How to better understand your customers and win their adoption

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

Banking has changed in the past 30 years.

BRANCH

SIMPLE COMPLEX

BRANCH

SIMPLE COMPLEX

BRANCH

SIMPLE COMPLEX

CCATM

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

Banking is a true multi-channel experience.

BRANCH

SIMPLE COMPLEX

SIMPLE COMPLEX

BRANCH

SIMPLE COMPLEX

CCATM

MOB IB BRANCHCCATM

BRANCH

SIMPLE COMPLEX

SIMPLE COMPLEX

BRANCH

SIMPLE COMPLEX

CCATM

MOBILE IB BRANCHCCATM

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

What’s the typical way banks create new products & services?

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

Create business

requirem’ts

Build product around

business needs

Launch with little or no customer

involvement

Inside Out.

It’s all about them.

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

Banking will go in 2 different directions.

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

1 2Utility Concierge

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

1 2Utility Concierge

Traditional Banks

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

What’s the BETTER way banks can create new products & services?

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

Understand real

customer needs

Create & prototype

ideas

Test and refine ideas

with customers

Outside In.

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

Understand real

customer needs

Create & prototype

ideas

Test and refine ideas

with customers

Outside In.

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

We need to discover the customers real

Understanding REAL customer needs gets you closer to the RIGHT strategy and experiences much FASTER

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

Wants. Behaviors.Habits. Tastes. Choices.

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

PERCEIVED NEEDS

REAL, DEEP INTRINSIC NEEDS

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

“I want to see my

information how I like it”

“I want to manage my money not just see it”

“I’m nowhere near a branch

or ATM”

“I need to know my

balance right now”

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

A new home.A new car.A credit card.Travel insurance.Better savings rate.

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

Status amongst peers.Health & Wellbeing.Love & Respect for family & friends.Career & financial achievement.

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

How do we discover

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

Understanding customers real needs is about 3 core activities

Talking

Observing

Experiencing

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

1. Talking2. Observing3. Experiencing

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

Understand real

customer needs

Create & prototype

ideas

Test and refine ideas

with customers

Outside In.

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

The customiseddesigns & experiences from this process are

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

Just get closer to your customers. Literally.

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

A customer experience that meets REAL needs means customers will

How to better understand your customers and win their adoption

Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank

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robfindlay@ocbc.com