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Pascal Spelier, 14 de Outubro 2015
Digital Customer Experience, two steps ahead
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3Source: Capgemini World Retail Banking Report 2015
4
Price
Product
Service
(Digital) Customer Experience
The road to loyal customers
‘Commodity’ Distinctive by ‘value added services’
5
Product/service differentiation
Employee satisfaction
Process efficiency Process
effectiveness
- Customer satisfaction
- NPS
- Sales
- Share of wallet
- Retention
- Referral
- NPS
- Growth revenue
- Market share
- Profitability
- Share holder value
People
Product/service offering
Process
Customer Experience Customer Behaviour High level company KPI’s
Leading indicators Lagging indicators
Chan
ges
in re
gula
tions
and
tech
nolo
gy
deve
lopm
ents
Context
Source: based on Schmitt – Managing the Customer Experience
Why is Customer Experience important?
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75,7 73,6
2014 2015
Customer Experience level in Portugal detoriated
Source: Capgemini World Retail Banking Report 2015
7
For Gen Y the Customer Experience level is low…
75,0 71,1
Others GenY
… but relatively high compared to the rest of Western Europe
68,3
GenY EU
Source: Capgemini World Retail Banking Report 2015
8
44,1%
52%
3,9%
50%
42,3%
7,7%
Percentage of customers with positive experiences and negative experiences increased in Portugal
2014 2015
Source: Capgemini World Retail Banking Report 2015
9
Customers with with a positive experience are five times more likely to stay…
… than customers with a negative experience
Source: World Retail Banking Report 2014, Capgemini
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New generation setting new standards for banking
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New generation setting new standards for banking
bunq
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Rethink your business model
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Source: Clayton Christensen (Harvard)
Performance
Time
Performance improvement mainstream
Potentially disruptive technology
Disruptive technologies move up market and eventually displace competitors
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Source: Clayton Christensen (Harvard)
Performance
Time
Disruptive technologies move up market and eventually displace competitors
Dvd per mail
Digital movies
Digital series via Ps3/4, Xbox, tablet
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83% of executives acknowledge that customers are comfortable with
FinTech firms
Source: Capgemini World Retail Banking Report 2015
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Customer Distribution / Front Office
Manufacturing / Back Office Market Infrastructure
Individual
Institution
Inve
stin
g /
Wea
lth M
gmnt
Pe
rson
al
Savi
ngs
Lend
ing
Capi
tal
Raisi
ng
Source: based on illustration ‘Financial Services Value Chain Supermarket Age’ by Doug Nelson
Paym
ents
= flow of capital
Current value chain is under pressure…
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Customer Distribution / Front Office
Manufacturing / Back Office Market Infrastructure
Individual
Institution
Inve
stin
g /
Wea
lth M
gmnt
Pe
rson
al
Savi
ngs
Lend
ing
Capi
tal
Raisi
ng
Source: based on illustration ‘Financial Services Value Chain Next Gen’ by Doug Nelson
Paym
ents
…Financial services unbundled and revisited
Independent, digital front ends API-driven middle- and back office
Electrification of market infrastructure
Independent , digital front ends and middle- and back office
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It is not the strongest of the species that survives,
nor the most intelligent that survives.
It is the one that is the most adaptable to
change.
- Darwin -
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Digitization Simplification & Agility
Data & Insights
Your roadmap should have 3 goals
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Digitization Simplification & Agility
Data & Insights
Your roadmap should have 3 goals
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Branch ATM
Phone
Internet
Mobile
Branch
ATM
Phone
Internet
Mobile
Branch
ATM
Phone
Internet
Mobile
Branch
ATM
Phone
Internet
Mobile
40%
50%
60%
70%
80%
90%
20% 25% 30% 35% 40% 45% 50% 55% Customers with positive experience with channel (%)
Cha
nnel
Impo
rtanc
e (%
)
2011 2014 Gen Y (18-34 years) Others
Gen Y drives importance digital
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“Yes, they’ve got WiFi here”
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Digital praying in a church in France
24Customers Using Channels at Least Weekly (%), 2014–2015
Customers (%) in 2015
Customers (%) in 2014
Branch
Internet
Social Media
Mobile
60.9%
65.9%
Western Europe
20.1%
28.7%
Western Europe
11.2%
21.9%
Portugal
45.9%
65.7%
Portugal
9.9%
13.7%
Western Europe
12.4%
12.6%
Portugal
6.5%
7.7%
Western Europe
5.7%
6.6%
Portugal
The Portugese are using digital channels more and more
Source: Capgemini World Retail Banking Report 2015
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44,8% 42,6% 48,0%
32,3% 34,4% 30,7%
11,2% 11,3% 10,9%
8,9% 9,1% 8,6%
2,7% 2,7% 1,8%
0%
25%
50%
75%
100%
First Hear Research Apply
68,4% 61,2%
72,0%
19,3% 25,5%
18,2%
6,4% 4,9% 6,6%
4,8% 6,4% 3,0%
1,1% 2,0% 0,1%
0%
25%
50%
75%
100%
First Hear Research Apply
Western Europe Portugal
Branch
Internet
Mobile Phone
Social Media
Branch
Internet
Mobile
Phone Social Media
Resp
onde
nts
(%)
Resp
onde
nts
(%)
Compared to Western Europe, Portuguese customers have higher preference for branch banking
Source: Capgemini World Retail Banking Report 2015
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Customer Life Cycle
Awareness Orientate Buy Receive Use Service
Digitization starts with customer journey mapping
Advise
Technology
Voice of the customer: I want..., I need...
Voice of the employee: I want..., I need...
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Customer Life Cycle
Awareness Orientate Buy Receive Use Service
Each Customer Journey has an customer side and organization side
Processes
Advise
28
‘Beware of putting lipstick on a pig‘‘
29
How to become really digital?
FRONTEND
hello customer
ISN’T THIS
ENOUGH?
self
directed
CAN I DO MY
BANKING MYSELF? the customer is
becoming part of
the processes!
only decoration?
30
Mobile is the most powerful sales- and service channel of the future
NL: a mobile customer has 11 times more
‘contact’
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Want to open an account? Just use your
smartphone
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33
34
The new Rabobank Online Banking Application, it’s all
about you
35
36
Digitization Simplification & Agility
Data & Insights
Your roadmap should have 3 goals
37
Customer Life Cycle
Awareness Orientate Buy Receive Use Service
In the end you will need to change your mid- and back office as well
Processes
Midoffice
Customer Relationship
Management
Customer Financial
Management
Document Management
Communication Management
Business Process Management Security
Advise
38
Are you the oil tanker or the pilot boat?
39
Are you the oil tanker or the pilot boat?
40
Source:
41
Source:
Marketing
Product Management Data Analytics
Service Management IT
42
Source:
Product Management Processes
User Experience
Data Analytics
Chapter lead
43
Source:
A maximum of 150 people
44
The transparency and the mutual understanding
between employees is an enormous improvement
We have been working in this agile way for 3 months now and it already
leads to advantages: improved communication and more mandate
for employees and squads
It also created more fun in the teams. The atmosphere is very
good!
[finno]
In a pre-Agile era it took days to solve an issue.
Now it only takes 15 minutes.
Source:
Compared to the past, squads and employees have
a better view on their personal attribution to the
bank’s strategy.
45
Digitization Simplification & Agility
Data & Insights
Your roadmap should have 3 goals
46
Cross-channel ‘Relevancy Engine’ Observation
(data & information)
Trigger
(right message, right channel)
Interpretation (intelligence)
Reaction (call to action)
47
48
49
50
The future marketeer is a nerd with empathy
Privacy as a currency
51
Source: online survey Edelman ‘Brandshare’ 15.000 respondents in 12 countries
Privacy as a currency
52
Awareness Orientation Buy Receive Use Service Advice Retention
How to create customer value using (big) data?
360° customer view (Social-CRM) Workflow management Social listening / external data sources
Datawarehouse / realtime data Big data analytics / predictive modelling Digital marketing & services (inbound)
53
Customer Intelligence & Social Listening
Customer Journey
mapping
SEO optimization
Client telling app
Visualization User Experience
Marketing & Campaign management
Mobile app. development
Personalization Odigo contact center
Digital Experience Optimization (DXO)
Channel Performance management
We help you transform and bring innovations and solutions across the customer lifecycle
Awareness Orientation Buy Receive Use Service Advice Retention
54
PascalSpelier
ManagingConsultantDigitalCustomerExperience|
Banking&Insurance
Reykjavikplein1,Utrecht,TheNetherlands
Mobile:+31(0)653299017pascal.spelier@capgemini.com
Thank you!
@spelier www.slideshare.net/pascal.spelier www.linkedin.com/in/pascalspelier www.worldretailbankingreport.com
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