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

Our peronalised, visual

mobile banking app

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

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Thank you