Creating a Holistic Financial Experience Strategy BlendConf 2013
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Transcript of Creating a Holistic Financial Experience Strategy BlendConf 2013
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Rikki Teeters @RikkiCreative
Creating a Holistic Financial Experience Strategy
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When I say People I mean users, customers, clients, employees, men, women, children, etc.
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When I say People I mean Human Beings.
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When I say Experience I mean the overall feeling that a Person has when interacting with or reflecting on your brand, company, other people, places, products, services, etc. !
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Life itself is the greatest Experience we will ever have.
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Omni-Channel Experience
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Multi-Channel Experience
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Cross-Channel Experience
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When I say Holistic Experience I mean a seamless approach to meeting the needs of People across all touchpoints.
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Rikki Teeters Girl of the 21st Century
@RikkiCreative
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Cincinna&
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Passive Consumer (since birth) Consumer (since age 15) Bank Technology User (since age 16) UX Consultant at a Big Bank (currently)
My Relationship with Banks
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If we don’t really love our banks,
then why do we stay loyal?
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What is essential for survival?
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What is essential for survival?
FOOD. WATER. SHELTER.
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Without money.
FOOD. WATER. SHELTER.
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Without money.
FOOD. WATER. SHELTER.
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Money is essential for survival.
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Banks are not going to go away.
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What will money and banking be like in the future?
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Through research, I found a lot of problems with the current state of Experience in the Financial Industry.
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Problem #1 Big Banks are out of touch with technology
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People have more technology in their pockets…
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…than bankers do in branches.
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`
Modern banking systems are built on top of Mainframe computing systems created in 1970.
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Instead of fixing those systems and building a solid foundation for the future…
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…banks put band aids on problems to stay within budget and scope.
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Upgrading these old broken systems takes time and money.
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IT Departments at Big Banks do not have enough time or money.
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`
IT Projects are funded based on immediate Return on Investment…
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…instead of long-term value.
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Bank IT Projects that improve experience are often pushed aside for “later” because the business does not see an opportunity for instant Return on Investment.
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The Waterfall Has Dried Up
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Your Project
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Your Project
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Problem #2 Sales drive business
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!!
Big Banks see people as customers…!
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..but not as fellow human beings.
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How do banks make money? Fees.!! Overdra. Fees
Enrollment Fees Account Fees Applica&on Fees Interest Fees Penalty Charges Late Payments Commission
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Problem #3 People have lost trust in Big Banks
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Technology
Automotiove
Telecommunications
Food & Beverage
Biotech
Retail
Entertianment
Pharmaceuticals
Energy
Consumer packaged goods
OTC personal health care products
Brewing and spriits
Media
Insurance
Banks
Financial Services
81%
69%
68%
66%
65%
65%
63%
63%
62%
59%
57%
57%
54%
52%
51%
50%
Source: 2011 Edelman Trust Barometer Key Findings, http://edelman.com/trust/2011/
How Much Do You Trust the Following Industries to Do What is Right?
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Problem #4 No Strategic Experience plan for the future
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Experience Strategy A strategically designed plan to create be@er experiences for all people who touch an organization.
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Experience Strategy Essentials!
Born through Research Executed with a clear Vision Aligned with the Business Consistent across Touchpoints Created uniquely for the People Follows a strategically designed Road Map
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Experience Strategy Essential #1 Born through Research
User Interviews Usability Studies Competitive Analysis Historical Review Ethnographical Studies Academic Research Surveys And much more…
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Experience Strategy Competitive Analysis!
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Experience Strategy Essential #2 Executed with a Clear Vision
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VISION
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The Branch
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Photo of old person with cash
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“The most avid adopters of virtual channels – tech-‐savvy consumers– are also
the most frequent branch visitors.” Source: Cisco IBSG, June 2012
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Responses When Asked About Replacing Brancheswith an All-Virtual Branch
Source: Cisco IBSG, June 2012
30%
25%25%
22%
7%
20%
15%
10%
5%
0%
Would be happy, but would keep same deposits
Would be happy, but would reduce deposits
Would switch banks
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Would you want to take out a $400,000 Home Loan online?!
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The Branch is not Dead.
It just needs to evolve.!
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Self Service
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Source: Apple.com
Personal Attention
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Personal Attention
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Trusted Advisors
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Trusted Advisors
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Financial Goals Real Time Expense Tracking Save for Kids’ College Savings Plan Buy a Car Take Out a Home Loan Monitor Credit Report Monitor & Protect Identity Advise on important Financial Decisions
Advisors should give people personal attention
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Relationships have to change from Sales people / Customers!
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to Trusted Advisors / Clients!
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Experience Strategy Essential #3 Aligned with the Business!
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Executive Support is Required!
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You must get executive buy in.
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You must get executive buy in.
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You must get executive buy in.
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You must get executive buy in.
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2007-2010 Stock Performance of
Customer Experience Leaders, Laggards and S&P 500
Source: HFI White Paper, UX Mistakes Made by Financial Institutions
30.0%
20.0%
CxP Leaders
19.0%
S&P 500 Index
-3.3%
10.0%
0.0%
-10.0%
-20.0%
Cum
ulat
ive To
tal R
etur
n
-30.0%
-40.0%
CxP Laggards
-46.3%
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Key Hybrid Business Experience Strategy : Build and Maintain Life-long Relationships
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J = $
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We must build real human relationships.
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What makes a good human relationship?
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TRUST
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EMOTIONAL AVAILABILITY
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OPENNESS
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ALIGNMENT ALIGNMENT
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COMMITMENT
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SAFETY SAFETY
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`
HONESTY
HONESTY
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COMMUNICATION
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TRUST
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EMOTIONAL AVAILABILITY
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OPENNESS
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ALIGNMENT ALIGNMENT
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COMMITMENT
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SAFETY SAFETY
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`
HONESTY
HONESTY
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COMMUNICATION
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Experience Strategy Essential #4 Consistent Across Touchpoints
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Channel
• ATM
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Channel
• iPhone
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Channel
• Branch
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BANK
ATM Mobile Applications
InternetBanking
ConsumerEnrollment Call Center Branch 3rd Party
ApplicationsSocial Media
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BANK
ATM Mobile Applications
InternetBanking
ConsumerEnrollment Call Center Branch 3rd Party
ApplicationsSocial Media
I want to ...Deposit a Check
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BANK
ATM Mobile Applications
InternetBanking
ConsumerEnrollment Call Center Branch 3rd Party
ApplicationsSocial Media
I want to ...Deposit a Check
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BANK
ATM Mobile Applications
InternetBanking
ConsumerEnrollment Call Center Branch 3rd Party
ApplicationsSocial Media
I want to ...Check my balance
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BANK
ATM Mobile Applications
InternetBanking
ConsumerEnrollment Call Center Branch 3rd Party
ApplicationsSocial Media
I want to ...Check my balance
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BANK
ATM Mobile Applications
InternetBanking
ConsumerEnrollment Call Center Branch 3rd Party
ApplicationsSocial Media
I want to ...Take out a loan
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BANK
ATM Mobile Applications
InternetBanking
ConsumerEnrollment Call Center Branch 3rd Party
ApplicationsSocial Media
I want to ...Take out a loan
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BANK
ATM Mobile Applications
InternetBanking
ConsumerEnrollment Call Center Branch 3rd Party
ApplicationsSocial Media
I want to ...Complain about an issue
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BANK
ATM Mobile Applications
InternetBanking
ConsumerEnrollment Call Center Branch 3rd Party
ApplicationsSocial Media
I want to ...Complain about an issue
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BANK
ATM Mobile Applications
InternetBanking
ConsumerEnrollment Call Center Branch 3rd Party
ApplicationsSocial Media
I want to ...Research, get advice, and get credit card
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BANK
ATM Mobile Applications
InternetBanking
ConsumerEnrollment Call Center Branch 3rd Party
ApplicationsSocial Media
I want to ...Research, get advice, and get credit card
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BANK
ATM Mobile Applications
InternetBanking
ConsumerEnrollment Call Center Branch 3rd Party
ApplicationsSocial Media
I want to ...Research, get advice, and get credit card
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BANK
ATM Mobile Applications
InternetBanking
ConsumerEnrollment Call Center Branch 3rd Party
ApplicationsSocial Media
I want to ...Research, get advice, and get credit card
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BANK
ATM Mobile Applications
InternetBanking
ConsumerEnrollment Call Center Branch 3rd Party
ApplicationsSocial Media
I want to ...Research, get advice, and get credit card
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BANK
ATM Mobile Applications
InternetBanking
ConsumerEnrollment Call Center Branch 3rd Party
ApplicationsSocial Media
I want to ...Research, get advice, and get credit card
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BANK
ATM Mobile Applications
InternetBanking
ConsumerEnrollment Call Center Branch 3rd Party
ApplicationsSocial Media
I want to ...Research, get advice, and get credit card
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BANK
ATM Mobile Applications
InternetBanking
ConsumerEnrollment Call Center Branch 3rd Party
ApplicationsSocial Media
I want to ...Research, get advice, and get credit card
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BANK
ATM Mobile Applications
InternetBanking
ConsumerEnrollment Call Center Branch 3rd Party
ApplicationsSocial Media
I want to ...Research, get advice, and get credit card
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BANK
ATM Mobile Applications
InternetBanking
ConsumerEnrollment Call Center Branch 3rd Party
ApplicationsSocial Media
I want to ...Research, get advice, and get credit card
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BANK
ATM Mobile Applications
InternetBanking
ConsumerEnrollment Call Center Branch 3rd Party
ApplicationsSocial Media
Within 1 journey, I have touched all channels.
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BANK
People do not see channels.
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BANK
Their relationship with your brand is based on a series of interactions over time.
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BANK
The way they feel, during each of those interactions, is what forms their overall experience.
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Omni-‐chart
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Source: Research Study by Google Inc.
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“The future of banking is about connections with your customers, engaging them when
and where they need banking to solve a problem or provide a service.”"
"- April McGee (VP HFI Eastern Region)
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Constant access to Financial Advisors will enhance quality of remote advice.
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It would also allow “Advisors” to work from anywhere in the world.
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` According to a 2012 study by Cisco… People desire to control the time, place, channel, and information required to perform their banking activities.
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Created for the uniquely for the People"!
User Interviews User Groups Ethnographic Research Experience Mapping Usability Testing Behavioral Research Card Sorting Mental Models
Experience Strategy Essential #5
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Know People.
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Understand that people desire to be constantly !connected & heard.
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Plan to build true relationships with them.
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Anticipate needs of the people.
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Understand human behavior.
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Empathize with their needs, pain points, journeys.!!
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Try to form an emotional connection with people.!!
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As you start to know and understand people look for Actionable Insight.!
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Create a strategy to add value to their lives.
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Experience Strategy Essential #6 Follow a Strategically Design Road Map!
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X + Y * Z = Experience Strategy !
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What factors will not change over the next 10 years?!
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Techno logy?
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BEHAVIOR?
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C O N T E X T ?
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PEOPLE?
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OUR WORLD?
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Human Relationships and Change itself. In fact, the only 2 constants that we can rely on are
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Another rela&onship
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Add father son
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Add friends
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Add friends
How can we add value to the lives of people?
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• Create a strategically wri@en plan to Build real rela&onships with people. – Align ALL projects with that plan – Create checkpoints along the way to reflect and update plan
– Constantly research change in technology, people, behavior, context, and our world.
– Always strive to add value to the lives of people.
Summary
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"When you grow up you tend to get told the world is the way it is and your life is just to live your life inside the world. Try not to bash into the walls too much. Try to have a nice family, have fun, save a little money. That's a very limited life. Life can be much broader once you discover one simple fact:
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Everything around you that you call life was made up by people that were no smarter than you. And you can change it, you can influence it, you can build your own things that other people can use! Once you learn that, you'll never be the same again.”
-Steve Jobs
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You can change it.
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@RikkiCreative
Thank you!