Ecomm 2008Ecomm 2008
Rewards as Rewards as an incentive an incentive to travel to travel outside the outside the rush hourrush hour
London, 5th June, 2008London, 5th June, 2008
Frans Glazener, Spitsmijden/Rabobank Nederland Frans Glazener, Spitsmijden/Rabobank Nederland
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Topics
• Rabobank – mobile banking or banking on mobility?
• Learnings copied to mobility
• Spitsmijden
• Top down Bottom up
• Social Responsibility & Sound Business
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Achmea – InterpolisAchmea – InterpolisInsuranceInsurance
De Lage LandenLeasing/Factoring
188 local banks1.400 branch offices
9 mln Customers9 mln Customersof which 1,5 mln of which 1,5 mln
membersmembers
RabobankRabobank NederlandNederland
Robeco
Rabo Mobiel Schretlen & Co
Athlon /Translease
Rabo VastgoedBouwfonds
FGH
Rabobank GroupCustomer ValueCustomer Value
Guiding PrincipleGuiding Principle
Rabobank InternationalRabo Securities
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0
50
100
150
200
250
300
350
400
450
500
1980 1985 1990 1995 2000 2005 2010
* 1
milj
oe
n Total bankcontacts
Bank Branch
Use of Direct Channels
Massive Behavioural ChangeChannel shift
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Summary behavioral changelearnings
• 98% decline of branch office traffic in 25 years• Doubling of contact moments to > 500 mln/annum• 80% of bank customers internet banking
NO COST INCENTIVENO COST INCENTIVE
• Post modern client is autonomy seeker;– Selfservice– In Control– Convenience– Responsible
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How did Rabobank get involved?
• 21st Century Bank Client is the same behind the wheel;– PC = Wheel– Wheel = PC
• Wants to be responsible and “In Control”– Hates fines, charges and penalties– Loves positive stimulus
• Testing roadpricing A12 (1998)• Development of “Sustainable Mobility”
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Economic damage € 1,5 bln/yrlost productive hours
Daily traffic Daily traffic congestions congestions up to 700 kmup to 700 km’s’s per dayper day
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Sustainable Mobility21st versus 20th Century
Traditional Top Down
• Government monopoly• Supply driven• Cars versus Public
Transport• Fiscal measures• Highly unpopular
• And failed
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Predictions 2020
Daily traffic Daily traffic congestions up congestions up to 700 kmto 700 km’s’s per per dayday
i.e. ZERO effecti.e. ZERO effect
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Flooding risks HollandWestern part - 2040
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Sustainable Mobility21st versus 20th Century
Traditional Top Down
• Government monopoly• Supply driven• Cars versus Public
Transport• Fiscal measures• Highly unpopular
• And failed
Now Bottom Up
• Private Public Partnership• Demand driven• Multi Modal + eWork• Positive Incentives• Car driver responsible• Voluntarily
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Traditional
Short term
Innovations
Long term
Volume reduction
reward required behaviour
labour conditions
voluntarily - tempting
Multi Modal chain Mobility
Working from Home
Alternatives
• ICT – travel information
• DTI - DTM
• FCD
• More roads
• Rewarding schemes
Car efficiency
• Bio Fuel / Natural Gas
• Better engines
• H2 Economy
• Road pricing
Behaviour Change Sustainable Mobility
* Combination of Bonus Malus
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Private EmployersRegional initiatives
• The Hague
• Rotterdam
• Utrecht
• Den Bosch & Eindhoven
• Gelderland – KAN (knooppunt Arnhem-Nijmegen)
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Pilot rush hour avoidance
“Spitsmijden”, a pilot to test whether positive incentives may seduce car drivers to avoid rush hours
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Spitsmijden
• Goal is to:– Prove that positive incentives work better than
punitive measures – Attempt to achieve a sustainable change in
working habits– Promote the use of other forms of transport– Change employee target settings – from input
to output driven work– Mindset!
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Spitsmijden 1
• A12 between Zoetermeer and The Hague• 350 participants• 2 months - monitoring to benchmark and identify
participants• 3 months - rush hour (7:30 – 9:30 a.m.) avoidance
premium of €3• Involvement of drivers and employers to allow
changed work habits
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SpitsmijdenThe Hague region
Sept 15th, 2006Sept 15th, 2006 Oct 2nd, 2006Oct 2nd, 2006
Sustainable behavioural change Sustainable behavioural change through positive incentivesthrough positive incentives
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Private Public Partnership “Spitsmijden”
Enabled through collaboration;Enabled through collaboration;
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Spitsmijden Phase 2
• Longer stretch of road – 40km• Longer period – september 2008 to june 2009• More participants – 600+ and probably expanding
to 6000 late 2008• Test to see if behavioural change is long term• Test existing and new technologies• Test peoples reaction to new payment systems• Promote sustained move to public transport
alternatives
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Incentives
• €4 per sector per day• Smartphone at very reduced cost to test GPS
based systems• NS (Dutch railways) Business card – train should be
a hassle free option• Minitix mobile payment account – testing future
payment scenarios• Easy to use traffic information service
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What is needed?
• Creative thinking– Lets get away from taxes, taxes, taxes
• Take the initiative away from the government
– Companies, road infrastructures, local bodies
• New ways of living, working and moving– From input to output driven– Personal mobility budget– Remote working– Less distinction between private and work life + win/win
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Rabobank Sustainable mobility
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Practice what you preachRabobank internal – “learning by doing”Test July 1st – December 31st, 2006
• Time based -> Performance based management• Lease cars A–B–C CO2 labels only• Public Transport Card• Parking policy• Tele- / Flexworking (from home)
• Rabobank “Unplugged”
• Tactics– Volunteers– Tempting– Seducting
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Lease Cars Rabobank
• 64% ABC cat. by end 2006
• 100% ABC in 2008
• 1.2 mln kg CO2 reduction (-/- 3,8%)
• Average CO2/car in kg -/- 9,3%
• Reduction total number of cars 5722 -> 5674
Aantal leaseauto's 15-03-2005 31-12-2005 31-12-2006
Rabobank Nederland 1.381 1.380 1.516
Lokale banken 3.392 3.308 3.466
Subtotaal via DLL/Translease 4.773 4.688 4.982
Eigen beheer lokale banken 949 792 692 Totaal 5.722 5.480 5674
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Public Transport Card (trains) leasecar drivers Rabobank – juni 2006
• Total Target audience 5549 leasecar drivers;– Actively used Public Transport 1114 (20%)– 40% Headoffices en 11% Bank branches
• Test of 6 months - 1,3 mln trainkilometers– Reduction car mileage -/- 7,9%– Car Mileage of non-participants +/+ 5,9%
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Other measuresRabobank internal
• No mileage compensation between head offices Utrecht – Eindhoven
• Parking policy headoffice Utrecht – 38% 21% end 2006 11% in 2009– No Parking < 10 km from the office
• Stimulate bicycles
• 7000 Tele- / Flexworkers (working from home)
• Nett Personal Mobility Budget
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Sustainable Mobility
Re-desiging the way we think about work and mobility
People – Planet - Profit
• Road pricing
• Bonus Malus
• Public Transport is complementary
• Teleworking
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