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Changing customer behavior and how ABN AMRO responds to it
Ronald van Baardewijk, Digital Banking, ABN AMRO Retail
15th An...
01 Changing customer behavior and the changing world
around us
02 Digital strategy of ABN AMRO and examples of
achievement...
Then
1820
1860
1990
1720
2008
2010
1960
Retail
Private Corporate
100.000>
customers
70.000±
customers
5± million
retail customers
1st in mortgage
2nd in saving
#1...
CREATING SPACE FOR
DREAMS AND AMBITIONS
17
ABN AMRO: our purpose
Driven by passion, guided by expertise
1
0
/
1
6
/
2
0
1
7
01 Changing customer behavior and the changing world
around us
02 Digital strategy of ABN AMRO and examples of
achievement...
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
1
0
/
1
6
/
2
0
1
7
Mobile customers expect everything...
fast technological advances
more start-ups in the financial
sector
legislative and
regulatory changes
The world around us ...
Amsterdam
smartphone
last-minute
decision-maker
on the way to
work
time in the evenings
for dealing with finances
desire f...
Our mission
Enthusiastic and financially successful customers
by surpassing their digital expectations!
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
1
0
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1
6
/
2
0
1
7
1
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1
6
/
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Quick and easy - ex...
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6
/
2
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Quick and easy - best practice example: Bitlock
Open and close a key-less
bicycle ...
1
0
/
1
6
/
2
0
1
7
1
0
/
1
6
/
2
0
1
7
Shopping without checkout.
The Amazone Go app registers the
products you take (and...
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
1
0
/
1
6
/
2
0
1
7
1
0
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The first ever ...
Personal and relevant - best practice example: Uber, Spotify & Pandora
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1
6
/
2
0
1
7
1
0
/
1
6
/
2
0
1
7
Uber lets p...
WOW FACTOR
customers find that we
proactively exceed their
expectations through
surprising digital
experiences and
innovat...
1
0
/
1
6
/
2
0
1
7
1
0
/
1
6
/
2
0
1
7
Parkingrobot ‘Ray’ at
Düsseldorf Airport
Wow-factor - best practice example: parki...
1
0
/
1
6
/
2
0
1
7
1
0
/
1
6
/
2
0
1
7
Wow-factor - best practice example: PareUp
This platform and app alerts buyers
to ...
01 Changing customer behavior and the changing world
around us
02 Digital strategy of ABN AMRO and examples of
achievement...
QUICK AND EASY
digital banking is quick
and easy on any device
1
0
/
1
6
/
2
0
1
7
1
0
/
1
6
/
2
0
1
7
1
0
/
1
6
/
2
0
1
7
A single digital ecosystem: same design for our Mobile Banking app
and Internet Banking, as the basis ...
1
0
/
1
6
/
2
0
1
7
A single digital ecosystem: log in to both the Mobile Banking app and
Internet Banking using a 5-digit...
26
1
0
/
1
6
/
2
0
1
7
Quick &
Easy
Quick and easy - Login and transfer money using pin-5 or Touch ID
1
0
/
1
6
/
2
0
1
7
Quick and easy - Visual search
Easily view all transactions of
one kind by clicking the logo.
Quick &
...
1
0
/
1
6
/
2
0
1
7
Quick and easy - ordering on your mobile
Quick &
Easy
ABN AMRO is
the first major
Dutch bank to
combin...
1
0
/
1
6
/
2
0
1
7
Quick &
Easy
Quick and easy - change your mortgage type and interest rate
1
0
/
1
6
/
2
0
1
7
Quick and easy - contactless payment using an Android phone
Quick &
Easy
..recent pilot: paying contac...
1
0
/
1
6
/
2
0
1
7
Quick and easy - change the limit on your debit card
Quick &
Easy
90% of the customers now changes car...
1
0
/
1
6
/
2
0
1
7
Quick and easy - Temporary overdraft
Everything is arranged
online. There is no need to
send us docume...
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
For example, by adding
photographs and
customising the...
1
0
/
1
6
/
2
0
1
7
Personal &
Relevant
Transactions are
no longer impersonal.
Personal and relevant - sending a photo or ...
More personal contact with customers, because we immediately know who is calling
Naam:
J. Rozenhart
Onderwerp:
Internet & ...
1
0
/
1
6
/
2
0
1
7
Personal and relevant - &Meer customer loyalty programme
Personal &
Relevant
WOW FACTOR
customers find that we
proactively exceed their
expectations by means of
surprising digital
experiences and
inn...
We are the first major bank to let new customers join in a fully online process
1
0
/
1
6
/
2
0
1
7
Wow-factor - become a ...
with free alerts on iPhone and Apple Watch
1
0
/
1
6
/
2
0
1
7
Wow-factor - Alert & Check app
Wow-Factor
1
0
/
1
6
/
2
0
1
7
Wow-factor - Alert & Check: 6 unique designs
Wow-Factor
1
0
/
1
6
/
2
0
1
7
Wow-factor - webcam advice for private individuals and businesses
Wow-Factor
Mortgages, asset manageme...
1
0
/
1
6
/
2
0
1
7
Wow-Factor
also for non-ABN AMRO customers!
NPS +75!
Wow-factor - send payment requests using the Tikk...
Digital Impact Fund
1
0
/
1
6
/
2
0
1
7
Wow-factor - Grip app: partnership with start-up
Wow-Factor
Wow-factor - Constellation
By connecting our apps to each
other, ABN AMRO apps are easier
to find and download.
In this fi...
01 Changing customer behavior and the changing world
around us
02 Digital strategy of ABN AMRO and examples of
achievement...
Validated learning: development in conjunction with our customers
1
0
/
1
6
/
2
0
1
7
Ideas and implementations are tested...
The use of Agile and Scrum enables us to work flexibly and
respond rapidly to customer feedback. Working in multi-
discipl...
We can implement functionalities and new apps for our customers
more frequently this way
1
0
/
1
6
/
2
0
1
7
Mobile Bankin...
1
0
/
1
6
/
2
0
1
7
0
50
100
2012 2013 2014 2015 2016 2017
Log-insinmillions
= Mobile Banking = Internet Banking
Use of Mo...
Customer recognition and appreciation
Source: ABN AMRO, Google Playstore, Apple Store
1
0
/
1
6
/
2
0
1
7
Annual increase ...
Quick and easy – digital
banking is quick and easy on
any device
Personal and relevant - we offer
relevant products and se...
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 (Vienna, 10 Oct 2017)

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Presentation on changing customer behavior and how ABN AMRO responds by pursuing a mobile-first digital strategy.
Presented on the 10th of October 2017 by Ronald van Baardewijk from Digital Banking, ABN AMRO Retail, at the 15th Annual Retail Banking Forum in Vienna.

Published in: Economy & Finance
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Changing customer behavior and how ABN AMRO responds to it (Vienna, 10 Oct 2017)

  1. 1. Changing customer behavior and how ABN AMRO responds to it Ronald van Baardewijk, Digital Banking, ABN AMRO Retail 15th Annual Retail Banking Forum October 10th 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 0 / 1 6 / 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 0 / 1 6 / 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 0 / 1 6 / 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 85% of the Dutch does banking online 66% of the Dutch uses mobile banking 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 average price of mobile purchases increasing in the Netherlands 20% of consumers would like to be able to take out a mortgage online 1 0 / 1 6 / 2 0 1 7 Digital urgency in the Dutch market 48% stops using an app if it doesn’t respond quickly enough More than 12 million Dutch people have a smartphone 77% of the 65+ customers use digital devices 92% online penetration
  8. 8. Today's customers... Our customers are banking online more and more 1 0 / 1 6 / 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 0 / 1 6 / 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, 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 1 0 / 1 6 / 2 0 1 7 1 0 / 1 6 / 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 0 / 1 6 / 2 0 1 7 1 0 / 1 6 / 2 0 1 7 Quick and easy - examples of best practices in the market
  14. 14. 1 0 / 1 6 / 2 0 1 7 1 0 / 1 6 / 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 0 / 1 6 / 2 0 1 7 1 0 / 1 6 / 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. No, seriously.” 1 0 / 1 6 / 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 0 / 1 6 / 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 0 / 1 6 / 2 0 1 7 1 0 / 1 6 / 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 “Say hello to Vi, the artificially intelligent personal trainer that sounds like Scarlett Johansson”
  18. 18. Personal and relevant - best practice example: Uber, Spotify & Pandora 1 0 / 1 6 / 2 0 1 7 1 0 / 1 6 / 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 0 / 1 6 / 2 0 1 7 Wow-factor - examples of best practices in the market
  20. 20. 1 0 / 1 6 / 2 0 1 7 1 0 / 1 6 / 2 0 1 7 Parkingrobot ‘Ray’ at Düsseldorf Airport Wow-factor - best practice example: parkingrobot Wow-Factor Source: Serva-ts.com
  21. 21. 1 0 / 1 6 / 2 0 1 7 1 0 / 1 6 / 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 0 / 1 6 / 2 0 1 7
  23. 23. QUICK AND EASY digital banking is quick and easy on any device 1 0 / 1 6 / 2 0 1 7 1 0 / 1 6 / 2 0 1 7
  24. 24. 1 0 / 1 6 / 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 0 / 1 6 / 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. 26 1 0 / 1 6 / 2 0 1 7 Quick & Easy Quick and easy - Login and transfer money using pin-5 or Touch ID
  27. 27. 1 0 / 1 6 / 2 0 1 7 Quick and easy - Visual search Easily view all transactions of one kind by clicking the logo. Quick & Easy
  28. 28. 1 0 / 1 6 / 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.
  29. 29. 1 0 / 1 6 / 2 0 1 7 Quick & Easy Quick and easy - change your mortgage type and interest rate
  30. 30. 1 0 / 1 6 / 2 0 1 7 Quick and easy - contactless payment using an Android phone Quick & Easy ..recent pilot: paying contactless with your watch or ring!
  31. 31. 1 0 / 1 6 / 2 0 1 7 Quick and easy - change the limit on your debit card Quick & Easy 90% of the customers now changes card limit online, this was 25% Added in IB/MB Contact centre Digital Branch
  32. 32. 1 0 / 1 6 / 2 0 1 7 Quick and easy - Temporary overdraft Everything is arranged online. There is no need to send us documents. If everything is in order, the customer can immediately access the overdraft credit on his or her account. Quick & Easy
  33. 33. PERSONAL AND RELEVANT we let customers experience relevant products and services within their context, for example by working with them on digital developments 1 0 / 1 6 / 2 0 1 7
  34. 34. 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 0 / 1 6 / 2 0 1 7 Personal & Relevant
  35. 35. 1 0 / 1 6 / 2 0 1 7 Personal & Relevant Transactions are no longer impersonal. Personal and relevant - sending a photo or ‘eurogami’ with a transaction
  36. 36. More personal contact with customers, because we immediately know who is calling Naam: J. Rozenhart Onderwerp: Internet & Mobiel Authenticatie: Ingelogd in app 1 0 / 1 6 / 2 0 1 7 Personal & Relevant Personal and relevant - identified phone calls using the Mobile Banking app
  37. 37. 1 0 / 1 6 / 2 0 1 7 Personal and relevant - &Meer customer loyalty programme Personal & Relevant
  38. 38. WOW FACTOR customers find that we proactively exceed their expectations by means of surprising digital experiences and innovative propositions 1 0 / 1 6 / 2 0 1 7
  39. 39. We are the first major bank to let new customers join in a fully online process 1 0 / 1 6 / 2 0 1 7 Wow-factor - become a customer using a selfie Wow-Factor
  40. 40. with free alerts on iPhone and Apple Watch 1 0 / 1 6 / 2 0 1 7 Wow-factor - Alert & Check app Wow-Factor
  41. 41. 1 0 / 1 6 / 2 0 1 7 Wow-factor - Alert & Check: 6 unique designs Wow-Factor
  42. 42. 1 0 / 1 6 / 2 0 1 7 Wow-factor - webcam advice for private individuals and businesses Wow-Factor Mortgages, asset management and credit management
  43. 43. 1 0 / 1 6 / 2 0 1 7 Wow-Factor also for non-ABN AMRO customers! NPS +75! Wow-factor - send payment requests using the Tikkie-app
  44. 44. Digital Impact Fund 1 0 / 1 6 / 2 0 1 7 Wow-factor - Grip app: partnership with start-up Wow-Factor
  45. 45. 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 0 / 1 6 / 2 0 1 7 Wow-Factor
  46. 46. 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 0 / 1 6 / 2 0 1 7
  47. 47. Validated learning: development in conjunction with our customers 1 0 / 1 6 / 2 0 1 7 Ideas and implementations are tested at all stages of development, online, in our usability lab, on the high street and in branches.
  48. 48. 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 work pleasure. Agile working with scrum for increased tempo and empowerment within development paths 1 0 / 1 6 / 2 0 1 7
  49. 49. We can implement functionalities and new apps for our customers more frequently this way 1 0 / 1 6 / 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
  50. 50. 1 0 / 1 6 / 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
  51. 51. Customer recognition and appreciation Source: ABN AMRO, Google Playstore, Apple Store 1 0 / 1 6 / 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
  52. 52. 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 In conclusion
  53. 53. A single digital ecosystem: we provide a contextual experience across all devices, with easy access to the advisors
  54. 54. 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
  55. 55. 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 LinkedIn: Ronald van Baardewijk Questions? 1 0 / 1 6 / 2 0 1 7

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