ABN AMRO is adapting its digital strategy to address changing customer behavior and the evolving financial landscape. [1] The bank is focusing on providing quick and easy digital banking, personalized and relevant products/services, and exceeding customer expectations through innovative experiences. [2] Examples include a single digital ecosystem for mobile and online banking, personalized bank profiles, and payment requests through popular apps.

1. Changing customer behaviour, fast-changing context and how ABN
AMRO responds to it
Jessica Niewierra, Director (Grid Owner) Mobile, Internet, & Design, ABN AMRO
MoneyLive
Amsterdam, 14 March 2018

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

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 65+
customers use
digital devices
we check our mobile phones 150
times a day
85% of the Dutch does banking online
66% of the Dutch uses
mobile banking on a regular basis
globally, 50%
would prefer to
forget their wallet
as opposed to their
mobile phone
in China
this figure
rises to
80%
20% of the dutch consumers
would like to be able to take
out a mortgage online
€ 68
around 80% of internet users
in the Netherlands shop online
Average price of
mobile purchases
increasing in the
Netherlands
poor mobile experience is
a deterrent - 52% decide
to switch to another bank
More than
12 million
Dutch people
have 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 when
sorting out a complex
problem

6. • ...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
Dutch customers

7. 0
200
400
600
800
1000
1200
2012 2013 2014 2015 2016 2017
MillionLogin
Internet Banking Mobile Banking app
A significant increase in internet banking and
mobile banking logins at ABN AMRO
More than one billion logins in 2017

8. Our customer’s context is key
Smartphone
Social media
Last-minute
decision maker
Want personal
advice on demand
Time for finance in
the evening
Netherlands
On the go
to work
Bigger living
wish
No plan how to
achieve financial
goals
Does daily banking
on its own
Friends and
family
Know me. Empower me. Wow me.

9. Our customer’s context is key
Smartphone
Social media
Last-minute
decision maker
Want personal
advice on demand
Time for finance in
the evening
Netherlands
On the go
to work
Bigger living
wish
No plan how to
achieve financial
goals
Does daily banking
on its own
Friends and
family
Be with your services constantly in my context and add value
proactively at the right moment.

10. Our customers want...
Quick and easy –
Customers want their financial
experiences quick and easy on
any device and want easy
access to personal advice.
Personal and 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.

11. 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

12. 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

13. 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

14. Experimenting with new technologies 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

15. … and customers are adopting new
technologies very fast

16. New laws and regulations are leading to more
transparency in the financial sector, making this sector
more accessible to new entrants.
Laws and regulations are changing

17. 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.

18. More startups in the financial sector
in the Netherlands
Dutch
Fintech
scene
2016

19. More startups in the financial sector
in the Netherlands
Dutch
Fintech
scene
2018

20. 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

21. For example ABN AMRO

22. Bigtechs are exploring their opportunities too

23. So, the customer and world around us are
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

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HOW CAN WE MAKE SURE CUSTOMERS KEEP
CHOOSING ABN AMRO?

25. 1. Changing customer behavior 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

26. Our customer’s context is key
Smartphone
Social media
Last-minute
decision maker
Want personal
advice on demand
Time for finance in
the evening
Netherlands
On the go
to work
Bigger living
wish
No plan how to
achieve financial
goals
Does daily banking
on its own
Friends and
family
Know me. Empower me. Wow me.

27. Our customer’s context is key
Smartphone
Social media
Last-minute
decision maker
Want personal
advice on demand
Time for finance in
the evening
Netherlands
On the go
to work
Bigger living
wish
No plan how to
achieve financial
goals
Does daily banking
on its own
Friends and
family
Be with your services constantly in my context and add value
proactively at the right moment.

28. 3
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WE WANT TO BE THE FINANCIAL HEART AND
BRAIN OF OUR CUSTOMERS,
delivered through delightful digital experiences.
So, our mission is…

29. So, on the following three principles we need
to outperform
Quick and easy –
Digital banking is quick and easy on
any device and we provide easy
access to personal advice.
Personal and relevant –
We offer relevant products and services
within the customer’s context
Wow factor –
We exceed pro-actively the
expectations of our customers
through surprising digital
experiences and innovative
propositions.

30. QUICK AND EASY
Digital banking is
quick and easy on
any device and we
provide easy access
to personal advice.
Quick and easy - example of a best practice in the market

31. Quick and 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.
Source: amazon.com/b?node=16008589011

32. PERSONAL &
RELEVANT
We offer relevant products
and services within the
customer’s context
Personal and relevant - example of a best practice in the market

33. Personal and relevant - best practice
example: Vi Personal Trainer
Personal &
Relevant
The first ever personal
trainer using artificial
intelligence.
Vi 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”

34. WOW FACTOR
We exceed pro-actively
the expectations of our
customers through
surprising digital
experiences and
innovative propositions.
Wow-factor - example of a best practice in the market

35. Wow-factor - best practice example:
medicines by drone
Personal &
Relevant
At one of the Dutch islands,
Schiermonnikoog, medication is
delivered by drone.

36. QUICK AND EASY
Digital banking is
quick and easy on
any device, and we
provide easy access
to personal advice.
Quick and easy – examples of some realisations at ABN AMRO

37. 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

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

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

40. 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%

41. Constellation makes it easier to combine all
ABN AMRO apps
Quick &
Easy

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

43. PERSONAL &
RELEVANT
We offer relevant products and
services within the customer’s
context
Personal & Relevant– examples of some realisations at ABN AMRO

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

45. Identified phone calls using the Mobile
Banking app
Personal &
Relevant
More personal contact
with customers, because
we immediately know who
is calling.

46. 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

47. &Meer customer loyalty programme
Personal &
Relevant

48. Real-time alerts
Personal &
Relevant

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Gemakkelijk en snel - Betaalpas blokkeren en/of vervangen
Gemakkelijk &
Snel
33% van onze klanten vindt na het blokkeren
de betaalpas terug en heft de blokkering op.

50. Real-time blocking ànd de-blocking of debit
cards
Personal &
Relevant
33% of our customers find their debit card again after having
blocked their card and are able to de-block their debit card
again

51. WOW FACTOR
We exceed pro-actively
the expectations of our
customers through
surprising digital
experiences and
innovative propositions.
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WOW factor– examples of some realisations at ABN AMRO

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

53. 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 in the
Netherlands!

54. Our customers highly appreciate our social
media presence
Wow-Factor

56. 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

57. Agile working with scrum for increased tempo 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.

58. Validated learning: development in
conjunction with our customers
Ideas and implementations are tested at all stages of
development, online, in our usability lab, on the high street
and in branches.

59. 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 continuous
monitoring figures, developing based on the figures and
doing fact based A/B testing

61. We strive for a continues wow-factor by
offering innovative financial propositions
and by providing a killer-UX.
‘’We should fall in love with the
problems of our customers’’
-Jason Bates, co-founder @Monzo
Instead of transforming existing processes
into digital processes, we design new
optimal digital processes using design
thinking.
Design thinking

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

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

64. 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 Hackathons, we
invite outside developers and partners to create the future
of banking.

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

66. Experimenting with new technology early on
within new ecosystems: logistics
Together with Maersk and IBM, ABN AMRO created
Glassbox, combining Blockchain and IoT technology to
improve the transparency and accessibility of the logistics
chain.
Together with LDC, Bohi, ING and Societe Generale, ABN
AMRO created the first full agricultural commodity
transaction using a blockchain platform.

67. Shifting into an AI first mindset
Digital First Mobile First AI First

68. 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.

69. 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.

71. 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 builded area’s

72. 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.

73. Customer appreciation
Source: ABN AMRO, Google Playstore, Apple Store
An annual increase in
customer satisfaction for
digital channels
in
%
The Net Promoter Score of ABN AMRO
customers that use the mobile banking app
is 50% higher than the Net Promoter Score
of non-users.
ABN AMRO app – rating Android
ABN AMRO app – rating Apple

74. In conclusion
Quick and easy –
Digital banking is quick and
easy on any device and we
provide easy access to personal
advice.
Personal and relevant –
We offer relevant products and
services within the customer’s
context
Wow factor –
We exceed pro-actively the
expectations of our customers
through surprising digital
experiences and innovative
propositions.

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

76. A single digital ecosystem: we provide a
contextual experience across all devices
With seamless access to our advisors!

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

78. 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
Twitter: @Niewierra
LinkedIn: Jessica Niewierra
Email: jessica.niewierra@nl.abnamro.com
Questions?
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