The document discusses the rising trend in banking service innovation, highlighting increased digital spending by banks and customer demands for features like personalization and data-driven tools. It emphasizes the competition from new players and the importance of customer experience as a driver for bank loyalty and growth. Additionally, it suggests a comprehensive approach to mapping and improving customer interactions across all touchpoints to enhance the overall experience.

1. Banking: Service
innovation is up!

2. Banks’ digital spend as percentage of total ad spend - Forrester

3. What customers want
Balance from different banks in one place
Spend categorisation
Goal saving
Budget tool
Alerts
Personalisation
Online advising

4. Who sees it
from the
customer’s
perspective?

5. FB fan page
Mobile app
Traditional
banks
New
players
Spend
categorisation
CREDscore
Mobile payment
FB connect
Paperless
Personal
Wisdom of crowds
Infographics
Photo cheque
Alerts

6. Who will own
the relation?

7. Ease of use Service quality Fees Interests Convenience Quality of advice
Reasons for choosing the bank – Capgemini

8. Ease of useService quality Fees Interests ConvenienceQuality of advice
Reasons for leaving the bank – Capgemini

10. The low down: Digital
• The branch is the
preferred channel for
advice, but digital
channels enjoy higher
satisfaction
• Customers want data-
driven features, more
options, visualisation,
and personalisation

11. The low down: Competition
• Competition in the
digital channels is
intensified – also
from 3rd parties
• Social and and mobile
channels are part of
the marketing mix

12. The low down: Drivers
• 4 out of the 6 most
important divers for
changing banks are
about the customer
experience
• 2 of them are about
economy

13. To reach transaction
objectives, relation
objectives are crucial.

14. Customer
experience

15. Customer experience = Growth
• Repeat purchases due to higher loyalty
• Increased cross sales due to relationship
building
• Increased customer intake through mentioning
in the marketplace and better image
• Decreased price sensitivity and reduced
transaction cost

17. A positive and
differentiated
holistic
experience in all
touchpoints.

18. Customer experience
• Direct and indirect
touchpoint mapping
• Customer journey
mapping
• Investigate customers’
process, needs and
perception
• Needs vs. MWR mapping
• Define the experience in
every touchpoint across
the organisation
• Adjust internal process