1) The document analyzes digital banking channels in Poland, including a study of customer journeys, functionality, and user experience across 15 major banks. 2) It finds that while banks have digitized early stages of the customer journey like information gathering and account opening, they have not fully supported financial goals through the relationship. Transactional banking is more digitized than credit products. 3) Banks fall into four categories based on their digital strategies - Cheetahs, Antelopes, Bears, and Turtles. Cheetahs offer the most functionality consistent with best practices but neglect user experience, while the mobile channel now provides a better user experience than web.

1. Headline Verdana Bold
Customer journey for
banking institutions in
digital channels
VI European Financial Congress

2. Digital channels in Polish retail bankingCopyright © 2016 Deloitte. All rights reserved 2
Mobile
Call Center
Information service
Branch
Social Media
Transactional service
ATM
Advisory service
Wearables
Sales Service Transactions
Main channel functions
V European Financial Congress
Sopot, 23.06.2015
The area of
interest in this
year's EFC panel
discussion
A year ago we looked at the role of banking branches, now it is time for
digital channels

3. Digital channels in Polish retail bankingCopyright © 2016 Deloitte. All rights reserved 3
We applied a holistic approach:
3 research studies combined with own model of retail banking
The study of customer
journey in digital
channels
A two-month study of 200
functionalities in Internet
and mobile banking in 15
Polish banks
The study of user
experience in digital
channels
The study of customer
experience in Internet and
mobile channel based on a
sample of 250 people
The study of banking
brand perception among
retail customers
The study of knowledge
and brand perception of
the banks based on a 3000
people sample
Revenue model of retail
banking
Revenue model of retail
banking in the period of
2014 - 2018 with division
on products, customers,
segments, age groups,
geographical location and
level of income

4. Digital channels in Polish retail bankingCopyright © 2016 Deloitte. All rights reserved 4
Are digital channels
used effectively for
acquisition, service
and sales?
How Polish banks
stack up in
comparison with best
practices in the area
of digital channels?
Do the most
innovative banks are
characterized by a
positive perception
among their
customers?
What is more
important: UX or
functionality? How do
the banks cope with
this dilemma?
Is the mobile channel
still coming after the
Internet channel or
mobile channel has
already become a
leader?
Key questions for today

5. Digital channels in Polish retail bankingCopyright © 2016 Deloitte. All rights reserved 5
We looked at the 6 stages of Customer Journey
32
actions
194
questions
15
product
categories
15
banks
1 3 5
2 4 6
Information
gathering
Account
opening
Customer
onboarding
Day-to-day
banking
Expand
relationship
End
relationship
Identification of needs
and access to the
information about
products and services
The first steps in online banking:
installation of mobile application
and support in the
implementation of new
functionalities
Identification of needs
and access to information
about more complex
products and services
The choice of financial
institution, the account
opening process and
receiving the accesses
Checking account: balance
and history, payments and
transactions, simple credit
products
Identification of the
necessary steps to close an
account and carry out the
process

6. Digital channels in Polish retail bankingCopyright © 2016 Deloitte. All rights reserved 6
A few words about methodology:
How the banks were assessed?
In a three-tier scale we evaluated how innovative are offered functionalities, comprising the actions
performed by the customer and additionally appreciating distinctive solutions
0point 1point 2points bonus
InnovationBest practicesThe standard
solutions
The basics
100%

7. Digital channels in Polish retail bankingCopyright © 2016 Deloitte. All rights reserved 7
Banks digitized early stages of Customer Journey, but they do not
necessarily support the financial goals
% of functionalities consistent with best practices in digital channels
Notes: The study of functionalities in digital channels was carried out between 10/03/2016 - 30/04/2016
Information
gathering
Account
opening
Customer
onboarding
Day-to-day
banking
Expand
relationship
End
relationship
1 3 52 4 6

8. Digital channels in Polish retail bankingCopyright © 2016 Deloitte. All rights reserved 8
The study distinguished 4 groups of banks which significantly differ in
terms of the strategy in digital channels
Cheetahs Bears Turtles
20% 18%
24%
47%
40%
46%
51%
42%
Bank 7
Bank 14
Bank 6
Bank 4
Bank 15
Bank 8
Bank 5
Bank 13
% of functionalities consistent with best practices in digital channels
Antelopes
15 banks which represent 75% of the Polish banking sector assets
Notes: The study of functionalities in digital channels was carried out between 10/03/2016 - 30/04/2016
61%63%
52%
Bank 1 Bank 2
Bank 3
40%
35%
30%
40%
Bank 9
Bank 11
Bank 10
Bank 12

9. Digital channels in Polish retail bankingCopyright © 2016 Deloitte. All rights reserved 9
Banks so far focused on the transactional banking, but equally high
revenue is generating by less digitized credit products
Significant revenue, but still
low digitalization
Revenuesfrombankingactivities
in2015[bnPLN]
% of functionalities consistent with best
practices in digital channels
Checking and saving accounts,
debit cards
Term deposits
Car loans
Unit-link
Credit cards
Overdraft
Saving accounts
Investment funds
10,0
0
2,5
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Cash loans
Mortgages
8,0
9,0
1,0
2,0

10. Digital channels in Polish retail bankingCopyright © 2016 Deloitte. All rights reserved 10
% of active customers in online banking1 Rating of mobile application in Google Play (1-5)
A wide range of functionalities results in activity and the positive
customer assessment both in Internet and mobile channel...
Notes: 1.% of active retail customers estimated based on the number of page views of online banking (data available for all banks based on SimilarWeb) and the actual number of real users (data available for
selected banks) which was compared to the number of retail customers of particular bank.
~25%
~30%
~50%
~60% 4,51
4,27
3,48
Lack of native mobile application
Cheetahs
Antelopes
Bears
Turtles

11. Digital channels in Polish retail bankingCopyright © 2016 Deloitte. All rights reserved 11
24%
40%
52%
61% 31%
Cheetah
Antelope
Bear
Turtle
% of functionalities consistent with best practices in digital
channels
% of the respondents who think the bank is a trendsetter (n =
2983)
... but it does not necessarily guarantee the perception of the bank as
an innovator
33%
+37 p.p. -2 p.p.
28%
37%

12. Digital channels in Polish retail bankingCopyright © 2016 Deloitte. All rights reserved 12
Logging in Checking account
balance
Checking
transaction history
Making
transfers
„Click test”
• Average time
• Heat map
„5 seconds test”
 Correctness
 Average time
„Navigation test”
 Success rate
 Average time
„Navigation test”
 Success rate
 Average time
Web platform
Sample of 250
people
Mobile platform
During User Experience (UX) study we looked at 4 most frequent
operations

13. Digital channels in Polish retail bankingCopyright © 2016 Deloitte. All rights reserved 13
UX in the mobile channel begins to win with the web channel
Notes: 1. The time was measured from the start of a new transaction (click on the button "New Transfer") to its end (obtaining the transfer confirmation) to undefined / trusted recipient with whom the operations
were carried out previously. When making a transfer, testers completed the minimum amount of required information and used all available facilities offered by the bank.
Logging
Making the transfer
Checking transaction
history
7,6
sec Average time
of logging in 8,5 Average time
of logging in
sec
32%
% of respondents who managed to find information about the last transaction with the first attempt
Average time
of making
payment1/
sec
25 sec Average time
of making
payment1
33
54%
Web channel Mobile channel

14. Digital channels in Polish retail bankingCopyright © 2016 Deloitte. All rights reserved 14
Example: Transfer and search for the last transaction is performed faster
and easier in mobile channel
time
[sec]
accuracy [%]
Time and accuracy of activities execution in the surveyed banks
0
5
10
15
20
25
30
35
40
45
50
0% 20% 40% 60% 80%
Web channel
Mobile channel
Mobile
• Average accuracy of
analyzed transaction
amounted to 46%
• The average time of
making the transfer
is 25 seconds
• The average time of
search of the last
transaction is 22
seconds
46%
• Average accuracy of
analyzed transaction
amounted to 30%
• The average time of
making the transfer
is 33 seconds
• The average time of
search of the last
transaction is 27
seconds
30%
Online

15. Digital channels in Polish retail bankingCopyright © 2016 Deloitte. All rights reserved 15
Cheetahs and antelopes neglect user experience (UX) towards
functionalities
% of functionalities
consistent with best practices in digital channels
Userexperience(UX)
comparedtobestpractices

16. Digital channels in Polish retail bankingCopyright © 2016 Deloitte. All rights reserved 16
3 leading banks are
enough to create
Superbank which has
nearly 90% of best
practices on Polish market
The bank share in best practices
available on the Polish market
Assumption: if more than one bank
offers given best practice, only the
best gets points
Polish Superbank

17. Digital channels in Polish retail bankingCopyright © 2016 Deloitte. All rights reserved 17
So far banks have
focused on the early
stages of CJ and
transaction banking,
while developing
relationships and sales
of credit products
show considerable
potential for
digitization.
Although Cheetahs
apply innovative and
advanced solutions on
European scale, still
many banks
significantly lag
behind best practices.
There is no simple
correlation between
subjective perception
and objective bank
innovation. Some
Cheetahs have worse
perception than
Turtles.
Cheetahs and
Antelopes develop
plentiful functionalities
at the cost of the
customer experience
(UX).
The mobile channel
has already provided a
better UX than the
web channel and
along with the
functionality
development this
advantage will be
enhanced.
Key conclusions

18. Digital channels in Polish retail bankingCopyright © 2016 Deloitte. All rights reserved 18