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Contextual Banking
Changing customer behavior and how we as a modern bank respond to it

eFinancials
31 October 2013
!

Je...
01
02
03
04
05

the present customer
best practices in the market
a few of ABN AMRO’s achievements
lessons learned
sneak p...
digitale urgentie
+71%

personal propositions
usage in 6
months from
16% to over

34%

over

8 million
Dutch have a
smartp...
the customer

always connected

We are always online. The Internet of Things enables us to
interact with every kind of hig...
the customer

always connected

fast and easy

want zaken gemakkelijk en snel kunnen vinden en
We willento be able to find...
the customer

always connected

The amount of information we are presented with every day
calls for relevance. Relevance c...
the customer

always connected

We get information about our preferences and needs from
our environment. Intelligent self-...
the customer

always connected

personal

CONTEXT
fast and easy

contextual learning
Mobile customers expect everything
to be within reach. They want
everything, everywhere, now.
urgency: think big, scale fast

Brett King, author and founder
Moven Bank

“Customer behaviour is changing,
and like we’ve...
01
02
03
04
05

the present customer
best practices in the market
a few of ABN AMRO’s achievements
lessons learned
sneak p...
Tesco South Korea

always connected

fast and easy

personal

contextual learning

The line between online and offline is
...
Adidas: interactive window shopping

always connected

fast and easy

personal

contextual learning

Example Adidas store ...
Moven

always connected
insight into your
spending pattern
fast and easy

personal

contextual learning

compare with othe...
Simple

always connected

•
•
•

fast and easy

personal

contextual learning

•

Safe to Spend balance
saving goals
savin...
Square Cash

always connected

•

•

fast and easy

personal

contextual learning

•

transfer money using email
address
a...
Uber

always connected

•

•

fast and easy

personal

contextual learning

•

book a cab and see where it
is located
revi...
Runkeeper

always connected

•

•

fast and easy

personal

contextual learning

•

create your personal fitness
plan
chec...
Scanadu: send your smart phone to med school

always connected

fast and easy

personal

contextual learning

•

•

collec...
rapid development

?
technology brings us closer to customers

Because we get so close, we can
learn more about the customers’
life and their p...
time for finances in
the evening

last-minute
decision

family and friends

social media
smartphone

requires little
human...
Alexander Klöpping, professional nerd
among other things, de wereld draait door*

“Everything is used to create your
profi...
our solution:

contextual banking
essential balance: security and convenience, privacy and convenience

security
privacy
convenience
01
02
03
04
05

the present customer
best practices in the market
a few of ABN AMRO’s achievements
lessons learned
sneak p...
a few examples of how we respond to these trends

always connected

personal

fast and easy

contextual learning
always connected

always connected

fast and easy

personal

contextual learning
first: mobile pages

always connected

fast and easy

personal

contextual learning

May 2013:
Personal, Commercial,
and P...
now: mobile website

always connected

fast and easy

personal

contextual learning

September 2013:
The whole open domain...
now: mobile website

always connected

fast and easy

personal

contextual learning

September 2013:
The whole open domain...
social media: 24/7 webcare

always connected

snel en gemakkelijk

persoonlijk

contextual learning

24/7 webcare
and tele...
fast and easy

always connected

fast and easy

personal

contextual learning
log in with 5-digit identification code or with pass and e.dentifier (customer chooses)

always connected

fast and easy

...
secure 1-to-1 two way contact

always connected
•

fast and easy

•

•

personal

send and
• 90.000
receive
• volgers

con...
reply payment

always connected

fast and easy

personal

contextual learning

reply payment
• select by picture
• immedia...
personal

always connected

fast and easy

personal

contextual learning
personalize your account with photos and text

always connected
•

fast and easy
•

personal

contextual learning

own acc...
add a picture or text message to a payment

always connected

fast and easy

personal

contextual learning
search by picture

always connected

fast and easy

personal
•
•

contextual learning

add pictures to accounts
clicking o...
contextual learning

always connected

fast and easy

personal

contextual learning

don’t think in terms of bank products...
online mortgage advice

always connected

fast and easy

personal

contextual learning

received a score of

9.8
5
Going Dutch: split the bill

“Really convenient
when you’re out with a
group.”

always connected

“Cool app!”
“You don’t e...
RealEstate watching app

always connected

fast and easy

personal

contextual learning

free app for home buyers
• save p...
ZZP Assistant

always connected

fast and easy

personal

contextual learning

free finance management
app for freelancers...
contextual banking: closer to customers

Why?
Being in our customers’ context enables us
to truly and proactively add valu...
01
02
03
04
05

the present customer
best practices in the market
a few of ABN AMRO’s achievements
lessons learned
sneak p...
step-by-step internet and mobile development plan

1.

2.

3.

apps

quick banking

mobile website

4.

contextual
step 1. apps

1.

We start developing our
smartphone (and tablet)
apps from a ’clean sheet’.
use of Mobile and Internet Banking 2012-2013

Internet Banking

mobile share: 46.5%

Mobile Banking

mobile customer

34

...
recognition: apps

Increasing customer satisfaction Mobile
Banking App
80

2013: One op top-5 retail banks in the
world
On...
step 2. quick banking

2.
When we were praised by the
market and consumers for the userfriendliness of the apps, we
decide...
step 3. mobile website

3.
More and more customers
are using smartphones and
tablets. The website has
been optimized to su...
agility:
scrum scrum

Your agility determines how
quickly you respond to market
changes. For us this means
working in mult...
faster product launch for our customers

1

ZPP
Assistant

Relevant

1

Student
City Guide

September 2012

Access
online
...
learn from customers and their behaviour

u
listen to your customers, but have to courage to do something new

Steve Jobs, Apple

“A lot of times, people
don't know w...
01
02
03
04
05

the present customer
best practices in the market
a few of ABN AMRO’s achievements
lessons learned
sneak p...
sneak preview

1.

2.

3.

✔

✔

✔

apps

quick banking

mobile website

4.

contextual
4. next step: contextual

4.
We are going to make
Internet Banking (mobile
first) contextual. This way
we bring the mobile...
why?

Dutch Consumer’s Association:

9.2
Consumer’s Association: „The
Internet Banking of ABN AMRO
is way out in front”.
T...
but:

Customer satisfaction with the userfriendliness of Internet Banking is
decreasing.
!

Customers have gotten used to ...
so: contextual, user-friendliness of mobile with retention (and even expansion) of referred functionality

•

one underlyi...
contextual experience across all devices and easy access to advisers
contextual banking

always connected

personal

fast and easy

contextual learning
contextual banking

we’ve come a long way,
but aren’t there just yet

our ultimate goal: be the
customers’ financial J.A.R...
ABN AMRO: Contextual Banking

Thank you! Questions?

Facebook:
Twitter:
YouTube:
Linkedin:
Slideshare:

www.facebook.com/a...
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Presentation Contextual Banking E-Financials Jessica Niewierra 31-10-2013

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Publié le

This is the presentation on Contextual Banking given by Jessica Niewierra, Director Internet & Mobile, ABN AMRO at E-Financials 2013. For more information on Mobile Banking visit: https://www.abnamro.nl/mobilebanking

Publié dans : Économie & finance, Technologie
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  • Brilliant presentation! Customer behavior change demands a complete rethink on typical technology enablement - readiness to service customer expectations on every touch.
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Presentation Contextual Banking E-Financials Jessica Niewierra 31-10-2013

  1. 1. Contextual Banking Changing customer behavior and how we as a modern bank respond to it eFinancials 31 October 2013 ! Jessica Niewierra Director Internet & Mobile ABN AMRO
  2. 2. 01 02 03 04 05 the present customer best practices in the market a few of ABN AMRO’s achievements lessons learned sneak preview
  3. 3. digitale urgentie +71% personal propositions usage in 6 months from 16% to over 34% over 8 million Dutch have a smartphone 54% Adoption due to simplicity & speed € 217 € 133 mortgages consider terminating the relationship if content is not relevant we check our mobile phone 100101011100101101010100110 101011001111010101001101010 101010011101011101001010010 110101100010101010010101001 010010100010101001010101010 101010110111000101011010101 010101010110111000010111010 150 times a day mobile apps 90% in last 2 years 127 minutes tv 168 minutes Bad mobile experience scares users 45% ) Over 80% of Dutch internet users shop online +132% 20% 57% € Yet our mobile budgets are by far not as high as for TV…
  4. 4. the customer always connected We are always online. The Internet of Things enables us to interact with every kind of high-tech or household device. And with each other. Online and offline are merging (phygital)
  5. 5. the customer always connected fast and easy want zaken gemakkelijk en snel kunnen vinden en We willento be able to find and do things quickly: one click away. Intuitive design with images and met and little text. regelen: one click away. Intuïtief designvideoweinig tekst en Keep It van beeld en video. Keep gebruik Smart & Simple (KISS). It Smart & Simple (KISS).
  6. 6. the customer always connected The amount of information we are presented with every day calls for relevance. Relevance can only be determined if we have insight into all of the available data at the right time and place. snel en gemakkelijk personal
  7. 7. the customer always connected We get information about our preferences and needs from our environment. Intelligent self-learning systems enable us to learn from the input, and respond quickly and flexibly. This is how we stay agile and on top of things. snel en gemakkelijk persoonlijk contextual learning
  8. 8. the customer always connected personal CONTEXT fast and easy contextual learning
  9. 9. Mobile customers expect everything to be within reach. They want everything, everywhere, now.
  10. 10. urgency: think big, scale fast Brett King, author and founder Moven Bank “Customer behaviour is changing, and like we’ve seen in the publishing and music industry, digitalization is taking over. Banks need to accept this.”
  11. 11. 01 02 03 04 05 the present customer best practices in the market a few of ABN AMRO’s achievements lessons learned sneak preview
  12. 12. Tesco South Korea always connected fast and easy personal contextual learning The line between online and offline is blurring. There is a urge to use devices, in particular mobile devices, to store files, search for information or buy things. Example Tesco South Korea: Tesco offers commuting Koreans the option to order groceries at the metro station from their mobile phone and have them delivered later.
  13. 13. Adidas: interactive window shopping always connected fast and easy personal contextual learning Example Adidas store in Germany. A touchscreen on the window front enables customers to flick through garments. An app that is downloaded by scanning the QR code enables them to create a shopping cart simply by entering a PIN. They can then drag items on the screen and drop them in their shopping cart on their phone.
  14. 14. Moven always connected insight into your spending pattern fast and easy personal contextual learning compare with other periods and by category
  15. 15. Simple always connected • • • fast and easy personal contextual learning • Safe to Spend balance saving goals savings linked to categories no physical branches
  16. 16. Square Cash always connected • • fast and easy personal contextual learning • transfer money using email address account linked to debit card simple and well-structured interface
  17. 17. Uber always connected • • fast and easy personal contextual learning • book a cab and see where it is located review the driver while the driver reviews you
  18. 18. Runkeeper always connected • • fast and easy personal contextual learning • create your personal fitness plan check your goals share your progress
  19. 19. Scanadu: send your smart phone to med school always connected fast and easy personal contextual learning • • collect and analyze medical data about yourself (heart rate, temperature, blood pressure, urine test) Scanadu learns from the state of your body and health
  20. 20. rapid development ?
  21. 21. technology brings us closer to customers Because we get so close, we can learn more about the customers’ life and their preferences. ! Customers don’t come to us anymore. ! We are where they are: in their context.
  22. 22. time for finances in the evening last-minute decision family and friends social media smartphone requires little human help Amsterdam freelancer with no pension scheme on the way to work your context is key wish for larger home
  23. 23. Alexander Klöpping, professional nerd among other things, de wereld draait door* “Everything is used to create your profile. (…) Someone who knows you really well, can really help you.” *de wereld draait door is a Dutch early-evening TV show
  24. 24. our solution: contextual banking
  25. 25. essential balance: security and convenience, privacy and convenience security privacy convenience
  26. 26. 01 02 03 04 05 the present customer best practices in the market a few of ABN AMRO’s achievements lessons learned sneak preview
  27. 27. a few examples of how we respond to these trends always connected personal fast and easy contextual learning
  28. 28. always connected always connected fast and easy personal contextual learning
  29. 29. first: mobile pages always connected fast and easy personal contextual learning May 2013: Personal, Commercial, and Private Banking homepages go live together with the pages they link to and the pages that link to them from Bankmail.
  30. 30. now: mobile website always connected fast and easy personal contextual learning September 2013: The whole open domain is optimized for mobile: • menu • search function • forms • UX enhancements
  31. 31. now: mobile website always connected fast and easy personal contextual learning September 2013: The whole open domain is optimized for mobile: • menu • search function • forms • UX enhancements
  32. 32. social media: 24/7 webcare always connected snel en gemakkelijk persoonlijk contextual learning 24/7 webcare and telephone support
  33. 33. fast and easy always connected fast and easy personal contextual learning
  34. 34. log in with 5-digit identification code or with pass and e.dentifier (customer chooses) always connected fast and easy personal contextual learning
  35. 35. secure 1-to-1 two way contact always connected • fast and easy • • personal send and • 90.000 receive • volgers contextual learning • secure email also from Mobile Banking app every customer can send bankmails fewer non secure emails increases security 90,000 bankmails in first period
  36. 36. reply payment always connected fast and easy personal contextual learning reply payment • select by picture • immediate transfer
  37. 37. personal always connected fast and easy personal contextual learning
  38. 38. personalize your account with photos and text always connected • fast and easy • personal contextual learning own account and that of others • add pictures and names to your own and others’ accounts makes it easier to find what you’re looking for and visualize your savings goals
  39. 39. add a picture or text message to a payment always connected fast and easy personal contextual learning
  40. 40. search by picture always connected fast and easy personal • • contextual learning add pictures to accounts clicking on a picture displays a list of debits for the selected account
  41. 41. contextual learning always connected fast and easy personal contextual learning don’t think in terms of bank products, but from the customers’ needs in financial matters
  42. 42. online mortgage advice always connected fast and easy personal contextual learning received a score of 9.8 5
  43. 43. Going Dutch: split the bill “Really convenient when you’re out with a group.” always connected “Cool app!” “You don’t even have to be an ABN AMRO customer.” fast and easy personal used more than 15.000 times in the first weeks contextual learning “Just tested it and totally love it!” “I used the new app the evening I downloaded it. It was soooo easy.”
  44. 44. RealEstate watching app always connected fast and easy personal contextual learning free app for home buyers • save properties visited • checklist for rooms • spirit level and compass • easy to convert data to PDF
  45. 45. ZZP Assistant always connected fast and easy personal contextual learning free finance management app for freelancers • time logging • kilometres • expenses • invoices • customer, project and task management
  46. 46. contextual banking: closer to customers Why? Being in our customers’ context enables us to truly and proactively add value to their financial lives, when and where they need it.
  47. 47. 01 02 03 04 05 the present customer best practices in the market a few of ABN AMRO’s achievements lessons learned sneak preview
  48. 48. step-by-step internet and mobile development plan 1. 2. 3. apps quick banking mobile website 4. contextual
  49. 49. step 1. apps 1. We start developing our smartphone (and tablet) apps from a ’clean sheet’.
  50. 50. use of Mobile and Internet Banking 2012-2013 Internet Banking mobile share: 46.5% Mobile Banking mobile customer 34 has 11x more contact 25,5 inlogs in miljoen mobile share: 69% 17 8,5 0 January February March 2012 more mobile logins April May June July August September October November December January February March April May June July August 2013 Twice as many logins through Mobile Banking app September
  51. 51. recognition: apps Increasing customer satisfaction Mobile Banking App 80 2013: One op top-5 retail banks in the world Only Dutch bank among the world’s top-5 banks iPad app of the week 60 ! in % Recommended by Apple iTunes for a whole week 40 20 2011: Financial app of the year 2011: Android app public award ! ! Mobile Banking iPad app of the year in the area of finance 0 2011 2012 2013 Third place in the Dutch Android app of the year awards
  52. 52. step 2. quick banking 2. When we were praised by the market and consumers for the userfriendliness of the apps, we decided to offer the same experience for desktops. This resulted in the introduction of quick banking: log in with 5-digit PIN. quick banking
  53. 53. step 3. mobile website 3. More and more customers are using smartphones and tablets. The website has been optimized to support these customers and increase user-friendliness. mobile website
  54. 54. agility: scrum scrum Your agility determines how quickly you respond to market changes. For us this means working in multidisciplinary teams. An organization must be flexible in order to get certain things done (quickly).
  55. 55. faster product launch for our customers 1 ZPP Assistant Relevant 1 Student City Guide September 2012 Access online October 2012 Mobile Banking November 2012 1 1 1 Mobile Banking December 2012 ZZP Assistant January 2013 Mobile Banking February 2013 1 1 ZPP Assistant Mobile Banking Mobile Banking 1 Mobile Banking 1 1 1 Mobile Banking March 2013 1 1 1 Private Banking Research Mobile Banking Mobile Banking ZPP Assistant May 2013 June 2013 1 Mobile Banking September 2013 1 Mobile Banking October 2013
  56. 56. learn from customers and their behaviour u
  57. 57. listen to your customers, but have to courage to do something new Steve Jobs, Apple “A lot of times, people don't know what they want until you show it to them."
  58. 58. 01 02 03 04 05 the present customer best practices in the market a few of ABN AMRO’s achievements lessons learned sneak preview
  59. 59. sneak preview 1. 2. 3. ✔ ✔ ✔ apps quick banking mobile website 4. contextual
  60. 60. 4. next step: contextual 4. We are going to make Internet Banking (mobile first) contextual. This way we bring the mobile experience to the desktop. contextual
  61. 61. why? Dutch Consumer’s Association: 9.2 Consumer’s Association: „The Internet Banking of ABN AMRO is way out in front”. This great score is awarded for the functionality of our Internet Banking
  62. 62. but: Customer satisfaction with the userfriendliness of Internet Banking is decreasing. ! Customers have gotten used to the fast and user-friendly app and want the same experience on the desktop. customer satisfaction with the user-friendliness of Mobile Banking is increasing, and is higher than for IB.
  63. 63. so: contextual, user-friendliness of mobile with retention (and even expansion) of referred functionality • one underlying platform for all digital devices ! • user-friendliness of mobile on all devices (mobile first) ! • contextual offer that adapts to the customer and the situation ! • hybrid solution
  64. 64. contextual experience across all devices and easy access to advisers
  65. 65. contextual banking always connected personal fast and easy contextual learning
  66. 66. contextual banking we’ve come a long way, but aren’t there just yet our ultimate goal: be the customers’ financial J.A.R.V.I.S.
  67. 67. ABN AMRO: Contextual Banking Thank you! Questions? Facebook: Twitter: YouTube: Linkedin: Slideshare: www.facebook.com/abnamro @ABNAMRO www.youtube.com/user/abnamro www.linkedin.com/company/abn-amro www.slideshare.net/abnamro Email: LinkedIn: Twitter: jessica.niewierra@nl.abnamro.com Jessica Niewierra @Niewierra

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