The Future of Banking: Trends & Cases
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Customer Experience Solutions. Delivered. 1
The Future of Banking
Trends & Case
Jelmer de Jong, Backbase.
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Forrester: Next Gen Digital Financial Services
Rising customer expectations and the growing importance of the Web and mobile as sales and service channels mean that financial services e-Business executives need to fundamentally improve the way they serve customers via digital channels.
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Key Focus Points
Changes in Customer Behavior
User Experience Design
– Personal & Relevant
– Cross Device Journeys
Mobile Banking
Bank 2.0 Challenges
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Self-Directed
Customer
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Emerging Customer Behavior
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Emerging Changes in Customer Behaviour
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Paradigm Shift: From ‘Inside-out’ to ‘Outside-in’
INTERNALSYSTEMS
AND PLATFORMS
Inside-Out
Outside-In
CUSTOMEREXPERIENCE
LAYERLOOSELYCOUPLED
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User ExperienceDesign
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What is good Design?
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Elements of Good Design
Simplicity
Personal & Relevant
Smooth Service
Cross Channel Customer Journeys
Context is King
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Good Design : Simplicity
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Good Design : Simplicity
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Good Design : Simplicity
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Simplicity = 80 - 20 Rule
Simplicity = Mobile First
Good Design : Simplicity – Take Away
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Personal & Relevant
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Specially in Russia
“75% of Millennials* in Russia think of
themselves as unique. Compared to 69% in
the USA and 55% in the United Kingdom.”
*Millennials are born between 1983 and 2000
Research by InSites Consulting: http://www.slideshare.net/joerivandenbergh/why-im-unique-by-generation-y-around-the-world
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Personal & Relevant
Targeting
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Profile A
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Profile B
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Personal & Relevant
Segmentation
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Personal & Relevant
Customization
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Personal & Relevant = Customization
Personal & Relevant = Targeting
Personal & Relevant – Take Away
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User Experience Design
Retail to Banking
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Great Design : Smooth Service
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Step 1: Explore
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Step 2: Buy
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Step 3: Track
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Smooth Service – Take Away
Explore = Navigation &Advisory Tools
Buy = Online Enrollment
Track = Notify & Alerts
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Step 1: Advice & Simulation Tools
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Step 1: Advice & Simulation Tools
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Step 2: Online Enrollment
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Step 3: Status & Product Updates
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User Experience Design
Across Channels
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Understand Behavior / Preferences Per Channel
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Cross Channel Journeys : Service Design
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Ubiquity
Mobile Banking
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Bank 2.0
Challenges
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Challenge : Eliminate Silo’s
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BUs
Unify Content & Applications into Seamless Journey
Products Systems Processes Compliance
Customer Centric Experience Layer
ContextualSmart
SeamlessJourney
CRMIntegration
Security &Compliance
ProcessIntegration
Personal &Relevant
ApplicationIntegration
CustomerIn Control
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Widgets (Mix & Match)
Re-Usable
WidgetsCONTENT
Consistent Across Channels
FORMS
EnrollmentSelf-Service ...
PERSONALIZATION
1:1 Marketing(targeting, segmentation)
COMMUNICATION
Chat, Mail, SMS
INTERNET BANKING
Transactional
OTHER APPLILCATIONS
CRM
3TH PARTY APPS
PFM
CUSTOMER ENGAGEMENT PORTAL
ONLINE MOBILE
CALL CENTER
BRANCH OFFICE
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Challenge : Efficient Online Marketing & Sales
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Online Traffic Flow Analysis (ABN AMRO case study)
86% of all website
traffic goes straight
into Internet Banking
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• Optimize online results
• Lower Cost per Contact
• Control: less IT dependency
• Leverage existing infrastructure
• Easy integration
• Secure & Performance
• Superior User Experience
• Personal & Relevant
• Anytime, Anyplace & Any Device
Customers
Business IT
BANK 2.0 : Empower All Stakeholders
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Questions?