The document discusses changing customer behavior and how ABN AMRO responds to it. It notes that customers expect everything to be quick, easy, personalized and provide a "wow factor." The world is changing rapidly with new technologies, more competition, sustainability issues and regulations. ABN AMRO's digital strategy is focused on being the financial "heart and brain" of customers. It aims to outperform on quick and easy banking anytime, personalized and relevant offers, and exceeding expectations through innovative experiences. Examples of initiatives at ABN AMRO include a single digital ecosystem, contactless payments from phones, and visual search of transactions.

1. Changing customer behaviour, fast-changing context and how ABN
AMRO responds to it
Ronald van Baardewijk, Lead Product Owner Mobile, Internet, & Design, ABN
AMRO

2. 1. Changing customer behaviour and needs
2. The changing world around us
3. Digital strategy of ABN AMRO and
examples of achievements that address
this changing environment
4. Way of working and lessons learned

3. Introduction to ABN AMRO Retail Banking
Retail Banking Private Banking Commercial Banking Corp. & Inst. Banking
Top 3
player in NL
Primary bank for
c.20% of Dutch population
Nr. 1 in new
mortgage production
Nr. 2 in
Dutch savings±5m
clients

4. 1. Changing customer behaviour and needs
2. The changing world around us
3. Digital strategy of ABN AMRO and
examples of achievements that address
this changing environment
4. Way of working and lessons learned

5. The digital urgency in the Netherlands
77% of the Dutch
above 65 use
digital devices
We check our mobile phones
150 times a day
85% of the Dutch people does banking online
66% of the Dutch people uses mobile banking on
a regular basis
Globally, 50%
would rather prefer
to forget their wallet
than their mobile
phone
In China
this figure
is even
80%
20% of the Dutch consumers
would like to close a mortgage
online
€ 68
Around 80% of
Dutch internet
users shop online
The average price of
mobile purchases is
increasing in the
NetherlandsPoor mobile experience is a
deterrent:
52% considers to switch
to another bank after such
an experience
More than
12 million
people in the
Netherlands
own a
smartphone
48% stops using an app if it
doesn’t respond quickly enough
92%
online
penetration
73% of the customers
want a face-to-face
encounter with complex
banking products and
problems

6. 92% of the Dutch population is online every
week
92% 92% 92% 92% 92% 92% 92%
79% 80% 81% 82% 83% 84% 84%
44%
47%
50%
52%
55%
58%
60%
40%
50%
60%
70%
80%
90%
100%
2016 2017 (F) 2018 (F) 2019 (F) 2020 (F) 2021 (F) 2022 (F)
Online population as a % of total population
Netherlands EU-7 Global
Source: Forrester Data World Online Population Forecast, 2017 To 2022 (Global)
© 2017 Forrester, Reproduction Prohibited

7. The online banking penetration and the percentage self-
directed customers is the highest in the Netherlands
McKinsey Retail Banking Consumer Surveys 2012 and 2016; EBF : Structure
and economic contribution of the banking sector; ABN ARMO Annual reports

8. They…
• ...are always connected, the distinction between online and offline is
blurring
• ...expect to be able to arrange things quickly and easily: one click away,
including smooth access to expertise and staffed advice.
• …need personal and relevant information distilled from an overwhelming
amount of data.
Dutch customers expect everything to be at their
fingertips immediately.
They want everything, everywhere, now.
Dutch customers are banking online more
and more

9. 0
200
400
600
800
1000
1200
2012 2013 2014 2015 2016 2017
MillionLogin
Internet Banking Mobile Banking app
A significant increase in the amount of logins at ABN AMRO
via Internet Banking and Mobile Banking
More than one billion logins in 2017
The amount of logins via
Mobile Banking is 5.5
times higher than the
amount of logins via
Internet Banking

10. Fast decreasing demand for face-to-face services at local
ABN AMRO offices
217.813
189.270
2012 2013 2014 2015 2016
Europe
-13%
408
235 209
2012 2013 2014 2015 2016 2017
ABN AMRO
-42%

11. The customer’s context is key
Last-minute
decision maker
Wants personal
advice on demand
Time for finance
in the evening
Netherlands
On the way to
work
Wish to live in a
bigger house
No plan how to
achieve
financial goals
Does daily banking
on his or her own
Friends and
family
Know me. Empower me. Wow me.
Smartphone
Social Media

12. The customer’s context is key
Last-minute
decision maker
Wants personal
advice on demand
Time for finance
in the evening
Netherlands
On the way to
work
Wish to live in a
bigger house
No plan how to
achieve
financial goals
Does daily banking
on his or her own
Friends and
family
Smartphone
Social Media
Be, with your services, in my context constantly to proactively add value
at the right moment in time.

13. Our customers want…
Quick & Easy
Customers want their financial
experiences quick and easy on any
device and want easy access to
personal advice.
Personal & Relevant
Customers want to receive relevant
products and services within their
context.
WOW factor
Customers expect to be proactively
amazed with surprising digital
experiences and innovative
propositions.

14. 1. Changing customer behaviour and needs
2. The changing world around us
3. Digital strategy of ABN AMRO and
examples of achievements that address
this changing environment
4. Way of working and lessons learned

15. Society expects companies to become more transparent
on their environmental impact.
The urgency for a sustainable world is
increasing
More companies have started taking their
ethical responsibility in society

16. Companies experiment with new technologies to creates
better customer experiences.
The pace of technological innovation is
speeding up…
“It is not the strongest of the species that survives, nor
the most intelligent, but the one most responsive to
change’’ – Charles Darwin, 1809

17. … and customers are adopting new
technologies at a faster pace

18. New laws and regulations lead to more transparency
and lowers the entry barriers to the financial sector for
new entrants.
Laws and regulations are changing

19. More startups in the financial sector
Investment in FinTech startups
has increased explosively; from
$3 billion in 2013 to $20 billion
in 2015 and $31 billion in 2017.

20. More startups in the financial sector
Dutch
Fintech
scene 2016

21. More startups in the financial sector
Dutch
Fintech
scene 2018

22. The urgency is severe
“Banks are looking for that one
major competitor that will replace
them completely, but that isn't
going to happen.
The risk is that the banking industry
will come to an end in 1,000
pieces, with services being taken
over piece by piece.”
Brett King, founder and CEO of Moven, author of Bank 2.0 and Bank
3.0

23. Examples for ABN AMRO

24. Bigtechs are exploring their opportunities as
well

25. So: the world around us is changing faster
than ever before
Fast technological
advances
More competition is
entering the market
The urgency for a
sustainable world is
increasing
Legislative and
regulatory changes

26. /
1
3
/
2
0
1
8
HOW CAN WE MAKE SURE CUSTOMERS KEEP
CHOOSING ABN AMRO?

27. 1. Changing customer behaviour and needs
2. The changing world around us
3. Digital strategy of ABN AMRO and
examples of achievements that address
this changing environment
4. Way of working and lessons learned

28. Our customer’s context is key
Last-minute
decision maker
Wants personal
advice on demand
Time for finance
in the evening
Netherlands
On the way to
work
Wish to live in a
bigger house
No plan how to
achieve
financial goals
Does daily banking
on his or her own
Friends and
family
Know me. Empower me. Wow me.
Smartphone
Social Media

29. 4
/
1
3
/
2
0
1
8
WE WANT TO BE THE FINANCIAL HEART AND
BRAIN OF OUR CUSTOMERS,
delivered through delightful digital experiences.
So, our mission is…

30. So, on the following three principles we want
to outperform
Quick & Easy
Customers want their financial
experiences quick and easy on any
device and want easy access to
personal advice.
Personal & Relevant
Customers want to receive relevant
products and services within their
context.
WOW factor
Customers expect to be proactively
amazed with surprising digital
experiences and innovative
propositions.

31. QUICK & EASY
Digital banking is quick and
easy on any device and we
provide easy access to
personal advice.
Quick & Easy - Example of best practices in the market

32. Quick & Easy - best practice example: Amazone Go store
Quick &
Easy
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.
Albert Heijn, a Dutch supermarket, is
experimenting with this technology in their
To Go supermarkets
Source: amazon.com/b?node=16008589011

33. PERSONAL & RELEVANT
We offer relevant
products and services
within the customer’s
context
Personal & Relevant - Examples of best practices in the market

34. Personal and relevant - best practice example: Vi Personal
Trainer
Personal &
Relevant
The first ever personal trainer
using artificial intelligence.
VI Personal Trainer is a
futuristic-looking headset
capable of providing data-driven
advice.
Source: GetVI.com
“Say hello to Vi, the artificially intelligent
personal trainer that sounds like Scarlett
Johansson”

35. WOW FACTOR
We exceed pro-actively
the expectations of our
customers through surprising
digital experiences and
innovative propositions.
WOW Factor - Examples of best practices in the market

36. Wow-factor - best practice example: medicines by drone
At one of the Dutch islands,
Schiermonnikoog, medication is
delivered by drone.
Wow-Factor

37. QUICK & EASY
Digital banking is quick and
easy on any device and we
provide easy access to
personal advice.
Quick & Easy – Examples of realizations at ABN AMRO

38. 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

39. A single digital ecosystem: log in to both the Mobile Banking
app and Internet Banking using a 5-digit code
Quick &
Easy

40. And use your smartphone to confirm payments
Quick &
Easy

41. Change the limit on your debit card in the mobile banking
app
Quick &
Easy
90% van de klanten wijzigt paslimiet nu online, dit was 25%
Contact center
Digitaal
90% of the customers change card limit online, this was 25%

42. Change your mortgage or mortgage interest online
Quick &
Easy

43. Visual search
Quick &
Easy
Easely all transactions
categorized by pushing on
the logo’s

44. Contactless payment using an Android phone
Quick &
Easy
..current pilot: paying contactless with your watch or ring

45. PERSONAL & RELEVANT
We offer relevant
products and services
within the customer’s
context
Personal & Relevant - Examples of realizations at ABN AMRO

46. Each customer creates his/her personal bank
Personal &
Relevant
For example, by
adding
photographs and
customising the
accounts shown
and their names
and sequence.

47. Real-time alerts
Personal &
Relevant

48. Identified phone calls using the Mobile Banking app
Personal &
Relevant
More personal contact with
customers and able to help the
customer quick, because we
immediately know who is calling.

49. Overview and insight of income and expenditure using the
Grip-app
Personal &
Relevant
Real-time alerts
when you are
overdue on your
chosen budgets
In collaboration
with Swedish
Fintech Tink

50. WOW FACTOR
We exceed pro-actively
the expectations of our
customers through surprising
digital experiences and
innovative propositions.
WOW Factor - Examples of realisations at ABN AMRO

51. Personal advice via the webcam for business and private
individuals
Wow-Factor

52. Send payment requests using the Tikkie-app, also for non-
ABN AMRO customers
Wow-Factor
NPS +75!
0
20.000
40.000
60.000
80.000
100.000
120.000
140.000
160.000
180.000
200.000
New registered users / month
Over 2 million users of Tikkie for
peer to peer payment and a pilot
with Tikkie in the Spar University
Supermarket.

53. Customer appreciation
Source: ABN AMRO, Google Playstore, Apple Store
An annual increase in customer
satisfaction for digital channels
in
%
The mobile app is well appreciated
ABN AMRO app – rating Android
ABN AMRO app – rating Apple

54. 1. Changing customer behaviour and needs
2. The changing world around us
3. Digital strategy of ABN AMRO and
examples of achievements that address
this changing environment
4. Way of working and lessons learned

55. Scrum & Agile working to increase the speed of delivery,
flexibility and empowerment within development teams
Adopting an Agile way of working
The use of Agile and Scrum enables us to work flexible and
respond rapidly to customer feedback. Working in
multidisciplinary teams also results in increased
empowerment and, correspondingly, increased pleasure.

56. Development in continuous conjunction with
our customers
Ideas and implementations are tested with our customers
or prospects at all stages of development. Online, in our
usability lab, on the street, in our local offices etcetera.

57. Working fact based and customer feedback
driven
We continuous make decisions based on the feedback we
receive from our customers, for instance: Usabilla, reviews
on social media, WUA reports and NPS reports
We adopted a fact based way of working by continuously
develop based on facts, user figures and test, develop and
improve products and services with e.g. A/B testing

59. We strive for a continues wow-factor by offering
innovative financial propositions and by
providing a killer-UX.
Instead of transforming existing processes into
digital processes, we design new optimal digital
processes using design thinking.
Design thinking

60. FUNCTIONAL
RELIABLE
USABLE
CONVENIENT
PLEASURABLE
MEANINGFUL
MVP
MWP
From MVP to MWP (Minimal Wow product)

61. Embracing Fintech
We also have internal start-ups within ABN AMRO.
We have acquisitions of, investments in and partnerships
with Fintechs. For this, we have a Digital Impact Fund.

62. Enabling Open Banking
ABN AMRO is the first major Dutch bank that opened up its
developer portal, which can be used for third parties to
create new propositions using ABN AMRO’s technology.
During ABN AMRO’s Beyond Banking Days we invite
outside developers and partners to create the future of
banking during a hackaton.

63. Experimenting with new technology early on
The Innovation Centre of ABN AMRO identifies
opportunities and experiments with new technologies like
Blockchain, Artificial Intelligence and trends like circular
economy.
The Technology lab experiments with new technology as
quantum computing, blockchain and Internet of Things.

64. Shifting to an AI first mindset
Digital First Mobile First AI First

65. Setting the first steps with AI
Tech lab 2017 ABN AMRO opened the AI lab, a one-stop shop for
AI-related knowledge and skills for ABN AMRO
departments
We have launched several bots, for instance chatbot Anna,
using AI technology to help our customers.

66. Blending digital technology and a human
touch
ABN AMRO keeps exploring new ways to combine human
interaction. We even help our clients by experimenting
with a first live stream store.
The number of video calls has almost doubled since 2016,
which shows how our customers appreciate the human
touch in combination with digital technology.

68. Taking an active role in society: for instance
Mission 2030
A large part of all the CO2-emission consists of the use of
natural gas such as heating and electricity of houses and
offices.
40% of the total CO2-emission in the
Netherlands is from urban areas

69. Taking an active role in society: for instance
Mission 2030
ABN AMRO’s mission is to ensure that all homes and
offices we help finance have an average energy label A by
2030. We call this Our Mission 2030.
In 2017 ABN AMRO opened CIRCL, a building constructed
according to sustainable and circular principles. CIRCL is a
living lab, a place where anyone and everyone with good
ideas about sustainability and circularity can find the
space they need.

70. So, on the following three principles we want
to outperform
Quick & Easy
Customers want their financial
experiences quick and easy on any
device and want easy access to
personal advice.
Personal & Relevant
Customers want to receive relevant
products and services within their
context.
WOW factor
Customers expect to be proactively
amazed with surprising digital
experiences and innovative
propositions.

71. With the goal to become the
FINANCIAL HEART AND
BRAIN OF OUR CUSTOMERS,
delivered through delightful digital experiences.

72. We have accomplished a great
deal already, but there is still a
long way to go
Ultimate goal: to be
the Jarvis and Pepper
for the customer's
finances

73. 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
Email: ronald.van.baardewijk@nl.abnamro.com
Questions?
4
/
1
3
/
2
0
1
8