How banks are leveraging the potential of Social Media - Jens Toppenberg, Oracle

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Social Media oraz Big Data przez pryzmat Oracle Applications, Oracle Fusion Middleware i Oracle Engineered Systems, Warszawa - 30.03.2012 r.

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How banks are leveraging the potential of Social Media - Jens Toppenberg, Oracle

  1. 1. If you want to discuss or hear more about your Social Media possibilities please contact: Jens.Toppenberg@Oracle.com +421 905 945 998 Customer Experience Jens Toppenberg, Sales Director, EE&CIS Social Business and Customer Experience Driving Value through Customer Experience1 | © 2011 Oracle Corporation – Proprietary and Confidential
  2. 2. Evolution •  Customer Experience Evolution •  What? - Customer Experience •  Customer Experience in Banking •  The Online Generation in Poland •  CX/Social banking examples2 | © 2011 Oracle Corporation – Proprietary and Confidential
  3. 3. Value Creation CustomerEfficiency Experience Experience level Social Age Service Information Age Goods Industrial Age Agriculture Age 1776 1911 1990 2010 Time 3 | © 2011 Oracle Corporation – Proprietary and Confidential
  4. 4. WHAT? – CUSTOMER EXPERIENCE4 | © 2011 Oracle Corporation – Proprietary and Confidential
  5. 5. Customer Experience Be able to understand the thoughts and feelings of the consumer and provide an unique experience in each touch point to the organizationSupplying  goods  and  services  will  be  associated  with  facilita8ng  unique   consumer  experiences  on  demand  and  these  may  be  off-­‐line  and  on-­‐ Consumer  and  organiza8on   line  or  augmented   are  converging  in  the   rela8ve  role  of  ‘real  8me’   experiences  73%  will  abandon  you  aEer  2  bad   interac8ons     Since  experiences  are  not  easily   85%  will  use  social  networks  to   replicated  or  copied  these  will  be  the   talk  about  their  bad  or  great   value  and  uniqueness  where   experience   enterprises  will  differen8ate  and   compete   Happy  customers  become  advocates  and  bring  along  their  friends  and  family   5 | © 2011 Oracle Corporation – Proprietary and Confidential
  6. 6. From Channel centric to Customer centric6 | © 2011 Oracle Corporation – Proprietary and Confidential
  7. 7. Same experience in every channel7 | © 2011 Oracle Corporation – Proprietary and Confidential
  8. 8. Customer Experience Touch Points Purchase Receive Sales Support Recom- Select & Need & Use mend Marketing Services Research Maintain R&D Idea & Decide Innovation Investiga te8 | © 2011 Oracle Corporation – Proprietary and Confidential
  9. 9. The Perfect Customer Experience Where Brand Promise Meets Brand Execution #10: Rich User Interface #1: Smart Cross-Channel “Your brand is cool. Whatever the channel, “Your brand is consistent and trustworthy. You the experience is fresh and compelling and never drop the ball. Whatever the channel, unmistakable. I am proud to be your you are there whenever and wherever I need customer” you” #9: Social Networking #2: Contextual Journeys “I trust you. So do my friends. I enjoy being “You understand my history, my current your advocate. I am glad to be part of your situation and my desired destination. Yoursocial network, and I am glad you are part of recommendations are helpful, astute and non- mine. I like you” invasive” #8: Enduring Loyalty #3: Engaging Self-Service “You recognise me and reward me. I “Interacting with you, to manage my accountappreciate the way you treat me. You make or consider a purchase, is always helpful. me feel special and you understand what You never hard sell. You often surprise and makes me tick” delight me. #7: Distinctive Clienteling #4: Outbound Precision “My experience in your stores/branches is “Whenever you contact me, you respect mysmart, stylish and distinctive. Your staff are privacy and understand my preferences. well-informed and use cool technology to Your messages are relevant and timed to make me feel special” perfection” #6: Mobility / Location Services #5: Action Framework “Wherever I go, you understand and “You deliver on your promises. anticipate what is right for me, there and You don’t just recommend actions, you then. I take you everywhere. It’s fun and execute them, there and then, across invaluable having you there” channels. Said and done” 9 | © 2011 Oracle Corporation – Proprietary and Confidential
  10. 10. CUSTOMER EXPERIENCE IN BANKING10 | © 2011 Oracle Corporation – Proprietary and Confidential
  11. 11. Service and price as the main reason to change 39%  in  Europe  having  changed  their  main  bank  in  the  past   43%  change   banks  because   48%  change   of  price banks  because   of  service   quality   Other  switching  factors  are   product  offerings,  branch   proximity  and  lack  of  trust11 | © 2011 Oracle Corporation – Proprietary and Confidential Ernst & Young, 2011 - Retail banks in developed markets still losing customer trust
  12. 12. Change in Peoples Behavior Tradi8onalist   Boomers   Gen  X      Millennials   (55  -­‐  65)   (45  –  55)   (30  –  45)   (18  –  30)  Training     The  hard  way   Too  much  and  I’ll  leave   Required  to  keep  me   Con8nuous  and  expected   Collabora8ve  and  Learning  style   Classroom   Facilitated   Independent   networked  Communica8on  style   Top-­‐down   Guarded   Hub  and  spoke   Collabora8ve  Problem-­‐solving   Hierarchical   Horizontal   Independent   Collabora8ve  Decision-­‐making   Seeks  approval   Team  informed   Team  included   Team  decided  Leadership  style   Command  and  control   Get  out  of  the  way   Coach   Partner  Feedback   No  news  is  good  news   Once  per  year   Weekly/Daily   On  Demand  Technology  use   Uncomfortable   Unsure   Unable  to  work  without  it   Expected  to  be  Intui8ve  Job  changing   Unwise   Sets  me  back   Necessary   Part  of  my  daily  rou8ne   12 | © 2011 Oracle Corporation – Proprietary and Confidential Andy Mulholland, Global Chief Technology Officer, Capgemini
  13. 13. ONLINE GENERATION IN POLAND13 | © 2011 Oracle Corporation – Proprietary and Confidential
  14. 14. Polish Online Generation •  Total Online Population in 2011: 22.5 mil. 58% of the population *) •  Polands 17.8 million internet users age 15 and older *) •  Internet access in Poland are 39% lower on average EU+ US. (second-lowest in the world - OECD 2009) •  Top WebSites Number for July 2011) ***): –  Google Sites (which also includes YouTube) ranked as the top property with 17.2 million visitors –  MIH Limited with 14.2 million unique visitors –  Nasza Klasa with 13.9 million unique visitors –  Onet.pl that attracted more than 12 million unique visitors –  Facebook had around 9.9 million unique users in Poland (PBI Megapanel, Jan 2011) •  The largest group of online shoppers are those aged between 25 and 34 years old. (Ceneo.pl) •  15% of consumers in Poland do online shopping (itandtelecompoland.com) •  The popularity of online shopping is to report a double figure increase in the following years (itandtelecompoland.com) •  The most popular products/services bought online –  computer games (36%), clothing, footwear and jewellery (31%), telephones and accessories (30%), computers (26%), books (18%), as well as airline tickets, travels, hotel reservations14 | © 2011 Oracle Corporation – Proprietary and Confidential
  15. 15. Poland Population Demographic Gen  Y   Boomers   Gen  X   Veterans   17 mio consumers in the age 15 to 45            Characteris8cs  for  the  Connected  Genera8on  (X  and  Y)   –  Non  loyal   –  Self  Service   –  Choice  by  recommendaFon  (friends,  family  and  consumers)  15 | © 2011 Oracle Corporation – Proprietary and Confidential EU Statistics 2010
  16. 16. CX/SOCIAL BANKING EXAMPLES16 | © 2011 Oracle Corporation – Proprietary and Confidential
  17. 17. 60.000 new customers and 4 billion Ubank goes social AUD in deposits within 7 month of the Oracle platform launch17 | © 2011 Oracle Corporation – Proprietary and Confidential
  18. 18. UBank @ Facebook Community  18 | © 2011 Oracle Corporation – Proprietary and Confidential
  19. 19. Ubank Money Box19 | © 2011 Oracle Corporation – Proprietary and Confidential
  20. 20. RBS – Devitt – Insurance Using communities to raise awareness and capture new customers20 | © 2011 Oracle Corporation – Proprietary and Confidential
  21. 21. Gamification Gaming, influencing and selling21 | © 2011 Oracle Corporation – Proprietary and Confidential
  22. 22. Creating communities around specific topics Building awareness, loyalty and trust Wells  Fargo  provides  a   variety  of  blogs  on   relevant  topics  such  as   personal  finance  and   environmental   sustainability  as  well  as  a   specially  designed  blog   for  students.    WF  also   maintains  corporate   pages  on  Facebook   and  videos  on  YouTube,   while  allowing  customers   to  contact  them  through   TwiSer.  22 | © 2011 Oracle Corporation – Proprietary and Confidential
  23. 23. Creating a virtual 3D community Gamification, Loyalty and influencing23 | © 2011 Oracle Corporation – Proprietary and Confidential
  24. 24. COOL WEBSITES BY ORACLE24 | © 2011 Oracle Corporation – Proprietary and Confidential
  25. 25. Postbank25 | © 2011 Oracle Corporation – Proprietary and Confidential
  26. 26. Raiffeisen Capital Management26 | © 2011 Oracle Corporation – Proprietary and Confidential
  27. 27. Barclays27 | © 2011 Oracle Corporation – Proprietary and Confidential
  28. 28. derStandard.at28 | © 2011 Oracle Corporation – Proprietary and Confidential
  29. 29. Red Bull29 | © 2011 Oracle Corporation – Proprietary and Confidential
  30. 30. What will make you a successful Customer Experience Enterprise? Obsession with customer Experience excellence30 | © 2011 Oracle Corporation – Proprietary and Confidential
  31. 31. 31 | © 2011 Oracle Corporation – Proprietary and Confidential

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