This webinar with Forrester Research will help you gain valuable insights into the complexity of mobile banking and how mobile can give you a competitive step up. Mobile creates new business opportunities, and customer focused banks will have the edge. To do this you’ll need to have a unified view of the user behavior and delivered user experience across Web, mobile Web and mobile apps. In this webinar you’ll learn how the right metrics and technology can help you: • Discover the 5 categories of metrics that are critical for mobile banking and how to align them with business goals. • Learn about the value of measuring and optimizing customer experiences on mobile banking strategies. • Get a 5-Step process for assessing the effectiveness of your mobile banking metrics. • Identify opportunities for improvements, new services, new business targets and models.

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Measuring Customer-Centric
Mobile Banking & Beyond
Erwan Paccard
Marketing Director
Dynatrace
Peter Wannemacher
Senior Analyst
Forrester Research

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We work with business and technology
leaders to develop customer-obsessed
strategies that drive growth.

4. Designing & Measuring Customer-Centric
Mobile Experiences In Banking & Beyond
Peter Wannemacher, Sr. Analyst
December 3, 2015

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Agenda
› Where we’re at: The state of mobile experiences
in banking & beyond
› Why customer obsession matters: The impact
of mobile experiences
› How to measure success: The five steps of
mobile measurement

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Agenda
› Where we’re at: The state of mobile experiences
in banking & beyond
› Why customer obsession matters: The impact
of mobile experiences
› How to measure success: The five steps of
mobile measurement

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Mobile is a catalyst for cross-channel
and a wider shift in behavior
Source: BMO downloadable smartphone app

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Source: Scotiabank
Mobile continue to evolve

9. “The expectation that I can get what
I want in my immediate context and
moments of need”

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Going forward, successful strategies will
take an iterative approach
Sources: Forrester Research; Schadler, Bernoff, and Ask, The Mobile Mind Shift, Groundswell Press, 2014

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Discover zeroed in on a critical mobile moment with
its innovative “Freeze” tool
Source: Discover iPhone app

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Source: Forrester’s Q2 2014 Global Mobile Executive Online Survey
Firms are spending millions on mobile
Base: 72 digital business professionals
(percentages do not total 100 due to rounding)

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Source: Forrester’s 2015 Mobile Banking Benchmark
But there is much room to improve
Overall mobile banking score by bank:

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Agenda
› Where we’re at: The state of mobile experiences
in banking & beyond
› Why customer obsession matters: The impact
of mobile experiences
› How to measure success: The five steps of
mobile measurement

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We’ve entered the Age of the Customer
A 20-year business cycle in which
the most successful enterprises will
reinvent themselves to systematically
understand and serve increasingly
powerful customers.
Source: Forrester Research

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Mobile is often the critical touchpoint
Context Brand
Everything you
know about the
consumer at the
point of
engagement.
Everything the
consumer knows
about your firm at the
point of engagement.

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Mobile is often the critical touchpoint
Context Brand
Everything you
know about the
consumer at the
point of
engagement.
Everything the
consumer knows
about your firm at the
point of engagement.
Customer
Experience (CX)
lives here

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Forrester’s research shows that great
customer experience drives revenue

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Banks that design great customer
experiences see higher retention

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Customer experience is correlated with
deeper forms of loyalty too

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Improving customer experience results
in far higher brand advocacy

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Great CX drives revenue for banks

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Agenda
› Where we’re at: The state of mobile experiences
in banking & beyond
› Why customer obsession matters: The impact
of mobile experiences
› How to measure success: The five steps of
mobile measurement

24. © 2015 Forrester Research, Inc. Reproduction Prohibited 24
Going forward, successful strategies will
take an iterative approach
Sources: Forrester Research; Schadler, Bernoff, and Ask, The Mobile Mind Shift, Groundswell Press, 2014

25. © 2015 Forrester Research, Inc. Reproduction Prohibited 25
Going forward, successful strategies will
take an iterative approach
Sources: Forrester Research; Schadler, Bernoff, and Ask, The Mobile Mind Shift, Groundswell Press, 2014

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Measurement varies among banks
Source: Forrester's Global Business Technographics® Mobility Survey, 2015

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Measurement varies among banks
Source: Forrester's Global Business Technographics® Mobility Survey, 2015

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Five steps of mobile measurement
1. Identify what you can measure
• Be pragmatic
2. Align metrics with your business objectives
• Figure out what you should measure
3. Collect The Data
• Instrument your apps, sites, and other efforts
4. Turn metrics into customer insights
• Data can be powerful indicators and proxies
5. Take Action To Improve Your Results
• Use A/B testing to test new designs & features

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Measure across five areas
1. Awareness
2. Adoption
3. Use
4. Experience
5. Impact

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Great measurement yields innovation
Source: U.S. Bank iPhone app

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Great measurement yields innovation
Source: U.S. Bank iPhone app

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Great measurement yields innovation
Source: U.S. Bank iPhone app

33. Thank you
forrester.com
Peter Wannemacher
+1 (617) 613 6107
pwannemacher@forrester.com

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Erwan Paccard
erwan.paccard@dynatrace.com
Measuring and Managing
Customer Experiences
Digital CX analytics

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Delivered CX measure made simple
154 k 1,5 k 200
Satisfied Tolerating Frustrated

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Response time
User Experience Index
Errors
Context
Visit / Session

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Transactional view
50% abandoned transactions
Visit 2
6% steps with issues
Visit 3
Visit 4
Visit 5
Visit 6
Visit 1
Needed for abandonment
and conversion rates

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Time
Engagement Rate
User Experience Index
Digital Performance
Real Time measure of CX business impact

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Digital Performance Management Platform
Performance
Scalability
Time to Market
Quality of Service
Real-time
Experience
&
Behavior Customer Analytics
SEO
Abandonment
Conversion
DevOps Business

40. Mobile App
Browser
network
multi-geo
3rd parties cloud
containers
services
code
hosts
synthetic
logs
business
transaction
applications
multi-tier
network
relax

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Dynatrace

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All user actions are captured
Last step CX issues impact the
whole transaction

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Starting Point

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Omnichannel
Analytics
Starting Point

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Omnichannel
Analytics
Starting Point

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Omnichannel
Analytics
Starting Point
Tech teams

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Cust Care
Starting Point
Omnichannel
Analytics
Tech teams

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Case Study 1
European Retail Bank

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• Belgian Bank with Branches in Every City
• Recent Rebranding (name change)
• Mobile Banking focus to attract new customers
• On-line presence key, conducted an audit
European Retail Bank
“Your Bank in Your Pocket“

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Deployed Dynatrace Analytics
UEM AppMon

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• Business aligned User Metrics
• How many and which users (Unique User Sessions)
• Transactions for each (as a measure of engagement)
• Business aligned Critical Transaction Performance Trend
• Account History
• Transfers Summary
• Check Last Transfers
• Standing Order Summary
• Login; Validation of Login; Multiple Login Check
• Manage CX and Performance from Business Requirements
Deployed Dynatrace Analytics

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European Bank
Database
CX is Analyzed
Against
Conversations
Biz Continuously
Capture CX
CX Enhancements
are Identified and
Prioritized

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Case Study 2
US Regional Bank

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• Rapidly Growing Regional Bank
• Top 25 US Bank with 650+ Branches Across 7 States
• Part of a Multinational Banking Group
• Functionality and Technology Market Leader
"Mobile banking is crucial to meeting customers' demand for
around-the-clock access to their money“
- Chief Digital Banking Officer
US Regional Bank

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• Mobile with Differentiating functionality
• Customer Alerts
• Leading CX
Business Focus
Best in Mobile Banking Functionality– 2013 & 2014
Leading in Most Comprehensive Alerts – 2014
Best Mobile App award - 2015.

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User and Application stack Analytics
UEM AppMon

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Challenge and Solution
Database
Biz Assess the
Impact of Issue
CX issues, mobile
Web logins took too
long
IT Diagnose Fault
from Transaction
PurePathTM

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Time
What did they see?
Std End User
Response Time
JDBC Connection
Pool Utilization
~300% JDBC pool
~50%
End User
Response Time
19 secs Response
First Alerts Sent

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Unified
User & App
Insights
Improve
MTTR &
MTBF
Optimize
Spend
Deliver on
user sat &
SLAs
Improve
release
quality
Gain
Strategic
Insights
Protect &
Grow Brand
Reduce
unplanned
work
Release
capabilities
faster
Keep up with the
pace of change
Uncover new business
insights
Digital
Business
Owner
Development Operations
The Digital
Performance
Platform
Identify and prevent
problems
Increase
Conversions
& Revenue
Makes real-time information
about digital services, and their
users, visible and actionable by
everyone in an organization
Increased Sales
and Engagement
Operational
Excellence
Innovation
Acceleration
All user action capture
for behavioral analytics

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Summary
1. User experience and performance directly impact adoption, use
and business results
2. There are technologies to capture delivered CX quality and the
technical root causes
3. Those analytics foster IT / LOB collaboration and help focus efforts
4. They also monitor business results in real-time.

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Thank-you!
Time for Q & A
Erwan Paccard
Marketing Director
Dynatrace
Peter Wannemacher
Senior Analyst
Forrester Research

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