#agilitytour #agilitytour

Omni-­‐channel  Financial  Service  Experience  

Delivering  on  Consumer’s  Digital  Expecta>ons

Royce  Workman,  Director,  Enterprise  Digital  Experience,  Na>onwide

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Contents

• The Industry

• About Nationwide

• Growth and Opportunity

• The Audience and it’s Characteristics

• Nationwide’s Approach and Plan

• The Journeys

• Questions

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The  Financial  Services  Industry

•  Compe''ve  

•  Conserva've  •  Highly  Regulated  •  Complex  

•  Transac'onal  •  Vola'le  •  Innova've?  

Insurance,  Investments  and  Banking  

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About  Na>onwide

•  Columbus,  Ohio  Headquarters  

•  Fortune  #85  rank  

•  Fortune  100  Best  Companies  to  Work  For  

•  Major  opera'ons  in:  

•  Des  Moines  

•  San  Antonio  

•  Gainesville  

•  Franchisees  in  48  states  

•  Products  sold  in  all  50  states  

Vision:  As  a  member-­‐driven  organiza4on,  we  are  the  choice  for  those  seeking  an  enduring  rela4onship  to  fulfill  their  broad  protec4on  and  financial  needs.  

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Na>onwide  Products  and  Brands

ü Insurance  

ü Investments  

ü Banking  

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Growth  and  Opportuni>es

•  Rapidly  evolving  digital  landscape  

•  Ever-­‐changing  consumer  expecta'ons  

•  Regulatory  guidelines  that  lag  consumer  expecta'ons  

•  Compe''ve  pressure;  disrupters  

Internal   External  

Many  digital  presences  exist  as  a    House  of  Brands  

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Audience  Characteris>cs  and  Expecta>ons

Individuals  

•  Busy  with  ac'vi'es  

•  On  the  move  

Families  

•  Busy  with  ac'vi'es  

•  Complex  needs  

•  Varying  levels  of  access    

•  Mobile  is  the  rou'ne  

•  Round  the  clock  access  

•  Many  devices  

•  Round  the  clock  access  

•  Primarily  use  one  device  

Credit:  Corbis  /  A.  Chederros  

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Bank  Customer  Expecta>ons

Gallup  survey  measuring  drivers  of  consumer  confidence  in  primary  bank  

•  Service  by  channel  is  cri'cal  •  Online  Banking  is  highest    •  Mobile  Banking  is  3rd  highest  

•  Opportunity:  can  personaliza'on  and  mobile/IoT  increase  confidence?  

Credit:  Gallup,  “Drivers  of  Confidence  in  Primary  Bank”  hJp://www.gallup.com/opinion/gallup/173609/banks-­‐earn-­‐customer-­‐confidence-­‐conversa4on-­‐financial.aspx  

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Na>onwide’s  Approach  to    Sa>sfy  Expecta>ons

Provide  customer  choice  of  channel  

Deliver  the  most  relevant  an  On  Your  Side  Experience  possible  

Increase  relevance  as  we  learn  more  about  the  visitor  

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Where  are  Experiences    Occurring  Digitally?

Across  all  devices…  and  whichever  way  the  customer  desires  

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Many  Devices  Just  in  One  Room!

Why?  We  live  in  an  omni-­‐device  world  

Credit:  Samsung  Connected  Living  

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And  the  Data  Keeps  Growing…

The  Promise  of  the  Digital  Experience  is  Ours  

•  Create  experiences  customers  desire  

•  Drive  business  results  through  relevancy  •  Across  all  digital  channels  and  devices  

Credit:  Domo,  “Data  Never  Sleeps  3.0”  hJps://www.domo.com/blog/2015/08/data-­‐never-­‐sleeps-­‐3-­‐0/  

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Kate:  The  Dog  Mom  Journey

At work, end of day: Walks out of her last meeting and checks database status report on laptop prior to leaving

Walks home from work: Checks email on smartphone

Once at home: Picks up tablet to do some shopping

Walks to the Park: takes the dog on a walk to the park while interacting on her smartphone: •  Closes her Amazon app after having made a purchase of a dog coat to keep her

newest dog warm this coming winter •  Uses her favorite mapping application to find her dog groomer’s new location •  Uses bill pay on the Nationwide mobile app to pre-pay her dog groomer prior to his

appointment next week •  Calls Nationwide contact center representative to add her dog to her existing Pet

insurance policy

Journeys are hypothetical and for presentation illustration purposes only. These do not depict an actual Nationwide customer or associate.

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Mary:  The  Soccer  Mom  Journey

At home, in kitchen: Uses Amazon Echo to reorder more cooking ingredients

In van with kids on way to soccer game: •  Uses smartphone mobile app to close garage door once in the car and driving

down the street •  Uses Waze traffic app on way to find fastest way to stadium

At stadium, sitting in bleachers at child’s soccer game using smartphone: •  Uses Groupon to find the best pizza offer for a team of 12 teenagers •  Checks Conde Nest for recommendations on she and her husband’s next vacation •  Views the stock market results from the week •  Checks investment balances at halftime •  Logs into the Nationwide mobile app to ensure she has the most up-to-date

Insurance ID card downloaded since she has to drive several of the team’s players home after pizza

Journeys are hypothetical and for presentation illustration purposes only. These do not depict an actual Nationwide customer or associate.

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What  Can  You  Do?

•  Create  relevant  interac'ons  •  Streamline  experiences  

•  Drive  solu'ons  for  all  devices  “Omni-­‐device  approach”    

•  Stay  flexible  to  meet  expecta'ons  

•  Focus  on  the  customer  

Na'onwide  has  just  one  approach;  you  must  find  your  company  and  customers’  digital  interac'on  “sweet  spot”  and  stay  flexible  to  meet  those  ever  changing  expecta'ons  

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Thank  You

Ques'ons?  

Royce  Workman              @raworkman              linkedin.com/in/royceworkman