Return on experienceEen CX insights frameworkvoor data gedreven klant impact

Erica Kroese-HamHead Customer Experience Consultants

Theo van der SteenPartner Underlined

How it started The Journey What we learned

JourneySharing our journey creating anInsights engine for ABN AMRO

• One of three big dutch banks

• ~4,5 million Retail clients

• ~20% market share

• We have got a broad range of Financial Products

• ..and a Multi-channel distribution with branches,

advice & service centers and 24/7 online banking

About usWho are we?

Facts & Figures

TraditionalIt all started before the digital age

NowadaysDigital developmentsare leading the dutch market

39% of the Babyboomers (58-73) uses

smartphone for banking

We use our smartphone

2h 15 mn a day

€

94% is an online shopper

52% considers to leave a bank after a bad digital experience

84%of the Dutch

are online withtheir

Smartphone

97%odf the Dutch Households is

online

Globally, 50% would

rather loose his wallet than his smartphone 74% banks online

20% has had contact

with a banking employee

47% has had an experiencewith a payment request (e.g. Tikkie)

TrustWho wants to be a banker?

What percentage of customers trust banks?

a) 20%

b) 25%

c) 37%

What percentage of

customers trust banks?

SustainabilityBut we strive to be a better bank by contributing to a better world

Purpose ABN AMRO since the end of 2018

Banking for better

for generations to

come

Future proof bankCreating meaningful solutions

7.662.000 users

(end of 2019)

80% of the users has

recommended it

Tikkie

Reinvent the CXWe need deep understanding of

the needs of our customers and actupon it

AgileBut the CX team is outnumbered by

autonomous teams continuously working on

deliveries

10

Team CX Blocks & Grids

9 >300

ChallengeWhy we started in 2017

“what are the latest insights,”

“Help me prioritize”

“it’s not actionable”

“I miss overview”

“It’s not up to date”

Goal 2017To connect stakeholders and teams to

relevant insights, feedback, and tools for

validation, to empower customer centric

growth.

Design doingCo-create with end-users

Discover Define Design Deliver

2 3 4 5

PROBLEM SPACE SOLUTION SPACE

PREPARE GROW

1 6

Double diamondPractice what you preach

Deliverable 2017CustomerInsights Engine Hub

✓ ~1000 uploads since 2017

✓ links to 8 dashboards

✓ CIE survey + CIE alerts

Highlights

MVPNow 3 years old

✓ 1348 users (~60% of all Retail Banking

head office colleagues < 2 years)

✓ CIE is used as standard operating

procedure in agile discovery sprints

✓ CIE is embedded in intranet

✓ CIE Corporate Banking was launched in

december 2018

✓ Some numbers per month: >200 logins ,

400-600 searches, 15-30 uploads

✓ We inspired other organisations

Facts & Figures

✓We made it simple to understand

✓We co-created with end-users

✓We got stakeholders buy-in via reviews

✓We used technology that was already approved

✓We used user-friendly, Q&A format instead of report titles

✓We invested in a designer: “if it looks good, it probably is good”

✓We used the double diamond approach to keep going

KEY SUCCES FACTORS

Why CIE was succesfully created

Our NPS is stagnant

Relationship NPS for Retailis flat at -9

(YoY 2018-2019)

Although colleagues embraceCX and feel the need to act..

they haven no actionable steeringmechanism

Without hard data linking actions toimpact on rNPS and operational KPI’s,

it’s hard to prioritise actions toimprove CX

So changing and acting on what’srequired to transform is hard

New challengesIn 2019 we had to step up

The journey continuesHow can we fulfill all the needs of our

colleagues?

“what are the latest insights,”

“Help me prioritize”

“it’s not actionable”

“I miss overview”

“It’s not up to date”

Not solved

Solved 2017/2018

Goal 2019Empower stakeholders and teams to make

the best informed decisions so that they are

efficient and effective in their improvement

cycles on all levels.

Data

Driven

Insights

Informed

Digital Metrics

CIE

Insights

Inspired

Agile Research

Next level

Insights Engine

(the Hub)

Insights Engine

(the Engine)

Connect the dots to enable effective

improvement cycles to move the

r-NPS ‘needle’

Deliverable 2019CustomerInsights Engine (Engine)

ApproachTo ‘move the needle’

Step 1 Step 2 Step 3

Creating the

engine

Connect all the dots on journey

level and touchpoint level to

improve rNPS

Enrich performance

dialogues

More efficient and effective

improvement cycles because

teams on all levels can make best

informed decisions

Building the

framework

Decide which data we can use that

is available and relevant to give

better and more insights

Step 1 Building the framework

We start pragmatically with the CX

Journeys layer, as it fits perfectly

with current activity. We will then

build and expand the model from

there.

And pragmatically we take on

improvements on the CX NPS and

tNPS we can already start to make.

Joint programme with Data

Science team and Underlined

Step 2 Creating the engine – an all data all sources approach

The overall Relationship (rNPS) is

influenced by Customer Journeys

and Touchpoints (*). The engine

gives tangible insights which buttons

to push there, to create the most

effect overall (rNPS).

ABN AMRO data▪ CRM▪ WEB, Mobile, Chat▪ Back-Office▪ ……

Feedback data▪ VOC & CLF▪ Reviews▪ Social

Visualize Customer Experiences▪ Journey Maps▪ Journey Touchpoints▪ Emotion Curve

Realtime Marketing Automation▪ Journey based decisioning▪ Personalized & Relevant

O&X-Data

X-Data

X-Data

O&X-Data

Data Science enrichments▪ Text mining▪ Insights Framework▪ Churn▪ Customer Value

Journey tagging▪ Life Cycle Stages▪ Contact Reasons▪ Episodes▪ Touchpoints

API

Underlined hub for cx analytics

Step 3 Enrich performance dialogue

Managing CX Performance on all 3 levels. Through multiple dashboards every level has

actionable and relevant insights, enriching Performance Dialogues and improvement cycles.

STRATEGIC

• Perf. Dialogue MT Retail

• Quarterly Report (rNPS)

TACTICAL

• QPR cycle

• Tactical choices & initiatives

OPERATIONAL

• Change teams (Agile WoW)

• Priorities and improvements

INPUT

Actionable insights

are visualized in

various dashboards

In regular business

dialogues, improvements

are identified and tracked

Growth

Relationship (rNPS)

3 LEVELS RELEVANT INSIGHTS & IMPROVEMENTS

Differentiating experiences

Customer Journeys (CX NPS)

Perfect operations

Touchpoints (tNPS)

Step 3 Enrich performance dialogue

Step 3 Enrich performance dialogue

Step 3 Enrich performance dialogue

Teamwork

✓ Stakeholder management is key with Data Driven working in

CX

✓ Shifts focus from pure NPS to business impact with NPS

(shareholder value)

Design doing

✓ Apply Double Diamond Design thinking to Data Driven working

✓ Choose a design doing approach to create user experiences

people love

All data all sources approach

✓ Big opportunity for CX teams: nobody orchestrates all data

✓ Data gathering is a tedious job that consumes time and effort!

KeyTake aways2019

Zelf aan de slag met Data Driven CX?Het JADS (Jeronimus Academy of Data Science) in samenwerking met de

Buas (Business University of Applied Science) starten samen met Underlined het Certificaat Programma: Data Driven Customer Experience Management

Klik hier voor meer informatie

Thank youAny questions