Emerce eFinancials 2016 - Lieve de Mol (Hello bank!)

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Hello bank! presentatie door Lieve de Mol tijdens Emerce eFinancials 2016

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Emerce eFinancials 2016 - Lieve de Mol (Hello bank!)

  1. 1. A snapshot on our model and way of working Hello bank! Lieve De Mol Head of Sales and Communication December, 13th 2016
  2. 2. 01. WHO WE ARE … TABLE OF CONTENT 02. HOW WE WORK … 03. WHAT WE DO … 04. WHAT’S NEXT … “We keep moving forward, opening new doors, and doing new things, because we’re curious and curiosity keeps leading us down new paths…” - Walt Disney.
  3. 3. 01. WHO WE ARE
  4. 4. 01. Who are we … … as a brand “We empower you to Live out loud !” “At Hello bank!, we are your financial buddy that enables you to live your life to the fullest.”
  5. 5. 01. Who are we … … for our target audience We are the next generation. We are young and we move fast. We are setting trends today that will be adopted by the world tomorrow. We think big. We are on the go and always in-the-know. We are entrepreneurs in every sense of the world. We’re constantly connected to each other, sharing, creating, and living life to the fullest. We don’t just collaborate, we do everything together. We are impatient, ready for action, and full of pride and friendship. We seek out people and technology that make life more interesting and that help us get closer to the things we love. We are trying to find our own unique way in the world, and we value anyone who strives to be true to themselves. We gravitate to things that are genuine and honest, and that make no apologies for who or what they are. We are the next generation. We are young and we move fast. We are setting trends today that will be adopted by the world tomorrow. We think big. We are on the go and always in-the-know. We are entrepreneurs in every sense of the world. We’re constantly connected to each other, sharing, creating, and living life to the fullest. We don’t just collaborate, we do everything together. We are impatient, ready for action, and full of pride and friendship. We seek out people and technology that make life more interesting and that help us get closer to the things we love. We are trying to find our own unique way in the world, and we value anyone who strives to be true to themselves. We gravitate to things that are genuine and honest, and that make no apologies for who or what they are. 13
  6. 6. … with 3 main objectives Lab Acquisition Activation 01. Who are we …
  7. 7. … in touch with our target audience 01. Who are we … 10 in-home interviews (2-3 hours) with participants from 19 to 27 yo, NL & FR some live with partners, some with parents some have their own revenue all have loyalty programs / cards all have smartphone and active on social media 2CLO - Exploration phase MethodologyObjectives • Understand current shopping behaviors, for day to day (grocery) and more leisure related expenses. • Describe currents behaviors in term of saving (related to expenses), discounts, deals, coupons, loyalty programs. • Explore possible interests / benefits currently unmet • Explore interest in CLO related offer & proposition. • Understand views about data protection issues. Intimacy Security Saving incentives Recognition Personalization Exclusivity Guidance Simplicity Omni Channel Experience Control & Transparency Privacy Virtual Assistant Physical Place Social Loyalty program / Gamification Digital Deposit Box Mobile Dashboards Alternative payment methods Partnerships Connectivity
  8. 8. Data driven processes (bug monitoring, Fulfilment optimisation, …) Digital Performance (Media mix ROI optimisation, cost effectiveness, …) Targeted Social Media (Look Alike Audiences, …) Targeted online campaigns (segmented communication, targeted audiences, …) Continuous process for improvement (Data base A/B tests, digital behavior optimisation, …) Business Intelligence (Audience definition, in- & outflows analysis, …) Digital Analytics (quantitative and usability) (digital journey enrichment, light personnalisation, …) … as a data driven company 01. Who are we …
  9. 9. 02. HOW WE WORK …
  10. 10. 02. How we work … Our Guiding principles Flat Organisation In order to ensure quick decision making and minimal overhead Member centric We are organised around customer journeys Dedicated Multidisciplinary teams For rapid & continuous delivery of value to our members Cluster Working For acquisition and activation objectives Agile Working in every new functionalities we want to deploy
  11. 11. Flat organisation In order to enhance efficiency and avoid overhead, Hello bank! develops its activities under flat structure and collaborative Management. Sales & Communication Channel & Product Performance Management 02. How we work …
  12. 12. Member centric We organise ourselves around customer journeys. We don’t push our products & services 02. How we work …
  13. 13. Dedicated Multidisciplinary teams To rapidly & continuously deliver value to customers in a digital world, Hello bank! needs to have dedicated and transversal teams. What A group composed of members with varied but complimentary experience, qualifications and skills that contribute to the achievement of the team’s specific objectives. How • Team members are 100% dedicated to the team and are (physically) closely working together • The team is responsible for it’s own strategy & priorities • The team is fully responsible for resource management and E2E accountable for delivery • Capacity is fixed. Scope/timing are variable. • Strong link with (agile) development team. 02. How we work …
  14. 14. Dedicated Multidisciplinary teams Communica tion Manager Technical Analyst Visual Designer VP Manager Backend Developer Functional Analyst Interaction Designer Campaign Manager Frontend developer Tester Scrum Master Architect User
 Experience
 Designer Product Owner Concept
 Owner IT Hb!Hb! Bus Hb! Bus Hb! Bus IT Hb! IT Hb! SharedIT Hb! SharedIT Hb! Hb! Bus IT Hb! IT Hb! IT Hb! Hb! Bus 02. How we work …
  15. 15. What Cluster working To keep focus & deliver quality, a limited number of clusters will focus on transversal acquisition & activation campaigns Small transversal team with different expertise working together for one specific campaign or initiative How • 1 person is in the lead • Regular progress or status meetings are organized • Accountable for targets & budget • Overall roadmap coordinated by campaign & portfolio Network Data Financials BI PerformanceCommunication Marketing Transversal02. How we work … Products
  16. 16. Agile Way of Working All Slices of our ecosystem are migrating from waterfall towards an Agile way of Working 02. How we work …
  17. 17. 03. WHAT WE DO …
  18. 18. 03. What we do … Our Hello bank! Ecosystem Hello bank! Transactional Hello Home! Hello Crowd! Hello bank! Public The Blue Room Hello connect! (SSO)
  19. 19. Hello bank! public What • Acquisition website, and gateway to the Hello bank! ecosystem Why • Increase the brand attraction, and clarify Hello bank!’s unique selling proposition • Increase the number of customers How • Constant optimization of the website through traditional usertesting, EEG, AB/testing,… 03. What we do …
  20. 20. Hello Home! What • Guides users through the full journey of buying a house • 100% mortgage offer remote Why • Participation of members much earlier in the journey • Learn to sell complex financial products in a digital world How • Horizontal integration of services through partnerships , eg . real estate websites • Integration process and offer of simple products • Attractive and transparent prices 03. What we do …
  21. 21. Hello Crowd! What • Platform to support young entrepreneurs who want to start their GREAT idea. • Reward and donation via Crowdfunding Why • Acquisition vehicle for Entrepreneurs Bank (BfE - BNPPF) • Learning to work with fintechs - API How • Support ( coaching / full financial offer ) • International fundings via our partner Ulule • Access to a wide network (Bank for Entrepreneurs, MMI, Urban Crafts , ...) 03. What we do …
  22. 22. The Blue Room What Why How • An online platform which facilitates dialogue with and between our members • Increase affinity with our target audience • Reduce inbound traffic at the Hello team, by shifting towards “P2P social care” and “one to many” social care • Traditional forum for servicing, completed with modules for ratings, ideation, co-creation,… 03. What we do …
  23. 23. Ecosystem & progressive membership through Hello connect! (SSO) 1a 1b 2 3 Banking member Acquisition inflow Progressive membership inflow Banking member Membership activation Increase the amount of users that subscribe to the Hello! Universe Increase the profile data that are user initiated and opted-in Increase the reassurance of users on the highest- security sign-up and sign-in functionality that is provided Increase the visibility of Hello bank! as the main brand taking into account the sub brands context that initiates sign-up and sign-in Increase the cross-channel traffic within the Hello bank! Universe
 Increase the perception of the various sub brands within the Hello bank! Universe 
 Increase the sign-in frequency of registered users H! Hello Connect! For each domain on which we focus, we construct an End-to-End journey, developing the following layers : Awareness Content Community Sales & Servicing Banking Awareness Content Community Sales 1a 1b 2 3 3 03. What we do …
  24. 24. Analytics for a continuous process for improvement … What is success ? 
 Define clear KPI’s & supporting metrics to measure (linked to business objectives & strategy) + TARGETS WHAT is happening ? KPI Dashboards & reports visualizing the data: funnels, page flow reports, heatmaps, etc.. Act upon the data 
 Decide which action(s) to take (UX, content, design, features, etc) and execute and A/B & MVT Test improvements! Investigate WHY we do / 
 don’t succeed ! Define hypotheses & actions we can take to improve ! 03. What we do … 1. Measure 2. Report 3. Analysis & Insights 4. Improve Continuous Process for improvement
  25. 25. … working in loop organisation KBR (RACE KPI’s) Implement Tracking Tracking Specs Dashboard & Report Test description Test Launch Test setup Analyse & Reco Test Roadmap & Backlog Objectives & Strategy Focus: • KBR (Key Business Requirements) > RACE KPI definition based on objectives • Define Tracking Specs > Translate KBR into technical tracking • Implement & Test Tracking > Setup, configure, test & approve analytics solutions • Dashboarding & Reporting > prepare reporting & dashboards & execute ad hoc analysis Focus: • Deep-dive Analysis > develop data-driven insights & hypothesis for improvement • Test Roadmap & backlog > Stakeholder alignment (Data, UX, testlab, surveys, etc) • Analysis & reco > Analysis of test results and develop a recommendation for next steps 03. What we do … 1. Measure 2. Report 3. Analysis & Insights 4. Improve Continuous Process for improvement
  26. 26. … under continuous improvement phases 03. What we do … 2015 JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DECSEPT OCT NOV DEC 2014 JAN FEB MAR APR MAY JUNE 2016 52% 45% 42% 52% 56% 58% 64% 61% 60% 58% 70% 65% 68% 56% 58% 67% 72% vFre1 General redesign Improved Identity page, address page, profession page Improved top navigation (steps) vFre2 Enrol @Home 15/1 13/04 Non-Android Non-iOS Question to ask mobile device used for mobile banking + improved identity page 17/06 Improved 1st step of enrolment 01/09 T001 - HCards 15,72 % increase completion from HP 18/05 T004 – Social connect 10,61% increase completion 01/09 T002 – LP Cards 11,12 % increase completi on 12/08 18/05 Retargeting Retarget visitors that used save for later 08/06 02/07 NextGen Migration Flows 09/07 Labels (BeCommerce, Safeshops) 26/05 T005 – H4Y AB Test (textlink vs button) 14/09 T006 – HB-HP – Our Offer Cards +1627 % CTR 25/12 T007 Buyerminds new enrolment flow (analysis ongoing) 09/04 T009 Buyermi nds Non- boost new enrolment flow (analysis planned) 01/06 Default conversion rate excluding Buyerminds! EOY 25 € 25+25 MGM 50 € EOY A/B with decrease B 5 B 1 Buyerminds enrolment 09/04 A/B with increase Campaigns Development launches Online banking 19/01 HP + Our offer General improvements from Netway & CT reco Early submit + adapt choice page (CT reco) T008 Chat On enrolment 14/03 Retargeting cust enrolment 08/06 31/12 AEOI (added Q ‘BE only residence for tax?’ MR3 17/12 ID picture upload & promocode
  27. 27. 04. WHAT’S NEXT …
  28. 28. … Continue to answer to our connected members’ needs 04. What’s next … Our future customers are used to integrated & connected services, delivering a seamless UX on web,  mobile, connected TV’s,… in their everyday life.
  29. 29. Traditional revenues on assets, fees, … will decrease and thus force us to look into new revenue drivers… … by exploring alternative revenue streams 04. What’s next …
  30. 30. Bank Infrastructure Bank Infrastructure Infrastructure BanksTelco Spotify Media Sport … connecting to new players in the market 04. What’s next … Fintechs & start-ups structurally change the “traditional banking model” API technology accelerates the digital transformation of our business.
  31. 31. … while respecting the M2B space 04. What’s next … Me2B is what happens when the control shift around data takes place… when individuals start collecting and using data for their own purposes, and sharing data with other parties (including companies) under their control.
  32. 32. T H A N K Y O U !

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