A brief history: 1966: while England were winning theWorld Cup,…. …we were busy creating the first all-purpose credit card in Europe
1977…as the Queens silver jubilee sparkedthousands of street parties, ….The CompanyBarclaycard was born
1986…the first card loyalty scheme is born Barclaycard Profile Points
1995…as the financial world is rocked by thecollapse of Barings……we become the first UK credit card company to open its online doors.
Recent historyOur digital journey … 1995 - 2005• Updated our consumer information platform and allowed customers to pay their bill online• Err, that’s kind of it.
Then the lights went on…this internet thing mightjust catch on • Organise • Re-energise • Focus
So we….. • Advertised in the places where customers shopped • Built the things that we needed to build … and supported them • Tried some different stuff
The results… mybarclaycard• 2M+ registered Users• Process over 75% of all crosssales and 41% of all Disputes• 54% reduction in onlinecomplaints• High Customer Satisfaction ratingwith a 95% retention score
The results… Application process• 80%+ of all new UK consumeraccounts processed online• Used across all businessesreducing time and cost by over300%• 84% customer satisfaction• Industry leading process(ebenchmarkers 2010)
Web 1.0 brought Measurement 1.0 • Click-thrus • Cost of acquisition • Cost to serve • Downloads • Uploads
The new challenge: Customers took control! Atruly multidimensional, customer-defined world.
The world of marketing has changed From To Interruption Engagement & conversation One way (push) Two way dialogue (push & pull) Talking at consumers Talking through consumers Controlled, linear distribution Partially controlled distribution Paid media Paid, owned and “earned” media Counting how many we can reach Reaching those who count