Multi Channel Transformation                                        Jarno Zange              and the Boost of Mobile   Ams...
Part 1 | the power shiftWhat’s happening | WHYPart 2 | the paradigm shiftImpact on service model | WHATPart 3 | the approa...
If there’s one major change in thebehaviour of consumers as a result ofinteractive media it’s this: SELF SERVICE          ...
Consumers determine what’s best forthem, often with help/advice from otherconsumers and interactive tools
Consumers want to managetheir own finances                           Photo by A.Danielsson
“Which of the following banking channels do you use at least monthly?”                                                    ...
“Which of the following banking channels do you use at least monthly?”                                                    ...
www.flickr.com/photos/loswl/4574744968/in/photostream                                                        Interactivity...
Appiness: we swim in oceans ofdecentralised (mobile) apps
Mobile banking will eventually be the dominant              channel for daily banking                                     ...
Part 1 | the power shiftWhat’s happening | WHYPart 2 | the paradigm shiftImpact on service model | WHATPart 3 | the approa...
So what          does that mean…           Fundamental paradigm shift
So if I What does                               understandthat mean for                          this correctly…   me…?   ...
Put the customers in thedriving seat
Revise IT architecture with customerjourney layer                          Seamless                          Channels     ...
Internet centric+ professional advisors
Part 1 | the power shiftWhat’s happening | WHYPart 2 | the paradigm shiftImpact on service model | WHATPart 3 | the approa...
So what          did we do...                   Transformation organisation
Fierce vision leading to strategicbenefits for the bank                 Customer      Category     Cross-,                ...
Bridging the silos andovercoming resistance             Once you know what             clients want and your             s...
Encompassing organisationalchange programme                         Client and     100%     IT leads                      ...
Part 1 | the power shiftWhat’s happening | WHYPart 2 | the paradigm shiftImpact on service model | WHATPart 3 | the approa...
So what          happened…           Mobile banking case
Our peronalised, visualmobile banking app
‘Mobile customer Explosive growth of mobile                 11x more contact!’                                 Aandeel    ...
Visual Banking:       Mobile banking has several               experience as       clear advantages over                  ...
Mobile banking       competition                                                 Visual                                   ...
“Anno Nu” multi media campaign           Roze           nhart    **.*    **    **.*    **    **.*    **    **.*    **    *...
Cross-mediaBus stops                 Bannering               Branches
‘ANNO NU Express’A bustransformed into an interactiveinformation center. Helping clientson the spot with new media.
iPads for branch employees
Social media buzz                 Rozenhart        **.***        **.***        **.***        **.***        **.***
Awards 2011Android-app 2011                          Financial Marketing Award      3e bij de Nederlandse                 ...
Awards 2011 iPad-app of the year                       OMT AwardMobiel Bankieren                      ABN AMRO Internetban...
Awards 2011Apple’sApp of the week
Mobile Portfolio       Frequent new updates                                Student                                        ...
‘On your way’ app
‘Home viewer’ app
In summary:   • The customer is in the driving seat; pay attention   • Simplicity works; create focus from clear vision   ...
Multi Channel Transformation:Turn your client service model outside-inby turning your organisation upside-down
Thank you            Facebook:     www.facebook.com/abnamro            Twitter:      @ABNAMRO            YouTube:      www...
HPMC12: ABN Amro Multi channel transformation and the boost of mobile
HPMC12: ABN Amro Multi channel transformation and the boost of mobile
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HPMC12: ABN Amro Multi channel transformation and the boost of mobile

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Presented during the High Performance Marketing Conference 2012, organized by Accenture on February 9th 2012. This presentation was given by Jarno Zange of ABN Amro, and discussed Multi channel transformation and the boost of mobile.

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HPMC12: ABN Amro Multi channel transformation and the boost of mobile

  1. 1. Multi Channel Transformation Jarno Zange and the Boost of Mobile Amsterdam, 9 February 2012
  2. 2. Part 1 | the power shiftWhat’s happening | WHYPart 2 | the paradigm shiftImpact on service model | WHATPart 3 | the approach shiftMaking it happen | HOWCase | the mobile shiftMobile banking experiences | RESULTS
  3. 3. If there’s one major change in thebehaviour of consumers as a result ofinteractive media it’s this: SELF SERVICE hdw.eweb4.co m
  4. 4. Consumers determine what’s best forthem, often with help/advice from otherconsumers and interactive tools
  5. 5. Consumers want to managetheir own finances Photo by A.Danielsson
  6. 6. “Which of the following banking channels do you use at least monthly?” 92% Use ATM 96% 93% 87% Use online banking 79% 52% Q2 2010 Q2 2008 10% Q2 2006 14% Go into branch 16% 9%Use telephone banking 8% 11% Consumers have widely adopted online bankingBase: Dutch adults (age 16+)Source: Forresters Consumer Technographics®European Benchmark Surveys, Q2 2006-2010
  7. 7. “Which of the following banking channels do you use at least monthly?” 87% Netherlands 10% 73% Sweden 10% 36% France 29% Online banking 44% Germany 38% Branch 40% United Kingdom 46% Spain 17% 50% In the Netherlands 17% online banking is Italy 36% by far the primary channelBase: European adults (age 16+)Source: Forresters Consumer Technographics®European Benchmark Surveys, Q2 2010
  8. 8. www.flickr.com/photos/loswl/4574744968/in/photostream Interactivity is migrating rapidly towards smartphone and tablets GfK estimates that in 2015 75% of all phones will be smartphones
  9. 9. Appiness: we swim in oceans ofdecentralised (mobile) apps
  10. 10. Mobile banking will eventually be the dominant channel for daily banking 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 productsSource: Forrester Research
  11. 11. Part 1 | the power shiftWhat’s happening | WHYPart 2 | the paradigm shiftImpact on service model | WHATPart 3 | the approach shiftMaking it happen | HOWCase | the mobile shiftMobile banking experiences | RESULTS
  12. 12. So what does that mean… Fundamental paradigm shift
  13. 13. So if I What does understandthat mean for this correctly… me…? Rethink the service model from “customers logic” instead of “banking logic”
  14. 14. Put the customers in thedriving seat
  15. 15. Revise IT architecture with customerjourney layer Seamless Channels Personal, = integrated Customer Managed + Business Process multi-channel services Relationships Management (CRM) (BPM)
  16. 16. Internet centric+ professional advisors
  17. 17. Part 1 | the power shiftWhat’s happening | WHYPart 2 | the paradigm shiftImpact on service model | WHATPart 3 | the approach shiftMaking it happen | HOWCase | the mobile shiftMobile banking experiences | RESULTS
  18. 18. So what did we do... Transformation organisation
  19. 19. Fierce vision leading to strategicbenefits for the bank Customer Category Cross-, satisfaction leader in deep- & & loyalty internet upselling (NPS) banking
  20. 20. Bridging the silos andovercoming resistance Once you know what clients want and your strategy is clear, the toughest challenge is in delivering – with all parties involved
  21. 21. Encompassing organisationalchange programme Client and 100% IT leads employee change the pace directors
  22. 22. Part 1 | the power shiftWhat’s happening | WHYPart 2 | the paradigm shiftImpact on service model | WHATPart 3 | the approach shiftMaking it happen | HOWCase | the mobile shiftMobile banking experiences | RESULTS
  23. 23. So what happened… Mobile banking case
  24. 24. Our peronalised, visualmobile banking app
  25. 25. ‘Mobile customer Explosive growth of mobile 11x more contact!’ Aandeel ASC (call) Mobile Mobile2010 share Internet 2011 share 6.1% 44.9% Mobiel
  26. 26. Visual Banking: Mobile banking has several experience as clear advantages over differentiator internet banking 1 minute Rozenh art  10 seconds VERSUS  2 steps 5 steps **.** * 3 entry fields **.** * **.**  1 entry field * **.** * **.** * BALANCE CHECK
  27. 27. Mobile banking competition Visual Banking Money Money Money transfer to transfer to transfer toother accounts other accounts other accounts View credit View credit View credit View credit and debit and debit and debit and debit entries entries entries entries Balance Balance Balance Balance check check check check
  28. 28. “Anno Nu” multi media campaign Roze nhart **.* ** **.* ** **.* ** **.* ** **.* **
  29. 29. Cross-mediaBus stops Bannering Branches
  30. 30. ‘ANNO NU Express’A bustransformed into an interactiveinformation center. Helping clientson the spot with new media.
  31. 31. iPads for branch employees
  32. 32. Social media buzz Rozenhart **.*** **.*** **.*** **.*** **.***
  33. 33. Awards 2011Android-app 2011 Financial Marketing Award 3e bij de Nederlandse Financial Marketing Award 2011Android-app van het jaar verkiezing ABN AMRO is winnaar in de categorie: introductie nieuw product/dienst/concept
  34. 34. Awards 2011 iPad-app of the year OMT AwardMobiel Bankieren ABN AMRO Internetbankier 2011iPad-app van het jaarCategorie Financiën
  35. 35. Awards 2011Apple’sApp of the week
  36. 36. Mobile Portfolio Frequent new updates Student City Guide Locator Stock trends Relevant Op Weg Huizenkijker 1 Huizenkijker Mobiel Bankieren 1 1 Saldo Saldo Saldo Mobiel Mobiel Huizenkijker Mobiel Mobiel Bankieren Bankieren Bankieren BankierenApril 2010 Dec 2010 Feb 2011 Jun 2011 Jul 2011 Sep 2011 Okt 2011 Nov 2011
  37. 37. ‘On your way’ app
  38. 38. ‘Home viewer’ app
  39. 39. 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 employeesCompany pride, market recognition and enthusiastic customers
  40. 40. Multi Channel Transformation:Turn your client service model outside-inby turning your organisation upside-down
  41. 41. Thank you 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
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