Changing customer behaviour and how ABN AMRO is adapting. Focus on Internet, Social Media and Mobile.

1. Changing customer behaviour Jessica Niewierra
Director Internet & Mobile
and how we as a bank are adapting
Linked In:
Jessica Niewierra
Twitter: @niewierra
12 September 2012

2. 01 Today’s customers

3. Major change due to the emergence of
interactive digital media: DO IT YOURSELF
hdw.eweb4.com

4. We live in a world of
continuous feedback

5. Customers want to manage
their own finances and expect
their bank to be more proactive
where relevant.
Photo by A.Danielsson

6. www.flickr.com/photos/loswl/4574744968/in/photostream
Interactivity is migrating rapidly
towards smartphones and tablets.
People can connect any time and
anywhere.

7. Part 2
How we as a bank are adapting to
changing customer behaviour

8. Photo by Lars Plougmann
Part 2 The bank on the move
Various initiatives
Internet & Mobile

9. Financial Diary: helping customers gain insight
Pro-active
Pro-active Rozenhart
relevant benefit
relevant benefit
fast, transparent
fast, transparent
and easy
and easy
**.***
**.***
Attentive and
Attentive and **.***
committed
committed
**.***
**.***
Smooth channel
Smooth channel
movement
movement

10. LinkedIn: sharing proactive sector reports and other useful info
Pro-active
Pro-active
relevant
relevant
benefit
benefit
fast, transparent
fast, transparent
and easy
and easy
Attentive and
Attentive and
committed
committed
Smooth channel
Smooth channel
movement
movement

11. Apps
Pro-active benefit
Pro-active benefit
Mobile banking app
fast, transparent
fast, transparent
and easy
and easy
Attentive and
Attentive and
committed
committed
Smooth channel
Smooth channel
movement
movement

12. ABN AMRO & Facebook: interaction with target groups
Pro-active benefit
Pro-active benefit
fast, transparent
fast, transparent
and easy
and easy
Attentive and
Attentive and
committed
committed
Smooth channel
Smooth channel
movement
movement

13. Google+: Answering service questions and pro-active sharing of
information
Pro-active benefit
Pro-active benefit
fast, transparent
fast, transparent
and easy
and easy
Attentive and
Attentive and
committed
committed
Smooth channel
Smooth channel
movement
movement

14. Pro-active benefit
Pro-active benefit
fast, transparent
fast, transparent
and easy
and easy
“Youtube is the second
Attentive and
Attentive and
largest search engine in
committed
committed
the world.”
Smooth channel
Smooth channel
movement
movement Results per
day:
Total ABN AMRO may jun. aug. oct.
results: 48.000 61.000 81.000 94.000

15. Hyves
Pro-active benefit
Pro-active benefit
fast, transparent
fast, transparent
and easy
and easy
Attentive and
Attentive and
committed
committed
Smooth channel
Smooth channel
movement
movement

16. Slideshare
Pro-active benefit
Pro-active benefit
fast, transparent
fast, transparent
and easy
and easy
Attentive and
Attentive and
committed
committed Making content
‘socially’ shareable
Smooth channel
Smooth channel
movement
movement

17. Pro-active benefit
Pro-active benefit
fast, transparent
fast, transparent
and easy
and easy
Attentive and
Attentive and
committed
committed
Smooth channel
Smooth channel
movement
movement

18. Rating & Reviewing: showing customer reviews
40% increase in
online puchase
travelinsurance!
Pro-active benefit
Pro-active benefit
fast, transparent
fast, transparent
and easy
and easy
Attentive and
Attentive and
committed
committed
Smooth channel
Smooth channel
movement
movement

19. Social Media in the
branche offices

20. Increase in launches in Social Media since September 2010
24/7 webcare 24/7 webcare
Showing customer Showing customer
Scooter deal
reviews of Annual Travel reviews of ‘Becoming
Meet your Ajax idol Insurance a remote customer’
Financial Diary
social sharing buttons on abnamro.nl
Mobile Banking
start social media monitoring
Traineeships
2006 november 2010 july 2011 november 2011 february 2012
2009 september 2010 april 2011 june 2011 february 2012 april 2012
Attentive and
Attentive and
committed
committed
Overview page social media on abnamro.nl
‘Follow ABN AMRO on’
icons
Mobile apps ABN AMRO
Corporate sector reports
Interest Servicemail
Your first house
…and 18 other services

21. Pro-active chat: helping customers in real-time online
Pro-active benefit
Pro-active benefit
fast, transparent
fast, transparent
and easy
and easy
Attentive and
Attentive and
committed
committed
Smooth channel
Smooth channel
movement
movement

22. Pilot Mortgage Advice with video
chat and document sharing

23. Becoming client remote
Future customer chooses channel
Service on location
External party pays a visit
Pro-active benefit
Pro-active benefit
fast, transparent
fast, transparent
and easy
and easy
Attentive and
Attentive and
committed
committed
Smooth channel
Smooth channel
movement
movement

24. Focus on mobile
The customer can use
banking wherever
he/she would like

25. Started with a ‘blank sheet’
Target: reinvent
banking for mobile
phone and tablet
with optimum user
friendliness for our
customers

26. Together with
customers Appr
oved
cust by
ome
rs
Customer panel
Customer community
Usability lab
Social media

27. User-centric design:
customers help us to
create better services

28. Co-creation
Mobile eye tracker in
branche office Amsterdam

29. Customer Community;
on going dialogue and
immediate feedback

30. Employee Panel;
a great and easy source
for customer feedback

31. Development through Agile Scrum
Being able to quickly adapt
to customers’ needs
Flexible
Continuous feedback from
customers

32. Faster introductions
for our customers Student
City Guide
Locator Exchange
trends
Relevant
1 1
On the road Huizenkijker
1 1
1 1
Mobile Mobile Huizenkijker Mobile
Huizenkijker Banking Banking
Banking
1 1 1 1 1
Mobile Mobile Huizenkijker Mobile Mobile Mobile Help with Huizenkijker Market Mobile
Banking Banking Banking Banking Banking damages Insights Banking
June 2011 July 2011 September 2011 October 2011 November 2011 January 2012 February 2012 March 2012 June 2012 Summer 2012

33. Mobile Banking app

34. On the road app

35. Claims help

36. Huizenkijker app

37. Mobile banking app
Unique: visual banking
personal and quick
(convenience)

38. Searching
transactions

39. Transferring funds

40. Setting own daily limit

41. Updates after feedback

42. Payment slip scanner

43. Editing
Address
Book

44. Planning
payments

45. English
version

46. Our customers’ use of self service
is changing rapidly: mobile logins
have now exceeded Internet Mobile customer has
11x more contact!
Banking logins 22
20
18
16
14
12
10
8
6
Aandeel 4
2
ber ary ruary r ch pril st r r ber ber ary ary rch une
cem anu Feb
ay une Jul
y g u b e b e m u p r il ay y
Jul mln
De J Ma A M J Au em cto ove cem Janu ebr Ma A M J
S ept O N De F
Mobile IVR Mobile
shares 2011 Internet Banking
2012 shares
19.5% 55.3%
Mobile apps

47. Competition comparison of Dutch mobile banking apps
by Finno: functionality is converging

48. Acknowledgements
Financial Financial iPad app
Marketing Award of the year
App of the
week
Financial Marketing Award 2011
ABN AMRO is the winner in the category:
Introduction of new product/service/concept
(awarded by specialist jury) Mobile banking
iPad app of the year
Financial category
Android app 2011
Public prize: 3rd in the Dutch
Android app of the year contest, after buienalarm and nu.nl
OMT Award
ABN AMRO Internet banker 2011 (public prize)

49. Customer satisfaction with mobile banking app
has improved greatly in 2012 (TNS NIPO)

50. Quick Banking (app to PC):
• The same code as for Mobile Banking
• Photos from Mobile Banking app also visible
in Quick Banking
• Familiar Internet Banking with e.dentifier still
possible

52. Mobile Banking
update Summer 2012

53. Investment

54. Offer the possibility to turn
transferring money into a personal
gesture rather than something
technical and distant

55. Make your transfer
personal

56. Make your transfer
personal

57. With a picture

58. Or an original Eurogami
design

60. Step by step (with clear end
vision based on customer trends
and behaviour)
POC with single purpose apps
Multi-disciplinary teams with
mandate holders
Just do it! Test usability continuously

61. Thank you!
Any questions?
Facebook: www.facebook.com/abnamro E-mail: jessica.niewierra@nl.abnamro.com
Twitter: @ABNAMRO LinkedIn: Jessica Niewierra
YouTube: www.youtube.com/user/abnamro
Twitter: @niewierra
Linkedin: www.linkedin.com/company/abn-amro
Slideshare: www.slideshare.net/abnamro
Google+: gplus.to/abnamro
Hyves: abnamrojongeren.hyves.nl