This document discusses how ING Netherlands uses analytics to improve customer experience. It highlights that ING has many digital touchpoints with customers, including high rates of internet banking and mobile phone usage. ING uses a "Customer Experience Improvement Cycle" approach involving metrics like Customer Effort Score and Net Promoter Score to continuously test, analyze and improve the customer experience across channels. ING's team of 55 data analysts work with tools like tag management, personalization, and A/B testing to drive experiments that reduce customer confusion and unnecessary switching between channels. This has resulted in improved Net Promoter Scores. The presentation encourages becoming a data analyst to help organizations better understand and influence customer behavior through insights and analysis.

1. Improving
Customer Experience
using Analytics
Kevin Anderson, ING Netherlands
Digital Data Tips Tuesday • Amsterdam 9 February 2016

2. ING’s digital touchpoints
2

3. Internet banking penetration high
3
83%
91%
49%
data: Eurostat ‘Individuals using the internet for internet banking’ - updated 22 May 2015

4. Many different kinds of customer contacts
4

5. Mobile phone penetration from 1% to 73%
… and 40% is a smartphone
5source: Mary Meeker Internet Trends 2015 www.kpcb.com/internet-trends

6. Let’s go
back to
1995
6

7. 7
https://www.youtube.com/watch?v=0u0RQk2Z1-o
Click!

8. Big changes
8
app
browser

9. 9
Ralph Hamers
CEO ING Group

10. Purpose
10

11. Purpose
11

12. 12
http://vimeo.com/108232425
Click!

13. 13
bit.ly / INGsquads

14. What is ‘Customer Experience’?
14
best possible experience
across all customer contacts

15. CEIC: Customer Experience Improvement Cycle
15

16. How do you measure that?
16
best possible experience
across all customer contacts
CES
Customer Effort Score
NPS
Net Promotor Score

17. 17
Toolkit Data Analysts
(A/B testing)
(Digital Analytics)
(Tagmanagement)
(Dashboarding)
(SQL querying)
(models)
(1:1 communication)

18. 18
55 Data Analysts

19. Tooling working together
Tagmanagement
Personalised content
Next Best Action
Optimize
Experiment
Analyse

20. 20
experience examples change
1 2 3

21. 1. Improve confusing content
21

22. 2. Prevent unnecessary channelswitch
22


23. 3. Continuous experimentation (A/B testing)
23

24. 3. Continuous experimentation (A/B testing)
24
BA -17%

25. 4. Personalised content

26. Result: high Net Promotor Score
26
-50%
-45%
-40%
-35%
-30%
-25%
-20%
-15%
-10%
-5%
0%
website online bankingmobile banking
NPS cijfers Particulier december 2014

27. 5. Making The Netherlands Financially Fit

28. Just launched: ING Community
28

29. Purpose
29

30. 30
https://www.youtube.com/watch?v=Qa6s1fqYdEI
Click!

31. 31
experience examples change
1 2 3

32. Working agile

33. Skills of a Data Analyst
33
insightanalyse present
technical
business

34. Any questions?
before I
wrap up

35. 35
Great time for
researchers

36. 36
… get out
of your silo!

37. 37
Learn to understand behaviour
and to influence it

38. And you will be the center of your organization
38
insightanalyse present
technical
business

39. Sounds interesting?
39
We are always looking
for great Data Analysts.
Interested?
Please contact me

40. 40