Changing customer behaviour
and how we as a bank are adapting
Jessica Niewierra
Director Internet & Mobile
ABN AMRO
18 Jul...
Changing customer behaviour
How we as a bank are adapting
Mobile Roadmap
Lessons learned
02
03
04
01
Changing customer behaviour
How we as a bank are adapting
Mobile Roadmap
Lessons learned
02
03
04
01
Major change due to the emergence of
interactive digital media: DO IT YOURSELF
(and the next step is ‘not even necessary
a...
• Base: 919 online Dutch adults (age 16+), 197 ABN Amro customers, 328 ING customers, 314 Rabobank customers
• Source: Eur...
We live in a world of
continuous
feedback
Customers expect their bank to be
more proactive where relevant and
help them to be financially
successful
Photo by A.Dani...
Interactivity has migrated rapidly towards
smartphones and tablets and will broaden to
‘the Internet of Things’
People can...
Changing customer behaviour
How we as a bank are adapting
Mobile Roadmap
Lessons learned
02
03
04
01
twinsumer
long term
profit
share
give and
take
crowd-
sourcing
twitter
peer to
peer
Google
+1
blogging
youtube
channel
cho...
Various initiatives
Internet & Mobile
**.***
**.***
**.***
**.***
**.***
Rozenhart
Pro-active
relevant benefit
Pro-active
relevant benefit
Financial Diary: help...
LinkedIn: proactively sharing sector reports and other (financial) information
24/7
webcare
Pro-active
relevant benefit
Pr...
Pro-active
relevant benefit
Pro-active
relevant benefit
Fast, transparent,
easy
Fast, transparent,
easy
Attentive &
commit...
Pro-active
relevant benefit
Pro-active
relevant benefit
Fast, transparent,
easy
Fast, transparent,
easy
Attentive &
commit...
Several Facebook campaigns
Pro-active
relevant benefit
Pro-active
relevant benefit
Fast, transparent,
easy
Fast, transpare...
24/7 webcare via Twitter, Facebook en Google+
Pro-active
relevant benefit
Pro-active
relevant benefit
Fast, transparent,
e...
Pro-active
relevant benefit
Pro-active
relevant benefit
Fast, transparent,
easy
Fast, transparent,
easy
Attentive &
commit...
Seeds
Pro-active
relevant benefit
Pro-active
relevant benefit
Fast, transparent,
easy
Fast, transparent,
easy
Attentive &
...
Rating & Reviewing: ABN AMRO customer reviews
Pro-active
relevant benefit
Pro-active
relevant benefit
Fast, transparent,
e...
Customer reviews outside of ABN AMRO: rating our advisors
Pro-active
relevant benefit
Pro-active
relevant benefit
Fast, tr...
Pro-active
relevant benefit
Pro-active
relevant benefit
Fast, transparent,
easy
Fast, transparent,
easy
Attentive &
commit...
Pro-active
relevant benefit
Pro-active
relevant benefit
Fast, transparent,
easy
Fast, transparent,
easy
Attentive &
commit...
Pro-active
relevant benefit
Pro-active
relevant benefit
Fast, transparent,
easy
Fast, transparent,
easy
Attentive &
commit...
Pro-active
relevant benefit
Pro-active
relevant benefit
Fast, transparent,
easy
Fast, transparent,
easy
Attentive &
commit...
Changing customer behaviour
How we as a bank are adapting
Mobile Roadmap
Lessons learned
02
03
04
01
Focus on Mobile
Mobile Road Map
mobiele website
Step 1
Apps
Step 3
Mobile website
Step 2
New website: Mobile app to
PC
Step 4
Hybride Apps
Step 1: Apps
Started with a blank sheet
Target: reinvent banking for mobile
phone and tablet with optimum user
friendlines...
• Customer panel
• Customer community
• Usability lab
• Social media
Together with customers
Continuous testing in our own Usability Lab
customers help us to
create better services
Mobile eye tracker in
branche office
Amsterdam
co-creation
• being able to quickly adapt to
customers’ needs
• flexible
• continuous feedback from
customers
Development through Agil...
March 2013February 2013
ZPP
Assistent
June 2013August 2012
1
1
Mobile
Banking
Mobile
Banking
Access
online
May 2013October...
On the Road App
Help claims App
Home Finder app
Mobile Banking app
Mobile Banking app
Unique: visual banking
personal and quick
(convenience)
Searching transactions
Transferring funds and setting my own daily limit
Payment slip scanner
Updates after feedback
Editing Address Book
Planning payments
Investment
Offer the possibility to turn
transferring money into a
personal gesture rather than
something technical and
distant
Make your transfer personal
Make your transfer personal: how does it work?
With a picture
Or an original Eurogami design
1-on-1 (2-way!) communication with each customer in our mobile banking app (Bankmail)
English Version
Our customers’ use of self service is changing rapidly
mobile logins have exceeded Internet
Banking logins since February ...
Competition comparison of Dutch mobile banking apps by banken.nl: functionality is converging
Acknowledgements of our Mobile Banking App
• App of the week
• Android-app 2011
• OMT Award
• Financial iPad app of the ye...
Customer
satisfaction with
mobile banking
app has improved
greatly in 2012
(TNS NIPO)
Step 2: Mobile App to PC
Quick Banking (app to
PC):
•the same code as for
Mobile Banking
•photos from Mobile
Banking app a...
ABN AMRO only bank in Finest 50 e-commerce cases 2012 with Quick Banking
Step 3: Mobile Website
mobile website
a mobile website (using a
‘rendering platform’)
Step 4: Hybride Apps
Native
Hybrid
HTML5
At present, HTML5 does
not yet appear to be a
suitable medium for ABN
AMRO to off...
Changing customer behaviour
How we as a bank are adapting
Mobile Roadmap
Lessons learned
02
03
04
01
Just do it!
• Step by step (with clear end vision
based on customer trends and
behaviour)
• POC with single purpose apps
•...
E-mail: jessica.niewierra@nl.abnamro.comFacebook: www.facebook.com/abnamro
Twitter: @ABNAMRO
YouTube: www.youtube.com/user...
Changing customer behaviour and how we as ABN AMRO are adapting - Jessica Niewierra - ABN AMRO
Changing customer behaviour and how we as ABN AMRO are adapting - Jessica Niewierra - ABN AMRO
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Changing customer behaviour and how we as ABN AMRO are adapting - Jessica Niewierra - ABN AMRO

  1. 1. Changing customer behaviour and how we as a bank are adapting Jessica Niewierra Director Internet & Mobile ABN AMRO 18 July 2013
  2. 2. Changing customer behaviour How we as a bank are adapting Mobile Roadmap Lessons learned 02 03 04 01
  3. 3. Changing customer behaviour How we as a bank are adapting Mobile Roadmap Lessons learned 02 03 04 01
  4. 4. Major change due to the emergence of interactive digital media: DO IT YOURSELF (and the next step is ‘not even necessary anymore to do it yourself’)
  5. 5. • Base: 919 online Dutch adults (age 16+), 197 ABN Amro customers, 328 ING customers, 314 Rabobank customers • Source: European Technographics® Online Financial Services Survey, Q1 2013 “Do you use the following channels at least monthly or more?” Nearly 90% of online Dutch adults use online banking, and 23% use a mobile banking app ABN AMRO is leading the way in terms of mobile banking among the Dutch banks
  6. 6. We live in a world of continuous feedback
  7. 7. Customers expect their bank to be more proactive where relevant and help them to be financially successful Photo by A.Danielsson
  8. 8. Interactivity has migrated rapidly towards smartphones and tablets and will broaden to ‘the Internet of Things’ People can connect any time and anywhere and location and context will be distinctive (‘Connect Global and Act Local’)
  9. 9. Changing customer behaviour How we as a bank are adapting Mobile Roadmap Lessons learned 02 03 04 01
  10. 10. twinsumer long term profit share give and take crowd- sourcing twitter peer to peer Google +1 blogging youtube channel choice click here Home shopping pullhug in permissio n based authentic experienc e connected perso- nalised sustainabl e Price compariso nsites multi tasking transpa- rency self funda.nl Internet banking facebook Linkedin wasalive prosumerchecklists mobile internet cloud computing iens.nl location based tracking & tracing VoIP collabora- tive browsing App Store co- creation iPad augmente d reality ubiquity nano nano fun wisdom of clients 1. pro-active relevant benefit 2. fast, transparent, easy 3. attentive & committed 4. smooth channel movement Apps
  11. 11. Various initiatives Internet & Mobile
  12. 12. **.*** **.*** **.*** **.*** **.*** Rozenhart Pro-active relevant benefit Pro-active relevant benefit Financial Diary: helping customers gaining insight Fast, transparent, eardy Fast, transparent, eardy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement
  13. 13. LinkedIn: proactively sharing sector reports and other (financial) information 24/7 webcare Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, eardy Fast, transparent, eardy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement
  14. 14. Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement Mobile
  15. 15. Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement Increase in launches Social Media since September 2010
  16. 16. Several Facebook campaigns Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement
  17. 17. 24/7 webcare via Twitter, Facebook en Google+ Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement
  18. 18. Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement Slideshare Making content socially shareable
  19. 19. Seeds Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement
  20. 20. Rating & Reviewing: ABN AMRO customer reviews Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement 41% increase in online purchase travel insurance Doorlopende Reisverzekering Rekening Openen vanuit Huis of Werk Generation Next Academy Zakelijke Rekening Openen ZZP Schadepakket 548 reviews 122 reviews 19 reviews 5 reviews 156 reviews 95% 93% 95% 81% 100% NPS 1. Show transparency 2. Learn from customer reviews
  21. 21. Customer reviews outside of ABN AMRO: rating our advisors Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement approved customer reviews average score ABN AMRO average score Netherlands (incl. ABN AMRO) visitors pages ABN AMRO offices (cumulative) 3.600 4,7 4,6 152.000
  22. 22. Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement More than half of ABN AMRO’s customers believe ratings are helping when choosing financial products Source: European Technographics® Online Financial Services Survey 2009
  23. 23. Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement Proactive chat: helping customers real-time online
  24. 24. Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement Pilot mortgage advice with video chat and document sharing
  25. 25. Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement Becoming a customer without visiting a branch • Future customer chooses channel • External party pays a visit at home or at the office
  26. 26. Changing customer behaviour How we as a bank are adapting Mobile Roadmap Lessons learned 02 03 04 01
  27. 27. Focus on Mobile
  28. 28. Mobile Road Map mobiele website Step 1 Apps Step 3 Mobile website Step 2 New website: Mobile app to PC Step 4 Hybride Apps
  29. 29. Step 1: Apps Started with a blank sheet Target: reinvent banking for mobile phone and tablet with optimum user friendliness for our customers
  30. 30. • Customer panel • Customer community • Usability lab • Social media Together with customers
  31. 31. Continuous testing in our own Usability Lab customers help us to create better services
  32. 32. Mobile eye tracker in branche office Amsterdam co-creation
  33. 33. • being able to quickly adapt to customers’ needs • flexible • continuous feedback from customers Development through Agile scrum
  34. 34. March 2013February 2013 ZPP Assistent June 2013August 2012 1 1 Mobile Banking Mobile Banking Access online May 2013October 2012July 2012 1 September 2012 November 2012 1 1 Mobile Banking 1 Mobile Banking Private Banking Research Private Banking Research Student City Guide Relevant Student City Guide 1 1 1 Mobile Banking Mobile Banking January 2013December 2012 1 Mobile Banking 1 1 Mobile Banking Mobile Banking ZZP Assistent Help with damages HuizenkijkerOn the road 1 1 1 1 Mobile Banking Mobile Banking ZPP Assistent ZPP Assistent 1 Mobile Road Map
  35. 35. On the Road App
  36. 36. Help claims App
  37. 37. Home Finder app
  38. 38. Mobile Banking app
  39. 39. Mobile Banking app Unique: visual banking personal and quick (convenience)
  40. 40. Searching transactions
  41. 41. Transferring funds and setting my own daily limit
  42. 42. Payment slip scanner
  43. 43. Updates after feedback
  44. 44. Editing Address Book
  45. 45. Planning payments
  46. 46. Investment
  47. 47. Offer the possibility to turn transferring money into a personal gesture rather than something technical and distant
  48. 48. Make your transfer personal
  49. 49. Make your transfer personal: how does it work?
  50. 50. With a picture
  51. 51. Or an original Eurogami design
  52. 52. 1-on-1 (2-way!) communication with each customer in our mobile banking app (Bankmail)
  53. 53. English Version
  54. 54. Our customers’ use of self service is changing rapidly mobile logins have exceeded Internet Banking logins since February 2012 14 10 IVR Internet Banking Mobile apps41,9% share Mobile April May November December January 2012 February March April May June July August September October November 16 12 8 6 4 2 mln 18 20 22 24 26 December January 28 30 2013 February March 65,5% Mobile 32 34 Mobile customer has 11x more contact!
  55. 55. Competition comparison of Dutch mobile banking apps by banken.nl: functionality is converging
  56. 56. Acknowledgements of our Mobile Banking App • App of the week • Android-app 2011 • OMT Award • Financial iPad app of the year • Top 5 worldwide Mobile apps for Banking (Retail) 2013 • Top 5 worldwide Mobile app for Wealth Management 2013 • Financial Marketing Award
  57. 57. Customer satisfaction with mobile banking app has improved greatly in 2012 (TNS NIPO)
  58. 58. Step 2: Mobile App to PC Quick Banking (app to PC): •the same code as for Mobile Banking •photos from Mobile Banking app also visible in Quick Banking •familiar Internet Banking with e.dentifier still possible
  59. 59. ABN AMRO only bank in Finest 50 e-commerce cases 2012 with Quick Banking
  60. 60. Step 3: Mobile Website mobile website a mobile website (using a ‘rendering platform’)
  61. 61. Step 4: Hybride Apps Native Hybrid HTML5 At present, HTML5 does not yet appear to be a suitable medium for ABN AMRO to offer its customer experience
  62. 62. Changing customer behaviour How we as a bank are adapting Mobile Roadmap Lessons learned 02 03 04 01
  63. 63. Just do it! • Step by step (with clear end vision based on customer trends and behaviour) • POC with single purpose apps • Multi-disciplinary teams with mandate holders • Test usability continuously Lessons learned
  64. 64. E-mail: jessica.niewierra@nl.abnamro.comFacebook: www.facebook.com/abnamro Twitter: @ABNAMRO YouTube: www.youtube.com/user/abnamro Linkedin: www.linkedin.com/company/abn-amro Slideshare: www.slideshare.net/abnamro Google+: gplus.to/abnamro Hyves: abnamrojongeren.hyves.nl LinkedIn: Jessica Niewierra Twitter: @niewierra Thank you! Any questions?

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