This document summarizes Kevin Anderson's presentation on improving customer experience using analytics at the Webtrekk User Conference. The presentation discussed how ING Netherlands uses data analytics across various customer touchpoints and channels to continuously test improvements and deliver a better overall customer experience. Specific examples included preventing unnecessary channel switching, personalizing content, and measuring customer effort and satisfaction through metrics like Net Promoter Score. The presentation emphasized testing changes, learning from customer behavior, and taking an agile approach to optimize the customer experience through analytics.

1. Improving Customer Experience
using Analytics
Kevin Anderson, ING Netherlands
Webtrekk User Conference, 29 May 2015, Berlin

2. 2
Introducing: The Netherlands

3. Talking about … caravans
3
Country Caravans  Per 1.000
inhabitants
1 Germany 880.000 10,9
2 France 845.000 13,0
3 Great Britain 525.000 8,6
4 Netherlands 462.000 28,2
5 Spain 330.000 7,4
6 Sweden 279.500 30,7
7 Denmark 141.000 26,1
8 Norway 80.000 15,7
9 Finland 67.500 12,7
10 Belgium 65.000 6,2
data: European Caravan Federation, 2013

4. High speed internet access
4
Country % Above
10 Mbps
1. South Korea 79%
2. Hong Kong 60%
3. Switzerland 56%
4. Japan 56%
5. Netherlands 56%
6. Romania 55%
7. Sweden 47%
8. Latvia 46%
9. Bulgaria 45%
10. Denmark 44%
GLOBAL 24%
data: Akamai’s State of the Internet Q4 2014

5. Internet banking penetration high
5
83%
91%
49%
data: Eurostat ‘Individuals using the internet for internet banking’ - updated 22 May 2015

6. Many different kinds of customer contacts
6

7. Mobile phone penetration from 1% to 73%
… and 40% is a smartphone
7source: Mary Meeker Internet Trends 2015 www.kpcb.com/internet-trends

8. Let’s go
back to
1995
8

9. 9
https://www.youtube.com/watch?v=0u0RQk2Z1-o
Click!

10. Big changes
10
app
browser

11. 11
Ralph Hamers
CEO ING Group

12. Customer Promise
12

13. 13
http://vimeo.com/108232425
Click!

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

15. 10 principles: Customer Operational Processes
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 Digital Intelligence
(A/B testing)
(Analytics)
(Tagmanagement)

18. 18
Ingrid
Uitendaal
Joël de
Haan
Kevin
Anderson
Maarten
Schavemaker
Maaike
Plieger
Martijn
Visser
Win Yan
Man
Team Digital Intelligence

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
25

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
27

28. Purpose
28

29. 29
https://www.youtube.com/watch?v=Qa6s1fqYdEI
Click!

30. 30
experience examples changes
1 2 3

31. Working agile

32. Skills of a Data Analyst
32
insightanalyse present
technical
business

33. 33
Great time for
researchers

34. 34
… get out
of your silo!

35. 35
Learn to understand behaviour
and to influence it

36. And you will be the center of your organization
36
insightanalyse present
technical
business

37. Questions?
@kevinanderson
kevinanderson.nl/insights

38. 38
Click!