digital modernization customer experiences
TRANSCRIPT
Christian Hermanus
DIGITAL MODERNIZATION
CUSTOMER EXPERIENCES
EXAMPLE OF DIGITAL MODERNIZATION
KNOW YOUR CUSTOMER
BANK DIGITALIZATION
DON’T FORGET BASIC THING
1
2
a
b
a
c
INTEGRATED CUSTOMER EXPERIENCES b
AGENDA
DIGITAL BANKING IN INDONESIA 3
DIGITAL MODERNIZATION
CUSTOMER EXPERIENCES
EXAMPLE OF DIGITAL MODERNIZATION
KNOW YOUR CUSTOMER
BANK DIGITALIZATION
DON’T FORGET BASIC THING
1
2
a
b
a
c
INTEGRATED CUSTOMER EXPERIENCES b
AGENDA
DIGITAL BANKING IN INDONESIA 3
4
DIGITAL BANKING DOEST NOT EXIST ON WIKI
http://wikipedia
5
EXAMPLE OF DIGITALIZATION
http://www.engage.it/cms/wp-content/uploads/2014/02/tablet-reading.jpg
Newspaper and magazines, transform form paper to digital
6
EXAMPLE OF DIGITALIZATION
http://www.keynote.com/~/media/139885549E114E09B2874E9A915F82A2.jpg?la=en
Store, transform form brick & mortar to online store
7
BANK DIGITALIZATION
ATM, Phone Banking, Point Of Sales EDC,
Internet Banking and Mobile Banking
=
Digital Banking
?
and a focus on customer experience. 8
DIGITAL BANKING
A new concept in the area of electronic banking,
which aims to enrich standard online and mobile banking services
for example strategic analytics tools , social media interactions, by integrating digital technologies
, mobile technology
http://www.carolinemoeckel.com/defining-digital-banking/
Innovative payment solution
9
DRIVERS TO ADOPT DIGITAL BANK
DRIVER
Increase
Number of
Customer
Minimize
operational
cost
10
ASEAN DEMOGRAPHY
AGE Brunei Indonesia Malaysia Philippines Singapore Thailand TOTAL
0-14
102,287
66,445,726
8,661,126
36,284,194
746,018
11,922,487
124,161,838
15-24
73,123
43,367,249
5,082,397
20,456,964
990,980
10,161,210
80,131,922
25-54
198,235
107,276,879
12,390,221
39,837,245
2,800,352
31,770,717
194,273,650
55-64
32,123
20,035,162
2,285,575
6,244,757
556,730
7,383,813
36,538,160
>65
16,907
16,484,627
1,654,034
4,845,070
473,221
6,435,433
29,909,292
80
Million
40
Million
11
ASEAN & AUSTRALIA 2020
Digital Banking in Asia - McKinsey & Company
12
MINIMIZE OPERATION COST
BRANCH MOBILE
US$ 4.25
US$ 0.10
http://www.monitise.com/insights/2014/10/30/can-traditional-banks-compete-digital-centric-world/
Cost
Per
Transaction
4
13
1st PART TAKE AWAY
1 Bank need to make more profit
2 To make profit bank have to Increase number
of customer while at the same time minimize
operational cost.
3 Digital banking is not just another terminology
of electronic banking. It is a new concept that
covers wide area of banking technology.
Bank Digitalization will bring new customer
experiences
5 Our potential market segment is the age of 15
to 24 years old.
DIGITAL MODERNIZATION
CUSTOMER EXPERIENCES
EXAMPLE OF DIGITAL MODERNIZATION
KNOW YOUR CUSTOMER
BANK DIGITALIZATION
DON’T FORGET BASIC THING
1
2
a
b
a
c
INTEGRATED CUSTOMER EXPERIENCES b
AGENDA
DIGITAL BANKING IN INDONESIA 3
15
CUSTOMER EXPERIENCE
http://en.wikipedia.org/wiki/Customer_experience
KNOW OUR CUSTOMER
INTEGRATED
CUSTOMER
EXPERIENCES
DON’T FORGET BASIC THING
1 2 3
Principles for increasing customer experiences :
Customer experience is the sum of all experiences a
customer has with a supplier of goods or services,
over the duration of their relationship with that
supplier.
16
AGE Brunei Indonesia Malaysia Philippines Singapore Thailand TOTAL
0-14
102,287
66,445,726
8,661,126
36,284,194
746,018
11,922,487
124,161,838
15-24
73,123
43,367,249
5,082,397
20,456,964
990,980
10,161,210
80,131,922
25-54
198,235
107,276,879
12,390,221
39,837,245
2,800,352
31,770,717
194,273,650
55-64
32,123
20,035,162
2,285,575
6,244,757
556,730
7,383,813
36,538,160
>65
16,907
16,484,627
1,654,034
4,845,070
473,221
6,435,433
29,909,292
KNOW OUR CUSTOMER
http://preciesmark.nl/we-are-spoiled-generation-y-handles-crisis/
17
GEN Y CHARACTER
Tech Savvy Family
Orientated
Ambitious Team Players
Communicators
www.generationy.com/characteristics/
18 www.generationy.com/characteristics
GEN Y CHARACTER
Tech Savvy
• Surrounded by smart phones, laptops, tablets
and other gadgets
• Prefer to communicate more quickly and
effectively via email, social networks or text
messaging
• Attracted to hi-tech organisations
• Bank need to utilize all available technology to
serve the Gen Y.
• Banks need to create a consistent unified
experience across channels.
19 http://www.pewinternet.org/2015/01/09/social-media-update-2014/
Sosial Media Sites, 2012-2014
20 https://www.facebook.com/icicibank/
CASE STUDY - Facebook Bank Apps From Icici Bank
Simple
Convenient
Fast
21 http://www.socialsamosa.com/2013/10/social-media-campaign-review-pockets-by-icici-bank/
CASE STUDY - Facebook Bank Apps From Icici Bank
22 www.generationy.com/characteristics/
GEN Y CHARACTER
Prefer flexible working schedules and
a more rounded work/life balance.
Family Orientated
• Bank should present anywhere.
• Bank should operate 24x7
23 www.generationy.com/characteristics/
GEN Y CHARACTER
• Confident
• Demanding
• Their expectations are high
Ambitious
• Bank should be able to analyse their
customer behaviour.
• Bank should provide self-service
features on their product.
• Bank’s back office should be flexible
to configure and deploy new
products or reconfigure existing
products quickly.
24
CASE STUDY - FRANK Bank
http://www.frankbyocbc.com/index.html
http://www.theasianbanker.com/press-releases/ocbc-launches-banking-programme-for-youths-and-young-working-adults
Unique
Channels
Unique
Products
Unique
Branding
25
CASE STUDY - FRANK Unique Credit Card Design
http://www.frankbyocbc.com/products_creditcard.html
26 www.generationy.com/characteristics/
GEN Y CHARACTER Team
Players
• Bank should use the same media channel
with Gen Y for promotion, education, and
transaction.
• But on the others hand, bank should watch
any issue on the social media and be able
to respond effectively.
Communicators
• Working as a team.
• Trust the crowd.
• Actively search for information that they
need, ask for advice and opinions online
and through social networks.
• Love to share information
27 http://thefinancialbrand.com/18510/asb-bank-virtual-facebook-branch/
CASE STUDY - ASB Virtual Branch
Communication
channel to Customer
Get Customer
feedback
Risk mitigation for
Cyber bullying
28
INTEGRATED CUSTOMER EXPERIENCES
TOUCH POINT
A touch point is any place you touch your
customer and interact with customers.
http://touchpointmetrics.com/resources/guides/touchpoints/
29
INTEGRATED CUSTOMER EXPERIENCES
http://touchpointmetrics.com/resources/guides/touchpoints/
• Each of these touch points builds experiences to Bank’s
customer.
• One bad experience can cause your customer leave your bank
30
INTEGRATED CUSTOMER EXPERIENCES
Awareness
Knowledge
Consideration
Selection-trial
Satisfaction
Loyalty
Advocacy
• The 'prospect' becomes aware of the
Bank and its products or services.
• The 'prospect' gathers information regarding the
features and benefits of the bank’s products or
services.
• The prospect goes through a decision-making
process, during which a decision is made whether
or not to be a customer of your Bank.
• The prospect become a customer.
• The customer is satisfied that features and
benefits did not disappoint.
• The customer re-use your Bank services, or
expresses loyalty in some other way.
• The customer becomes an active
supporter and promoter of the bank and
its products or services.
Marketing for Stakeholders
31
INTEGRATED CUSTOMER EXPERIENCES
Awareness
Knowledge
Consideration
Selection-trial
Satisfaction
Loyalty
Advocacy
3 challenges on implementation
of digital financial services :
• Bank Information System.
• Network availability.
• Customer education and
protection
32
CASE STUDY – FRANK Customer Education
http://www.frankbyocbc.com/frank_tips.html
33
GAMIFICATION
https://www.techinasia.com/playmoolahs-growing-launches-whymoolah-teach-young-adults-finance/
is the concept of applying game mechanics and game design
techniques to engage and motivate people to achieve their goals.
34
INTEGRATED CUSTOMER EXPERIENCES
Loyalty follows the 80-20 rule:
• 80% of all transaction are
ordinary
• The remaining 20% include
task like handling a stolen
credit card or looking for
load.
Awareness
Knowledge
Consideration
Selection-trial
Satisfaction
Loyalty
Advocacy
Service center
is a very
important
touch point
35
DON’T FORGET BASIC THING : FEE
• Conceptual
Integrity
• Maintainability
• Reusability
• Availability
• Performance
• Reliability
• Security
• Interoperability
• Manageability
• Scalability
• Supportability
• Testability • Usability
Design
Qualities
Run-time
Qualities
System
Qualities
User
Qualities
DON’T FORGET BASIC THING : SYSTEM QUALITY
https://msdn.microsoft.com/en-us/library/ee658094.aspx
37
2nd PART TAKE AWAY
1
2
To understand your customer characteristic is
very important.
3
We should develop product that fit with our
customer charateristics
We should manage all of touch point to deliver
consistent exceptional customer experience.
DIGITAL MODERNIZATION
CUSTOMER EXPERIENCES
EXAMPLE OF DIGITAL MODERNIZATION
KNOW YOUR CUSTOMER
BANK DIGITALIZATION
DON’T FORGET BASIC THING
1
2
a
b
a
c
INTEGRATED CUSTOMER EXPERIENCES b
AGENDA
DIGITAL BANKING IN INDONESIA 3
39 http://www.bi.go.id/id/perbankan/keuanganinklusif/program/lkd/Contents/Default.aspx
DIGITAL BANKING IN INDONESIA
March,
2013
November,
2013
Branchless
Banking Pilot
Project
November,
2014
Branchless
Banking
regulation
• Bank Mandiri • Bank Rakyat Indonesia • Bank Sinar Harapan Bali • Bank Tabungan Pensiunan Nasional (BTPN) • Bank CIMB Niaga
40 https://www.btpnwow.com/portal/consumer-portal/login
BTPN
41 http://mandiriecash.co.id/
BANK MANDIRI
42 http://www.cimbniaga.com/repository/0588index-english.html
BANK NIAGA
43
SUMMARY
Profit
Cost
Loyal
Customer
Improve
Customer
Experience
Product
exceed
Customer
Expectation
Apply new
Technology
Digital
Banking
Know your
Customer
Integrated
Customer
Experence
Low cost &
Hi quality