Post on 24-May-2015
description
Multi Channel Transformation
Jarno Zange
Amsterdam, 9 February 2012
and the Boost of Mobile
Part 1 | the power shift
What’s happening | WHY
Part 2 | the paradigm shift
Impact on service model | WHAT
Part 3 | the approach shift
Making it happen | HOW
Case | the mobile shift
Mobile banking experiences | RESULTS
If there’s one major change in the
behaviour of consumers as a result of
interactive media it’s this: SELF SERVICE
hdw.eweb4.co
m
Consumers determine what’s best for
them, often with help/advice from other
consumers and interactive tools
Consumers want to manage
their own finances
Photo by A.Danielsson
“Which of the following banking channels do you use at least monthly?”
Base: Dutch adults (age 16+)
Source: Forrester's Consumer Technographics®
European Benchmark Surveys, Q2 2006-2010
92%
87%
10%
9%
96%
79%
14%
8%
93%
52%
16%
11%
Use ATM
Use online banking
Go into branch
Use telephone banking
Q2 2010
Q2 2008
Q2 2006
Consumers have widely
adopted online banking
“Which of the following banking channels do you use at least monthly?”
Base: European adults (age 16+)
Source: Forrester's Consumer Technographics®
European Benchmark Surveys, Q2 2010
87%
73%
36%
44%
40%
17%
17%
10%
10%
29%
38%
46%
50%
36%
Netherlands
Sweden
France
Germany
United Kingdom
Spain
Italy
Online banking
Branch
In the Netherlands
online banking is
by far the primary
channel
Interactivity is migrating rapidly
towards smartphone and tablets
www.flickr.com/photos/loswl/4574744968/in/photostream
GfK estimates that in 2015 75% of all phones will be
smartphones
Appiness: we swim in oceans of
decentralised (mobile) apps
Website Mobile
Day-to-day banking
View account balances and transactions
Transfer money to other accounts
Pay bills
Withdraw cash
Resolving service issues
Solve a problem (e.g. card lost or stolen)
Find nearest branch/ATM
Buying financial products
Research financial products
Buy financial products Source: Forrester Research
Mobile banking will eventually be the dominant
channel for daily banking
Part 1 | the power shift
What’s happening | WHY
Part 2 | the paradigm shift
Impact on service model | WHAT
Part 3 | the approach shift
Making it happen | HOW
Case | the mobile shift
Mobile banking experiences | RESULTS
So what
does that mean…
Fundamental paradigm shift
Rethink the service model
from “customers logic”
instead of “banking logic”
So if I
understand
this correctly…
What does
that mean for
me…?
Put the customers in the driving seat
Revise IT architecture with customer
journey layer
Seamless
Channels
Business
Process
Management
(BPM)
Customer
Managed
Relationships
(CRM)
+
Personal,
integrated
multi-channel
services
=
Internet centric
+ professional advisors
Part 1 | the power shift
What’s happening | WHY
Part 2 | the paradigm shift
Impact on service model | WHAT
Part 3 | the approach shift
Making it happen | HOW
Case | the mobile shift
Mobile banking experiences | RESULTS
So what did we do...
Transformation organisation
Fierce vision leading to strategic
benefits for the bank
Cross-,
deep- &
upselling
Cross-,
deep- &
upselling
Customer
satisfaction
& loyalty
(NPS)
Customer
satisfaction
& loyalty
(NPS)
Category
leader in
internet
banking
Category
leader in
internet
banking
Once you know what
clients want and your
strategy is clear, the
toughest challenge is
in delivering – with all
parties involved
Bridging the silos and
overcoming resistance
Encompassing organisational
change programme
100%
change
100%
change
IT leads
the pace
IT leads
the pace
Client and
employee
directors
Client and
employee
directors
Part 1 | the power shift
What’s happening | WHY
Part 2 | the paradigm shift
Impact on service model | WHAT
Part 3 | the approach shift
Making it happen | HOW
Case | the mobile shift
Mobile banking experiences | RESULTS
So what
happened…
Mobile banking case
ASC (call)
Internet
Mobiel
2010 6.1%
Mobile share
Aandeel
2011 44.9% share Mobile
‘Mobile customer
11x more contact!’ Explosive growth of mobile
**.*** **.*** **.*** **.*** **.***
Rozenhart 10 seconds
2 steps
1 entry field
1 minute
5 steps
3 entry fields
VERSUS
BALANCE CHECK
Visual Banking:
experience as
differentiator
Visual Banking:
experience as
differentiator
Mobile banking has several
clear advantages over
internet banking
Mobile banking
competition
Balance
check
View credit
and debit
entries
Money
transfer to
other accounts
Balance
check
View credit
and debit
entries
Money
transfer to
other accounts
Visual
Banking
Balance
check
View credit
and debit
entries
Money
transfer to
other accounts
Balance
check
View credit
and debit
entries
“Anno Nu” multi media campaign
**.*** **.*** **.*** **.*** **.***
Rozenhart
Bus stops
Branches
Bannering
Cross-media
‘ANNO NU Express’A bus
transformed into an interactive
information center. Helping clients
on the spot with new media.
iPads for branch employees
**.*** **.*** **.*** **.*** **.***
Rozenhart
Social media buzz
3e bij de Nederlandse
Android-app van het jaar verkiezing
Financial Marketing Award 2011
ABN AMRO is winnaar in de categorie:
introductie nieuw product/dienst/concept
Android-app 2011 Financial Marketing Award
Awards 2011
ABN AMRO Internetbankier 2011 Mobiel Bankieren
iPad-app van het jaar
Categorie Financiën
OMT Award iPad-app of the year
Awards 2011
Apple’s
App of the week
Awards 2011
Student
City Guide Locator Stock trends Relevant
Mobile Portfolio
Frequent new updates
1
April 2010 Dec 2010 Feb 2011 Jun 2011 Jul 2011 Sep 2011 Okt 2011 Nov 2011
1 1
Saldo Saldo Saldo Mobiel
Bankieren
Huizenkijker
Op Weg
Mobiel
Bankieren
Huizenkijker Mobiel
Bankieren
Mobiel
Bankieren
Huizenkijker
Mobiel
Bankieren
‘On your way’ app
‘Home viewer’ app
Company pride, market recognition and enthusiastic customers
In summary:
• The customer is in the driving seat; pay attention
• Simplicity works; create focus from clear vision
• Take bold steps; one change programme and invest
Lessons from mobile:
• Experience as differentiator, closer to the customer
• Partnership; don’t build yourself, small mandated team
• Multi media campaign with engaged employees
Multi Channel Transformation:
Turn your client service model outside-in
by turning your organisation upside-down
Facebook: www.facebook.com/abnamro
Twitter: @ABNAMRO
YouTube: www.youtube.com/user/abnamro
Linkedin: www.linkedin.com/company/abn-amro
Slideshare: www.slideshare.net/abnamro
Thank you