Banking: Service innovation is up!
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Transcript of Banking: Service innovation is up!
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Banking: Service innovation is up!
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Banks’ digital spend as percentage of total ad spend - Forrester
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What customers want
Balance from different banks in one placeSpend categorisation Goal savingBudget toolAlertsPersonalisationOnline advising
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Who sees it from the customer’s perspective?
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FB fan page
Mobile app
Traditionalbanks
Newplayers
Spendcategorisation
CREDscore
Mobile payment
FB connect
PaperlessPersonal
Wisdom of crowds
Infographics
Photo cheque
Alerts
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Who will own the relation?
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Ease of use Service quality Fees Interests Convenience Quality of advice
Reasons for choosing the bank – Capgemini
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Ease of useService quality Fees Interests ConvenienceQuality of advice
Reasons for leaving the bank – Capgemini
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The low down: Digital
• The branch is the preferred channel for advice, but digital channels enjoy higher satisfaction
• Customers want data-driven features, more options, visualisation, and personalisation
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The low down: Competition
• Competition in the digital channels is intensified – also from 3rd parties
• Social and and mobile channels are part of the marketing mix
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The low down: Drivers
• 4 out of the 6 most important divers for changing banks are about the customer experience
• 2 of them are
about economy
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To reach transaction objectives, relation objectives are crucial.
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Customer experience
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Customer experience = Growth
• Repeat purchases due to higher loyalty• Increased cross sales due to relationship
building• Increased customer intake through
mentioning in the marketplace and better image
• Decreased price sensitivity and reduced transaction cost
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A positive and differentiated holistic experience in all touchpoints.
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Customer experience
• Direct and indirect touchpoint mapping
• Customer journey mapping
• Investigate customers’ process, needs and perception
• Needs vs. MWR mapping• Define the experience in
every touchpoint across the organisation
• Adjust internal process
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