The first Engagement Banking Masterclass report in our Insight Series explores strategies aimed at fostering meaningful customer engagement across digital channels.

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An Engagement Banking Masterclass

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Objectives
Retail banks today are facing a number of challenges as an increasing
number of FS “disruptors” emerge offering customers attractive
alternatives. Growing the customer base is only one of the key challenges.
A more critical challenge lies in building trust and loyalty among existing
customers.
As consumers change the way they interact with service providers, retail
banks need to rethink the way they connect and engage with customers on
an ongoing basis. This report explores a number of banks leading the way
in building more engaging online platforms with the aim to strengthen long-
term relationships with their customers.
A key objective of this research was to provide an overview of the
innovation and developments in online banking aimed at fostering
meaningful engagement and conversation with customers. In addition, the
report highlights forward-looking and inspirational concepts steered
towards building trust and loyalty amongst consumers.
Methodology
We have conducted research using the portfolio of live accounts that we
have access to. In addition, desk research focused on uncovering other
initiatives of interest and insights relevant to the topic. Our findings are
summarised in this report, providing in-depth insight into a number of
innovative banks and initiatives from across the globe.
Objectives and Methodology
Areas covered
In Chapter 1 we highlight innovative ways that banks have
sought to foster further customer engagement through their
product offerings and online proposition.
In Chapter 2 we explore some of the stand out features that
have been launched to drive customer interaction with the
bank through value added services and enhanced customer
experience across digital channels.
In Chapter 3 we look at examples of help and support
initiatives that can help increase long term customer
satisfaction and loyalty.
Finally we summarise and report our conclusions.
What’s next?
Please make sure to look at the list of coming reports for the
2015 Mapa Insight Series (see end of this report). Next we
focus on security in digital banking. Stay tuned!
A

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Sample Slides

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A number of banks, such as Barclays and Tesco Bank in the UK, have already established online communities that facilitate discussion on
products and services. Barclaycard Ring (US) however, differs from these as the forum is used as a way to enable customers to influence
how their products are developed. Barclaycard Ring is a credit card that is managed through an online community, effectively making it a
crowd- and open-sourced product. The product is managed in an open and transparent way. Financial data on the card’s user base, such as
charges, payments and interest are released to the community. The cardholder community then regularly votes to make changes to policies
according to its priorities.
How the community works:
Discuss
Community members are invited to join
discussions under the four discussion
categories: Card Basics, Community,
“Track” Talk, and Financial Health.
Influence
This section offers an opportunity for
members to submit ideas about the product,
which are reviewed by the Barclaycard Ring
team. Voting then occurs under Community
Decisions, where the community can vote on
particular issues and ideas.
Blog
Every week the Barclaycard Ring team
posts a new blog article written by
Barclaycard colleagues, industry experts, or
other sources on topics relevant to the Ring
product or other newsworthy items.
Products / Propositions1

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Fidor (UK) is currently rewarding customers for their active participation in helping spread the word about Fidor on Facebook with the Interest
for Likes feature. Essentially, the more likes Fidor UK receives on Facebook, the higher the interest rate on the Fidor Smart Current Account
balance will be. The interest rate is currently 0.25% per annum.
Products / Propositions1

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Mondo (UK) is committed to keeping customers informed so that they do not incur charges. One way they do this is by sending notifications
when customers are likely to pay more for something than they normally would.
Source: http://bit.ly/1GQBDIi
Source: http://bit.ly/1RPpW9z
Customer Experience: Actionable Notifications1

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Desjardins (CA) has extended its instant savings tool, the Hop ‘n S@ve feature, to Apple Watch and Android Wear, stating that “It’s always
a good time to save”. To use the feature, customers need to set up a savings goal and choose a category. When setting up a goal a High
Interest Savings Account is then opened automatically – and free of charge. Customers can then easily save towards their goal whenever
and wherever they choose. Tangerine (CA) also offers an innovative way for customers to manage their products using a smart watch by
enabling them to transfer fund to any email address directly from the watch.
Customer Experience: Payments & Transfers1

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Mapa Insight Series: Report
Schedule 2015

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Mapa Insight Series: Report Schedule 2015
1. Tablet Banking Series – 7th edition: A deep dive
into five standout initiatives
Published: February
2. SME Banking: How to win share through
successful differentiation
Published: March
3. Mobile Banking Series: How to successfully
implement increased app functionality
Published: April
4. Bank Disruption: Assessing the Disruptive Threat in
Retail Banking
Published: May
5. PFM Insight Series: Building PFM With Mass Market
Appeal
Published: July
6. Mobile Banking Series: State Of The Market
2015 – Part 2
Published: August
7. The Digital Branch: Integrating technology and
innovation to re-imagine the traditional bank
Published: September
8. The Promise Of Wearables: An Internet Of
Things In Banking
Published: October
9. An Engagement Banking Master Class
Published: November
10. Digital Banking Security Insight Series, 4th
Edition
Due: November
11. Ten Things Digital Teams Should Do In 2016
Due: December

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Contact Details
Author
Katie Nachshon
Research Manager
katie.nachshon@maparesearch.com
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www.maparesearch.com
Subscription and
Consultancy Enquiries
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Director of Client Services
ross.methven@maparesearch.com
Meaghan Johnson
Associate Director, Consultancy
meaghan@maparesearch.com
Offices
The Watchtower
St Cuthbert's Churchyard
7A Lothian Road
Edinburgh
EH1 2EP
Tel: +44 (0)7710 305 112
ross.methven@maparesearch.com
Management
Mark Pavan
Managing Director
mark@maparesearch.com
Chris Guerin
Business Development Director
chris.guerin@maparesearch.com
Jane Collins
General Manager
jane.collins@maparesearch.com
Ross Methven
Director of Client Services
ross.methven@maparesearch.com
Nordic
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116 33 Stockholm
Sweden
Tel: +46 (0)76 310 98 97
nordics@maparesearch.com

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