Changing customer behaviour and how we as ABN AMRO are adapting - Jessica Niewierra - ABN AMRO
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Changing customer behaviour and how we as ABN AMRO are adapting - Jessica Niewierra - ABN AMRO
- 1. Changing customer behaviour and how we as a bank are adapting Jessica Niewierra Director Internet & Mobile ABN AMRO 18 July 2013
- 2. Changing customer behaviour How we as a bank are adapting Mobile Roadmap Lessons learned 02 03 04 01
- 3. Changing customer behaviour How we as a bank are adapting Mobile Roadmap Lessons learned 02 03 04 01
- 4. Major change due to the emergence of interactive digital media: DO IT YOURSELF (and the next step is ‘not even necessary anymore to do it yourself’)
- 5. • Base: 919 online Dutch adults (age 16+), 197 ABN Amro customers, 328 ING customers, 314 Rabobank customers • Source: European Technographics® Online Financial Services Survey, Q1 2013 “Do you use the following channels at least monthly or more?” Nearly 90% of online Dutch adults use online banking, and 23% use a mobile banking app ABN AMRO is leading the way in terms of mobile banking among the Dutch banks
- 6. We live in a world of continuous feedback
- 7. Customers expect their bank to be more proactive where relevant and help them to be financially successful Photo by A.Danielsson
- 8. Interactivity has migrated rapidly towards smartphones and tablets and will broaden to ‘the Internet of Things’ People can connect any time and anywhere and location and context will be distinctive (‘Connect Global and Act Local’)
- 9. Changing customer behaviour How we as a bank are adapting Mobile Roadmap Lessons learned 02 03 04 01
- 10. twinsumer long term profit share give and take crowd- sourcing twitter peer to peer Google +1 blogging youtube channel choice click here Home shopping pullhug in permissio n based authentic experienc e connected perso- nalised sustainabl e Price compariso nsites multi tasking transpa- rency self funda.nl Internet banking facebook Linkedin wasalive prosumerchecklists mobile internet cloud computing iens.nl location based tracking & tracing VoIP collabora- tive browsing App Store co- creation iPad augmente d reality ubiquity nano nano fun wisdom of clients 1. pro-active relevant benefit 2. fast, transparent, easy 3. attentive & committed 4. smooth channel movement Apps
- 11. Various initiatives Internet & Mobile
- 12. **.*** **.*** **.*** **.*** **.*** Rozenhart Pro-active relevant benefit Pro-active relevant benefit Financial Diary: helping customers gaining insight Fast, transparent, eardy Fast, transparent, eardy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement
- 13. LinkedIn: proactively sharing sector reports and other (financial) information 24/7 webcare Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, eardy Fast, transparent, eardy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement
- 14. Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement Mobile
- 15. Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement Increase in launches Social Media since September 2010
- 16. Several Facebook campaigns Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement
- 17. 24/7 webcare via Twitter, Facebook en Google+ Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement
- 18. Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement Slideshare Making content socially shareable
- 19. Seeds Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement
- 20. Rating & Reviewing: ABN AMRO customer reviews Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement 41% increase in online purchase travel insurance Doorlopende Reisverzekering Rekening Openen vanuit Huis of Werk Generation Next Academy Zakelijke Rekening Openen ZZP Schadepakket 548 reviews 122 reviews 19 reviews 5 reviews 156 reviews 95% 93% 95% 81% 100% NPS 1. Show transparency 2. Learn from customer reviews
- 21. Customer reviews outside of ABN AMRO: rating our advisors Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement approved customer reviews average score ABN AMRO average score Netherlands (incl. ABN AMRO) visitors pages ABN AMRO offices (cumulative) 3.600 4,7 4,6 152.000
- 22. Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement More than half of ABN AMRO’s customers believe ratings are helping when choosing financial products Source: European Technographics® Online Financial Services Survey 2009
- 23. Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement Proactive chat: helping customers real-time online
- 24. Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement Pilot mortgage advice with video chat and document sharing
- 25. Pro-active relevant benefit Pro-active relevant benefit Fast, transparent, easy Fast, transparent, easy Attentive & commited Attentive & commited Smooth channel movement Smooth channel movement Becoming a customer without visiting a branch • Future customer chooses channel • External party pays a visit at home or at the office
- 26. Changing customer behaviour How we as a bank are adapting Mobile Roadmap Lessons learned 02 03 04 01
- 27. Focus on Mobile
- 28. Mobile Road Map mobiele website Step 1 Apps Step 3 Mobile website Step 2 New website: Mobile app to PC Step 4 Hybride Apps
- 29. Step 1: Apps Started with a blank sheet Target: reinvent banking for mobile phone and tablet with optimum user friendliness for our customers
- 30. • Customer panel • Customer community • Usability lab • Social media Together with customers
- 31. Continuous testing in our own Usability Lab customers help us to create better services
- 32. Mobile eye tracker in branche office Amsterdam co-creation
- 33. • being able to quickly adapt to customers’ needs • flexible • continuous feedback from customers Development through Agile scrum
- 34. March 2013February 2013 ZPP Assistent June 2013August 2012 1 1 Mobile Banking Mobile Banking Access online May 2013October 2012July 2012 1 September 2012 November 2012 1 1 Mobile Banking 1 Mobile Banking Private Banking Research Private Banking Research Student City Guide Relevant Student City Guide 1 1 1 Mobile Banking Mobile Banking January 2013December 2012 1 Mobile Banking 1 1 Mobile Banking Mobile Banking ZZP Assistent Help with damages HuizenkijkerOn the road 1 1 1 1 Mobile Banking Mobile Banking ZPP Assistent ZPP Assistent 1 Mobile Road Map
- 35. On the Road App
- 36. Help claims App
- 37. Home Finder app
- 39. Mobile Banking app Unique: visual banking personal and quick (convenience)
- 41. Transferring funds and setting my own daily limit
- 46. Investment
- 47. Offer the possibility to turn transferring money into a personal gesture rather than something technical and distant
- 48. Make your transfer personal
- 49. Make your transfer personal: how does it work?
- 50. With a picture
- 51. Or an original Eurogami design
- 53. 1-on-1 (2-way!) communication with each customer in our mobile banking app (Bankmail)
- 54. English Version
- 55. Our customers’ use of self service is changing rapidly mobile logins have exceeded Internet Banking logins since February 2012 14 10 IVR Internet Banking Mobile apps41,9% share Mobile April May November December January 2012 February March April May June July August September October November 16 12 8 6 4 2 mln 18 20 22 24 26 December January 28 30 2013 February March 65,5% Mobile 32 34 Mobile customer has 11x more contact!
- 56. Competition comparison of Dutch mobile banking apps by banken.nl: functionality is converging
- 57. Acknowledgements of our Mobile Banking App • App of the week • Android-app 2011 • OMT Award • Financial iPad app of the year • Top 5 worldwide Mobile apps for Banking (Retail) 2013 • Top 5 worldwide Mobile app for Wealth Management 2013 • Financial Marketing Award
- 58. Customer satisfaction with mobile banking app has improved greatly in 2012 (TNS NIPO)
- 59. Step 2: Mobile App to PC Quick Banking (app to PC): •the same code as for Mobile Banking •photos from Mobile Banking app also visible in Quick Banking •familiar Internet Banking with e.dentifier still possible
- 61. ABN AMRO only bank in Finest 50 e-commerce cases 2012 with Quick Banking
- 62. Step 3: Mobile Website mobile website a mobile website (using a ‘rendering platform’)
- 63. Step 4: Hybride Apps Native Hybrid HTML5 At present, HTML5 does not yet appear to be a suitable medium for ABN AMRO to offer its customer experience
- 64. Changing customer behaviour How we as a bank are adapting Mobile Roadmap Lessons learned 02 03 04 01
- 65. Just do it! • Step by step (with clear end vision based on customer trends and behaviour) • POC with single purpose apps • Multi-disciplinary teams with mandate holders • Test usability continuously Lessons learned
- 66. E-mail: jessica.niewierra@nl.abnamro.comFacebook: www.facebook.com/abnamro Twitter: @ABNAMRO YouTube: www.youtube.com/user/abnamro Linkedin: www.linkedin.com/company/abn-amro Slideshare: www.slideshare.net/abnamro Google+: gplus.to/abnamro Hyves: abnamrojongeren.hyves.nl LinkedIn: Jessica Niewierra Twitter: @niewierra Thank you! Any questions?