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Changing customer behavior and how ABN AMRO responds to it
Jessica Niewierra, Director Digital Development & Interaction, ...
01 Changing customer behaviour
02 Examples of achievements at ABN AMRO that
address this changing customer behaviour
03 Wa...
we check our mobile phones
150 times a day
52%
)
poor mobile
experience is a
deterrent - 52%
decide to switch to
another b...
Today's customers...
Our customers are banking online more and more
2
/
9
/
2
0
1
7
Mobile customers expect everything to ...
fast technological advances
more start-ups in the financial
sector
legislative and
regulatory changes
The world around us ...
“Banks are looking for that one major
competitor that will replace them
completely, but that isn't going to
happen.
The ri...
Example: Wells Fargo
2
/
9
/
2
0
1
7
Amsterdam
smartphone
last-minute
decision-maker
on the way to
work
time in the evenings
for dealing with finances
desire f...
quick and easy – digital
banking is quick and easy on
any device
personal and relevant –
we offer relevant products and
se...
QUICK AND EASY
digital banking is quick
and easy on any device
2
/
9
/
2
0
1
7
2
/
9
/
2
0
1
7
Quick and easy – examples o...
2
/
9
/
2
0
1
7
2
/
9
/
2
0
1
7
Quick and easy – best practice example: Domino’s
Domino’s takes orders using
Facebook Mess...
2
/
9
/
2
0
1
7
2
/
9
/
2
0
1
7
Quick and easy – best practice example: Bitlock
Open and close a key-less
bicycle lock usi...
PERSONAL &
RELEVANT
we let customers experience
relevant products and services
within their context, for example
by workin...
Personal and relevant – best practice example: VI Personal Trainer
2
/
9
/
2
0
1
7
2
/
9
/
2
0
1
7
VI Personal
Trainer
The...
Personal and relevant – best practice example: Uber & Spotify
2
/
9
/
2
0
1
7
2
/
9
/
2
0
1
7
Uber lets passengers stream ...
WOW FACTOR
customers find that we
proactively exceed their
expectations through
surprising digital
experiences and
innovat...
Wow factor – best practice example: Lyft Line
2
/
9
/
2
0
1
7
2
/
9
/
2
0
1
7
Ride-sharing app Lyft Line
2
/
9
/
2
0
1
7
2
/
9
/
2
0
1
7
Wow factor – best practice example: PareUp
This platform and app alerts
buyers to unsold f...
01 Changing customer behaviour
02 Examples of achievements at ABN AMRO that
address this changing customer behaviour
03 Wa...
QUICK AND EASY
digital banking is quick
and easy on any device
2
/
9
/
2
0
1
7
2
/
9
/
2
0
1
7
2
/
9
/
2
0
1
7
A single digital ecosystem: same design for our Mobile Banking app
and Internet Banking, as the basis for ...
2
/
9
/
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 and easy – debit card: change location from Europe to World
23
Launched March 2016
2
/
9
/
2
0
1
7
Customers with an...
Launched July 2016
2
/
9
/
2
0
1
7
Quick and easy - ordering on your mobile
ABN AMRO is the first major Dutch bank to comb...
2
/
9
/
2
0
1
7
Quick and easy - make additional mortgage repayments
Launched August 2015
Quick and easy – Touch ID
Fingerprint identification for logging in and sending
(payment) orders. iDEAL payments can also ...
Quick and easy – Constellation
Makes other ABN AMRO apps easier
to find and download.
In this first version, the Grip, &Me...
2
/
9
/
2
0
1
7
Quick and easy - contactless payment using an Android phone
Wallet – launched
November 2016
2
/
9
/
2
0
1
7
Quick and easy – responsive Internet Banking
Launched November 2016
2
/
9
/
2
0
1
7
Quick and easy – responsive iDEAL payments
Launched January 2017
PERSONAL AND
RELEVANT
we let customers experience
relevant products and services
within their context, for example
by work...
Personal and relevant – each customer creates his/her personal bank
32
By adding
photographs, for
example, and
customising...
Transactions are no longer impersonal
2
/
9
/
2
0
1
7
Personal and relevant – sending a photo or ‘eurogami’ with a transac...
More personal contact with customers, since we know immediately who is calling.
Naam:
J. Rozenhart
Onderwerp:
Internet & M...
2
/
9
/
2
0
1
7
Personal and relevant – webcare through WhatsApp
Having a savings goal keeps you motivated, if you want to buy a new car or an exotic holiday, for example.
New house
Launc...
2
/
9
/
2
0
1
7
Personal and relevant – &Meer customer programme
WOW FACTOR
customers find that we
proactively exceed their
expectations by means of
surprising digital
experiences and
inn...
Launced December 2015
First major bank to let new customers join fully online
2
/
9
/
2
0
1
7
Wow factor – become a custom...
Launched July 2015
with free alerts on iPhone and Apple Watch
2
/
9
/
2
0
1
7
Wow factor – Alert & Check app
2
/
9
/
2
0
1
7
Wow factor – Alert & Check – 6 unique designs
2
/
9
/
2
0
1
7
Wow factor – webcam advice for personal customers and businesses
for business customers, including:
- cred...
2
/
9
/
2
0
1
7
Wow factor - Tikkie
Digital Impact Fund
2
/
9
/
2
0
1
7
Wow factor - Grip app: partnership with start-up
01 Changing customer behaviour
02 Examples of achievements at ABN AMRO that
address this changing customer behaviour
03 Wa...
Validated learning: development in conjunction with our customers
In consultation with our customers
Ideas and implementat...
The use of Agile and Scrum enables us to work flexibly and
respond rapidly to customer feedback. Working in multi-
discipl...
2
/
9
/
2
0
1
7
Tikkie – Our Way of Working
We can implement functionalities and new apps for our customers
more frequently this way
2
/
9
/
2
0
1
7
Mobile Banking
Ap...
2012 2013
More mobile log-ins 2x as many mobile log-ins
2014
3x as many mobile log-ins
2015
4x as many mobile log-ins
Log-...
Customer recognition and appreciation
ABN AMRO app - rating
Source: ABN AMRO, Google Playstore
2
/
9
/
2
0
1
7
Annual incr...
Our customers’ context is key
quick and easy – digital banking
is quick and easy on any device
personal and relevant - we ...
Our digital service means that we are constantly
engaged in the customer's context in order to add
value proactively at th...
A single digital ecosystem: we provide a contextual experience across
all devices, with easy access to the advisors
we have accomplished a great deal
already, but there is still a long way to go
ultimate goal: to be the Jarvis
for the cus...
Facebook: www.facebook.com/abnamro
Twitter: @ABNAMRO
YouTube: www.youtube.com/user/abnamro
LinkedIn: www.linkedin.com/comp...
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Changing Customer Behavior And How ABN AMRO Responds To It - Jessica Niewierra - February 2017

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Changing customer behavior and how ABN AMRO responds to it.

Jessica Niewierra, Director Digital Development & Interaction,
ABN AMRO Retail.

Bancassurance Forum 7th – 8th February 2017.

Published in: Economy & Finance
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Changing Customer Behavior And How ABN AMRO Responds To It - Jessica Niewierra - February 2017

  1. 1. Changing customer behavior and how ABN AMRO responds to it Jessica Niewierra, Director Digital Development & Interaction, ABN AMRO Retail Bancassurance Forum 7th – 8th February 2017
  2. 2. 01 Changing customer behaviour 02 Examples of achievements at ABN AMRO that address this changing customer behaviour 03 Way of working and lessons learned 2 / 9 / 2 0 1 7
  3. 3. we check our mobile phones 150 times a day 52% ) poor mobile experience is a deterrent - 52% decide to switch to another bank 85% have used mobile banking at some point 66% 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% € 54 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 2 / 9 / 2 0 1 7 Digital urgency 48% stop using an app if it doesn’t respond quickly enough some 11 million Dutch people have a smartphone tablet growth has now increased to 65% 96% penetration >
  4. 4. Today's customers... Our customers are banking online more and more 2 / 9 / 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.
  5. 5. fast technological advances more start-ups in the financial sector legislative and regulatory changes The world around us is changing faster than ever before 2 / 9 / 2 0 1 7
  6. 6. “Banks are looking for that one major competitor that will replace them completely, but that isn't going to happen. The risk is that the banking industry will come to an end in 1,000 pieces, with services being taken over piece by piece.” The urgency is severe
  7. 7. Example: Wells Fargo 2 / 9 / 2 0 1 7
  8. 8. 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 mission is to ensure customers’ financial success through the digital customer experience Our customers’ context is key
  9. 9. 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, for example by working with our customers on digital developments wow factor – we want to exceed our customers’ expectations proactively by means of suprising digital experiences and innovative propositions 9 2 / 9 / 2 0 1 7 2 / 9 / 2 0 1 7
  10. 10. QUICK AND EASY digital banking is quick and easy on any device 2 / 9 / 2 0 1 7 2 / 9 / 2 0 1 7 Quick and easy – examples of best practices
  11. 11. 2 / 9 / 2 0 1 7 2 / 9 / 2 0 1 7 Quick and easy – best practice example: Domino’s Domino’s takes orders using Facebook Messenger
  12. 12. 2 / 9 / 2 0 1 7 2 / 9 / 2 0 1 7 Quick and easy – best practice example: Bitlock Open and close a key-less bicycle lock using a smartphone
  13. 13. PERSONAL & RELEVANT we let customers experience relevant products and services within their context, for example by working with them on digital developments 2 / 9 / 2 0 1 7 Personal and relevant – examples of best practices
  14. 14. Personal and relevant – best practice example: VI Personal Trainer 2 / 9 / 2 0 1 7 2 / 9 / 2 0 1 7 VI Personal Trainer The first ever personal trainer using artificial intelligence. VI is a futuristic-looking headset capable of providing data-driven advice.
  15. 15. Personal and relevant – best practice example: Uber & Spotify 2 / 9 / 2 0 1 7 2 / 9 / 2 0 1 7 Uber lets passengers stream music from their smartphone to the vehicle’s audio system.
  16. 16. WOW FACTOR customers find that we proactively exceed their expectations through surprising digital experiences and innovative propositions 2 / 9 / 2 0 1 7 Wow factor – examples of best practices
  17. 17. Wow factor – best practice example: Lyft Line 2 / 9 / 2 0 1 7 2 / 9 / 2 0 1 7 Ride-sharing app Lyft Line
  18. 18. 2 / 9 / 2 0 1 7 2 / 9 / 2 0 1 7 Wow factor – best practice example: PareUp This platform and app alerts buyers to unsold food at low prices
  19. 19. 01 Changing customer behaviour 02 Examples of achievements at ABN AMRO that address this changing customer behaviour 03 Way of working and lessons learned 2 / 9 / 2 0 1 7
  20. 20. QUICK AND EASY digital banking is quick and easy on any device 2 / 9 / 2 0 1 7 2 / 9 / 2 0 1 7
  21. 21. 2 / 9 / 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’
  22. 22. 2 / 9 / 2 0 1 7 A single digital ecosystem: log in to both the Mobile Banking app and Internet Banking using a 5-digit code
  23. 23. Quick and easy – debit card: change location from Europe to World 23 Launched March 2016 2 / 9 / 2 0 1 7 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.
  24. 24. Launched July 2016 2 / 9 / 2 0 1 7 Quick and easy - ordering on your mobile ABN AMRO is the first major Dutch bank to combine payments, savings and investments in a single app
  25. 25. 2 / 9 / 2 0 1 7 Quick and easy - make additional mortgage repayments Launched August 2015
  26. 26. Quick and easy – Touch ID Fingerprint identification for logging in and sending (payment) orders. iDEAL payments can also be sent using fingerprint identification. 2 / 9 / 2 0 1 7
  27. 27. Quick and easy – Constellation Makes other ABN AMRO apps 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. 2 / 9 / 2 0 1 7 Launched December 2016
  28. 28. 2 / 9 / 2 0 1 7 Quick and easy - contactless payment using an Android phone Wallet – launched November 2016
  29. 29. 2 / 9 / 2 0 1 7 Quick and easy – responsive Internet Banking Launched November 2016
  30. 30. 2 / 9 / 2 0 1 7 Quick and easy – responsive iDEAL payments Launched January 2017
  31. 31. PERSONAL AND RELEVANT we let customers experience relevant products and services within their context, for example by working with them on digital developments 2 / 9 / 2 0 1 7
  32. 32. Personal and relevant – each customer creates his/her personal bank 32 By adding photographs, for example, and customising the accounts shown and their names and sequence 2 / 9 / 2 0 1 7
  33. 33. Transactions are no longer impersonal 2 / 9 / 2 0 1 7 Personal and relevant – sending a photo or ‘eurogami’ with a transaction
  34. 34. More personal contact with customers, since we know immediately who is calling. Naam: J. Rozenhart Onderwerp: Internet & Mobiel Authenticatie: Ingelogd in app Personal and relevant – Identified phone calls using the Mobile Banking app 2 / 9 / 2 0 1 7
  35. 35. 2 / 9 / 2 0 1 7 Personal and relevant – webcare through WhatsApp
  36. 36. Having a savings goal keeps you motivated, if you want to buy a new car or an exotic holiday, for example. New house Launched July 2016 2 / 9 / 2 0 1 7 Personal and relevant – goal savings
  37. 37. 2 / 9 / 2 0 1 7 Personal and relevant – &Meer customer programme
  38. 38. WOW FACTOR customers find that we proactively exceed their expectations by means of surprising digital experiences and innovative propositions 2 / 9 / 2 0 1 7
  39. 39. Launced December 2015 First major bank to let new customers join fully online 2 / 9 / 2 0 1 7 Wow factor – become a customer using a selfie
  40. 40. Launched July 2015 with free alerts on iPhone and Apple Watch 2 / 9 / 2 0 1 7 Wow factor – Alert & Check app
  41. 41. 2 / 9 / 2 0 1 7 Wow factor – Alert & Check – 6 unique designs
  42. 42. 2 / 9 / 2 0 1 7 Wow factor – webcam advice for personal customers and businesses for business customers, including: - credit management agreements - preliminary discussions of credit applications - discussions with intermediary - paper discussions
  43. 43. 2 / 9 / 2 0 1 7 Wow factor - Tikkie
  44. 44. Digital Impact Fund 2 / 9 / 2 0 1 7 Wow factor - Grip app: partnership with start-up
  45. 45. 01 Changing customer behaviour 02 Examples of achievements at ABN AMRO that address this changing customer behaviour 03 Way of working and lessons learned 2 / 9 / 2 0 1 7
  46. 46. Validated learning: development in conjunction with our customers In consultation 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. 2 / 9 / 2 0 1 7
  47. 47. 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 2 / 9 / 2 0 1 7
  48. 48. 2 / 9 / 2 0 1 7 Tikkie – Our Way of Working
  49. 49. We can implement functionalities and new apps for our customers more frequently this way 2 / 9 / 2 0 1 7 Mobile Banking App & Web Single-purpose apps Insights Grip Alert & Check ICS ABN app ZZP Assistent Tikkie Huizenkijker Private LiveXpert
  50. 50. 2012 2013 More mobile log-ins 2x as many mobile log-ins 2014 3x as many mobile log-ins 2015 4x as many mobile log-ins Log-insinmillions = Mobile Banking = Internet Banking 0 50 100 2016 Use of Mobile Banking app versus Internet Banking: 2 / 9 / 2 0 1 7 nearly four times as many log-ins using the Mobile Banking app! On average, 65 million log-ins a month on the Mobile Banking app and 15 million on Internet Banking
  51. 51. Customer recognition and appreciation ABN AMRO app - rating Source: ABN AMRO, Google Playstore 2 / 9 / 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 40% higher than that for non-users.
  52. 52. Our customers’ context is key 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, for example by working with our customers on digital developments wow factor - we want to exceed our customers’ expectations proactively by means of suprising digital experiences and innovative propositions
  53. 53. Our digital service means that we are constantly engaged in the customer's context in order to add value proactively at the right time in his or her financial life
  54. 54. A single digital ecosystem: we provide a contextual experience across all devices, with easy access to the advisors
  55. 55. 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
  56. 56. 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? 2 / 9 / 2 0 1 7

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