Presentation on changing customer behavior and how ABN AMRO responds by pursuing a mobile-first digital strategy. Presented on the 10th of October 2017 by Ronald van Baardewijk from Digital Banking, ABN AMRO Retail, at the 15th Annual Retail Banking Forum in Vienna.

1. Changing customer behavior and how ABN AMRO responds to it
Ronald van Baardewijk, Digital Banking, ABN AMRO Retail
15th Annual Retail Banking Forum October 10th 2017

2. 01 Changing customer behavior and the changing world
around us
02 Digital strategy of ABN AMRO and examples of
achievements that address this changing environment
03 Way of working and lessons learned
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3. Then
1820
1860
1990
1720
2008
2010
1960

4. Retail
Private Corporate
100.000>
customers
70.000±
customers
5± million
retail customers
1st in mortgage
2nd in saving
#1 bank for 21% the Dutch
300
SME customers
k 1.247
FY 2016 profit
m€
199
FY 2016 profit
m€ 876
FY 2016 profit
m€
Now

5. CREATING SPACE FOR
DREAMS AND AMBITIONS
17
ABN AMRO: our purpose
Driven by passion, guided by expertise
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6. 01 Changing customer behavior and the changing world
around us
02 Digital strategy of ABN AMRO and examples of
achievements that address this changing environment
03 Way of working and lessons learned
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7. we check our mobile phones
150 times a day
52%
)
poor mobile
experience is a
deterrent - 52%
decide to switch to
another bank
85% of the Dutch does banking online
66% of the Dutch uses
mobile banking on a regular basis
globally, 50%
would prefer to
forget their
wallet as
opposed to their
mobile phone
in China
this figure
rises to
80%
€ 68
around 80% of internet
users in the Netherlands
shop online
average price of
mobile purchases
increasing in the
Netherlands
20% of consumers would
like to be able to take out a
mortgage online
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Digital urgency in the Dutch market
48% stops using an app if
it doesn’t respond quickly
enough
More than
12 million
Dutch people
have a
smartphone
77% of the 65+
customers use
digital devices
92%
online
penetration

8. Today's customers...
Our customers are banking online more and more
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Mobile customers expect everything to be at their
fingertips immediately.
They want everything, everywhere, now.
...are always connected, the distinction between online and offline is blurring.
...expect to be able to arrange things quickly and easily: one click away.
…need personal and relevant information distilled from an overwhelming
amount of data.

9. fast technological advances
more start-ups in the financial
sector
legislative and
regulatory changes
The world around us is changing faster than ever before
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10. Amsterdam
smartphone
last-minute
decision-maker
on the way to
work
time in the evenings
for dealing with finances
desire for
larger home
freelance professional
with no pension
family and friends
rarely wants
people-based help
Social Media
Our customers’ context is key

11. Our mission
Enthusiastic and financially successful customers
by surpassing their digital expectations!

12. Quick and easy –
digital banking is quick and
easy on any device
Personal and relevant –
we offer relevant products and
services within the customer’s
context, for example by working
with our customers on digital
developments
Wow factor –
we want to exceed our
customers’ expectations
proactively by means of
suprising digital experiences
and innovative propositions
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We work from a clear vision on digital services

13. QUICK AND EASY
digital banking is quick
and easy on any device
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Quick and easy - examples of best practices in the market

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Quick and easy - best practice example: Bitlock
Open and close a key-less
bicycle lock using a
smartphone.
Quick &
Easy
Source: Bitlock.com

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Shopping without checkout.
The Amazone Go app registers the
products you take (and put back)
and charges these to your Amazone
account after you leave the store.
“No lines. No checkout.
No, seriously.”
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Quick &
Easy
Source: amazon.com/b?node=16008589011
Quick and easy - best practice example: Amazone Go store

16. PERSONAL &
RELEVANT
we let customers experience
relevant products and services
within their context, for example
by working with them on digital
developments
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Personal and relevant - examples of best practices in the market

17. Personal and relevant - best practice example: Vi Personal Trainer
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The first ever personal trainer
using artificial intelligence.
Vi is a futuristic-looking
headset capable of providing
data-driven advice.
Personal &
Relevant
Source: GetVI.com
“Say hello to Vi, the artificially
intelligent personal trainer that
sounds like Scarlett Johansson”

18. Personal and relevant - best practice example: Uber, Spotify & Pandora
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Uber lets passengers stream music
from their smartphone to the
vehicle’s audio system.
Personal &
Relevant
Source: uber.com/drive/music

19. WOW FACTOR
customers find that we
proactively exceed their
expectations through
surprising digital
experiences and
innovative propositions
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Wow-factor - examples of best practices in the market

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Parkingrobot ‘Ray’ at
Düsseldorf Airport
Wow-factor - best practice example: parkingrobot
Wow-Factor
Source: Serva-ts.com

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Wow-factor - best practice example: PareUp
This platform and app alerts buyers
to unsold food at low prices.
Wow-Factor
Source: Pareup.com
Dutch platform and app with the
same purpose.
Around 100 Dutch supermarkets
have already joined.

22. 01 Changing customer behavior and the changing world
around us
02 Digital strategy of ABN AMRO and examples of
achievements that address this changing environment
03 Way of working and lessons learned
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23. QUICK AND EASY
digital banking is quick
and easy on any device
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A single digital ecosystem: same design for our Mobile Banking app
and Internet Banking, as the basis for the ‘bank in your pocket’
Quick &
Easy

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A single digital ecosystem: log in to both the Mobile Banking app and
Internet Banking using a 5-digit code
Quick &
Easy

26. 26
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Quick &
Easy
Quick and easy - Login and transfer money using pin-5 or Touch ID

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Quick and easy - Visual search
Easily view all transactions of
one kind by clicking the logo.
Quick &
Easy

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Quick and easy - ordering on your mobile
Quick &
Easy
ABN AMRO is
the first major
Dutch bank to
combine
payments,
savings and
investments in a
single app.

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Quick &
Easy
Quick and easy - change your mortgage type and interest rate

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Quick and easy - contactless payment using an Android phone
Quick &
Easy
..recent pilot: paying contactless with your watch or ring!

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Quick and easy - change the limit on your debit card
Quick &
Easy
90% of the customers now changes card limit online, this was 25%
Added in IB/MB
Contact centre
Digital
Branch

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Quick and easy - Temporary overdraft
Everything is arranged
online. There is no need to
send us documents.
If everything is in order, the
customer can immediately
access the overdraft credit
on his or her account.
Quick &
Easy

33. PERSONAL AND
RELEVANT
we let customers experience
relevant products and services
within their context, for example
by working with them on digital
developments
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34. Personal and relevant - each customer creates his/her personal bank
For example, by adding
photographs and
customising the accounts
shown and their names
and sequence.
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Personal &
Relevant

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Personal &
Relevant
Transactions are
no longer impersonal.
Personal and relevant - sending a photo or ‘eurogami’ with a transaction

36. More personal contact with customers, because we immediately know who is calling
Naam:
J. Rozenhart
Onderwerp:
Internet & Mobiel
Authenticatie:
Ingelogd in app
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Personal &
Relevant
Personal and relevant - identified phone calls using the Mobile Banking app

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Personal and relevant - &Meer customer loyalty programme
Personal &
Relevant

38. WOW FACTOR
customers find that we
proactively exceed their
expectations by means of
surprising digital
experiences and
innovative propositions
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39. We are the first major bank to let new customers join in a fully online process
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Wow-factor - become a customer using a selfie
Wow-Factor

40. with free alerts on iPhone and Apple Watch
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Wow-factor - Alert & Check app
Wow-Factor

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Wow-factor - Alert & Check: 6 unique designs
Wow-Factor

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Wow-factor - webcam advice for private individuals and businesses
Wow-Factor
Mortgages, asset management and credit management

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Wow-Factor
also for non-ABN AMRO customers!
NPS +75!
Wow-factor - send payment requests using the Tikkie-app

44. Digital Impact Fund
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Wow-factor - Grip app: partnership with start-up
Wow-Factor

45. Wow-factor - Constellation
By connecting our apps to each
other, ABN AMRO apps are easier
to find and download.
In this first version, the Grip,
&Meer, Wallet and Tikkie apps can
all be accessed through the Mobile
Banking app.
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Wow-Factor

46. 01 Changing customer behavior and the changing world
around us
02 Digital strategy of ABN AMRO and examples of
achievements that address this changing environment
03 Way of working and lessons learned
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47. Validated learning: development in conjunction with our customers
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Ideas and implementations are tested at
all stages of development, online, in our
usability lab, on the high street and in
branches.

48. The use of Agile and Scrum enables us to work flexibly and
respond rapidly to customer feedback. Working in multi-
disciplinary teams also results in increased empowerment
and, correspondingly, increased work pleasure.
Agile working with scrum for increased tempo and
empowerment within development paths
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49. We can implement functionalities and new apps for our customers
more frequently this way
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Mobile Banking
Monthly release – App & Web
Single-purpose apps
Insights
Grip
Alert & Check
ICS
ABN app
ZZP Assistent
Tikkie
Huizenkijker
Private LiveXpert

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100
2012 2013 2014 2015 2016 2017
Log-insinmillions
= Mobile Banking = Internet Banking
Use of Mobile Banking app versus Internet Banking:
On average over the last year, 65 million log-ins a month on the Mobile Banking app and 13 million on Internet Banking
More than five times as many log-ins using the Mobile Banking app!
More mobile logins 2x more mobile logins 3x more mobile logins 4x more mobile logins 5x more mobile logins

51. Customer recognition and appreciation
Source: ABN AMRO, Google Playstore, Apple Store
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Annual increase in KTV/NPS
for Mobile Banking
in
%
2013, 2014 & 2016:
Top 10 global retail
banks
In 2016, our Mobile
Banking apps were in
sixth place in the
world
Customers say the app is extremely easy to
use.
The Net Promoter Score for the Mobile
Banking app users is 48% higher than that
for non-users.
ABN AMRO app – rating Android
ABN AMRO app – rating Apple
2011
2012
2013
2014
2015
2016

52. Quick and easy – digital
banking is quick and easy on
any device
Personal and relevant - we offer
relevant products and services
within the customer’s context,
for example by working with our
customers on digital developments
Wow factor - we want to
exceed our customers’
expectations proactively by
means of suprising digital
experiences and innovative
propositions
In conclusion

53. A single digital ecosystem: we provide a contextual experience across
all devices, with easy access to the advisors

54. We have accomplished a great deal
already, but there is still a long way to go
Ultimate goal: to be the Jarvis
for the customer's finances

55. Facebook: www.facebook.com/abnamro
Twitter: @ABNAMRO
YouTube: www.youtube.com/user/abnamro
LinkedIn: www.linkedin.com/company/abn-amro
Slideshare: www.slideshare.net/abnamro LinkedIn: Ronald van Baardewijk
Questions?
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