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DIGITAL STRATEGI:
EKSEKVER, EKSEKVER,
EKSEKVER
MORGENBOOSTER
14/05/14MORGENBOOSTER SLIDE 2
BØRSEN 18.02.2014
14/05/14MORGENBOOSTER
”VI ER IKKE HELT SIKRE PÅ, HVOR
VERDEN GÅR HEN, VI ER IKKE HELT SIKRE
PÅ, HVAD KUNDERNE VIL HAVE I
FREMTIDEN. VI HAR NOGLE hypoteser,
MEN VERDEN ÆNDRER SIG SÅ HURTIGT,
AT STRATEGIEN ER RELATIV BRED.”
	
  
Thomas	
  Borgen,	
  Danske	
  Banks	
  topchef	
  
SLIDE 3
NÆSTEN RIGTIGTFULDSTÆNDIG RIGTIGT
MORGENBOOSTER 14/05/14 SLIDE 4
KILDE: ROGER MARTIN
14/05/14MORGENBOOSTER SLIDE 5
INDSIGT STRATEGI EKSEKVERING
MORGENBOOSTER 14/05/14
TAKTIK
SLIDE 6
9/10 VIRKSOMHEDER,
DER INDTOG FORTUNE
500 LISTEN I 1955,
EKSISTERER IKKE I DAG.
FAKTUM!
14/05/14MORGENBOOSTER SLIDE 7
KUN STRATEGER
INTERESSERER SIG FOR
STRATEGI. ALLE ANDRE
INTERESSERER SIG FOR
outputtet.
PÅSTAND!
MORGENBOOSTER 14/05/14 SLIDE 8
HVORDAN KOMMER VI
OP MED GODE IDÉER…
MORGENDAGENS UDFORDRING
14/05/14MORGENBOOSTER SLIDE 9
HVORDAN KOMMER VI
OP MED GODE IDÉER …
OG EKSEKVERER DEM
GODT?
MORGENDAGENS UDFORDRING
14/05/14MORGENBOOSTER SLIDE 10
HVAD BLOKERER FOR
DEN GODE IDÉ?
BARRIERE #1
14/05/14MORGENBOOSTER SLIDE 11
CITAT
“THERE’S NOTHING
MORE DANGEROUS
THAN THE RIGHT
ANSWER TO THE
WRONG QUESTION”
Peter	
  Drucker	
  
14/05/14MORGENBOOSTER Slide 12
5 + 5 = ?
14/05/14MORGENBOOSTER SLIDE 13
14/05/14MORGENBOOSTER
KILDE: INSPIRERET AF TIM BROWN
SLIDE 14
HVORFOR HAR VI EN
PROCES FOR AT
FORETAGE OG
EKSEKVERE VALG MEN
INGEN PROCES FOR AT
SKABE VALG?
HVAD BLOKERER FOR, AT VI FÅR GODE IDÉER?
14/05/14MORGENBOOSTER SLIDE 15
HVAD BLOKERER FOR,
AT VI EKSEKVERER PÅ
GODE IDÉER?
BARRIERE #2
14/05/14MORGENBOOSTER SLIDE 16
VIRKSOMHEDER
BRUGER MÅNEDER OG
ÅR PÅ SPECIFIKATION
OG PRODUKTION …
HVAD BLOKERER FOR, AT VI KAPITALISERER PÅ GODE IDÉER?
14/05/14MORGENBOOSTER SLIDE 17
… FOR AT OPDAGE, AT
KUNDERNE ER
LIGEGLADE.
HVAD BLOKERER FOR, AT VI KAPITALISERER PÅ GODE IDÉER?
14/05/14MORGENBOOSTER SLIDE 18
FLERE VIRKSOMHEDER
FEJLER PGA.
MANGLENDE
KUNDESTRØM
FREMFOR MANGLENDE
PRODUKTUDVIKLING.
HVAD BLOKERER FOR, AT VI KAPITALISERER PÅ GODE IDÉER?
14/05/14MORGENBOOSTER SLIDE 19
HVORFOR HAR VI EN
PROCES FOR
PRODUKTUDVIKLING
MEN INGEN PROCES
FOR KUNDEUDVIKLING?
HVAD BLOKERER FOR, AT VI KAPITALISERER PÅ GODE IDÉER?
14/05/14MORGENBOOSTER SLIDE 20
HVORDAN KOMMER VI
OP MED GODE IDÉER …
OG HVORDAN
EKSEKVERER DEM
GODT?
14/05/14MORGENBOOSTER SLIDE 21
AT FORMULERE DEN
RIGTIGE OPGAVE
AT FÅ EN GOD IDÉ HANDLER OM
14/05/14MORGENBOOSTER SLIDE 22
5 + 5 = ?
14/05/14MORGENBOOSTER SLIDE 23
? + ? = 10
14/05/14MORGENBOOSTER SLIDE 24
14/05/14MORGENBOOSTER SLIDE 25
14/05/14MORGENBOOSTER
“WHY IS IT THAT WHEN
WE WANT TO CALL AND
TALK TO A PERSON, WE
HAVE TO CALL A PLACE?”
Martin	
  Cooper	
  
SLIDE 26
AT SØGE EFTER
EN KUNDE
AT EKSEKVERE PÅ EN GOD IDÉ HANDLER OM
14/05/14MORGENBOOSTER SLIDE 27
14/05/14MORGENBOOSTER
INGEN PLAN OVERLEVER
FØRSTE MØDE MED EN
KUNDE
SLIDE 28
14/05/14MORGENBOOSTER
HYPOTESE FACTS
SLIDE 29
KLASSISK VANDFALDSPROCES
INDSIGT STRATEGI EKSEKVERING
MORGENBOOSTER 14/05/14
TAKTIK
NOGEN
LÆRING
DET MESTE
LÆRING SKER HER!
MEGET LIDT
LÆRING
SLIDE 30
KUNDEUDVIKLINGSPROCES
14/05/14MORGENBOOSTER
VALIDERSØG
PRODUCT MARKET FIT
PIVOT
FORSTÅR VI
KUNDENS BEHOV?
MØDER VI ET
BEHOV, DER ER
STORT NOK?
SLIDE 31
VORES SØGNING FOREGÅR ”UDENFOR”
MORGENBOOSTER
DESIGNEKSPERIMENT
INDSIGT
14/05/14
VORES
HYPOTESE ER …
SPÆNDENDE OM
KUNDER, PARTNERE
ETC. ER ENIGE …
HVORDAN KAN VI HURTIGT
TESTE FORSTÅELSEN AF
PROBLEMSTILLINGEN?
HVAD BETYDER RESULTATET
FOR FORSTÅELSEN AF
PROBLEMSTILLINGEN?
SLIDE 32
MVP
14/05/14MORGENBOOSTER
MINIMUM VIABLE PRODUCT PRODUCT
DET MINDST MULIGE PRODUKT
MED ET MINIMUM AF
FUNKTIONER, DER SKAL TIL
FOR AT FÅ FEEDBACK FRA
KUNDERNE.
SLIDE 33
14/05/14MORGENBOOSTER SLIDE 34
CASE
eBANK 2.0
MORGENBOOSTER 14/05/14 SLIDE 35
INGEN SANDHED
EKSISTERER VED
SKRIVEBORDET, KUN
HOLDNINGER.
PROCESSEN HAVDE ÉT DOGME
14/05/14MORGENBOOSTER SLIDE 36
DEN GENNEMSNITLIGE KUNDE
> Går til rådgivningsmøde hvert 5. år.
> Ringer til sin bank 2 gange om året.
> Logger på sin netbank 64 gange om året.
> Logger på sin mobilbank 161 gange om året.
KILDE: DANSKE BANK
MORGENBOOSTER 14/05/14 SLIDE 37
Bankanalysen 2013
MORGENBOOSTER 14/05/14 SLIDE 38
9/10 BESØG I NETBANK
RESULTERER I, AT
BRUGERNE ÅBNER EN
KONTOOVERSIGT.
MORGENBOOSTER 14/05/14 SLIDE 39
STILLER VI DE RIGTIGE SPØRGSMÅL?
14/05/14 SLIDE 40MORGENBOOSTER
HVORDAN GØR VI DET
LETTERE FOR KUNDER AT
BRUGE VORES eBANK?
HVORDAN GØR VI VORES
eBANK PÆNERE?
14/05/14 SLIDE 41MORGENBOOSTER
HVAD HAR BANKKUNDER
BRUG FOR FOR AT SPARE
PENGE? OG SPARE OP?
HVAD FÅR BANKKUNDER TIL
AT INTERESSERE SIG FOR
ØKONOMI?
I HAR IKKE KUN BEHOV
FOR ET GRAFISK SKIFT. I
HAR BEHOV FOR eBANK
2.0.
HYPOTESE
MORGENBOOSTER 14/05/14 SLIDE 42
14/05/14 SLIDE 43MORGENBOOSTER
14/05/14 SLIDE 44MORGENBOOSTER
eBANK 2.0 KAN I ØGE
KUNDETILFREDSHEDEN
- OG REDUCERE
CHURN RATE.
VI ÆNDREDE FORRETNINGSMODELLEN PBA. FEEDBACK FRA BANKERNE
EFFEKTIVISERING
eBank 2.0 minimerer omkostninger til mindre
kundeserviceopgaver og ekspeditionsdialoger ved at
digitalisere arbejdsgange for kunder og pengeinstitutter.
+
LOYALITET
eBank 2.0 bidrager til at reducere churn raten ved at
forbedre kundetilfredsheden.
14/05/14 SLIDE 45MORGENBOOSTER
14/05/14 SLIDE 46MORGENBOOSTER
eBANK 2.0 GØR DET
NEMMERE FOR
BANKKUNDER AT
SPARE PENGE.
19-24 år 25-34 år 35-44 år 45-55 år 60+ år
ANONYM
MEN ER DET ET BEHOV HOS KUNDERNE?
14/05/14MORGENBOOSTER SLIDE 47
•  …
DET SPURGTE VI DEM OM GENNEM EN RÆKKE SCENARIER
14/05/14MORGENBOOSTER SLIDE 48
BIP, BIP! Du plejer at
købe ind her på
denne tid… baseret
på de sidste 12 mdrs
forbrug… kan det
bedre betale sig for
dig at bestille maden i
en netbutik og få den
bragt! God appetit ☺
Kom, drenge. Vi
tager hjem og
hygger i stedet for at
handle ind. Det er
billigere, siger eBank
14/05/14MORGENBOOSTER SLIDE 49
DET SPURGTE VI DEM OM GENNEM EN RÆKKE SCENARIER
VI ÆNDREDE KONCEPTET PBA. FEEDBACK FRA BANKKUNDERNE
14/05/14 SLIDE 50MORGENBOOSTER
“DET VILLE VÆRE EN RIGTIG GOD
SERVICE. DET KRÆVER DOG AT
BANKEN KAN OVERBEVISE MIG OM, AT
DET ER TIL MIT BEDSTE”
Anders
“DA FØLER JEG AT DET ER ‘1984’, AT
DER ER NOEN SOM SER PÅ DEG. AT
eBANKEN BLIVER ALT FOR PERSONLIG.
UFF!”
Eirik
14/05/14 SLIDE 51MORGENBOOSTER
KUNDERNE ØNSKER
AT SE, HVOR MEGET
DE HAR TIL RÅDIGHED
TIL FORBRUG PR.
MÅNED.
14/05/14 SLIDE 52MORGENBOOSTER
“DET VI HAR NÅ HAR
GÅTT UT PÅ DATO,
DETTE ER FLOTT. OM VI
IKKE FÅR NOE NYTT
SNART BYTTER JEG
BANK."
MORGENBOOSTER
EN KUNDE I KUNDEPANELET
14/05/14 SLIDE 53
14/05/14 SLIDE 54MORGENBOOSTER
I SKAL GÅ FRA FAST
FOLLOWER TIL FIRST
MOVER VED AT
AFKORTE JERES TIME-
TO-MARKET.
VI ER I GANG MED EN NY UDVIKLINGSPROCES PBA. FEEDBACK FRA BANKERNE
MORGENBOOSTER
DESIGNLØFT NY eBANK 2.0NY BASISFUNKTIONALITET GAME CHANGERS
POC POC POC
14/05/14 SLIDE 55
STRATEGI
14/05/14MORGENBOOSTER
VISION
KPI’ER
SUCCESKRITERIER
DRIVERE
IDÉER
eBank 2.0 minimerer omkostninger til mindre
kundeserviceopgaver og ekspeditionsdialoger
ved at digitalisere arbejdsgange for kunder og
pengeinstitutter.
20% af alle ekspeditionsdialoger over telefon
og i filialerne konverteres til digital dialog.
eBank 2.0 skal flytte opgaver fra
pengeinstitutternes medarbejdere til
kunderne, så pengeinstitutterne sparer
tid og ressourcer.
eBank 2.0 er til for kunderne, der oplever, at det
bliver både nemmere og sjovere at træffe de
rigtige finansielle beslutninger.
SLIDE 56
MANGE ORD, MEN I
VIRKELIGHEDEN ER
POINTEN SIMPEL
14/05/14MORGENBOOSTER SLIDE 57
CITAT
“THE BEST WAY TO
PREDICT THE FUTURE
IS TO DESIGN IT”
Buckminster	
  Fuller	
  
14/05/14MORGENBOOSTER Slide 58
RENÉ BACH LUNDGAARD
HEAD OF DIGITAL STRATEGY
RBL@1508.DK
VIMEO: 1508.DK/VIMEO
SLIDESHARE: 1508.DK/SLIDESHARE
NÆSTE MORGENBOOSTER:
(SIMPLE) CONTENT, D. 11. JUNI
TAK

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