Case Competition Winner

1. Customer Experience
Complexity in Customization
Prepared by:
Waqas Ahmed Bajwa
Amy Boyer
Meghan Erickson
Erika Gamero
Abdesslam Hjiej

2. AGENDA
The Challenge of Customizing
– ING Direct
Delivering Service Online
- Insurance Industry
- Banking Industry
- Hospitality Industry
- Other Examples
Survey Insights
Recommendations
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3. ING Direct – Customizing the Experience
“Les maitres des finances” “Les Jeunes VIP”
36+ yrs old, reasonable 18-35 yrs old, need
amount of money good rates
Visibly segment into two blocks, and offer tailored solutions for
each segment
Don’t differentiate between segments, treat every customer the
“same” way, only better
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4. Insurance Sector Examples
Web Personalization solution
• Deliver the most relevant content to their users
• Just like ING, want to provide an easy-to-use portal
– Web personalization makes the navigation experience easier
• Important tool to gather important data that will allow better
understanding of customers -> allows to offer better solutions
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5. Insurance Sector Examples
Solution developed by:
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6. Insurance Sector Examples
• Car Virtual Insurance Office
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7. Banking Examples
• Need for Enhancing Customer
Experience
• Optimizing Service:
• Empowering the Customers to
create their own experience-
Moody Bank, First Security
Bank, First Bank of Wyoming
• Improving the design and
features of the website-
Groupama http://www.moodybank.com/images/flash/NetTeller_Bill_Pay_mod/chapters/onlinebankingandpayment.swf
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8. Banking Examples
• Introducing the Concept of an Online Relationship Manager (ORM)
• Helping Customers Manage their Finances and Budgets- Monabanq and
Boursorama Bank
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9. PFM : Boursorama
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10. Enhancing the experience at ING café :
Umpqua Bank
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11. Hospitality Examples: Sephora
Sephora.com
• Large Spender Perks
• Customized Account Landing
Page
• Tailored to purchase history
and profile
• Transactional Emails
• In-stock availability of
favorite/most frequently
purchased items
• Replenishment Reminder
Program
“This ultimately helps make digital communications
more relevant and personalized for our clients which
in turn helps build client loyalty, reinforce our brand
image and drive sales” – Tiffany Lei
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12. Hospitality Examples: Sephora
Sephora.com : Beauty Talk
• Pull vs. Push Strategy
• Advice From the Experts
• How-to Videos
• Links to Other Customer
Communication
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13. ING Direct Service Gap: Communication
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14. Other Examples: Verizon Wireless
Verizonwireless.com
• Online chat – Link and Pop-up
• Video Tutorials
• Online Workshops
• Community Forum
• Top Support Questions and Forum
Posts
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15. SURVEY – Getting to know the “needs”
Age group: 18-35
100% Use online banking
How often do they check
Income levels their account?
1
month
>70k 6+
14%
31% month
Less 32%
than 2-5
30,000 month
50k- 63% 54%
70k
6%
*Survey conducted at Surveymonkey.com, Nov. 2011
Results based on 35 respondents, full responses provided in Report Appendix
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16. SURVEY – Getting to know the “needs”
What added value would you like to see from an
online bank? “Ease of linking different
account types is very
important” (eg: banking
Online games services vs brokerage
Chat area for recommendations/insights services). - Anonymous #1
from other online customers at your bank
Money management program “It would be nice to have
an online representative
Offers from partners (ie.
travel, retail, restaurant discounts) that can chat with you if
you have questions or
Money saving tips of the day
disputes. Any disputes
You personally customize your log-in page could be a little easier or be
(ie. colors, customized music, features....)
done better online”
0 0.5 1 1.5 2 2.5 3 3.5 - Anonymous #2
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17. FINAL THOUGHTS & RECOMMENDATIONS
Customer Expectations
o Faster Resolution online Transparency
o Self –Service Trust
o Faux personalization
Ease
Customer Satisfaction
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18. FINAL THOUGHTS & RECOMMENDATIONS
Access: Physical facilities:
- “How to” Videos - Integration of all customer service
touchpoint
Tutorials
Communication:
Tangibles - Better experience at ING Café
- 24/7 Website with PFM tool & Call Center
- Personalized
customization tools
Understanding the
customer: - Delivering
Empathy Reliability superior value
- Web analytics
SERVICE
DIMENSIONS
Prompt service:
- Reviews
- Chat service
- WOM Assurance Responsiveness
- Previous
Experiences
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19. Thank you!!
Questions?
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