Keynote: "Digitale Transformation für Banken - mitspielen oder untergehen"

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Keynote: "Digitale Transformation für Banken - mitspielen oder untergehen"

Die Keynote ist in zwei große Teile aufgeteilt:

1/ Das Bedrohungsszenario: Teil 1: Die Welt ändert sich
2/ Noch nie war der Appetit nach Innovationen größer - wie können Banken reagieren?

Der erste Teil fasst die Veränderung der vergangenen Jahre zusammen und zeigt auf welche anderen Branchen durch die digitale Revolution sprichwörtlich weggefegt worden sind. Auch groß zu sein reicht nicht mehr aus: "too big to fail" gibt es nicht mehr. Der Vortrag geht folgend auf aktuelle Bankstatistiken ein: kaum jemand besucht heute noch tatsächlich eine Bank und kommt zur Schlussfolgerung: Banken schaffen es noch nicht mit ihren Online Kunden Geld zu verdienen! Das ist aber die wachsende Herausforderung in Anbetracht der Generation X und Generation Y.

Drei Kerngedanken...
1. Wer die Kundenbeziehung besitzt, besitzt das Geschäft und den Gewinn. 2. Banken sind heute ein “low involvement business”.
3. Apple, Google und Co. werden ihre starken Kundenbeziehungen nutzen
um ihre Konkurrenten in den Hintergrund zu drängen.!

Im zweiten Teil wird der Hunger nach Innovationen dargestellt. Aber was ist eine Innovation? Die großen des Internets - Apple, Google, Facebook, AliBaba und Amazon leben und sind vorwiegend durch User Experience Innovationen erfolgreich geworden.
Es braucht einen klaren Ansatz um eine Digitale Strategie zu erstellen und die digitale Transformation zu schaffen. Die 7 zentralen Schritte hierzu werden knapp anhand von Beispielen aufgezeigt:

1/ Stakeholders
Stakeholder identification
Personas
Initial market & competitive analysis
Other inputs to needs

2/ Expected benefits
Departmental inputs
Benefits identification
Benefits breakdown
BI & Analytics review
Initial opportunity identification

3/ Overall direction
Vision
Goals
Business objectives
Project Motivation

4/ Product development
Key user tasks
Cross-channel experience journeys
Scope Landscape
Roadmap
Content org model
Site org model

5/ Costs
Technical architecture
Draft cost breakdown
Initial project plan
Organisational setup post launch
Cost assumptions

6/ Business Case
Business case
Funding options
Business Case presentation

7/ Approach & Plan
Initial draft plan till go-live
Project plan strategy & concept phase

Veröffentlicht in: Business

Keynote: "Digitale Transformation für Banken - mitspielen oder untergehen"

  1. 1. Herzlich Willkommen zur BANKINGLOUNGE! “Digitale Transformation für Banken ! – Mitspielen oder untergehen”! Herzlich Willkommen zur BANKINGLOUNGE „Digitale Transformation für Banken – Mitspielen oder untergehen“ Digital Leadership © Copyright 2014 Digital Leadership GmbH! Services & Consulting for Digital Leadership
  2. 2. Services & Consulting for Digital Leadership Digitale Transformation für Banken - Mitspielen oder untergehen! Frankfurt, 15. Oktober 2014, Stefan F. Dieffenbacher" © Copyright 2014 Digital Leadership GmbH! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  3. 3. Teil 1: Die Welt ändert sich! Services & Consulting for Digital Leadership Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  4. 4. Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  5. 5. Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  6. 6. Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  7. 7. Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  8. 8. Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  9. 9. Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  10. 10. Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  11. 11. Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  12. 12. Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  13. 13. Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  14. 14. Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  15. 15. Erinnern Sie sich an das größte Unternehmen der Welt 1997?! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  16. 16. Nokia! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  17. 17. Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  18. 18. The new leader: Apple.! Digital Leadership © Copyright 2014 Digital Leadership GmbH! New Apple Headquarter.!
  19. 19. The new leader: Apple.! Apple hat doppelt so viel Geld wie die US Regierung: ! 160 Milliarden US-$.! Digital Leadership © Copyright 2014 Digital Leadership GmbH! New Apple Headquarter.!
  20. 20. Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  21. 21. Digital Leadership © Copyright 2014 Digital Leadership GmbH! Q110, Deutsche Bank Berlin!
  22. 22. Wo verbringt der durchschnittliche Bankkunde 2013 seine Zeit?! In der Filiale ! Digitale Kanäle! Digital Leadership © Copyright 2014 Digital Leadership GmbH! Quelle: Daten von 5 der Top 20 Banken in Europa, 2012-2013!
  23. 23. Wieviel % der Kunden waren 2013 überhaupt in einer Filliale? ! 40.4%! 59.6%! Auch in der Filiale! Nur in digitalen Kanälen! Digital Leadership © Copyright 2014 Digital Leadership GmbH! Quelle: Daten von 5 der Top 20 Banken in Europa, 2012-2013!
  24. 24. Projezierte Intensität der Kanalnutzung 2015 in %! Mobile Banking! Desktop / Browser Banking! Software (z.B. Quicken)! Cash / non-cash ATMs! Filiale! Digital Leadership © Copyright 2014 Digital Leadership GmbH! Quelle: Daten von 5 der Top 20 Banken in Europa, 2012-2013!
  25. 25. ! Die digitalen Kanäle sind bereits heute die #1. Die Filiale ist der alternative Kanal. Wirklich?! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  26. 26. Verkaufszahlen (Anzahl und Volumen) im Vergleich! Filiale! Digitale Kanäle! Digital Leadership © Copyright 2014 Digital Leadership GmbH! Quelle: Daten von 5 der Top 20 Banken in Europa, 2012-2013!
  27. 27. Schlussfolgerung: Banken schaffen es noch nicht mit ihren Online Kunden Geld zu verdienen.! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  28. 28. Und es kommt noch schlimmer: Die nächste Generation Bank Kunden ist “online-only”! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  29. 29. Und es kommt noch schlimmer: Die nächste Generation Bank Kunden ist “online-only”! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  30. 30. Nur wenige europäische Banken haben in den letzten 7 Jahren ihre Kapitalkosten verdient.! Für$die$Studie$analysierte$Bain$die$Entwicklung$von$121$Banken$aus$der$Europäischen$Union,$ den$vier$wachstumsstärksten$GUSAStaaten,$Südafrika$und$der$Türkei$in$den$Jahren$2007$bis$ 2012.$Das$Ergebnis:$Im$Durchschnitt$fiel$die$Rendite$der$risikogewichteten$Aktiva,$der$ sogenannte$RoRWA,$bis$2012$auf$0,5$Prozent.$2010$hatte$sie$sich$immerhin$noch$auf$1,3$ Prozent$belaufen.$Dies%entspricht%für%2012%einer%Eigenkapitalrendite%(RoE)%von%4,9%Prozent,% die%damit%weit%unter%den%Kapitalkosten%der%Banken%liegt.% Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  31. 31. Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  32. 32. Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  33. 33. ! Was würde passieren wenn sie innerhalb von drei Jahren 0,1% weniger Einlagen auf den Girokonten hätten?! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  34. 34. ! Was würde passieren wenn sie innerhalb von drei Jahren 0,2% weniger Einlagen auf den Girokonten hätten?! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  35. 35. ! Was würde passieren wenn sie innerhalb von drei Jahren 0,5% weniger Einlagen auf den Girokonten hätten?! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  36. 36. Wie viel sind 0,5% der Einlagen auf den Girokonten?! ! Privatpersonen in DE = 200 Milliarden Euro Einlagen auf Giro- & Tagesgeldkonten! ! 0,5% = 1 Milliarden Euro Einlagen! ! Bei 5% Eigenkaptialquote bedeutet das 20 Milliarden Euro weniger an Krediten! Digital Leadership © Copyright 2014 Digital Leadership GmbH! Slide 36!
  37. 37. Wie könnte das passieren? Z.B. durch ApplePay?! ! Apple hat >800m iTunes Benutzer, +500k neue jeden Tag!! ! iOS ist bereits heute führend im Mobile Payment: >60% mPayment Marktanteil in USA! Digital Leadership © Copyright 2014 Digital Leadership GmbH! Slide 37!
  38. 38. Wie könnte das passieren? Z.B. durch ApplePay?! ! Apple hat >800m iTunes Benutzer, +500k neue jeden Tag!! ! iOS ist bereits heute führend im Mobile Payment: >60% mPayment Marktanteil in USA! Und es gibt noch weitere Konkurrenten die den Bankenmarkt stürmen:! ! Google, Facebook, Amazon, Microsoft, AliBaba & PayPal haben Banklizenzen in Europa! ! In DE alleine gibt es aktuell über 100 FinTech Startups! Digital Leadership © Copyright 2014 Digital Leadership GmbH! Slide 38!
  39. 39. Wie könnte das passieren? Z.B. durch ApplePay?! ! Apple hat >800m iTunes Benutzer, +500k neue jeden Tag!! ! iOS ist bereits heute führend im Mobile Payment: >60% mPayment Marktanteil in USA! Und es gibt noch weitere Konkurrenten die den Bankenmarkt stürmen:! ! Google, Facebook, Amazon, Microsoft, AliBaba & PayPal haben Banklizenzen in Europa! ! In DE alleine gibt es aktuell über 100 FinTech Startups! Was passiert wenn >800m iTunes Benutzer 50€ in Ihrem iTunes Wallet halten? " Dann liegen 40 Milliarden Euro weniger auf den Girokonten! ! Digital Leadership © Copyright 2014 Digital Leadership GmbH! Slide 39!
  40. 40. Wie könnte das passieren? Z.B. durch ApplePay?! ! Apple hat >800m iTunes Benutzer, +500k neue jeden Tag!! ! iOS ist bereits heute führend im Mobile Payment: >60% mPayment Marktanteil in USA! Bei 5% Eigenkapitalquote wären das bis zu! Und es gibt noch weitere Konkurrenten die den Bankenmarkt stürmen:! ! Google, Facebook, Amazon, Microsoft, AliBaba & PayPal haben Banklizenzen in Europa! ! In DE alleine gibt es aktuell über 100 FinTech Startups! 800 Milliarden Euro Kapital! Was passiert wenn >800m iTunes Benutzer 50€ in Ihrem iTunes Wallet halten? " Dann liegen 40 Milliarden Euro weniger auf den Girokonten! ! Digital Leadership © Copyright 2014 Digital Leadership GmbH! Slide 40!
  41. 41. ! Drei Gedanken… 1. Wer die Kundenbeziehung besitzt, besitzt das Geschäft und den Gewinn. 2. Banken sind heute ein “low involvment business”. 3. Apple, Google und Co. werden ihre starken Kundenbeziehungen nutzen um ihre Konkurrenten in den Hintergrund zu drängen.! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  42. 42. ! Drei Gedanken… 1. Wer die Kundenbeziehung besitzt, besitzt das Geschäft und den Gewinn. 2. Banken sind heute ein “low involvment business”. 3. Apple, Google und Co. werden ihre starken Kundenbeziehungen nutzen um ihre Konkurrenten in den Hintergrund zu drängen.! Banken müssen im Leben der Kunden relevant werden (und nicht nur notwendig). ! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  43. 43. Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  44. 44. Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  45. 45. Digital Leadership © Copyright 2014 Digital Leadership GmbH! to be continued…!
  46. 46. Services & Consulting for Digital Leadership Services & Consulting for Digital Leadership © Copyright 2014 Digital Leadership GmbH! Teil 2: Noch nie war der Appetit nach Innovationen größer! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  47. 47. ! Innovation!! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  48. 48. ! Innovation?! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  49. 49. Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  50. 50. 2001! 2007! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  51. 51. 2001! 2007! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  52. 52. 2001! 2007! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  53. 53. 2001! 2007! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  54. 54. Digital Leadership © Copyright 2014 Digital Leadership GmbH! Innovation auf Geschäftsmodellebene! ! Value Proposition & Geschäftsmodell! ! Produkt- und Serviceportfolio! ! Ökosysteme! ! Vertriebskanäle! ! …!
  55. 55. Digital Leadership © Copyright 2014 Digital Leadership GmbH! Innovation auf Geschäftsmodellebene! ! Value Proposition & Geschäftsmodell! ! Produkt- und Serviceportfolio! ! Ökosysteme! ! Vertriebskanäle! ! …! Innovation auf Produktebene! ! User Experience! ! User Experience! ! User Experience! ! GANZHEITLICH!!!!
  56. 56. Digital Leadership © Copyright 2014 Digital Leadership GmbH! Innovation auf Geschäftsmodellebene! ! Value Proposition & Geschäftsmodell! ! Produkt- und Serviceportfolio! ! Ökosysteme! ! Vertriebskanäle! ! …! Innovation auf Produktebene! ! User Experience! ! User Experience! ! User Experience! ! GANZHEITLICH!!!!
  57. 57. You’ve got to start with the customer experience and work back toward the technology – not the other way around.! - Steve Jobs! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  58. 58. Wie kann eine Digitale Strategie entwickelt werden, die alle Innovationsaspekte abdeckt?! Digital Leadership © Copyright 2014 Digital Leadership GmbH! Slide 58!
  59. 59. ! Services & Consulting for Digital Leadership The Digital Leadership Strategy LandscapeTM CONTEXT DRIVERS Customer Needs Business objectives Operational Context Business Context Project definition Financials Segmentation User Needs Use Cases & User Journey Business Strategy Stakeholder objectives Services & Consulting for The Digital Leadership Strategy LandscapeTM Quantified Benefits Business Model Business Objectives Governance Model Digital Leadership CONTEXT DRIVERS Customer Needs Business objectives Operational Context Business Context Project definition Financials PRODUCT & SERVICES Organisational Capabilities Existing Operational Model Sourcing Strategy & Partner Map Description: Summary of key artefacts, jointly summarizing the cornerstone of a digital strategy that are to be created during a relaunch and to be maintained by governance. Project: The Digital Strategy Framework Subject: The Digital Strategy Landscape Version: 5.0 (May 2014) Author & Copyright: Digital Leadership GmbH Segmentation User Needs Business Strategy Stakeholder objectives Business Model Business Objectives Organisational Capabilities Existing Operational Model Security Current IT Landscape Field of Competition Market trends Vision Project Motivation Statement Pricing Model Business Case Defined Maintenance Costs Defined Develop-ment Costs Expected Sales The Digital Leadership Strategy Landscape Services & Consulting for Scope Content Use Cases & Quantified Information Governance Model User Journey Benefits Architecture Perception Technology Digital Marketing Channels & Ecosystem PRODUCT & SERVICES Sourcing Strategy & Partner Map CONTEXT DRIVERS Scope Content Information Architecture Perception Technology Digital Marketing Channels & Ecosystem Modules & Templates Multi-Device Concept Navigation Concept Personalization Concept Internationaliza-tion Concept Structure Migra-tion Approach Content Strategy Content Model Content Migration Approach Scope Landscape Functional Scope Non Functional Scope Requirements Backlog SEO / SEM GOVERNANCE OPERATIONS Current Product Performance Measureable Business Results Defined Funding Positioning Integrated MarComs Strategy Target Architecture Target Technologies Target Platform Integration Architecture Compliance & Legal User Experience Interaction Design Media Presentation Brand Design Styleguide Governance Product Development Measurement & Optimization Platform Operations Governance structure Change plan ÖkosystemeCommunication & Organisational trainings plan structure ! Roadmap Project plan Config. & Release Management Internal capability building SW-Dev & QA - Approach Risk Management KPI Framework Performance Measurement Continous improv. Approach Multivariant Testing Promotional Contents Promotional Media Analytics Operations SLAs IT Operating PRODUCT Digital Leadership © Copyright 2014 Digital Leadership GmbH! Description: Summary of key artefacts, jointly summarizing the cornerstone of a digital strategy that are to be created during a relaunch and to be maintained by governance. Project: The Digital Strategy Framework Subject: The Digital Strategy Landscape Version: 5.0 (May 2014) Author & Copyright: Digital Leadership GmbH GOVERNANCE OPERATIONS Security Current IT Landscape Field of Competition Market trends Current Product Performance Vision Project Motivation Statement Measureable Business Results Pricing Model Business Case Defined Funding Defined Maintenance Costs Defined Develop-ment Costs Defined Operating Costs Expected Sales Community Approach Service Design Supporting Products Channel Strategy Target devices Positioning Integrated MarComs Strategy Target Architecture Target Technologies Community Approach Service Design Target Platform Supporting Products Integration Architecture User Experience Interaction Design Media Presentation Brand Design Defined Operating Costs Styleguide Modules & Templates Multi-Device Concept Navigation Concept Personalization Concept Internationaliza-tion Concept Structure Migra-tion Approach Content Strategy Content Model Content Migration Approach Scope Landscape Functional Scope Non Functional Scope Requirements Backlog Governance structure Change plan Communication & trainings plan Organisational structure Roadmap Project plan Config. & Release Management Internal capability building SW-Dev & QA - Approach Risk Management Channel Strategy Target devices Model Business Processes & Workflows KPI Framework Performance Measurement Continous improv. Approach Multivariant Testing Brand! Analytics Operations SLAs IT Operating Model Business Processes & Workflows Promotional Contents Promotional Media Compliance & Legal SEO / SEM Governance Product Development Measurement & Optimization Platform Operations Digital Leadership Description: Summary of key artefacts, jointly summarizing the cornerstone of a digital strategy that are to be created during a relaunch and to be maintained by governance. Project: The Digital Strategy Framework Subject: The Digital Strategy Landscape Version: 3.2 (Jan 2014) Author & Copyright: Digital Leadership GmbH GOVERNANCE OPERATIONS Business! Technology! User Experience! Governance! Erstmalig existiert ein vollständig verstandenes und durchdekliniertes Vorgehensframework zur digitalen Strategie!! ! Das Framework ist durchdekliniert bis hin zu einzelnen Artefakten, Teilvorgehensweisen, Abhängigkeitsgraphen, Best Practice Deliverables und Templates.! “Das Digital Leadership Strategy Framework”!
  60. 60. ! Services & Consulting for Digital Leadership The Digital Leadership Strategy LandscapeTM “Das Digital CONTEXT Leadership Strategy Framework”DRIVERS ! Customer Needs Business objectives Operational Context Business Context Project definition Financials Segmentation Business Strategy Business Model Organisational Capabilities User Needs Stakeholder Business Existing objectives Objectives Operational Model Version: 5.0 (May 2014) Wir Services & Consulting for brauchen The Digital Leadership Strategy LandscapeTM Project: The Digital Strategy Framework Description: Summary of key artefacts, jointly summarizing Use Cases & Digital Quantified Leadership Governance Model Sourcing Strategy the cornerstone of a digital strategy that are to be created Subject: The Digital Strategy Landscape Author & Copyright: Digital Leadership GmbH during a relaunch and to be maintained by governance. User Journey Benefits & Partner Map CONTEXT DRIVERS Customer Needs Business objectives Operational Context Business Context Project definition Financials PRODUCT Segmentation & SERVICES Business Strategy Business Model Organisational Security Field of Vision Pricing Model Defined Expected Sales Capabilities Competition Maintenance Costs User Needs Stakeholder Business Existing Current Market trends Project Motivation Business Case Defined Develop-ment objectives Objectives Operational Model IT Landscape Statement Costs einen Services & Consulting for The Digital Leadership Scope Strategy Landscape Content Use Cases & Quantified Information Governance Model Architecture Sourcing Strategy Compliance & Current Product Perception Measureable Defined Funding User Journey Benefits & Partner Map Legal Performance Business Results Technology Digital Marketing Channels & Ecosystem CONTEXT PRODUCT & SERVICES DRIVERS Scope Content Information Architecture Perception Technology Digital Marketing Channels & Ecosystem integrierten Scope Landscape Content Strategy Modules & Personalization User Experience Brand Target Architecture Positioning Templates Concept Functional Scope Content Model Multi-Device Internationaliza-tion Interaction Design Design Target Integrated Concept Concept Technologies MarComs Strategy Non Functional Content Migration Navigation Structure Migra-tion Media Styleguide Target Platform Scope Approach Concept Approach Presentation Requirements SEO / SEM Integration Backlog Architecture Ansatz!! GOVERNANCE OPERATIONS Governance Product Development Measurement & Optimization Platform Operations Governance Change plan structure ÖkosystemeCommunication & Organisational trainings plan structure ! Roadmap Project plan Config. & Release Management Internal capability building SW-Dev & QA - Approach Risk Management KPI Framework Performance Measurement Continous improv. Approach Multivariant Testing Promotional Contents Promotional Media Analytics Operations SLAs IT Operating PRODUCT Digital Leadership © Copyright 2014 Digital Leadership GmbH! Description: Summary of key artefacts, jointly summarizing the cornerstone of a digital strategy that are to be created during a relaunch and to be maintained by governance. Project: The Digital Strategy Framework Subject: The Digital Strategy Landscape Version: 5.0 (May 2014) Author & Copyright: Digital Leadership GmbH GOVERNANCE OPERATIONS Security Current IT Landscape Field of Competition Market trends Current Product Performance Vision Project Motivation Statement Measureable Business Results Pricing Model Business Case Defined Funding Defined Maintenance Costs Defined Develop-ment Costs Defined Operating Costs Expected Sales Community Approach Service Design Supporting Products Channel Strategy Target devices Positioning Integrated MarComs Strategy Target Architecture Target Technologies Community Approach Service Design Target Platform Supporting Products Integration Architecture User Experience Interaction Design Media Presentation Brand Design Defined Operating Costs Styleguide Modules & Templates Multi-Device Concept Navigation Concept Personalization Concept Internationaliza-tion Concept Structure Migra-tion Approach Content Strategy Content Model Content Migration Approach Scope Landscape Functional Scope Non Functional Scope Requirements Backlog Governance structure Change plan Communication & trainings plan Organisational structure Roadmap Project plan Config. & Release Management Internal capability building SW-Dev & QA - Approach Risk Management Channel Strategy Target devices Model Business Processes & Workflows KPI Framework Performance Measurement Continous improv. Approach Multivariant Testing Brand! Analytics Operations SLAs IT Operating Model Business Processes & Workflows Promotional Contents Promotional Media Compliance & Legal SEO / SEM Governance Product Development Measurement & Optimization Platform Operations Digital Leadership Description: Summary of key artefacts, jointly summarizing the cornerstone of a digital strategy that are to be created during a relaunch and to be maintained by governance. Project: The Digital Strategy Framework Subject: The Digital Strategy Landscape Version: 3.2 (Jan 2014) Author & Copyright: Digital Leadership GmbH GOVERNANCE OPERATIONS Business! Technology! User Experience! Governance!
  61. 61. Digital Leadership © Copyright 2014 Digital Leadership GmbH! Innovation auf Geschäftsmodellebene! ! Verbinden von verschiedenen Bereichen (Strategie, operatives Business, Produkt-management, UX...) ! ! Innovations-Workshops! ! Business Model Canvas! ! Blue Ocean Strategy! Innovation auf Produktebene! ! “User-zentriert & Business Focused” ! ! Strukturierter Prozess zur Produktentwicklung! ! Multidisziplinärer Ansatz! ! End-to-End Sicht auf Produktdefinition!
  62. 62. 1! 2! 3! 4! 5! 6! 7! Stakeholders! Expected Benefits! Overall Direction! “The Product”! Costs! Business Case! Approach & Digital Leadership © Copyright 2014 Digital Leadership GmbH! Plan! Stakeholder identification! ! !Personas! Initial market & c!ompetitive analysis! Other inputs to needs! Departmental inputs! ! Benefits identification! ! Benefits breakdown ! BI & Analytics review! ! Initial opportunity identification! Vision! ! Goals! ! Business objectives! ! Project Motivation! Key user tasks! ! Cross-channel experience journeys! ! Scope Landscape! ! Roadmap! !! Content org model! Site org model! Technical architecture! ! Draft cost breakdown! ! Initial project plan! ! Organisational setup post launch! ! Cost assumptions! Business case! ! Funding options! ! Business Case presentation! Initial draft plan till go-live! ! Project plan strategy & concept phase! Das Digital Leadership Strategy Framework: die 7-Prozessschritte " 62"
  63. 63. ! Wie funktionieren Produktinnovationen in der realen Welt?! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  64. 64. Digital Leadership © Copyright 2014 Digital Leadership GmbH! Slide 64!
  65. 65. Arno Dübel: vielleicht Deutschland’s faulster Arbeitsloser.! Ein guter Kunde?! Digital Leadership © Copyright 2014 Digital Leadership GmbH! Slide 65!
  66. 66. Für offline! NEIN.! Für online! JA !! Digital Leadership © Copyright 2014 Digital Leadership GmbH! Slide 66!
  67. 67. 1. Segmente definieren! 2. Personas entwickeln! 3. Bedürfnisse verstehen! 5! Top Prio: 5! Key data 5! Age: ! 54! Location: ! Berlin! Language: ! Deutsch! Education: ! BA, Univ.! Income: ! €1 k! Assets: ! €5k! Group size ! 823 000! ! Lifestyle! Background: ! • Lives together with husband! ! Life goal: ! • Having kids! • Career is less important then a good quality of life! ! Life events: ! • Having kids, traveling ! • helping parents! ! ! Arno Dübel „Retail partnership seeker“! Prio 1-5! Banking behaviour and attitude ! Number of banks! 2 (Sparkasse Lüneburg, Volksbank)! Primary bank ! Sparkasse! Banking likes ! Better than average conditions, quality, agreeable but somewhat business-like atmoshpere, late opening hours, politeness! Banking dislikes! Automated bank without employees, ineffective handling of her issues, not precise information! Banking fears ! Handling her affairs not effectively because they do not know her background enough! Service frustrations ! Not enough attention, different information from different bank staff! Literacy and devices! Computer Literacy! Medium, rarely buys online! Finance Literacy! Reads finance news on the internet and newspaper, modest knowledge but high interest, discussing business options with financially educated friends! Devices! PC, Windows phone, Android tablet (jointly used by partner)! Proposition Matrix! Brand affinity ! Weak Advocate! Products u. Mngmt! Current and savings account, little investment! Advice type ! Personal, detailed, deeply sensitive, regular contact, proactive, does not want to have advice on familiar products, email! Financial evolution! Savings and investment! Up and cross selling! Bonds and funds, personal loan! Digital Leadership © Copyright 2014 Digital Leadership GmbH! Slide 67!
  68. 68. 1. Segmente definieren! 2. Personas entwickeln! 3. Bedürfnisse verstehen! 5! Top Prio: 5! Key data ! Age: ! 33! Location: ! Le Havre! Language: ! French! Education: ! BA, Univ.! Income: ! €1.5k! Assets: ! €5k! Group size ! 823 000! ! Lifestyle! Background: ! • Lives together with husband! ! Life goal: ! • Having kids! • Career is less important then a good quality of life! ! Life events: ! • Having kids, traveling ! • helping parents! ! ! Elise „Retail partnership seeker“! Prio 1-5! Banking behaviour and attitude ! Number of banks! 2 (HSBC, Crédit Lyonais)! Primary bank ! Axa! Banking likes ! Better than average conditions, quality, agreeable but somewhat business-like atmoshpere, late opening hours, politeness! Banking dislikes! Automated bank without employees, ineffective handling of her issues, not precise information! Banking fears ! Handling her affairs not effectively because they do not know her background enough! Service frustrations ! Not enough attention, different information from different bank staff! Literacy and devices! Computer Literacy! Medium, rarely buys online! Finance Literacy! Reads finance news on the internet and newspaper, modest knowledge but high interest, discussing business options with financially educated friends! Devices! PC, Windows phone, Android tablet (jointly used by partner)! Proposition Matrix! Brand affinity ! Weak Advocate! Products u. Mngmt! Current and savings account, little investment! Advice type ! Personal, detailed, deeply sensitive, regular contact, proactive, does not want to have advice on familiar products, email! Financial evolution! Savings and investment! Up and cross selling! Bonds and funds, personal loan! Digital Leadership © Copyright 2014 Digital Leadership GmbH! Slide 68!
  69. 69. Benefits sought Higher share - Areas Discovery Long-term Product Activation - Areas Help Overcoming resistance Information Activation - Attributes Zusammenfassung Bedürfnisse! Acquisition - Areas Comparing products Information Product infos - loans Efficient purchasing Digital Leadership © Copyright 2014 Digital Leadership GmbH! Slide 69! Information Efficient Family Higher share - Tools Simulations Human advice Simplicity Discovery of products Simple product infos Detailed product infos Family banking Personalization Source: Digital Leadership Strategy Framework"
  70. 70. Digital Leadership © Copyright 2014 Digital Leadership GmbH! Slide 70!
  71. 71. Die Vision! The Next Generation Digital Channels will Icatur. Ta consequibus, nes re, officid ellamus et doluptatios nihicipit, que es nus, iumque conserum ipis voles doluptate ni inis pa se ipiento ribus.! Ipsam nos id mi, in corumquo blandiostrum asit, ne lisciam, sequas venihicia con pa net qui doluptaqui commodi pienimin perum imus volumendam as reiur rem fuga. Itae derum qui autecto ommodis qui serunt.! Officat iorestint abor sant esciet apite nusaperem de volo dollorem restrumquas simus dolenisit fuga. Ut molorati rem quos aut hiligenimi, sunt labor mi, nimusam apita cusandus voluptatur aut qui quature rnamet, sunt.! Volorem eost, totae commodit, comnis res volorum eicillibus, quam eostrun tissunt liatiorion net ipsum que volorror aute volupta tectem quas doluptatur? Ellest, voles et reicatiis dis doluptibus, quossus apedis doluptium ad quibus el ium, offictatur, core.! Nutzerbedürfnisse! Geschäftsziele! Source: Digital Leadership Strategy Framework" Digital Leadership © Copyright 2014 Digital Leadership GmbH! Slide 71!
  72. 72. Von Bedürfnissen hin zu Anforderungen! 1! Nutzerbedürfniss! 1. Online chat! “I need to be able to talk to my bank online”! Digital Leadership © Copyright 2014 Digital Leadership GmbH! 2. Phone ! 3. Skype! 4. E-mail! 5. Callback! 6. OBO (On Behalf of Management)! 3! Anforderung! Source: Digital Leadership Strategy Framework"
  73. 73. Das tatsächliche Kundenbedürfniss ist die Kommunikation mit der Bank.! Targeted Offers! Statements! Digital Leadership © Copyright 2014 Digital Leadership GmbH! 73$ Bank Advisor Messages! Tech Support! Marketing Campaigns! Contractual (Terms, etc)! PFM Notifications! Save & Invest Notifications! Todos: Zoomit Own Reminders! Site Outages! Maintenance! Security! Source: Digital Leadership Strategy Framework"
  74. 74. Das tatsächliche Kundenbedürfniss ist die Kommunikation mit der Bank.! Targeted Offers! Statements! Digital Leadership © Copyright 2014 Digital Leadership GmbH! 74$ Bank Advisor Messages! Tech Support! Marketing Campaigns! Contractual (Terms, etc)! PFM Notifications! Save & Invest Notifications! Todos: Zoomit Own Reminders! Site Outages! Maintenance! Security! Phone! Skype! Mail! Secure Msg.! On-Site Chat! SMS! Mobile Push Notification! Onsite! Notification! Source: Digital Leadership Strategy Framework"
  75. 75. Das tatsächliche Kundenbedürfniss ist die Kommunikation mit der Bank.! Targeted Offers! Statements! Opt-in/Opt-out! History! Digital Leadership © Copyright 2014 Digital Leadership GmbH! 75$ Bank Advisor Messages! Tech Support! Marketing Campaigns! Contractual (Terms, etc)! PFM Notifications! Save & Invest Notifications! Todos: Zoomit Own Reminders! Site Outages! Maintenance! Security! Communication Center! Central communication clearing, tracking communication history and taking into account customer communication preferences. ! Channel Preferences! Phone! Skype! Mail! Secure Msg.! On-Site Chat! SMS! Mobile Push Notification! Onsite! Notification! Source: Digital Leadership Strategy Framework"
  76. 76. Der funktionale Blueprint ihrer Bank der User- und Geschäfts-anforderungen erstmalig vereinigt!! Digital Leadership © Copyright 2014 Digital Leadership GmbH! Source: Digital Leadership Strategy Framework"
  77. 77. Das zugrundeliegende Priorisierungsmodell! Marcus! Elisabeth! Antoine! Brigitte! Lukas! Contribution Invest! Contribution Save! Contribution Insurance! Bedeutung für die Kunden! Bedeutung für ! das Business! Komplexität in der Umsetzung! Impact # customers! Contribution! Lending! IT Complexity! Impact on ! utilization! Impact! Upselling /Equipment! Organisational ! complexity! Source: Digital Leadership Strategy Framework" Digital Leadership © Copyright 2014 Digital Leadership GmbH! Slide 77!
  78. 78. Final Scope Landscape! Source: Digital Leadership Strategy Framework" Digital Leadership © Copyright 2014 Digital Leadership GmbH! Slide 78!
  79. 79. Go-to-market scope! Source: Digital Leadership Strategy Framework" Digital Leadership © Copyright 2014 Digital Leadership GmbH! Slide 79!
  80. 80. Roadmapped short-term scope! Source: Digital Leadership Strategy Framework" Digital Leadership © Copyright 2014 Digital Leadership GmbH! Slide 80!
  81. 81. Dieser Prozess muss mehrfach durchlaufen werden. ! 1.! 2.! 3.! Grobe Ausrichtung! Markt- & Produkttests! Ausarbeitung! 1 2 3 4 5 6 7! Source: Digital Leadership Strategy Framework" Digital Leadership © Copyright 2014 Digital Leadership GmbH! Slide 81!
  82. 82. Ein hartes Stück Arbeit – sicher kein Zufallstreffer!! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  83. 83. Ist das überhaupt möglich ???! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  84. 84. Basiskosten! Digital Leadership © Copyright 2014 Digital Leadership GmbH! Zusätzliche Kosten durch Compliance, Basel III / IV …! t!
  85. 85. Raum für Innovatiönchen?! Basiskosten! Digital Leadership © Copyright 2014 Digital Leadership GmbH! Zusätzliche Kosten durch Compliance, Basel III / IV …! t!
  86. 86. Raum für Innovationen!! Basiskosten! Digital Leadership © Copyright 2014 Digital Leadership GmbH! Zusätzliche Kosten durch Compliance, Basel III / IV …! t!
  87. 87. ! Ansatz 1: Schneller Filialen schliessen! 3 Thesen:! ! Weitere Filialen werden geschlossen werden müssen! ! Viele Filialen sind bereits geschlossen – ohne dass eine gute Alternative bestand! ! Wenn kein Geld für eine bessere Alternative aufgebaut wird, wackelt die Zukunft ihrer Bank insgesamt! Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  88. 88. # Instanzen! # Sessions! 0:00! 24:00! 8! 6! 4! 2! 1! 6:00! 12:00! 18:00! Digital Leadership © Copyright 2014 Digital Leadership GmbH! Bisher 8 Instanzen! # Sessions! 10k! 8k! 5k! 2k! 1k! Einsparpotenzial im Online Banking: Dynamik der Cloud-Infrastruktur zum Beispiel bei schwankenden Nutzungszahlen über den Tag genutzt werden.!
  89. 89. Und dann haben Sie die Mittel in diesem Spiel mitzuspielen ! Digital Leadership © Copyright 2014 Digital Leadership GmbH! to be continued…!
  90. 90. Services & Consulting for Digital Leadership Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  91. 91. Stefan Dieffenbacher Digital Leadership GmbH Digital Leadership © Copyright 2014 Digital Leadership GmbH! Dirk Emminger Finanz Informatik Technologie Service Dr. Oliver Vins Vaamo Finanz AG Julian Setzer ING-DiBa AG Tobias Drews RaboDirect Deutschland Thorsten Hahn BANKINGCLUB GmbH Herzlich Willkommen zur BANKINGLOUNGE „Digitale Transformation für Banken – Mitspielen oder untergehen“ Services & Consulting for Digital Leadership
  92. 92. Services & Consulting for Digital Leadership Digital Leadership © Copyright 2014 Digital Leadership GmbH!
  93. 93. We’ll take you to the top.! Stefan F. Dieffenbacher! Executive MBA, PMP, CPM, Scrum Master! Managing Director! Digital Leadership GmbH! Landsberger Straße 217! D-80687 München! mobile:! office:! e-mail:! Internet:! +49 (0)176 / 638 020 11! +49 (0)89 / 748 600 32! sd@digital-leadership.net! www.digital-leadership.net! ! Digital Leadership © Copyright 2014 Digital Leadership GmbH! Alexander Schmid! Dipl.-Inform. (FH)! Partner! Digital Leadership GmbH! Landsberger Straße 217! D-80687 München! mobile:! office:! e-mail:! Internet:! +49 152 / 215 65 847 ! +49 (0)89 / 748 600 32! as@digital-leadership.net! www.digital-leadership.net! ! Wir freuen uns auf spannende Gespräche und Herausforderungen im Bereich digital !! Für mehr Informationen über das Digital Leadership Strategy Framework oder wenn Sie ein spannendes Thema mit uns diskutieren möchten: kontaktieren Sie uns jederzeit!!

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