1. 1
Managing customer experience in a
multichannel world
BancoSabadell
Pol Navarro – Head of Direct Channels and Innovation, Banco Sabadell
Rome, October 2010
EFMA’s Multichannel Congress

2. 2
Banco Sabadell
4th largest banking group
in Spain
Focused on commercial banking
More than 1.500 branches and
2.5 million customers (*)
(*) After Banco Guipuzcoano integration

3. 3
How is the customer of tomorrow?
Customers are
permanently online
 Penetration of
mobility (+100%)
 “Social networked”
 Mobile, Internet and
TV convergence
 Phones with more
and more capabilities

4. 4
Customer experience / lifecycle
Service
Listen
Communicate
Engage
Sales
New digital
environment

5. 5
Customer experience / lifecycle
Service
Listen
Communicate
Engage
Sales
New digital
environment

6. 6
Direct branch – Customer service
24x7 1
Available
24 hours a day,
7 days a week
Resolving any
service enquiry
in max 1 hour
Through the
channel
selected by
the customer

7. 7
Direct branch – Customer service on twitter
 First Spanish bank using twitter as customer service channel

8. 8
Mobile usage growth

9. 9
BS Mobile – Our mobile banking service
 First European bank with an iPad mobile banking app

10. 10
BS Mobile – Strong promotion of the service

11. 11
BS Mobile – Strong promotion of the service

12. 12
BS Mobile – Strong promotion of the service

13. 13
BS Mobile – High usage by our customers
Most used phones
iPhone
63%
BlackBerry
16%
Nokia / Android
13%
Active users
2010
10% of online
banking customers
Target 2011
30% of online
banking customers

14. 14
Customer experience / lifecycle
Service
Listen
Communicate
Engage
Sales
New digital
environment

15. 15
Listen to your customers and employees
 More than 2.500 ideas generated by our customers and employees

16. 16
Customer experience / lifecycle
Service
Listen
Communicate
Engage
Sales
New digital
environment

17. 17
Where are your customers?

18. 18
More Time Spent Social
Networking Than on Email
(source: Nielsen Online)
YouTube and other online video
sites are stealing viewers away
from TV in the UK
(source: BBC)
Where are your customers?

19. 19
Video content is the king
 Channel with more views thanks to Pep Guardiola’s commercial “Making Of”

20. 20
Video content is the king
Resumen actividad 30 días 24 h Incremento
 Visitas Sala de Prensa 1.160 289 x 7
 Imágenes vistas 3.850 405 x 3
 Videos vistos 2.527 23.904 x 284
 Comentarios twitter 30 94 x 94
 Comentarios facebook 15 26 x 52

21. 21
Engage your audience

22. 22
Customer experience / lifecycle
Service
Listen
Communicate
Engage
Sales
New digital
environment

23. 23
Customer acquisition through online channels
Decides to open a new
account with the bank
Notified of his
local branch
NEW
CUSTOMER
3
1
Account opening form
fullfillment
2
BRANCH
New contract signature
Cross-selling of products
5
DIRECT
BRANCH
Follow-up of the new
customer (e-mail / call)
New customer setup
4
Impacts

24. 24
Customer acquisition through online channels
Customer acquisition
2010
3% of customer
acquisition online
Target 2011
10% of customer
acquisition online
Service transactions
2010
75% of service
transactions online
Target 2011
90% of service
transactions online

25. 25
Thanks!
Thanks for your attendance
Pol Navarro Gonfaus
Head of Direct Channels and Innovation
NavarroP@bancsabadell.com
@polnavarro