This document discusses how banks can better understand customers and win their adoption by moving from an "inside-out" approach to an "outside-in" approach. It advocates talking to, observing, and experiencing customers to discover their real intrinsic needs rather than perceived needs. This allows banks to create customized products and services that meet customers' real needs, leading to greater customer satisfaction and adoption of the bank.

1. How to better
understand your
customers and win
their adoption

2. How to better
understand your
customers and win
their adoption
Banking has changed
in the past 30 years.
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank

4. BRANCH
SIMPLE
COMPLEX

6. BRANCH
SIMPLE
COMPLEX
ATM
SIMPLE
CC
BRANCH
COMPLEX

7. How to better
understand your
customers and win
their adoption
Banking is a true multichannel experience.
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank

9. BRANCH
SIMPLE
COMPLEX
ATM
CC
BRANCH
SIMPLE
COMPLEX
ATM
SIMPLE
MOB
IB
CC
BRANCH
COMPLEX

10. BRANCH
SIMPLE
COMPLEX
ATM
CC
BRANCH
SIMPLE
COMPLEX
ATM
SIMPLE
MOBILE
IB
CC
BRANCH
COMPLEX

13. How to better
understand your
What’s the typical
customers and winway
banks create new
their adoption
products & services?
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank

14. How to better
Inside Out.
understand your
customers Build win
and
Launch with
product
Create
their adoption little or no
around
business
requirem’ts
business
needs
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank
customer
involvement

15. It’s all about them.

16. How to better
understand your
customers and win
their adoption
Banking will go in
2 different directions.
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank

19. How to better
understand your
customers and win
their adoption
1
Utility
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank
2
Concierge

20. How to better
understand your
Traditional Banks
customers and win
their adoption
1
Utility
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank
2
Concierge

21. How to better
understand your
What’s the BETTER
customers and win way
banks can create new
their adoption
products & services?
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank

22. How to better
Outside In.
understand your
customers and win
Understand
Test and
Create &
their adoption refine ideas
real
prototype
customer
needs
ideas
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank
with
customers

23. How to better
Outside In.
understand your
customers and win
Understand
Test and
Create &
their adoption refine ideas
real
prototype
customer
needs
ideas
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank
with
customers

24. How to better
We need to your
understand
discover the win
customers and
customers real
their adoption
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank

25. Understanding REAL
customer needs gets
you closer to the
RIGHT strategy and
experiences much
FASTER

26. How to better
understand your
customers and win
their adoption
Wants. Behaviors.
Habits. Tastes. Choices.
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank

27. How to better
understand your
PERCEIVED NEEDS
customers and win
their adoption
REAL, DEEP
INTRINSIC NEEDS
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank

28. Hownowhere
to better “I want to see
“I’m
my
near a branch
information
understand your I like it”
or ATM”
how
customers and win
their adoption “I want to
“I need to
know my
balance right
Rob Findlay
Head of Customer Culture
now”
Group Customer Experience,
OCBC Bank
manage my
money not
just see it”

29. How to better
A new home.
understand your
A new car.
customers and win
A credit card.
their adoption
Travel insurance.
Better savings rate.
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank

30. How toamongst peers.
better
Status
understand your
Health & Wellbeing.
customers and win
Love & Respect for
their adoption
family & friends.
Career & financial
achievement.
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank

31. How to better
understand your
How do we discover
customers and win
their adoption
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank

32. How to better
understand your
Understanding
customers and win
customers real
their adoption 3
needs is about
core activities
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank

33. Talking

36. Observing

39. Experiencing

42. How to better
understand your
1. Talking
customers and win
2. Observing
their adoption
3. Experiencing
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank

43. How to better
Outside In.
understand your
customers and win
Understand
Test and
Create &
their adoption refine ideas
real
prototype
customer
needs
ideas
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank
with
customers

46. How to better
The customised
understand your
designs & experiences
customers and win
fromadoption
this process are
their
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank

51. How to better
understand your your
Just get closer to
customers and win
customers. Literally.
their adoption
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank

52. How to better
A customeryour
experience
understand
that meetsand win
REAL needs
customers
means customers will
their adoption
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank

53. How to better
understand your
customers and win
their adoption
Rob Findlay
Head of Customer Culture
Group Customer Experience,
OCBC Bank

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56. robfindlay@ocbc.com