Personalisation

1. Personalisation

2. On-line companies New Strategies Info providers and portals Aggregators WHO OWNS THE E-CUSTOMER? Supermarkets Traditional intermediaries Source: Press releases; team analysis

3. From the Customer’s perspective Convenience Flawless execution and superior service Pro-actively supportive Best-in-class products Personalized interactions Privacy From the Enterpise’s perspective Customer value Current and potential Products/ share of wallet Loyalty/ retention Targeted messages Reducing cost and increasing effectiveness of campaigns Service level differentiation Rates & fees differentiation Channel optimization eCustomer Relationships Matching Needs in Real Time Enterprise Intent Customer Intent Real-time CUSTOMIZATION

4. Customized content, products and services Personalization • Personalization is the ability to deliver targeted products, services and information based on the matching of customer’s preferences, interests and needs (“the profile”) with the Enterprise’s value propositions. • Personalization is based on customer’s explicit preferences and historic data and on real-time assessment of the next best step. • Personalization • Reflects the relationship and the customer’s requirements and preferences • Metaphor, tone of voice, navigation, user interface configuration settings • Mode of notification and interaction • News and information • Privacy • Delivers targeted messages, templates and other personalized components, by real-time analysis of: • Complete customer profile • Indicators or assumptions derived through analysis • Past interactions or contacts • Current interaction • The Enterprise’s business and customer intelligence • Adapts to all channels and devices of interaction

5. Example: Financial Portal - Objectives • Single definitive online personal finance services • Enrich/meet demand fulfillment of all personal finance needs • Aggregate & consolidate PFS offerings around the customer • A complete PFS portfolio for all customer needs • Aggregate relationships with the customer • Across companies, across products and Leverage customer knowledge • Targeted customer profiling & proactive need anticipation • Active cross selling & up selling • Content: Static & dynamic • Internal as well as outsourced • Online services • Online financial decision aid tools (alerts, calculators) • Online transactions • Online brokearge/credit cards • Lifestyle personalization and Customer driven customization • Convenience bundling & contextual selling

6. Context-driven Personalization 6 C’s of 1:1 Marketing • Channel and device • Location, date/ time, physical characteristics, communication bandwidth etc. determine the type of interaction • Customer profile • The customer relationship data and complementary information such as preferences, interests, indicators, flags, interaction history etc • Collective Business and Customer Intelligence • The Enterprise’s knowledge of the business and their customers is reflected in the rules that control commercial and service processes • Course of dialogue • Tracking and analysis of the interaction, which may uncover interests and intent (e.g. click stream) relevant for the next steps in the dialogue • Communities • Linking and analysis of people with similar needs and interests • Collaboration • Working jointly with the customer to create customized solution CONTEXT Customer Profile Channel Customized Content Collective Intelligence Course of Dialogue Communities Collaboration

7. Access to the Company Marketing Customer Support Information Transactions/ Payments Services Portal functionality Personalized views Content Management Application Services Financial Accounting CRM services Storefronts and catalogues Portal Customer Management Commerce Access to Partners Travel Procurement Shipping Collaboration Tools Access to e-Markets Financial Markets Industry marketplaces Auctions, exchanges Content Syndication Market Information Tools Industry information • Advanced Portals provide the customers access to a personalized world of information and functionality • Successful implementation requires substantial design and integration efforts with existing systems and channels, partners, content and application service providers

8. Portal - Personalization, Users and Content • Personalization at a Community level • One-click identifier for Site Visitor • Site caters to X number of communities • Communities based on Demographics • Need to associate a community to a visitor • For a community, the site recommends: • Lifestyle and PFS Features and Articles • Products and services • Tools and planners • Caters to 3 types of users: • Anonymous Visitor (browser of the site) • Registered User • Customer • Provides 2 types of contents: • Dynamic Content (Write-ups on products, including ads) • Static Content (Information about products, schemes)

9. Portal Suite – Evaluation Criteria Features offered by a Portal Suite: • Basic portal framework • User Administration • Content Management • Personalization • Support for External Interfaces Features offered by a Content Management Product: • Information Repository • Authoring • Publish-Subscribe Engine • Business Intelligence Engine • Workflow Engine • Filter/ Search Engine

10. Portal Suite – Options The options are: “Set Menu” • Select a single portal suite • Provide basics of different features • Higher Product Cost • “A la Cartè” • Combination of Best of breed products • Superior functionality • Implementation in phases • Effort required in integration

11. Portal Suite – Evaluation

12. Integration of best-in-class Products • Chase.com, U.S. – a show-case for heavy duty integration • Epicentric: portal builder tool • BEA Personalization Server: rules based personalization • Interwoven: content management • Broadbase: analytics/ data mining • Netegrity: Single Sign-On • Net.genesis: click-stream data collection, site reports • WebMethods: Partner integration • Shinsei Bank, Japan • Epicentric: portal builder portlet stitcher • Siebel: CRM package • eDP: Cross-channel, cross-product integration framework • BEA Personalization Server: rule based personalization

13. Customer Visitor Partner Supplier Employee Portal Architecture Transport Services Delivery Services User Interaction Portal Services 3rd Party Services W i r e l e s s P e r s o n a l i z e d V i e w s Portal Configuration Mgmt Portal Data Mining Enrollment WAP server eMarket Services Relationship Overview 3rd Party eMarkets I n t e r n e t Catalogue Services Advice E-Mail Server ASP Services Payments I n t e r n e t Content Mgmt Procurement Product Partners Billing Web Server Loyalty Mgmt Sales E x t r a n e t 3rd party Content Transaction Mgmt Payment Gateway Billing Services Targeted Content P S T N IVR Server Notification Market Feeds Contact Complaint Campaign Commercial Mgmt Call Center Server Calendar I n t r a n e t Financial Services Web Collaboration Instant Messaging User Profiling Single Sign On/ Security Interfaces (XML, HTTP..) and Adapters

14. Personalization Architecture Validation Use Case Summary

15. Personalization Architecture Validation Functional Diagram Customers and Prospects coming over the Internet or Call Center will have access to Personalization based on their Profile. The Profile will use information already available in the CIF as well as add Personalization attributes and will conform to the data/object model Internet Personalization Customer / Prospect Profile CIF Call Center Customer / Prospect data model

16. First time Site-visitor Registration Process Anonymous w/o unique Id Personalization Architecture Validation Default Home Page Accepts unique identifier (cookie) What the user sees Rejects unique identifier (cookie) Default Home Page Anonymous with unique Id Gives explicit information that business wants Post Logon Complete default site Anonymous with explicit info Sign on to Identify Access restricted area If user opts to register/sign up Degree of customisation that can be performed depends on one of the three user state Sign up process - User fills up an online form If user says that he/she is a customer Default Home Page Non Restricted items of default site Customer Y/N ? User does not customise No Remember me Y/N ? Pre Logon User is not a customer User selects a unique user name and password User is a customer No Customized Y/N ? Yes No Yes Remember me Y/N ? Verify that the user is actually a customer. Verify SSN, account #s, etc. Registered Prospect (non-customer) Yes Yes Pre Logon User chooses to customise No Default Home Page Non Restricted items of MyGY Page Opens Account online Registered Customer Sign on to Identify Access restricted area Complete MyGY Page Validate information with Host Post Logon

17. Integration Diagram Personalization Architecture Validation Customer PC Customer PC Customer Customer Internet Web Server (IIS/Netscape) Siebel Client Siebel Client Call Center Smart Script Application Server (WebLogic) Application Server (NAS) Content Manager (FutureTense) Siebel Server Session context Siebel DB Decision Engine (simulated) Personalization Engine Profile Manager SSO getAccess Rules DB Templates (portal functionality) Content folders SSO Content DB LDAP store CIF interface Response Tracker (simulated) 3rd party products CIF Scient Mphasis Data

18. Message reflects life-style and status current car-loan My Accounts Transfers My Bills My Investments Loans Insurance Secure Shopping Personalized news based on preferences Mutual fund which matches Barbara’s profile and portfolio Call me now Consumer Portal Different users: different views Barbara

19. Call center integration William has clicked on the personalized cross-sell ad and performed a “what-if” analysis. Automatically a follow-up activity is entered in the Contact Manager William’s CD is about to expire. This was not reflected in the web cross-sell space as the refinance had higher priority. When contacting William, the CD will be brought up Link with customer browser Set up Collaborative Session Convergence with Web

20. Procurement Portal General Navigation Role based Entitlements Personal Navigation Targeted Value Propositions Work area with Personalized Catalogues eProcurement Card