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Managing customer experience in a multichannel world

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  • 1. 1 Managing customer experience in a multichannel world BancoSabadell Pol Navarro – Head of Direct Channels and Innovation, Banco Sabadell Rome, October 2010 EFMA’s Multichannel Congress
  • 2. 2 Banco Sabadell 4th largest banking group in Spain Focused on commercial banking More than 1.500 branches and 2.5 million customers (*) (*) After Banco Guipuzcoano integration
  • 3. 3 How is the customer of tomorrow? Customers are permanently online  Penetration of mobility (+100%)  “Social networked”  Mobile, Internet and TV convergence  Phones with more and more capabilities
  • 4. 4 Customer experience / lifecycle Service Listen Communicate Engage Sales New digital environment
  • 5. 5 Customer experience / lifecycle Service Listen Communicate Engage Sales New digital environment
  • 6. 6 Direct branch – Customer service 24x7 1 Available 24 hours a day, 7 days a week Resolving any service enquiry in max 1 hour Through the channel selected by the customer
  • 7. 7 Direct branch – Customer service on twitter  First Spanish bank using twitter as customer service channel
  • 8. 8 Mobile usage growth
  • 9. 9 BS Mobile – Our mobile banking service  First European bank with an iPad mobile banking app
  • 10. 10 BS Mobile – Strong promotion of the service
  • 11. 11 BS Mobile – Strong promotion of the service
  • 12. 12 BS Mobile – Strong promotion of the service
  • 13. 13 BS Mobile – High usage by our customers Most used phones iPhone 63% BlackBerry 16% Nokia / Android 13% Active users 2010 10% of online banking customers Target 2011 30% of online banking customers
  • 14. 14 Customer experience / lifecycle Service Listen Communicate Engage Sales New digital environment
  • 15. 15 Listen to your customers and employees  More than 2.500 ideas generated by our customers and employees
  • 16. 16 Customer experience / lifecycle Service Listen Communicate Engage Sales New digital environment
  • 17. 17 Where are your customers?
  • 18. 18 More Time Spent Social Networking Than on Email (source: Nielsen Online) YouTube and other online video sites are stealing viewers away from TV in the UK (source: BBC) Where are your customers?
  • 19. 19 Video content is the king  Channel with more views thanks to Pep Guardiola’s commercial “Making Of”
  • 20. 20 Video content is the king Resumen actividad 30 días 24 h Incremento  Visitas Sala de Prensa 1.160 289 x 7  Imágenes vistas 3.850 405 x 3  Videos vistos 2.527 23.904 x 284  Comentarios twitter 30 94 x 94  Comentarios facebook 15 26 x 52
  • 21. 21 Engage your audience
  • 22. 22 Customer experience / lifecycle Service Listen Communicate Engage Sales New digital environment
  • 23. 23 Customer acquisition through online channels Decides to open a new account with the bank Notified of his local branch NEW CUSTOMER 3 1 Account opening form fullfillment 2 BRANCH New contract signature Cross-selling of products 5 DIRECT BRANCH Follow-up of the new customer (e-mail / call) New customer setup 4 Impacts
  • 24. 24 Customer acquisition through online channels Customer acquisition 2010 3% of customer acquisition online Target 2011 10% of customer acquisition online Service transactions 2010 75% of service transactions online Target 2011 90% of service transactions online
  • 25. 25 Thanks! Thanks for your attendance Pol Navarro Gonfaus Head of Direct Channels and Innovation NavarroP@bancsabadell.com @polnavarro

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