Changing customer behaviour          Jessica Niewierra                                     Director Internet & Mobile and ...
01   Today’s customers
Major change due to the emergence ofinteractive digital media: DO IT YOURSELF                                            h...
We live in a world ofcontinuous feedback
Customers want to managetheir own finances and expecttheir bank to be more proactivewhere relevant.                       ...
www.flickr.com/photos/loswl/4574744968/in/photostream                                                        Interactivity...
Part 2    How we as a bank are adapting to    changing customer behaviour
Photo by Lars PlougmannPart 2   The bank on the move                                Various initiatives                   ...
Financial Diary: helping customers gain insightPro-active Pro-active                                Rozenhartrelevant bene...
LinkedIn: sharing proactive sector reports and other useful infoPro-active Pro-activerelevant relevantbenefit benefitfast,...
AppsPro-active benefitPro-active benefit                     Mobile banking appfast, transparent fast, transparentand easy...
ABN AMRO & Facebook: interaction with target groupsPro-active benefitPro-active benefitfast, transparent fast, transparent...
Google+: Answering service questions and pro-active sharing of      informationPro-active benefitPro-active benefitfast, t...
Pro-active benefitPro-active benefitfast, transparent fast, transparent    and easy     and easy                      “You...
HyvesPro-active benefitPro-active benefitfast, transparent fast, transparent    and easy     and easy  Attentive and  Atte...
SlidesharePro-active benefitPro-active benefitfast, transparent fast, transparent    and easy     and easy  Attentive and ...
Pro-active benefitPro-active benefitfast, transparent fast, transparent    and easy     and easy  Attentive and  Attentive...
Rating & Reviewing: showing customer reviews                                                     40% increase in          ...
Social Media in thebranche offices
Increase in launches in Social Media since September 2010                                         24/7 webcare            ...
Pro-active chat: helping customers in real-time onlinePro-active benefitPro-active benefitfast, transparent fast, transpar...
Pilot Mortgage Advice with videochat and document sharing
Becoming client remote                                     Future customer chooses channel                                ...
Focus on mobile                  The customer can use                  banking wherever                  he/she would like
Started with a ‘blank sheet’                           Target: reinvent                           banking for mobile      ...
Together withcustomers                        Appr                                      oved                              ...
User-centric design:customers help us tocreate better services
Co-creationMobile eye tracker inbranche office Amsterdam
Customer Community;on going dialogue andimmediate feedback
Employee Panel;a great and easy sourcefor customer feedback
Development through Agile Scrum                                  Being able to quickly adapt                              ...
Faster introductions    for our customers                                                                                 ...
Mobile Banking app
On the road app
Claims help
Huizenkijker app
Mobile banking appUnique: visual bankingpersonal and quick(convenience)
Searchingtransactions
Transferring funds
Setting own daily limit
Updates after feedback
Payment slip scanner
EditingAddressBook
Planningpayments
Englishversion
Our customers’ use of self service          is changing rapidly: mobile logins          have now exceeded Internet        ...
Competition comparison of Dutch mobile banking apps        by Finno: functionality is converging
Acknowledgements                                                                       Financial                          ...
Customer satisfaction with mobile banking app  has improved greatly in 2012 (TNS NIPO)
Quick Banking (app to PC):• The same code as for Mobile Banking• Photos from Mobile Banking app also visible in Quick Bank...
Mobile Bankingupdate Summer 2012
Investment
Offer the possibility to turntransferring money into a personalgesture rather than somethingtechnical and distant
Make your transfer    personal
Make your transfer    personal
With a picture
Or an original Eurogamidesign
Step by step (with clear end              vision based on customer trends              and behaviour)              POC wit...
Thank you!Any questions?    Facebook:     www.facebook.com/abnamro            E-mail: jessica.niewierra@nl.abnamro.com    ...
Changing customer behaviour and how ABN AMRO is adapting. Focus on Internet, Social Media & Mobile.
Changing customer behaviour and how ABN AMRO is adapting. Focus on Internet, Social Media & Mobile.
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Changing customer behaviour and how ABN AMRO is adapting. Focus on Internet, Social Media & Mobile.

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Changing customer behaviour and how ABN AMRO is adapting.
Focus on Internet, Social Media and Mobile.

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  • Customer perspective vs. bank perspective Customer community set up Panel Everything’s been coordinated/tested/thought up together/ co-created
  • Conclusion Facebook page fits in strategy of ‘following our customers’ Any plans for the future?
  • Changing customer behaviour and how ABN AMRO is adapting. Focus on Internet, Social Media & Mobile.

    1. 1. Changing customer behaviour Jessica Niewierra Director Internet & Mobile and how we as a bank are adapting Linked In: Jessica Niewierra Twitter: @niewierra 12 September 2012
    2. 2. 01 Today’s customers
    3. 3. Major change due to the emergence ofinteractive digital media: DO IT YOURSELF hdw.eweb4.com
    4. 4. We live in a world ofcontinuous feedback
    5. 5. Customers want to managetheir own finances and expecttheir bank to be more proactivewhere relevant. Photo by A.Danielsson
    6. 6. www.flickr.com/photos/loswl/4574744968/in/photostream Interactivity is migrating rapidly towards smartphones and tablets. People can connect any time and anywhere.
    7. 7. Part 2 How we as a bank are adapting to changing customer behaviour
    8. 8. Photo by Lars PlougmannPart 2 The bank on the move Various initiatives Internet & Mobile
    9. 9. Financial Diary: helping customers gain insightPro-active Pro-active Rozenhartrelevant benefit relevant benefitfast, transparent fast, transparentand easy and easy **.*** **.***Attentive and Attentive and **.***committed committed **.*** **.***Smooth channelSmooth channelmovementmovement
    10. 10. LinkedIn: sharing proactive sector reports and other useful infoPro-active Pro-activerelevant relevantbenefit benefitfast, transparent fast, transparentand easy and easyAttentive and Attentive andcommitted committedSmooth channelSmooth channelmovementmovement
    11. 11. AppsPro-active benefitPro-active benefit Mobile banking appfast, transparent fast, transparentand easy and easyAttentive and Attentive andcommitted committedSmooth channelSmooth channelmovementmovement
    12. 12. ABN AMRO & Facebook: interaction with target groupsPro-active benefitPro-active benefitfast, transparent fast, transparent and easy and easy Attentive and Attentive and committed committedSmooth channelSmooth channel movement movement
    13. 13. Google+: Answering service questions and pro-active sharing of informationPro-active benefitPro-active benefitfast, transparent fast, transparent and easy and easy Attentive and Attentive and committed committedSmooth channelSmooth channel movement movement
    14. 14. Pro-active benefitPro-active benefitfast, transparent fast, transparent and easy and easy “Youtube is the second Attentive and Attentive and largest search engine in committed committed the world.”Smooth channelSmooth channel movement movement Results per day: Total ABN AMRO may jun. aug. oct. results: 48.000 61.000 81.000 94.000
    15. 15. HyvesPro-active benefitPro-active benefitfast, transparent fast, transparent and easy and easy Attentive and Attentive and committed committedSmooth channelSmooth channel movement movement
    16. 16. SlidesharePro-active benefitPro-active benefitfast, transparent fast, transparent and easy and easy Attentive and Attentive and committed committed Making content ‘socially’ shareableSmooth channelSmooth channel movement movement
    17. 17. Pro-active benefitPro-active benefitfast, transparent fast, transparent and easy and easy Attentive and Attentive and committed committedSmooth channelSmooth channel movement movement
    18. 18. Rating & Reviewing: showing customer reviews 40% increase in online puchase travelinsurance!Pro-active benefitPro-active benefitfast, transparent fast, transparent and easy and easy Attentive and Attentive and committed committedSmooth channelSmooth channel movement movement
    19. 19. Social Media in thebranche offices
    20. 20. Increase in launches in Social Media since September 2010 24/7 webcare 24/7 webcare Showing customer Showing customer Scooter deal reviews of Annual Travel reviews of ‘Becoming Meet your Ajax idol Insurance a remote customer’ Financial Diary social sharing buttons on abnamro.nl Mobile Banking start social media monitoring Traineeships 2006 november 2010 july 2011 november 2011 february 2012 2009 september 2010 april 2011 june 2011 february 2012 april 2012Attentive and Attentive andcommitted committed Overview page social media on abnamro.nl ‘Follow ABN AMRO on’ icons Mobile apps ABN AMRO Corporate sector reports Interest Servicemail Your first house …and 18 other services
    21. 21. Pro-active chat: helping customers in real-time onlinePro-active benefitPro-active benefitfast, transparent fast, transparentand easy and easyAttentive and Attentive andcommitted committedSmooth channelSmooth channelmovementmovement
    22. 22. Pilot Mortgage Advice with videochat and document sharing
    23. 23. Becoming client remote Future customer chooses channel Service on location External party pays a visitPro-active benefitPro-active benefitfast, transparent fast, transparentand easy and easyAttentive and Attentive andcommitted committedSmooth channelSmooth channelmovementmovement
    24. 24. Focus on mobile The customer can use banking wherever he/she would like
    25. 25. Started with a ‘blank sheet’ Target: reinvent banking for mobile phone and tablet with optimum user friendliness for our customers
    26. 26. Together withcustomers Appr oved cust by ome rs Customer panel Customer community Usability lab Social media
    27. 27. User-centric design:customers help us tocreate better services
    28. 28. Co-creationMobile eye tracker inbranche office Amsterdam
    29. 29. Customer Community;on going dialogue andimmediate feedback
    30. 30. Employee Panel;a great and easy sourcefor customer feedback
    31. 31. Development through Agile Scrum Being able to quickly adapt to customers’ needs Flexible Continuous feedback from customers
    32. 32. Faster introductions for our customers Student City Guide Locator Exchange trends Relevant 1 1 On the road Huizenkijker 1 1 1 1 Mobile Mobile Huizenkijker MobileHuizenkijker Banking Banking Banking 1 1 1 1 1 Mobile Mobile Huizenkijker Mobile Mobile Mobile Help with Huizenkijker Market Mobile Banking Banking Banking Banking Banking damages Insights BankingJune 2011 July 2011 September 2011 October 2011 November 2011 January 2012 February 2012 March 2012 June 2012 Summer 2012
    33. 33. Mobile Banking app
    34. 34. On the road app
    35. 35. Claims help
    36. 36. Huizenkijker app
    37. 37. Mobile banking appUnique: visual bankingpersonal and quick(convenience)
    38. 38. Searchingtransactions
    39. 39. Transferring funds
    40. 40. Setting own daily limit
    41. 41. Updates after feedback
    42. 42. Payment slip scanner
    43. 43. EditingAddressBook
    44. 44. Planningpayments
    45. 45. Englishversion
    46. 46. Our customers’ use of self service is changing rapidly: mobile logins have now exceeded Internet Mobile customer has 11x more contact! Banking logins 22 20 18 16 14 12 10 8 6 Aandeel 4 2 ber ary ruary r ch pril st r r ber ber ary ary rch une cem anu Feb ay une Jul y g u b e b e m u p r il ay y Jul mlnDe J Ma A M J Au em cto ove cem Janu ebr Ma A M J S ept O N De F Mobile IVR Mobile shares 2011 Internet Banking 2012 shares 19.5% 55.3% Mobile apps
    47. 47. Competition comparison of Dutch mobile banking apps by Finno: functionality is converging
    48. 48. Acknowledgements Financial Financial iPad app Marketing Award of the year App of the week Financial Marketing Award 2011 ABN AMRO is the winner in the category: Introduction of new product/service/concept (awarded by specialist jury) Mobile banking iPad app of the year Financial category Android app 2011 Public prize: 3rd in the Dutch Android app of the year contest, after buienalarm and nu.nl OMT Award ABN AMRO Internet banker 2011 (public prize)
    49. 49. Customer satisfaction with mobile banking app has improved greatly in 2012 (TNS NIPO)
    50. 50. Quick Banking (app to PC):• The same code as for Mobile Banking• Photos from Mobile Banking app also visible in Quick Banking• Familiar Internet Banking with e.dentifier still possible
    51. 51. Mobile Bankingupdate Summer 2012
    52. 52. Investment
    53. 53. Offer the possibility to turntransferring money into a personalgesture rather than somethingtechnical and distant
    54. 54. Make your transfer personal
    55. 55. Make your transfer personal
    56. 56. With a picture
    57. 57. Or an original Eurogamidesign
    58. 58. Step by step (with clear end vision based on customer trends and behaviour) POC with single purpose apps Multi-disciplinary teams with mandate holdersJust do it! Test usability continuously
    59. 59. Thank you!Any questions? Facebook: www.facebook.com/abnamro E-mail: jessica.niewierra@nl.abnamro.com Twitter: @ABNAMRO LinkedIn: Jessica Niewierra YouTube: www.youtube.com/user/abnamro Twitter: @niewierra Linkedin: www.linkedin.com/company/abn-amro Slideshare: www.slideshare.net/abnamro Google+: gplus.to/abnamro Hyves: abnamrojongeren.hyves.nl

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