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Ipsos MORI – Future of Research
CUSTOMER CONNECTION IN A DIGITAL AGE
THE FUTURE OF
FINANCIAL RELATIONSHIPS
Twitter: #FutureofResearch
WIFI Firmdale
Conference code: rikrak
PAUL STAMPER
HEAD OF FINANCIAL SERVICES
2Ipsos MORI – Future of Research
Convenience
Flexibility
Emotional Engagement
3Ipsos MORI – Future of Research
Credibility + Reliability
Self interest
TRUSTWORTHINESS =
Source: The Trusted Advisor, by David Maister
FUNCTIONAL AND EMOTIONAL
+ Intimacy
Ipsos MORI – Future of Research 4
Adults who use a
FinTech app
%
Source: Ipsos Tech Tracker Q2 2018 (All UK adults aged 15+ n=1009)
5Ipsos MORI – Future of Research
1M(24 SEPT)
0.25M(16 APR)
0.5M(21 AUG)
Ipsos MORI – Future of Research 6
Yolt just works. I love the style and
the app is faultless. The aggregation
and classification of my spending is
personalised to a whole other level.
With the scan of my fingerprint, I can
see everything in one place and it
really feels like I have got myself a
PA!
Ipsos MORI – Future of Research 7
Cleo’s a much more interesting and
engaging way to interact with my
finances – I think about my money
much more because of it… Cleo is
regularly messaging me updates,
information I need and data on my
spending which help me keep track of
my money more easily. I enjoy how
individual to me and conversational
it is (like sending me GIFs), plus, it
empowers me to do more about my
spending.
Ipsos MORI – Future of Research 8
Monzo has completely changed the
way I think about banks… it’s
completely changed the way I deal
with my finances. I’m much more
empowered, and have a clear
understanding of where I’m
spending my money and adjust my
spending accordingly. Speaking to
the customer service guys… via a
chat is easier, personal and more
conversational than a scripted
phone call you get from the banks.
Ipsos MORI – Future of Research
WHAT CAN HELP BUILD
EMOTIONAL ENGAGEMENT?
10Ipsos MORI – Future of Research
EIGHT IDEAS, TWO LENSES
Emotional
Engagement
Functional
Appeal
11Ipsos MORI – Future of Research
EIGHT IDEAS, TWO LENSES
Relevance
Differentiation
Believability
Fairly treated
Valued
In Control
12Ipsos MORI – Future of Research
TWO IDEAS CONSISTENTLY WELCOMED
N=750, fieldwork conducted online, 4-6 September 2018
Please rate each product idea on the extent to which it: meets your needs; is unique
and different; is believable. If your bank were to offer you a service like this, to what
extent would it make you feel: fairly treated; valued; in control of your finances
FUNCTIONAL
APPEAL
EMOTIONAL
ENGAGEMENT
ALERTS WITH
SUGGESTIONS
IN–APP
BANK ADVISOR
1st
2nd2nd
1st159
151
13Ipsos MORI – Future of Research
TWO MISSED THE MARK
N=750, fieldwork conducted online, 4-6 September 2018
Please rate each product idea on the extent to which it: meets your needs; is unique
and different; is believable. If your bank were to offer you a service like this, to what
extent would it make you feel: fairly treated; valued; in control of your finances
FUNCTIONAL
APPEAL
EMOTIONAL
ENGAGEMENT
8th
5th7th
8th
VOICE BANKING
MEETINGS WHEN
YOU WANT
40
64
14Ipsos MORI – Future of Research
THREE APPEALED TO YOUNGER CUSTOMERS
N=750, fieldwork conducted online, 4-6 September 2018
Please rate each product idea on the extent to which it: meets your needs; is unique
and different; is believable.
18-34 55+
43
79120
108
35-54
91
89
115 94 93
LEARNINGS FROM
THE CROWD
GOAL MANAGER
VIRTUAL BANKER
FUNCTIONAL APPEAL
15Ipsos MORI – Future of Research
AND ONE TO OLDER CUSTOMERS
N=750, fieldwork conducted online, 4-6 September 2018
Please rate each product idea on the extent to which it: meets your needs; is
unique and different; is believable
DAILY UPDATE
MESSAGE
18-34 55+
13897
35-54
111
FUNCTIONAL APPEAL
Ipsos MORI – Future of Research
WHAT DOES THIS MEAN
FOR PROPOSITION DEVELOPMENT?
17Ipsos MORI – Future of Research
YOUNGER CUSTOMERS WANT MORE HELP
18Ipsos MORI – Future of Research
AI DIVIDES OPINION
‘New & Different’
&
‘Difficult to Believe’
VIRTUAL BANKER AI
FINEXTRA
30 August 2018
19Ipsos MORI – Future of Research
PERSONALISATION NEEDS TO BE PERSONAL
Suggesting
books that I do
want to read…
…and study
guides I don't
20Ipsos MORI – Future of Research
HUMAN BEINGS STILL ADD UNIQUE VALUE
Empathy Adaptability Judgment
21Ipsos MORI – Future of Research
YOU.THANK

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The Future of Financial Relationships: Customer Connection in a Digital Age

  • 1. Ipsos MORI – Future of Research CUSTOMER CONNECTION IN A DIGITAL AGE THE FUTURE OF FINANCIAL RELATIONSHIPS Twitter: #FutureofResearch WIFI Firmdale Conference code: rikrak PAUL STAMPER HEAD OF FINANCIAL SERVICES
  • 2. 2Ipsos MORI – Future of Research Convenience Flexibility Emotional Engagement
  • 3. 3Ipsos MORI – Future of Research Credibility + Reliability Self interest TRUSTWORTHINESS = Source: The Trusted Advisor, by David Maister FUNCTIONAL AND EMOTIONAL + Intimacy
  • 4. Ipsos MORI – Future of Research 4 Adults who use a FinTech app % Source: Ipsos Tech Tracker Q2 2018 (All UK adults aged 15+ n=1009)
  • 5. 5Ipsos MORI – Future of Research 1M(24 SEPT) 0.25M(16 APR) 0.5M(21 AUG)
  • 6. Ipsos MORI – Future of Research 6 Yolt just works. I love the style and the app is faultless. The aggregation and classification of my spending is personalised to a whole other level. With the scan of my fingerprint, I can see everything in one place and it really feels like I have got myself a PA!
  • 7. Ipsos MORI – Future of Research 7 Cleo’s a much more interesting and engaging way to interact with my finances – I think about my money much more because of it… Cleo is regularly messaging me updates, information I need and data on my spending which help me keep track of my money more easily. I enjoy how individual to me and conversational it is (like sending me GIFs), plus, it empowers me to do more about my spending.
  • 8. Ipsos MORI – Future of Research 8 Monzo has completely changed the way I think about banks… it’s completely changed the way I deal with my finances. I’m much more empowered, and have a clear understanding of where I’m spending my money and adjust my spending accordingly. Speaking to the customer service guys… via a chat is easier, personal and more conversational than a scripted phone call you get from the banks.
  • 9. Ipsos MORI – Future of Research WHAT CAN HELP BUILD EMOTIONAL ENGAGEMENT?
  • 10. 10Ipsos MORI – Future of Research EIGHT IDEAS, TWO LENSES Emotional Engagement Functional Appeal
  • 11. 11Ipsos MORI – Future of Research EIGHT IDEAS, TWO LENSES Relevance Differentiation Believability Fairly treated Valued In Control
  • 12. 12Ipsos MORI – Future of Research TWO IDEAS CONSISTENTLY WELCOMED N=750, fieldwork conducted online, 4-6 September 2018 Please rate each product idea on the extent to which it: meets your needs; is unique and different; is believable. If your bank were to offer you a service like this, to what extent would it make you feel: fairly treated; valued; in control of your finances FUNCTIONAL APPEAL EMOTIONAL ENGAGEMENT ALERTS WITH SUGGESTIONS IN–APP BANK ADVISOR 1st 2nd2nd 1st159 151
  • 13. 13Ipsos MORI – Future of Research TWO MISSED THE MARK N=750, fieldwork conducted online, 4-6 September 2018 Please rate each product idea on the extent to which it: meets your needs; is unique and different; is believable. If your bank were to offer you a service like this, to what extent would it make you feel: fairly treated; valued; in control of your finances FUNCTIONAL APPEAL EMOTIONAL ENGAGEMENT 8th 5th7th 8th VOICE BANKING MEETINGS WHEN YOU WANT 40 64
  • 14. 14Ipsos MORI – Future of Research THREE APPEALED TO YOUNGER CUSTOMERS N=750, fieldwork conducted online, 4-6 September 2018 Please rate each product idea on the extent to which it: meets your needs; is unique and different; is believable. 18-34 55+ 43 79120 108 35-54 91 89 115 94 93 LEARNINGS FROM THE CROWD GOAL MANAGER VIRTUAL BANKER FUNCTIONAL APPEAL
  • 15. 15Ipsos MORI – Future of Research AND ONE TO OLDER CUSTOMERS N=750, fieldwork conducted online, 4-6 September 2018 Please rate each product idea on the extent to which it: meets your needs; is unique and different; is believable DAILY UPDATE MESSAGE 18-34 55+ 13897 35-54 111 FUNCTIONAL APPEAL
  • 16. Ipsos MORI – Future of Research WHAT DOES THIS MEAN FOR PROPOSITION DEVELOPMENT?
  • 17. 17Ipsos MORI – Future of Research YOUNGER CUSTOMERS WANT MORE HELP
  • 18. 18Ipsos MORI – Future of Research AI DIVIDES OPINION ‘New & Different’ & ‘Difficult to Believe’ VIRTUAL BANKER AI FINEXTRA 30 August 2018
  • 19. 19Ipsos MORI – Future of Research PERSONALISATION NEEDS TO BE PERSONAL Suggesting books that I do want to read… …and study guides I don't
  • 20. 20Ipsos MORI – Future of Research HUMAN BEINGS STILL ADD UNIQUE VALUE Empathy Adaptability Judgment
  • 21. 21Ipsos MORI – Future of Research YOU.THANK