This document discusses how organizations can thrive during digital disruption by reinventing their core offerings, building real online relationships, and bringing their brand purpose to life. It emphasizes the importance of relevancy to new consumers, transitioning from products to platforms, humanizing big data, and treating customers like people rather than numbers. Two case studies are presented: Online Relationship Managers, which used personalized assistants to build digital relationships; and Home Hunter, a mobile-first home lending process that automated complex paperwork. Both were recognized for innovative customer-centric designs and experiences. The conclusion emphasizes imbuing company values, partnering where needed, enabling deep organizational change, and keeping real people at the center.

1. It’s
Ours.
How to thrive in
digital disruption
 Reinventing core products and services
 Creating real relationships online – the merging of
physical and digital
 Making the Brand purpose come alive
Peter Fletcher-Dobson, Digital Strategy Lead

3. Worried

4. My story

5. It’s the 90s all over again

6. Thatcher resigns in front of world media

7. She cried. It was big news.

8. That’s me! Back row, 18th on right

9. Breaking: Digital disruption hits news
2000 20071995

10. Revenue impact

11. Industries disrupted by digital

12. Huge increase in FinTech investment

13. Step changes ahead
Relevancy with new consumers
Products replaced by platforms
Humanisation of big data

14. Challenge 1: Relevancy
77% of millennials more excited by financial services
innovation from Google, Apple or Facebook, than a bank

15. Challenge 2: Proposition not product

16. Challenge 3: Humanising data
“What digital customers want is to be
treated like a human being by
organisations.
They want to be treated with respect,
care, dignity and concern.”
Jim Stengel, former Global Marketing Officer for Proctor and Gamble

17. Consumer context is changing

18. Qualities of brands that will thrive
Attitude
Culture
Brand differentiation
Performance
Sales and Service
Excellence
Simplicity
Utility
Digital
Propositions
Data

19. Customer challenge
“Banks are large faceless, self-serving and not people
orientated.”
“I want the convenience of online.”
“Don’t treat me like a number.”
“Banks are large faceless, self-serving
and not people orientated.”
“I want the convenience of online.”
“Don’t treat me like a number.”

20. “What are banks for Dad?”

21. Our purpose

22. Case Study: Online Relationship Managers

23. Value proposition
1. A good friend who helps you get ahead
2. Fixes your problems simply without fuss
3. Does the right thing by you – not by the bank
4. Where you are, whenever, wherever you choose

24. Digitising the relationship
“Hi, my name is
Sarah. I’m your
online Kiwibank
personal account
manager.”
“Hi, my name is Sarah. I’m
your personal online
banking assistant.
“Hi, I’m Paul Brock, CEO
of Kiwibank. I’m writing
to you as you are a
valued online banking
customer and I’d like to
offer you a special
service…

25. Hey John!

26. Customer responses

27. Customer responses
“Hi Becks.
I know this has nothing to do with my banking but thought you would like
to know that my daughter in law has beaten the cancer.
After nearly a year, she has won the battle. So we are going to have the
happiest Xmas ever.
Once again, thank you for that advance on my account to help them with
the travelling to hospital.
I hope you have a Merry Xmas and a Happy New Year.”

28. Recognition
“A simply outstanding
example of customer driven
innovation.”

29. Case study: Home Hunter

30. Daunting paper application process

31. The Home Hunter brief
1. Fundamentally reinvent home lending
2. Enable buyers to ‘buy smarter’
3. Digital and data, mobile first
4. Automate processes
5. Drive revenue
6. Don’t add risk

32. Here’s what we built

33. Challenges in creating great experience
1. Power of cross functional team, co-located
2. Integrating Agile into a waterfall environment
3. Building three times over (native x 2 and web)
4. Pivoting – LVR restrictions
5. Legal and credit involvement – mixed success
6. Value of good partners

34. Recognition
“Great example of design that
takes a complex, dynamic process,
and makes it dramatically
friendlier.”

35. Conclusion
1. Imbue values
2. Can’t do it all on your own
3. Truly reinventing means deep change
4. Real people at the centre

36. Thank you.
@peterfd