culture to mature
››Understand the “defining moments” for their customers and
build operational processes that represent them to
effectively design sales assessment and interaction prompts
to address opportunities as they occur in real-time.
››Capitalize on the face-toface time they have with their
customer when they walk into a bank’s branch by enabling
fast and efficient customerserve and empowering staff to
develop and add value to customer relationships.
Joe Ng, 51
CFO, likes to actively manage his money.
I exist through my cell phone,
iPad and via the Web.
Joe Ng
CFO
10 www.sungard.com/retailbanking
successfully through staff incentive schemes aligned to
brand values and desired behaviour, careful monitoring,
and staff empowerment through regular training.
3. OPTIMIZED INTERACTIONS
SunGard can help
The portfolio of products and services offered to customers
has evolved substantially in the past decade. Customers can
select from a variety of deposit instruments, loan types, credit
cards, debit cards, insurance products and investment assets.
With this expansion has come a far more complex systems
environment in which both staff and channel systems
solutions need to operate.
At SunGard, we believe that in order to optimize each
interaction, customer servicing and channel systems need
to be process-driven. These systems should remove
complexity, automate tasks and enable sales tools to be
embedded into identified processes which represent the
“defining moments”.
When servicing customers, staff often find themselves
focused too heavily on navigating the systems required to
fulfill the request instead of engaging with the customer.
This occurs for two reasons; firstly, many of today’s
operational systems are function-based. This means that staff
are faced with executing many individual menu functions
within a single system to complete a business process.
Secondly, business processes often span multiple systems
and therefore staff are required to navigate across systems to
complete a process. This complex environment often also
leads to downstream customer service problems due to
incomplete or inaccurate processing.
The Ambit Customer Management suite utilizes business
process management (BPM) and business activity monitoring
(BAM) within each solution component in order to standardize
and automate tasks, processes and the distribution of work
across the channel network. It is based on Service Orientated
Architecture (SOA), componentized architecture that facilitates
the integration of platforms, databases, operating systems,
departmental solutions and third party applications. This helps
to optimize interactions through three focus areas:
1. Simplify data capture, view and process complexity
››Enable efficient management of high volume, low value
teller transactions for greater operational efficiency, data
accuracy and compliance.
››Configure once, deploy many - some interactions can be
deployed without change over unstaffed (self service)
channels and some interaction processes are suitable across
multiple channels.
››Provide customer data and lead capture prompts during
every teller interaction to help staff focus on the ‘value
added’ demands of their job.
››Monitor customer service levels and effectively plan for
optimal staffing levels and skill mix.
...For [HSBC] the branch plays a critical role. I think
we will continue to see [branches] shift to relationship
and advice centres. In order to improve the branch
environment for customers, we need to better
understand who is in our branches and understand
the most effective ways of communicating with them.
In an interview with Finextra, Steve O’Neil,
head of branch marketing at HSBC, said,...
ambitinfo@sungard.com 11
2. Embed process management throughout
customer interaction
3. Identify revenue opportunities during the entire customer
interaction process
››Remove of repetitive ‘boring’ tasks leads to improve staff
››Identify and track significant events in the customer
satisfaction, reduce staff attrition and a reduction in
training costs.
lifecycle e.g. change of address, change of marital status,
changes in account balance, for greater cross-sell and
up-sell opportunities.
››Ensure better control and compliance by process
››Present predetermined campaigns for a customer during
and task automation.
an interaction.
››Reduce manual error and enhance data integrity through
››Insert marketing activity into an existing customer
automatic propagation of data into multiple host systems.
interaction to reduce campaign costs as well as increase
success ratios.
››Increase management insight into cost of business by
modeling and managing each customer engagement.
With Ambit Customer Management suite, banks can deploy
successful, optimized, interaction strategies, with ‘best
practice’ processes from the financial services industry and
campaign/sales engines to determine opportunities to act
on. This will help banks deliver productivity and efficiency
improvements, customer and staff satisfaction, and improve
profitability through share of wallet increases and
channel empowerment.
Nancy Jones, 62
retired grandmother, saving for her first trip to visit
her newborn grand-daughter in Singapore
I am always connected and I rely on virtual
communities and friends to help me make up my
mind about things.
Nancy Jones
retired grandmother
12 www.sungard.com/retailbanking
AMBIT CUSTOMER MANAGEMENT
Ambit Customer Management suite helps banking organizations create profitable
relationships by balancing the needs of customers and their demands for a convenient,
individualized and value-for-money experience with the bank’s desire for optimized customer
relationships that include higher levels of sales generation and optimized interactions.
ABOUT AMBIT RETAIL BANKING
SunGard’s solutions for retail banking cover core banking, multi-channel customer management,
including tablet, mobile and online banking and card management. Regional and local banks
around the world use these solutions to help drive their customer service, retention and core
operational strategies by helping improve customer relationship visibility and increased front to
back office efficiencies.
ABOUT SUNGARD
SunGard is one of the world’s leading software and technology services companies. SunGard
has more than 17,000 employees and serves approximately 25,000 customers in more than
70 countries. SunGard provides software and processing solutions for financial services,
education and the public sector. SunGard also provides disaster recovery services, managed
IT services, information availability consulting services and business continuity management
software. With annual revenue of about $4.5 billion, SunGard is the largest privately held
software and services company. For more information, please visit www.sungard.com
For more information:
email: ambitinfo@sungard.com
visit: www.sungard.com/retailbanking
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©2013 SunGard.
Trademark Information: SunGard, the SunGard logo and Ambit are trademarks or registered trademarks of SunGard Data
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of their respective holders.