Presented during the High Performance Marketing Conference 2012, organized by Accenture on February 9th 2012. This presentation was given by Jarno Zange of ABN Amro, and discussed Multi channel transformation and the boost of mobile.

1. Multi Channel Transformation
Jarno Zange
and the Boost of Mobile Amsterdam, 9 February 2012

2. Part 1 | the power shift
What’s happening | WHY
Part 2 | the paradigm shift
Impact on service model | WHAT
Part 3 | the approach shift
Making it happen | HOW
Case | the mobile shift
Mobile banking experiences | RESULTS

3. If there’s one major change in the
behaviour of consumers as a result of
interactive media it’s this: SELF SERVICE
hdw.eweb4.co
m

4. Consumers determine what’s best for
them, often with help/advice from other
consumers and interactive tools

5. Consumers want to manage
their own finances
Photo by A.Danielsson

6. “Which of the following banking channels do you use at least monthly?”
92%
Use ATM 96%
93%
87%
Use online banking 79%
52% Q2 2010
Q2 2008
10%
Q2 2006
14%
Go into branch
16%
9%
Use telephone banking
8%
11%
Consumers have widely
adopted online banking
Base: Dutch adults (age 16+)
Source: Forrester's Consumer Technographics®
European Benchmark Surveys, Q2 2006-2010

7. “Which of the following banking channels do you use at least monthly?”
87%
Netherlands
10%
73%
Sweden
10%
36%
France
29%
Online banking
44%
Germany
38% Branch
40%
United Kingdom 46%
Spain
17%
50%
In the Netherlands
17%
online banking is
Italy
36%
by far the primary
channel
Base: European adults (age 16+)
Source: Forrester's Consumer Technographics®
European Benchmark Surveys, Q2 2010

8. www.flickr.com/photos/loswl/4574744968/in/photostream
Interactivity is migrating rapidly
towards smartphone and tablets
GfK estimates that in 2015 75% of all phones will be
smartphones

9. Appiness: we swim in oceans of
decentralised (mobile) apps

10. Mobile banking will eventually be the dominant
channel for daily banking
Website Mobile
Day-to-day banking
View account balances and transactions
Transfer money to other accounts
Pay bills
Withdraw cash
Resolving service issues
Solve a problem (e.g. card lost or stolen)
Find nearest branch/ATM
Buying financial products
Research financial products
Buy financial products
Source: Forrester Research

11. Part 1 | the power shift
What’s happening | WHY
Part 2 | the paradigm shift
Impact on service model | WHAT
Part 3 | the approach shift
Making it happen | HOW
Case | the mobile shift
Mobile banking experiences | RESULTS

12. So what
does that mean…
Fundamental paradigm shift

14. So if I
What does understand
that mean for this correctly…
me…?
Rethink the service model
from “customers logic”
instead of “banking logic”

15. Put the customers in the
driving seat

16. Revise IT architecture with customer
journey layer
Seamless
Channels
Personal,
= integrated
Customer
Managed
+ Business
Process
multi-channel
services
Relationships Management
(CRM) (BPM)

17. Internet centric
+ professional advisors

18. Part 1 | the power shift
What’s happening | WHY
Part 2 | the paradigm shift
Impact on service model | WHAT
Part 3 | the approach shift
Making it happen | HOW
Case | the mobile shift
Mobile banking experiences | RESULTS

19. So what
did we do...
Transformation organisation

20. Fierce vision leading to strategic
benefits for the bank
Customer Category
Cross-,
satisfaction leader in
deep- &
& loyalty internet
upselling
(NPS) banking

21. Bridging the silos and
overcoming resistance
Once you know what
clients want and your
strategy is clear, the
toughest challenge is
in delivering – with all
parties involved

22. Encompassing organisational
change programme
Client and
100% IT leads
employee
change the pace
directors

23. Part 1 | the power shift
What’s happening | WHY
Part 2 | the paradigm shift
Impact on service model | WHAT
Part 3 | the approach shift
Making it happen | HOW
Case | the mobile shift
Mobile banking experiences | RESULTS

24. So what
happened…
Mobile banking case

26. Our peronalised, visual
mobile banking app

27. ‘Mobile customer
Explosive growth of mobile 11x more contact!’
Aandeel
ASC (call) Mobile
Mobile
2010 share Internet 2011 share
6.1% 44.9%
Mobiel

28. Visual Banking:
Mobile banking has several experience as
clear advantages over differentiator
internet banking
 1 minute
Rozenh
art
 10 seconds
VERSUS  2 steps
 5 steps **.**
*
 3 entry fields
**.**
*
**.**
 1 entry field
*
**.**
*
**.**
*
BALANCE CHECK

29. Mobile banking
competition
Visual
Banking
Money Money Money
transfer to transfer to transfer to
other accounts other accounts other accounts
View credit
View credit View credit View credit
and debit
and debit and debit and debit
entries
entries entries entries
Balance
Balance Balance Balance
check
check check check

30. “Anno Nu” multi media campaign
Roze
nhart
**.*
**
**.*
**
**.*
**
**.*
**
**.*
**

31. Cross-media
Bus stops Bannering
Branches

32. ‘ANNO NU Express’A bus
transformed into an interactive
information center. Helping clients
on the spot with new media.

33. iPads for branch employees

34. Social media buzz
Rozenhart
**.***
**.***
**.***
**.***
**.***

35. Awards 2011
Android-app 2011 Financial Marketing Award
3e bij de Nederlandse Financial Marketing Award 2011
Android-app van het jaar verkiezing ABN AMRO is winnaar in de categorie:
introductie nieuw product/dienst/concept

36. Awards 2011
iPad-app of the year OMT Award
Mobiel Bankieren ABN AMRO Internetbankier 2011
iPad-app van het jaar
Categorie Financiën

37. Awards 2011
Apple’s
App of the week

38. Mobile Portfolio
Frequent new updates Student
City Guide
Locator Stock trends Relevant
Op Weg Huizenkijker
1
Huizenkijker Mobiel
Bankieren
1 1
Saldo Saldo Saldo Mobiel Mobiel Huizenkijker Mobiel Mobiel
Bankieren Bankieren Bankieren Bankieren
April 2010 Dec 2010 Feb 2011 Jun 2011 Jul 2011 Sep 2011 Okt 2011 Nov 2011

39. ‘On your way’ app

40. ‘Home viewer’ app

41. In summary:
• The customer is in the driving seat; pay attention
• Simplicity works; create focus from clear vision
• Take bold steps; one change programme and invest
Lessons from mobile:
• Experience as differentiator, closer to the customer
• Partnership; don’t build yourself, small mandated team
• Multi media campaign with engaged employees
Company pride, market recognition and enthusiastic customers

42. Multi Channel Transformation:
Turn your client service model outside-in
by turning your organisation upside-down

43. Thank you
Facebook: www.facebook.com/abnamro
Twitter: @ABNAMRO
YouTube: www.youtube.com/user/abnamro
Linkedin: www.linkedin.com/company/abn-amro
Slideshare: www.slideshare.net/abnamro