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Changing customer behavior and how ABN AMRO responds to it - Jessica Niewierra

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Presentation on changing customer behavior and how ABN AMRO responds by pursuing a mobile-first digital strategy.
Presented on the 1st of June 2017 by Jessica Niewierra, Director Digital Development and Interaction at ABN AMRO Retail, at the 5th Annual Retail Banking Forum in Berlin.

Published in: Economy & Finance
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Changing customer behavior and how ABN AMRO responds to it - Jessica Niewierra

  1. 1. Changing customer behavior and how ABN AMRO responds to it Jessica Niewierra, Director Digital Development & Interaction, ABN AMRO Retail 5th Annual Retail Banking Forum 1st June 2017
  2. 2. 01 Changing customer behavior and the changing world around us 02 Digital strategy of ABN AMRO and examples of achievements that address this changing environment 03 Way of working and lessons learned 1 1 / 1 4 / 2 0 1 7
  3. 3. Then 1820 1860 1990 1720 2008 2010 1960
  4. 4. Retail Private Corporate 100.000> customers 70.000± customers 5± million retail customers 1st in mortgage 2nd in saving #1 bank for 21% the Dutch 300 SME customers k 1.247 FY 2016 profit m€ 199 FY 2016 profit m€ 876 FY 2016 profit m€ Now
  5. 5. CREATING SPACE FOR DREAMS AND AMBITIONS 17 ABN AMRO: our purpose Driven by passion, guided by expertise 1 1 / 1 4 / 2 0 1 7
  6. 6. 01 Changing customer behavior and the changing world around us 02 Digital strategy of ABN AMRO and examples of achievements that address this changing environment 03 Way of working and lessons learned 1 1 / 1 4 / 2 0 1 7
  7. 7. we check our mobile phones 150 times a day 52% ) poor mobile experience is a deterrent - 52% decide to switch to another bank 88% does banking via a screen 85% has used mobile banking 64% does so on a regular basis globally, 50% would prefer to forget their wallet as opposed to their mobile phone in China this figure rises to 80% € 68 around 80% of internet users in the Netherlands shop online mobile purchase amount increasing in the Netherlands 20% of consumers would like to be able to take out a mortgage online 1 1 / 1 4 / 2 0 1 7 Digital urgency in the Dutch market 48% stops using an app if it doesn’t respond quickly enough More than 11 million Dutch people have a smartphone 65% of the 65+ customers use digital devices 96% penetration >
  8. 8. Today's customers... Our customers are banking online more and more 1 1 / 1 4 / 2 0 1 7 Mobile customers expect everything to be at their fingertips immediately. They want everything, everywhere, now. ...are always connected, the distinction between online and offline is blurring ...expect to be able to arrange things quickly and easily: one click away …need personal and relevant information distilled from an overwhelming amount of data.
  9. 9. fast technological advances more start-ups in the financial sector legislative and regulatory changes The world around us is changing faster than ever before 1 1 / 1 4 / 2 0 1 7
  10. 10. Amsterdam smartphone last-minute decision-maker on the way to work time in the evenings for dealing with finances desire for larger home freelance professional with no pension family and friends rarely wants people-based help Social Media Our customers’ context is key
  11. 11. Our mission Enthusiastic and financially successful customers by surpassing their digital expectations!
  12. 12. Quick and easy – digital banking is quick and easy on any device Personal and relevant – we offer relevant products and services within the customer’s context Wow factor – we want to exceed our customers’ expectations proactively by means of suprising digital experiences and innovative propositions 1 1 / 1 4 / 2 0 1 7 1 1 / 1 4 / 2 0 1 7 We work from a clear vision on digital services
  13. 13. QUICK AND EASY digital banking is quick and easy on any device 1 1 / 1 4 / 2 0 1 7 1 1 / 1 4 / 2 0 1 7 Quick and easy - examples of best practices in the market
  14. 14. 1 1 / 1 4 / 2 0 1 7 1 1 / 1 4 / 2 0 1 7 Quick and easy - best practice example: Bitlock Open and close a key-less bicycle lock using a smartphone. Quick & Easy Source: Bitlock.com
  15. 15. 1 1 / 1 4 / 2 0 1 7 1 1 / 1 4 / 2 0 1 7 Shopping without checkout. The Amazone Go app registers the products you take (and put back) and charges these to your Amazone account after you leave the store. “No lines. No checkout.” 1 1 / 1 4 / 2 0 1 7 Quick & Easy Source: amazon.com/b?node=16008589011 Quick and easy - best practice example: Amazone Go store
  16. 16. PERSONAL & RELEVANT we let customers experience relevant products and services within their context, for example by working with them on digital developments 1 1 / 1 4 / 2 0 1 7 Personal and relevant - examples of best practices in the market
  17. 17. Personal and relevant - best practice example: VI Personal Trainer 1 1 / 1 4 / 2 0 1 7 1 1 / 1 4 / 2 0 1 7 The first ever personal trainer using artificial intelligence. VI is a futuristic-looking headset capable of providing data-driven advice. Personal & Relevant Source: GetVI.com
  18. 18. Personal and relevant - best practice example: Uber, Spotify & Pandora 1 1 / 1 4 / 2 0 1 7 1 1 / 1 4 / 2 0 1 7 Uber lets passengers stream music from their smartphone to the vehicle’s audio system. Personal & Relevant Source: uber.com/drive/music
  19. 19. WOW FACTOR customers find that we proactively exceed their expectations through surprising digital experiences and innovative propositions 1 1 / 1 4 / 2 0 1 7 Wow-factor - examples of best practices in the market
  20. 20. 1 1 / 1 4 / 2 0 1 7 1 1 / 1 4 / 2 0 1 7 Parkingrobot ‘Ray’ at Düsseldorf Airport Wow-factor - best practice example: parkingrobot Wow-Factor Source: Serva-ts.com
  21. 21. 1 1 / 1 4 / 2 0 1 7 1 1 / 1 4 / 2 0 1 7 Wow-factor - best practice example: PareUp This platform and app alerts buyers to unsold food at low prices. Wow-Factor Source: Pareup.com Dutch platform and app with the same purpose. Around 100 Dutch supermarkets have already joined.
  22. 22. 01 Changing customer behavior and the changing world around us 02 Digital strategy of ABN AMRO and examples of achievements that address this changing environment 03 Way of working and lessons learned 1 1 / 1 4 / 2 0 1 7
  23. 23. QUICK AND EASY digital banking is quick and easy on any device 1 1 / 1 4 / 2 0 1 7 1 1 / 1 4 / 2 0 1 7
  24. 24. 1 1 / 1 4 / 2 0 1 7 A single digital ecosystem: same design for our Mobile Banking app and Internet Banking, as the basis for the ‘bank in your pocket’ Quick & Easy
  25. 25. 1 1 / 1 4 / 2 0 1 7 A single digital ecosystem: log in to both the Mobile Banking app and Internet Banking using a 5-digit code Quick & Easy
  26. 26. Quick and easy - debit card: change location from Europe to World 1 1 / 1 4 / 2 0 1 7 Quick & Easy Customers with an iPhone get an in-app message if they go outside of Europe (based on GPS) and their debit card is not set to World.
  27. 27. 1 1 / 1 4 / 2 0 1 7 Quick and easy - ordering on your mobile Quick & Easy ABN AMRO is the first major Dutch bank to combine payments, savings and investments in a single app.
  28. 28. 1 1 / 1 4 / 2 0 1 7 Quick & Easy Quick and easy - change your mortgage type and interest rate
  29. 29. Quick and easy - Touch ID Fingerprint identification for logging in and sending (payment) orders. iDEAL payments can also be sent using fingerprint identification. 1 1 / 1 4 / 2 0 1 7 Quick & Easy
  30. 30. 1 1 / 1 4 / 2 0 1 7 Quick and easy - contactless payment using an Android phone Quick & Easy
  31. 31. 1 1 / 1 4 / 2 0 1 7 Quick and easy - responsive Internet Banking Quick & Easy
  32. 32. 32 1 1 / 1 4 / 2 0 1 7 Quick & Easy Quick and easy - mobile transfers (iDEAL) without e.dentifier
  33. 33. 1 1 / 1 4 / 2 0 1 7 Quick and easy - change the limit on your debit card Quick & Easy Percentage from 25% to 90% ! Change limit has reached a 90% channel share Added in IB/MB
  34. 34. PERSONAL AND RELEVANT we let customers experience relevant products and services within their context, for example by working with them on digital developments 1 1 / 1 4 / 2 0 1 7
  35. 35. Personal and relevant - each customer creates his/her personal bank For example, by adding photographs and customising the accounts shown and their names and sequence. 1 1 / 1 4 / 2 0 1 7 Personal & Relevant
  36. 36. 1 1 / 1 4 / 2 0 1 7 Personal & Relevant Transactions are no longer impersonal. Personal and relevant - sending a photo or ‘eurogami’ with a transaction
  37. 37. More personal contact with customers, because we immediately know who is calling Naam: J. Rozenhart Onderwerp: Internet & Mobiel Authenticatie: Ingelogd in app 1 1 / 1 4 / 2 0 1 7 Personal & Relevant Personal and relevant - identified phone calls using the Mobile Banking app
  38. 38. 1 1 / 1 4 / 2 0 1 7 Zjef is a chatbot: a computer program that communicates with people via chat. Zjef focuses on subjects that are important when starting a freelancing career and answers questions related to these subjects. In case Zjef does not fully answer your questions, our freelance experts are on standby and ready to help you out Personal & RelevantYou are now ready to start freelancing! Personal and relevant - Chatbot for starting freelancers
  39. 39. 1 1 / 1 4 / 2 0 1 7 Personal and relevant - &Meer customer loyalty programme Personal & Relevant
  40. 40. WOW FACTOR customers find that we proactively exceed their expectations by means of surprising digital experiences and innovative propositions 1 1 / 1 4 / 2 0 1 7
  41. 41. We are the first major bank to let new customers join in a fully online process 1 1 / 1 4 / 2 0 1 7 Wow-factor - become a customer using a selfie Wow-Factor
  42. 42. with free alerts on iPhone and Apple Watch 1 1 / 1 4 / 2 0 1 7 Wow-factor - Alert & Check app Wow-Factor
  43. 43. 1 1 / 1 4 / 2 0 1 7 Wow-factor - Alert & Check: 6 unique designs Wow-Factor
  44. 44. 1 1 / 1 4 / 2 0 1 7 Wow-factor - webcam advice for private individuals and businesses Business services include - credit management agreements - preliminary discussions of credit applications - discussions with intermediary - paper discussions Wow-Factor Mortgages, asset management and credit management
  45. 45. 1 1 / 1 4 / 2 0 1 7 Wow-Factor also for non-ABN AMRO customers! NPS +75! Wow-factor - send payment requests using the Tikkie-app
  46. 46. Digital Impact Fund 1 1 / 1 4 / 2 0 1 7 Wow-factor - Grip app: partnership with start-up Wow-Factor
  47. 47. Wow-factor - Constellation By connecting our apps to each other, ABN AMRO apps are easier to find and download. In this first version, the Grip, &Meer, Wallet and Tikkie apps can all be accessed through the Mobile Banking app. 1 1 / 1 4 / 2 0 1 7 Wow-Factor
  48. 48. 01 Changing customer behavior and the changing world around us 02 Digital strategy of ABN AMRO and examples of achievements that address this changing environment 03 Way of working and lessons learned 1 1 / 1 4 / 2 0 1 7
  49. 49. Validated learning: development in conjunction with our customers Ideas and implementations are tested at all stages of development, online, in our usability lab, on the high street and in branches. 1 1 / 1 4 / 2 0 1 7
  50. 50. The use of Agile and Scrum enables us to work flexibly and respond rapidly to customer feedback. Working in multi- disciplinary teams also results in increased empowerment and, correspondingly, increased pleasure. Agile working with scrum for increased tempo and empowerment within development paths 1 1 / 1 4 / 2 0 1 7
  51. 51. 1 1 / 1 4 / 2 0 1 7 Tikkie - Our Way of Working
  52. 52. We can implement functionalities and new apps for our customers more frequently this way 1 1 / 1 4 / 2 0 1 7 Mobile Banking Monthly release – App & Web Single-purpose apps Insights Grip Alert & Check ICS ABN app ZZP Assistent Tikkie Huizenkijker Private LiveXpert
  53. 53. 1 1 / 1 4 / 2 0 1 7 0 50 100 2012 2013 2014 2015 2016 2017 Log-insinmillions = Mobile Banking = Internet Banking Use of Mobile Banking app versus Internet Banking: On average over the last year, 65 million log-ins a month on the Mobile Banking app and 13 million on Internet Banking More than five times as many log-ins using the Mobile Banking app! More mobile logins 2x more mobile logins 3x more mobile logins 4x more mobile logins 5x more mobile logins
  54. 54. Customer recognition and appreciation Source: ABN AMRO, Google Playstore, Apple Store 1 1 / 1 4 / 2 0 1 7 Annual increase in KTV/NPS for Mobile Banking in % 2013, 2014 & 2016: Top 10 global retail banks In 2016, our Mobile Banking apps were in sixth place in the world Customers say the app is extremely easy to use. The Net Promoter Score for the Mobile Banking app users is 48% higher than that for non-users. ABN AMRO app – rating Android ABN AMRO app – rating Apple 2011 2012 2013 2014 2015 2016
  55. 55. Quick and easy – digital banking is quick and easy on any device Personal and relevant - we offer relevant products and services within the customer’s context Wow factor - we want to exceed our customers’ expectations proactively by means of suprising digital experiences and innovative propositions Touch ID Alerting in app In conclusion Tikkie App
  56. 56. A single digital ecosystem: we provide a contextual experience across all devices, with easy access to the advisors
  57. 57. We have accomplished a great deal already, but there is still a long way to go Ultimate goal: to be the Jarvis for the customer's finances
  58. 58. Facebook: www.facebook.com/abnamro Twitter: @ABNAMRO YouTube: www.youtube.com/user/abnamro LinkedIn: www.linkedin.com/company/abn-amro Slideshare: www.slideshare.net/abnamro Twitter: @Niewierra LinkedIn: Jessica Niewierra Email: jessica.niewierra@nl.abnamro.com Questions? 1 1 / 1 4 / 2 0 1 7

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