This document summarizes key metrics and initiatives for Westpac's online banking platform. It details growth in active online banking customers over the past fiscal year, increased online transactions, and improvements in customer satisfaction scores. It outlines strategies to further drive online usage and sales of deposits/loans. New mobile banking capabilities are highlighted. The redesign of the website and various online forms/processes using customer-centered design principles is also summarized.

1. million
active online
customers
1.85
of RBB customers
Representing 33%
+20%
growth in number
of active Online
Banking customers
during FY09
unique visits to
westpac.com.au
in December 2009
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–
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I
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L
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O
N
S
250
200
150
100
50
0
(>257M)
MORE THAN
M I L L I O N
online transactions were
completed during FY09
Above target increases
in online sales in key
areas of deposits and
home loans for FY09.
$2.4
trillion
across Westpac, Business
and Corporate Online.
These transactions amount
to a total contribution of…
Online is a priority battle in our vision
to be the leading financial services company
in Australia.
Online Banking is a key enabler to help earn
and retain all our customers’ business.
Active Online Banking customers:
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bank to others.
Why is online
important?
NPS
Online customers are greater
brand advocates, have a lower
defection rate and hold more
products (average of 3.65 PPC)
Strong reliability, good security
and consistent availability has
resulted in average Consumer
Online NPS for FY09 of +47.
NPS Data (July-Dec 2009)
20
30
40
50
60
NPS Consumer Online
NPS Westpac Online
NPS Business Online
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“Every process,
every product, every
project and every
practice be built
from the customer’s
perspective”
The Customer Centred Design process
Gail Kelly
People Leaders Forum
August 2009
Looking In at a product,
process or practice is about:
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state and experience for both
business and users
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for the business
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financial constraints
(i.e. viability and feasibility)
Doing the
right thing
for customers,
right now.
Our brand promise
Our customers are people that
take responsibility for their
future. We believe the best
thing we can be for them is a
bank that’s smart and reliable
in doing the right thing for
them, right now.
The diagram below illustrates the Customer Centred Design (CCD) methodology used by
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ensure we involve customers at every stage of the development cycle.
The CCD methodology brings customer insight to product designs to achieve better
outcomes for the business and our customers.
I’d like to be able to see all
accounts in one web page
(accounts, shares, monetary
fund, savings).
(47 year old investor, Paddington)
“I feel like I could be on top of
[my finances] more, particularly
Super and ‘Transition to
Retirement’ which I find very
baffling… in an ideal world,
maybe an idiots guide to super
provided by the bank could be
good…”
(54 year old Publishing Exec, St Ives)
What details how much is in
there, how much interest
was paid and when it was
paid. My accountant would
like to see that. Why can’t
you get it online like
everything else?”
(35 year old investor, Fitzroy VIC)
Treasury has to work in real
time. There is no question of
leaving things outstanding. If
something hasn’t been paid
straight away we can get
charged vast amounts of
interest.
(Assistant Treasurer, Corporation)
“Ideally, we would like to view all our
accounts in one portal. If Corporate
Online could do this we wouldn’t need
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banking system”
(Finance Team Manager, Premium Enterprise)
“I have to call the Westpac help desk to
get Swift codes, but generally they are
not much help on this. So usually I just
search in Google using the name of the
bank. Deskbank (the old Westpac
Corporate Banking system) used to
bring this up.”
(Accounts Payable, Institutional)
“A lot has been bleeding edge
for us not cutting edge.”
(Continuous Improvements
Project Manager, Corporation)
“I didn’t have to do as much
paperwork with my bank [for a new
product] so I just went with them.”
(34 year old Small business owner, Belrose)
“I check my balances
every couple of days.”
(47 year old GM, Bankstown)
“I finally have my small business
where I want it, I’m in control.
Where should I take it to next?”
“
Nic Tsalidas, 42
Business Owner
“I need visibility of our full financial
picture to make informed business
decisions. To save money, I want
to automate as many manual
processes as possible.”
Gary Lagsby, 46
Business Decison-maker
“To get ahead in life you have to
plan. I know I can make my
money work for my family.”
Chris Wilkinson, 45
Organised ambitious
“
G
Bu
“
C
Or
About personas
Personas are user archetypes that represent the target
audience who have or will have contact with Westpac Online.
Personas bring a tangible and believable representation to the
collected user research data and should be kept in mind
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the drivers behind design decisions internally, they remind
stakeholders of the audience that the product serves.
…and we’re already doing it right her
Mobile banking
iPhone banking launched in late in 2009, weekly sessions have
increased from 80,000 logins a week in November 2009 to 145,000
in January this year.
…Over 105,000 downloads of our iPhone application from the
Apple App store with fabulous user feedback
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PayAnyone, Bpay and Payments Authorisation for Business
Online as well as extending support to some Blackberry and
Nokia devices
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factor authentication via mobile for business customers
eSaver short form ap
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customer insights, we were able t
that delighted customers and inc
increase in applications from exis
Business Online
registration form
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redesigning the registration
process, we reduced the
error/rework rate from 30%
down to less than 5%.
“Since the
away the
banking a
“Nice to ge
from a ba
“The best b
Online sales
Improved website content and re
within the website and supporting
5% of deposits sales, 22% of cred
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Marketing, improved landing p
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Westpac SMS Protect
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favourable reception of a potentially negative process by customers
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resulting in significant reductions in calls to the Contact Centre
…
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Business Online
Banker Guide
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by frontline staff using the Business
Online Registration Form.
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Business Online is through a needs
based conversation.
504.
Allows frontline staff to provide the following services
upon business account opening:
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Social media
Westpac is now a proud participa
Ruby Connection, Twitter.com an
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8
branches on Facebook – Parrama
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These are our first tentative steps
exciting opportunity to engage an
our customers.
Narrow
options Research
options Decide Validate
decision
Engaging
The purchasing
process
(understand
meet my needs)
(support customer
through purchasing
process)
Deliver on these
promises in an
manner.
The sales
process
Westpac
Customer
Apply/Enquire
Solutions Products
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(or start broad then
get specific)
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understand (by
providing detail on the
following):
– Products
–Features
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…
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making based on customer
lifestage/life event needs
with a view to addressing
core financial needs
…
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80% of the population
–not the exceptions
…
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checklist of the process
to fulfill need – help
customer match needs with
our products and services.
P
O
er
Consider
customer intent
(purchase mode)
– research (guided
or self guided)
– transactor
Filtering tools
– compare
– calculate
– search
Support the
next step
– relevant calls
to action
Site goals
Support customer in narrowing their options
Site principles
Supporting the customer across the buying process
Site objective
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and earn all of their business
westpac.com.au
Revitalised website was launched in late 2009 which included the
deployment of a new website content management system
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based on a “needs” approach with simplified navigation
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objectives, goals and principles of the new website.
2017 Strategy
Online mobile are priorities in the 2017 vision.
capture create deliver
Drive Online
Our Drive Online program has add
300,000 new active customers an
have the highest online adoption
major banks.
Strategies to increase active usag
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…8BSNXFMDPNFUP0OMJOF#BOL
(1,1) -1- RGM Expo Ideas.indd 12/02/10 11:57 AM
(1,1) -1- RGM Expo Ideas.indd 12/02/10 11:57 AM

2. and in realising the next…
ng it right here, right now…
A Different Experience Promise
Superior
Market leading
–
The best
–
No competition
–
High quality
–
Exclusive
–
Expert
–
insight and
Visibility
–
Deep understanding
–
Advice and guidance
–
Clarity
–
Market intelligence
–
Foresight
–
powerful
Choice and Àexibility
–
Minimal effort, large effect
–
Comprehensive
–
High performance
–
Fast and responsive
–
Professional grade
–
control,
Customisable
–
Access to data: STP and API
–
Automating and integrating
–
Self service
–
Transferring ownership
–
Tailored to our processes
–
Optimal workÀow
–
Manipulation of data
–
enabling
Partnership with Westpac
–
Supporting our needs
–
Providing leadership
–
Deepening relationships
–
Guiding and advising
–
Driving growth
–
Facilitating change
–
Empowering action
–
business success.
Winning performance and growth
–
Enterprise-wide
–
Maximising pro¿ts
–
Saving time and costs
–
Maximising ef¿ciencies
–
Preventing error
–
Superior insight and powerful control, enabling business success.
Westpac Online 3 of 3
Complex Organisations
The intelligent
Learns from every interaction
–
Delivers evolving value
–
Pre-empts my needs
–
Adapts to my situation
–
Experienced, insightful
–
Aware, responsive
–
Ef¿cient, automatic
–
aide
Trusted partner
–
On my side, loyal
–
Knows me
–
Supportive
–
Guiding, advising
–
Readily available
–
Delivers
–
that powers
Gives me control visibility
–
Enables
–
Streamlines
–
Optimises
–
Guides
–
Motivates
–
Simpli¿es
–
my ¿nancial wellbeing.
My prosperity
–
My security
–
My cash Àow
–
My work
–
My business
–
My lifestyle
–
My family
–
The intelligent aide that powers my financial wellbeing.
Westpac Online
Advanced Banking
2 of 3
A Different Experience Promise
See
Past, present future
–
Creates awareness through clarity
–
Acknowledgement understanding
–
Provides the answer
–
Straightforward
–
Easy visibility
–
The full picture
–
For good or bad
–
Know me, alert me
–
now,
Immediacy
–
Simplicity that deters delay
–
Effortless, painless, without setup
–
Automates
–
Ready made
–
Anytime, anywhere
–
Optimises the present
–
to realise
Encourages decisions
–
Supports choice
–
Enables, equips
–
Illuminates the path
–
Inspires and motivates
–
Transform and grow
–
Instills con¿dence
–
Makes it real
–
the next.
Decision
–
Action
–
Goal, ambition, destination
–
Possibility, opportunity
–
Today and tomorrow
–
30 seconds, 30 days, 30 years
–
My future, my children
–
See now, to realise the next.
Westpac Online
Everyday Banking
1 of 3
A Different Experience Promise
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to the online world.
It is our touchstone for:
…%efining target state customer experience
…
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Advanced
Complex organisation
ssions have
2009 to 145,000
tion from the
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for Business
ackberry and
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ustomers
eSaver short form application
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customer insights, we were able to deliver a solution
that delighted customers and increased sales (40%
increase in applications from existing customers).
“Since the update, this app has blown
away the competition for iPhone
banking apps. Well done Westpac!!!”
“Nice to get something that works
from a bank for a change”
“The best banking app around”
Online sales
Improved website content and reduced friction and leakage in sales processes – both
within the website and supporting Contact Centre fulfilment – online now contributes
5% of deposits sales, 22% of credit card sales, 33% of personal loans.
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…'PDVTPOEFQPTJUT
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Marketing, improved landing pages and simplified application forms
…*NQSPWFEBCJMJUZUPUBSHFUPGGFSTUPDVTUPNFSTUISPVHIUBSHFUFEUFBTFST
Social media
Westpac is now a proud participant of The
Ruby Connection, Twitter.com and weekly
#JMMWBOTVQEBUFTPO:PV5VCF
8FIBWFUXP
branches on Facebook – Parramatta and
4VSSZ)JMMT
These are our first tentative steps – but an
exciting opportunity to engage and delight
our customers.
Validate
decision
Engaging
purchasing
rocess
nderstand
et my needs)
(support customer
through purchasing
process)
Deliver on these
promises in an
manner.
The sales
process
Westpac
stomer
ss
objective
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all of their business
Consumer Online Banking
prototype
Business Online Banking
prototype
$14,000
$12,000
$10,000
$8,000
$6,000
$4,000
$2,000
$0
-$2,000
-$4,000
-$6,000
-$8,000
Welcome Scott
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[add a new goal]
Dinosaur Design
Customer since 2003
Contact us
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NSW Business Centre
Your turnover – $1.5m a year
Someone owes you $4,560!
Want to improve your cashflow?
Explore how
$55,000 (3.7%)
28/07 04/08 11/08
Today – $510.53
18/08 25/08
Business accounts
Personal accounts
0 0 1
Transactions since
last login Work in progress
Account movements
Messages and alerts
Dashboard Accounts Payments, invoices
receipts
Payrolll super Tax Take a moment
for your business
1-5
days
5-10
days
10+
days
Day to day accounts
Day to day accounts
Future savings
Superannuation
Everyday business $510.53
Dinosaur savings $45.78
Business debit card $1,123.09
ANZ Savings $15.46
Loans assets
Investments
Insurance
EFTPOS merchant facilities
–
+
+
+
+
+
+
+
Welcome Diana
[sign out]
Next Steps
How do I Compare?
My actions How am I going?
Savings
Amount in super funds
balance
calendar
budget
Accounts
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1
2
3
JAN 2010
My Accounts Overview
My Dashboard My Accounts My Future Live Help
Me
People
like me
Day to day accounts
Retirement
What I’m worth
Westpac Everyday $1,104.02
Westpac Visa Card $7,642.95
ANZ Visa Card $2,290.87
NAB Savings $754.58
Westpac Everyday $153.23
Westpac Visa Card $1,961.61
$477,355
Future savings
House mortgage
Investments
–
–
+
+
Loans assets
Insurance
+
+
+
–
Shifting your credit card
debt to your mortgage
will save you about
$100 every month.
HOUSE
FOOD
BILLS
FUN
CASH
LOAN
CAR
MISC
TAX
LEFT
OVER
[go to my accounts]
[view all] [go to My Progress Report]
$
ALERT: Your bills and utilities
spending is over budget this
month. [Find out more]
You are half-way through
paying off your house.
[Find out more]
You saved $890.08
last month
[transfer to…]
Transferring your credit card
debt will save about $100 every
month [View]
$
$
890.08
)JHIMZQFSTPOBMJTFEBOEDVTUPNJTBCMF
online financial dashboard.
All interactions and information are contained within
one screen, enabling a customer to view, transact and
manage all their finances (banking, wealth and
broking/equities) with Westpac and BT.
Our goal is to leapfrog the competition by developing an
online proposition relevant and engaging for customers.
Drive Online
Our Drive Online program has added over
300,000 new active customers and we now
have the highest online adoption rate of the
major banks.
Strategies to increase active usage include:
…5SBOTBDUJPODDPVOU0QFOJOH1IBTF
…3#0OMJOF#BOLJOg Activation
…3#%BTICPBSESFQPSUJOH
…8BSNXFMDPNFUP0OMJOF#BOLJOH
)JHIBDIJFWFNFOU
Outstanding
Active Total
GGFDUJWF
Forecast Organic
Active
customers
(millions)
1.85
1.80
1.75
1.70
1.65
1.60
1.55
1.50
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Active Online Banking customers
Actual vs Target
(2,1) -1- RGM Expo Ideas.indd 12/02/10 11:57 AM
(2,1) -1- RGM Expo Ideas.indd 12/02/10 11:57 AM