Few would argue that customers crave simplicity. But from a business perspective, does it really matter? +Gain insights into the findings of our Global Brand Simplicity Index — a report that evaluates the simplicity of 400+ global brands, including top national financial services providers +Learn which interactions matter most and how simplifying the customer experience can create lasting brand relationships + Understand how innovative companies have made simplicity pay, and consider how to get started creating simpler, high-impact brand experiences Siegel+Gale is a global strategic branding firm committed to building world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences. We deliver comprehensive services in brand development, simplification, research and digital media. Since our founding by brand sage and simplification pioneer Alan Siegel in 1969, Siegel+Gale's mantra has been "Simple is Smart."

1. The financial
services customer
experience:
Understanding
the impact of
simplicity
April 2, 2014

2. 2
Let’s
talk
Simplicity pays
Why are things so complicated?
Achieving simplicity

3. 3

4. 4
GBSI 2013
consumers
10,000+
countries
7in

5. 5
2009 2010 2011 2012 2013
through Aug
-50%
0%
50%
100%
150%
200%
Since 2009,
the Simplicity
Portfolio has
beaten the
average global
stock index by
+167%
Simplicity
Portfolio
+83% S&P
+72% Dow
+69% DAX
+45% FTSE
100%
Percentage of growth
of index/portfolio

6. 6
75%of consumers are
more likely to
recommend a
brand because it
provides simpler
experiences
Simplicity increases loyalty
6

7. 7
For simpler experiences,
customers would pay:
Banks/Retail
Shipping/Mail
General insurance
Utilities
Media
Telecom/Cable
Social media
Travel/Hotels
Telecom/Cell phone
Internet retail
Travel/Booking
Travel/Air
Travel/Train
Travel/Car rental
Appliances
Automotive
Retail/Health and beauty
Internet search
Health insurance
Retail/General
Restaurants
Retail/Grocery
Electronics
Retail/Fashion
Fitness
5.4%
and more
4.8–5.3%
more4.5–4.7%
more
up to
4.4%
more

8. 8
For simpler experiences,
customers would pay:
Banks/Retail
Shipping/Mail
General insurance
Utilities
Media
Telecom/Cable
Social media
Travel/Hotels
Telecom/Cell phone
Internet retail
Travel/Booking
Travel/Air
Travel/Train
Travel/Car rental
Appliances
Automotive
Retail/Health and beauty
Internet search
Health insurance
Retail/General
Restaurants
Retail/Grocery
Electronics
Retail/Fashion
Fitness
5.4%
and more
4.8–5.3%
more4.5–4.7%
more
up to
4.4%
more

9. 9
Industry rankings—
Global Simplicity Score
1. Internet search 950
736
734
723
719
711
663
657
625
602
595
574
565
2. Electronics
3. Restaurants
4. Internet retail
6. Retail/Grocery
5. Appliances
13. Telecom/
Cell phone
7. Media
8. Retail/General
9. Travel/Hotels
10. Retail/Fashion
11. Travel/Booking
12. Travel/Air
14. Shipping/Mail
15. Retail/Health
and beauty
16. Social media
17. Automotive
19. Banks/Retail
18. Fitness
20. Travel/Train
21. Telecom/Cable
22. Utilities
23. Travel/Car rental
24. Health insurance
25. General insurance
565
564
530
529
524
517
501
484
473
445
329
258

10. 10
Industry rankings—
Global Simplicity Score
1. Internet search 950
736
734
723
719
711
663
657
625
602
595
574
565
2. Electronics
3. Restaurants
4. Internet retail
6. Retail/Grocery
5. Appliances
13. Telecom/
Cell phone
7. Media
8. Retail/General
9. Travel/Hotels
10. Retail/Fashion
11. Travel/Booking
12. Travel/Air
14. Shipping/Mail
15. Retail/Health
and beauty
16. Social media
17. Automotive
19. Banks/Retail
18. Fitness
20. Travel/Train
21. Telecom/Cable
22. Utilities
23. Travel/Car rental
24. Health insurance
25. General insurance
565
564
530
529
524
517
501
484
473
445
329
258

11. 11
Let’s
talk
Simplicity pays
Why are things so complicated?
Achieving simplicity

12. 12
Why simplicity matters
The brand that customers know is the one they interact
with every day
Online
interfaces
Call
center
Statements
Mobile
self-service
Correspondence
Applications and
welcome kits
Loyalty programs

13. 13
The all-too-frequent experience

14. 14
For questions about your existing
account, press 1.
For information on opening
a new account, press 2.
For questions about your bill,
press 3. For questions about the
status of your order, press 4.
For questions about our products
and services, please visit our
website at www...
14

15. 1515

16. 16
Why are things so complicated?
Average number of 401k options
8
19
1997
2012

17. ―Large 401(k) menus result
in lower participation rates,
overly conservative allocations,
inferior investment options
and other adverse effects that,
collectively, cost workers
billions of dollars every year.‖
Mercer Bullard
17

18. 18
+ Business silos create a fractured
customer experience
+ Mergers and acquisitions create
redundant and incompatible systems
+ Adhering to the letter of the law does
not meet the spirit of disclosure
+ Lack of expertise in true best practices
allows the same old stuff to proliferate
+ Senior executives have the attention
span of gnats
Why are things so complicated?

19. 19
Let’s
talk
Simplicity pays
Why are things so complicated?
Achieving simplicity

20. 20
HAPIfork: helps you lose weight by
notifying you if you’re eating too fast
20

21. 21
Nike+ FuelBand: a personal coach
tracks and inspires progress

22. 22
Lifestraw: simplicity in problem-
solving saves lives

23. But what about
those everyday
touchpoints?
23

24. 24
A loyalty program that rewards you for
your actions—and doesn’t make you
take extra steps to redeem

25. 25
A statement that really answers,
―How am I doing?‖

26. 26
Prototype of
a one-page
onsumer credit card
agreement
A credit card agreement that complies
with regulations in a single page…

27. 27
…followed by statements that actually
clarify required information

28. 28
An online application that balances
clear explanations with simple steps

29. 29
Simplified patient reporting that
makes data actionable…
Before

30. 30
Simplified patient reporting that
makes data actionable…
After

31. 31
…in any channel the patient prefers
3131

32. The solution:
The Simplification
Blueprint
32

33. What, when and
how should you
communicate
with members to
drive engagement
and satisfaction?
33

34. 34
The Simplification
Blueprint
Define
customer and
business needs
Map
the current
customer
experience
Envision
the optimized
experience that
will meet
customer and
business needs
more effectively
Identify and
prioritize
specific work
plans to
implement the
optimized
experience
Test and
refine
prototypes of the
highest-priority
touchpoints and
plan for long-term
implementation

35. 35
Mileage Plus
35

36. 36
The situation
Although United’s Mileage
Plus loyalty program was
intended to enhance
customer relationships
and drive customer
engagement, the reality
was a fragmented
customer experience
with uninspired and
disengaged members.
Website
Email
IVR and
call center
Membership
application
Direct mail
Airport CSR Airport kiosk
Statement

37. 37
Getting to the root of low engagement
Member research revealed three distinct segments within the
member base—yet none felt well-served by the loyalty program.

38. 38
The solution
Our audit of all member touchpoints revealed an airline-centric
mentality as the root of the problem. We outlined an engagement
strategy to transform every communication or interaction into a
member-centric experience. No matter what the specific functional
purpose of any touchpoint, it’s an opportunity United should seize to
―show, encourage, help and recognize‖ the member.
Communications
pillars
Member need
fulfilled

45. 45
…and onto the mobile experience

46. 46
+ Truly simple, customer-focused products
and services
+ Systems investment in a central customer
database
+ Commitment to derive and act on true
insights from consumer research
+ Disclosure that is truly commensurate with
risk or exposure
+ Decision-making at the right level with the
right information
+ Fewer initiatives undertaken at the same time
with the right skills and unrelenting support
Key factors for success

47. 47
Q+A
47

48. Thank you.
Today’s presenters:
Maria Boos, Group Director, Simplification – mboos@siegelgale.com
Christopher Stella, Senior Marketing Director – cstella@siegelgale.com
Related Links
Global Brand Simplicity Index
http://simplicity.siegelgale.com/
For questions or more information on Siegel+Gale and our
Simplification practice, please email info@siegelgale.com