Next Level in Online Banking:Users to the CORE OF THINKING
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Next Level in Online Banking: Users to the CORE OF THINKING

  • 1,234 views
Uploaded on

Insight on financial sector trends & innovation within digital services. Given Mobey Fo

Insight on financial sector trends & innovation within digital services. Given Mobey Fo

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,234
On Slideshare
1,229
From Embeds
5
Number of Embeds
2

Actions

Shares
Downloads
28
Comments
0
Likes
1

Embeds 5

http://paper.li 4
https://www.linkedin.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. INSIGHT NEXT LEVEL IN ONLINE BANKING: USERS TO THE CORE OF THINKING From products & transaction-focus towards end-user-need –orientation Mobey Forum Quarterly Meeting Amsterdam Tommi Pelkonen Strategist December 1, 2011© Frantic 2011
  • 2. Frantic = Digital Creations 35 people, Helsinki-based, 15 years of experience in digital solutions WHAT DO WE WANT TO DO? To make services that: Strategy 1)  Generate business opportunities and additional revenues for our Research & analytics customers 2)  Make services that people enjoy to use and benefit of Design Technology© Frantic 2011
  • 3. TOMMI IN BRIEF 2010->: Strategist at Frantic 2008-2010: Business Consultant at Finpro Budapest in ICT/software business 2005-2008: Strategist at Satama Amsterdam 1999-2005: Business Consultant at Satama Helsinki 1996-1999: Research at the HSE Electronic Commerce Institute, focus: digital media service companies Born 1971, married, daughter M.Sc. (Econ.): 1999, Helsinki School of Economics, HSE, International Business, Finance & Accounting, Information Technology Lecturer and author of several publications & articles in the fields digital media, internationalisation of SMEs and service business Motto: Industrial focus: Media, Telecoms, Financial sector, “The most robust B2B Commerce, Industrial manafacturing knowledge is created in Consulting focus: Strategy, Procesess & Innovation, interactions, via Digital opportunities, Business modelling positive conflicts”© Frantic 2011 3
  • 4. BACKGROUND: THE DIGITAL REVOLUTION HAS REALISED, BUT IT STILL CONTINUES PERMANENT •  The Internet has changed consumer and industrial buyer behavior CHANGE permanently. •  All business operations are influenced by the online channels and e- TOTAL IMPACT business. EMPOWERED •  Customers and consumers have more power than ever in economic CUSTOMERS history •  Digital channel functions as transformation agent within CHANGE DRIVER organisations. Competences to run digital channel-drive business increase gradually. STILL HUGE •  Change process takes time – many business processes are not yet digitised nor utilise the online channel to the its potential. Solid POTENTIAL success metrics are emerging. FRAGMENTATION •  Innovation and society fragmentation continues – globally.© Frantic 2011 eBusiness = Business!
  • 5. INSIGHT The next wave in digital services for banking industry customers •  BACKGROUND: From modem noises towards real time, pan-European & always-on digital banking for all •  SOME TRENDS: Innovation happening in and outside the traditional banking/financial sector •  CHALLENGE: How to keep the trust and compete in the turbulent times? •  SO WHAT: Why should you care?© Frantic 2011
  • 6. EVOLUTION STEPS IN BRIEF LEARN TO LISTEN & BE PERSONAL OFFER THEMES EVERYTHING Need-based Customer empowerment Microbanking Product offering explosion BREAK TO THE Financial “supermarkets” MASS MARKETS Mobile banking era 1999-> New Internet banking era 1995-> innovation TEST & TRY and service Internet- models for EARLY DAYS boosted banking 1980-early 1990s efficiency and self-service JOY OF USE explosion (still GUIDANCE Early trials going on) with pioneers LOYALTY and leading New sources of companies EASE OF USE banking EFFICIENCY innovations are emerging from© Frantic 2011 TEST OPPORTUNITY DRIVERS user-orientation
  • 7. KEY MOTIVES FOR BANKING AUTOMATION •  Cost savings, cost savings, cost savings… •  Freedom of time, place & location •  Ease of use •  Plethora of new & innovative financial products, also for consumers •  Explosive growth of the financial instruments and electronic commerce in professional, but also in private sectors •  Increased global hyper-competition and massive investments into self-service platforms •  Reduction of churn = loyalty programs BUT NOW: Joy of use? Relevance? Guidance of the consumers to better benefits?© Frantic 2011 7
  • 8. INSIGHT The next wave in digital services for banking industry customers •  BACKGROUND: From modem noises towards real time, pan-European & always-on digital banking for all •  SOME TRENDS: Innovation happening in and outside the traditional banking/financial sector •  CHALLENGE: How to keep the trust and compete in the turbulent times? •  SO WHAT: Why should you care?© Frantic 2011
  • 9. BANKING IS A KEY APPLICATION AREA FOR ONLINE USERS 476 M Internet users in Europe (2011), 58% of the European population WE LOVE OUR SELF- SERVICE BANKS – OR DO WE? http://www.internetworldstats.com/stats4.htm© Frantic 2011 http://www.iabeurope.eu/media/43499/mcdc%20european%20overview.pdf
  • 10. CONSUMERS IN VARYING STAGES OF BEHAVIOUR •  Forrester Research asked in 2009-2010 about consumers preference to seek & research / buy online financial products •  ITA: 11% - 4 % •  FRA: ~20 % researched / 3 % bought •  SPA: 20 % - 5 % •  GER: 26% - 11 % •  NL: 49 % - 21 % •  UK: 43 % - 28% ! CONSTANT GROWTH IN ONLINE USAGE FOR FINANCIAL SERVICES© Frantic 2011 Source: Forrester Research, 2009-2010
  • 11. THE COMPARISON & BIDDING POWER IS REACHING EVER SMALLER SEGMENTS Comparison engines in pure Letsbuyit.com – style of eCommerce style – transparency consumer insurance brokering for standard products with usage of aggregated power of a B2B financial institution© Frantic 2011 11
  • 12. PERSONAL FINANCE MANAGEMENT TOOLS ARE EMERGING INSIDE & OUTSIDE THE BANKS POTENTIAL: Aggregate to an outside / other bank’s online service to get richer, clearer and more relevant information…© Frantic 2011 12
  • 13. SIMPLICITY IN BANKING & BUDGET BANKING Simple, easy to use, no-thrill, bare bones banking.© Frantic 2011 Is the the dawn EasyJet era of banking?
  • 14. GREAT NEW INNOVATIONS DOING GLOBAL GOOD Online & mobility-empowered banking, microfinancing and risk sharing© Frantic 2011 14
  • 15. ALSO NOT-THAT-POSITIVE INNOVATIONS EMERGE (FOR THE CONSUMERS !) Case: Very short-term loans in Finland Aggressive marketing + User interface & process innovations! Leading to consumer interest rates up 1300 % p.a.!© Frantic 2011 15
  • 16. INSIGHT The next wave in digital services for banking industry customers •  BACKGROUND: From modem noises towards real time, pan-European & always-on digital banking for all •  SOME TRENDS: Innovation happening in and outside the traditional banking/financial sector •  CHALLENGE: How to keep the trust and compete in the turbulent times? •  SO WHAT: Why should you care?© Frantic 2011
  • 17. WE NEED TO RECOVER AND FIND MEANS TO RE-ESTABLISH THE CREBILITY How about learning from the best practices of other© Frantic 2011 sectors to improve the situation, at least a bit?
  • 18. THREE DIMENSION FOR FINANCIAL SECTOR CONSUMER INNOVATIONFUNCTIONALITY TRUST Security Credibility Speed Expertise Access Systems & Organisations technology & processes Benefits Usability Efficiency Joy of use FINANCIAL SECTOR Transparency INNOVATION Social systems and A never-ending wheel networks of opportunities and/ or challenges in these turbulent times… Reputation Participation Listening FAME Attitudes & behaviour© Frantic 2011
  • 19. BACK TO TRUST: HOW ABOUT DESIGNING SERVICES FROM A “USERS FIRST -ANGLE”? Let’s start from this angle… •  Who are they? •  What do they want? •  What do we want them to do? •  How do they behave now and will behave soon •  What makes them succeed (with us or without? •  How can we help them in their needs? •  What do the really want – what makes them happy?© Frantic 2011
  • 20. USER-ORIENTATION TO THE CORE OF (DIGITAL) PLANNING & THINKING 1. RESEARCH THE ACTUAL NEEDS & BEHAVIOUR OF THE USERS Surveys and especially with qualitative interviews 2. FIND AND DESIGN SERVICES TO MATCH THESE NEEDS Try to find the need that your organisation can service and excel in within the time, budget, technology and resourcing available 3. HAPPY CUSTOMERS + GOOD BUSINESS ! SIMPLE IDEA – BUT SO RARELY EXECUTED© Frantic 2011
  • 21. SOME METHODS FOR THE USER-ORIENTED THINKING OF (DIGITAL) SERVICES Data analysis Affinity Contextual Design Card sorting (e.g. web diagramming inquiry critique analytics) Diary/Photo Heuristic Focus groups Interviews Meetings study evaluations Paper Participatory Remote Usability Task Analysis prototyping design testing tests Continuous Agile A/B & MVT trial-learn- … development testing develop loops User-orientation calls for softer methods – do we have the belief believe in them in our number/fact-oriented financial industry?© Frantic 2011 21
  • 22. QUICK HINT: HOW ABOUT FOCUSING INTO LOGICAL TIMING WHEN PEOPLE BUY FINANCIAL PRODUCTS? Getting a Retirement Marriage new job Getting Layoff/ Moving divorced/ loosing a job separated Becoming Getting ill … pregnant This is not a marketing trick – it should become an© Frantic 2011 essential part of financial service sales!
  • 23. HOW ABOUT TRYING TO ANSWER THESE QUESTIONS IN THE ONLINE BANK? ACTIONS: How can I move STATUS: What do forwards? I have? Dear Bank, •  What to do now – how •  Give a great overview to to improve this? Let’s the situation Please offer me all of do it… this is a manner and a language that I can understand. I am not a financial expert, thus please listen to me and help me PERFORMANCE: to become better and ADVICE: What How am I doing? more empowered, should I do now? •  If this is so, what are •  What is happening – am I loosing / winning? thank you! my options? Am I reaching my goals? Online banking could be not only necessity – it© Frantic 2011 could be pleasant, even a fun experience! 23
  • 24. HOW TO EXTEND THIS TO CONTAIN ALSO THE SOCIAL DIMENSION? Possible solutions •  Testimonials & reviews •  Peer-to-peer support •  Live support (chat, video) •  Benchmark & comparison data & tools •  Closed social circle alerts, discussions, sharing – “my advisors” •  Life events – use content & relevant supporting tools to trigger attention & usage •  Bank feed – what is happening to me & around me •  Visual appeal & analyser tools •  Financial diary functions etc. •  … Innovation is opened up with a new angle to thinking…© Frantic 2011 24
  • 25. INSIGHT The next wave in digital services for banking industry customers •  BACKGROUND: From modem noises towards real time, pan-European & always-on digital banking for all •  SOME TRENDS: Innovation happening in and outside the traditional banking/financial sector •  CHALLENGE: How to keep the trust and compete in the turbulent times? •  SO WHAT: Why should you care?© Frantic 2011
  • 26. GOOD SERVICE SELLS ITSELF; BAD SERVICE SELLS ITSELF EVEN FASTER… Fitting the user needs (utility) " Useful ! Bad experience = I will tell it 20 of myGood experience closest friends and Tells really= I will share it with good Designed publish a bitter updatefour people for people on FB for my 223 stories “friends”… Desirable Stimulates the Usable senses Pleasurable Easy to use experience (usability) (satisfaction & feelings)© Frantic 2011
  • 27. BETTER SERVICE EXPERIENCE AIMS FOR A POSITIVE BUSINESS CASE - TOO! •  To existing or new clients MORE SALES •  Via enhanced marketing and conversion improvements •  Via improved retention of clientele = more ! •  Via measured and monitored online operations MORE LEADS •  Information clarity and lead process development •  Campaigning and analytical development = more ! COST SAVINGS •  Decreases in customer service costs •  Decreases in sales costs = less - ! BUSINESS CASE IS A KEY FACTOR FOR GREAT DIGITAL© Frantic 2011 SERVICE PROGRAMS – AND SO OFTEN NEGLECTED!
  • 28. OUR TARGET: BEST-IN-CLASS USER EXPERIENCE WOW! I find things where I expect them to be I like the brand and its visual design I got exactly what I needed know Fitting the user needs (utility) It is nice to do things online BEST I feel the site USER understands me I saved a lot of time EXPERIENCE doing things online I am impressed Pleasurable experience Easy to use by the service (satisfaction) (usability) I get things done more efficiently than offline I want to recommend this to my friends The banking sector has already made many of these things© Frantic 2011 right . Yet, there is plenty of room for improvment 28
  • 29. DREAM: HOW DOES A LEADING ONLINE BANKING SERVICE BEHAVE & FEEL IN 2014?© Frantic 2011
  • 30. IN 2014, THE LEADING ONLINE BANKING SERVICE … IT’S HERE! … offers a well-packaged multi- channel customer access to reach one’s financial service provider via the preferred method of contact…© Frantic 2011
  • 31. IN 2014, THE LEADING ONLINE BANKING SERVICE … LET ME CONFESS … create a trusted environment into which customers want to come and share their views and plans of the their financial situation and the provider. They feel treated as respected customers…© Frantic 2011
  • 32. IN 2014, THE LEADING ONLINE BANKING SERVICE … NICE TO BE BACK …remembers and recognizes its users and offers personally customised advices and services and is present then when needed…© Frantic 2011
  • 33. IN 2014, THE LEADING ONLINE BANKING SERVICE … GOOD NEWS OF YOU ……aggregates the consumer opinions & reviews to its offerings, advices and content dynamically…© Frantic 2011
  • 34. IN 2014, THE LEADING ONLINE BANKING SERVICE … I AM HAPPY! …increases dramatically the customer satisfaction and boost revenues with lower churn and clever cross-selling. Outcome: Marketing budgets start shifting from acquisition to retention and loyalty programs! Quality service sells itself!© Frantic 2011
  • 35. SUMMARY •  There have great potential for innovation via a new angle for online banking innovation •  There is more new ideas around than ever for banking innovations (also outside financial industry – we need to match these to our world •  We need to find new ways to service the more demanding online-empowered and social-advice & impact amplified consumers •  Mobile banking/payment is not only an access technology or transaction issue – it is the always- on bank with the best of ease of use – but only if done properly© Frantic 2011 IN BRIEF: LET’S REINVENT OUR ONLINE BANKING SERVICES!
  • 36. LET’S GO AND CREATE GREAT DIGITAL SERVICES! Tommi Pelkonen Tommi.pelkonen@frantic.com +358-40-50 50 821 http://www.slideshare.net/TommiP© Frantic 2011 36