outbox how crm helps to win customers in modern banking v0.3
TRANSCRIPT
How CRM helps to win customers in
modern banking?
Author:
Marcin Antonowicz, Outbox
IT Director for Financial Service
10th CEE Retail Banking
5.10.2012, Budapest
© Copyright Outbox 2012
Outbox profile
2
1. CRM IT
consulting
2. Base in
Warsaw, Poland
3. 17,5 mln euro
revenue for 2011
4. 42 active
customers in
banking, insurance
& telco
5. 400 employees
6. Offices in
Poland, France, Ger
many & UKCustomers
Offices
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Agenda
3
1. Market trends
2. Marketing
3. Sales
4. Customer service
5. Technology
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1. Market trends
How market trends stimulate
customer expectations?
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Market trends
1Smart
Phones
2Social
Media
3Simplicity
4Generation
Z
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Market trends
1Smart
Phones
2Social
Media
3Simplicity
4Generation
Z
48.8% of mobile subscribers in
the EU5
(France, Germany, Italy, Spain
, and the UK) have used a
smartphone in the 3 months
ending May 2012
Source: comScore, July 2012
472 million smartphones were
shipped in 2011, up from 305
million in 2010, and is
forecasted to reach 982
million by 2015 worldwide
Source: IDC Worldwide Quarterly Mobile Phone
Tracker, June 2011
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Market trends
1Smart
Phones
2Social
Media
3Simplicity
4Generation
Z
Smart phone
enables
Drive
expectation for
Constant
connectivity
Immediate
response &
availability
24/7 access and
up-to-date
information
Convenience
Access different
type of content
Communicating in
many forms
Central point for
different activities
Single place for
different functions
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Market trends
Below are a few pull outs from the 2012 Fortune
100 Social Media Statistics Report:
• 87% of the Fortune 100 now use social
media – with twitter the most popular
• Tweet volumes tripled in the last
12 months
• 75% of the Fortune 100 are on Facebook
• Each corporate YouTube Channel averages
2million views
• 50% of Facebook users have more than 100 friends
• There are 700 million active users on Facebook that spend an average of six hours and 35
minutes per month on the network (desktop only)
1Smart
Phones
2Social
Media
3Simplicity
4Generation
Z
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Market trends
1Smart
Phones
2Social
Media
3Simplicity
4Generation
Z
Social Media
enables
Drives
expectation for
Ease in
collaboration
Have influence
Mass broadcast
by individuals
By treated
seriously
Bi-directional
interactions
Constant dialog
(many forms)
Create content
and share it &
receive feedback
Opinions to be
taken into account
77% of buyers say they are more
likely to buy from a company whose
CEO uses social media.
94% said that C-level social media
participation enhances a brand
image.
Source: BRANDfog, Social Media & Leadership Media Survery,
March 2012,
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Market trends
Due to the increased pieces of
information, activities and little time we
can observe the need for simplicity.
1Smart
Phones
2Social
Media
3Simplicity
4Generation
Z
Simplicity
enables
Drives
expectation for
Easiness to use Quicker adoption
Fast
understanding
Lower cost of
learning
Trust Have control
Appealing designs Will to use
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Market trends
Generation Z is commonly defined as
“people born between the mid 1995 and 2010.”
They are also known as „Digital Natives‟
Behavioral Traits of Generation Z:
• Comfortable with technology
• Always connected
• Diverse
1Smart
Phones
2Social
Media
3Simplicity
4Generation
Z
• Creative
• Provide constant stimulation
• Social Responsible
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Market trends
• Gen Z rejected traditional TV over streaming
Video-on-Demand (VOD),
• PCs (51%) and mobile phones (43%) were
ranked more important devices than TVs (3%)
• Girls are getting mobile phones at younger and younger ages; 65%
of 12 year old girls and 79% of girls ages 13-15 own their own mobile devices
• Learning. 43% prefer the digital approach and find it easiest to learn from the Internet. 38%
like combined learning from print and online; and only 16% state books as their preferred
way of learning
• 74% of teenagers, globally, consider climate change and global warming to be a greater
threat than drugs, violence or war.
• 46% of teens select movies to watch based on recommendations from social networking
sitesSource: Generation Z rejects traditional TV‟, Value Partners; „Apple‟s iDevices Top Christmas Wish List in Duracell Toy Report‟, News
Articles; Grail Research Analysis; McCrindle Research; Mashable.com,
Survey conducted by Habbo and Greenpeace on ~50,000 teenagers across 18 countries, 2007;
1Smart
Phones
2Social
Media
3Simplicity
4Generation
Z
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Market trends
Generation Z
familiar with
Drives
expectation for
Multitasking Quick responses
and short
communication
Flexibility Making things
possible
Searching for right
information
Demand for the
best deal
Diversity Changes and
questioning status
quo
1Smart
Phones
2Social
Media
3Simplicity
4Generation
Z
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2. Marketing
One to one Marketing - seamless
communication with customer
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Knowing the trends here are few opportunities for banks in marketing:
Banks can link geo location services
with mobile banking for greater customer
experience (i.e. bank-assurance offer on
the airport or bigger credit card limit offer)
More cost effective ways to build
marketing awareness. Twitter and
Facebook are much cheaper and will
reach much more customer of Gen Y &
Gen Z then TV ads.
Bi-directional communication and croud-courcing to engage customers in
designing simple banking products like credit cards – BillMyParents.
Marketing
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3. Sales
Personalized Sales thru mobile
banking and social media
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Knowing the trends here are few opportunities for banks in sales:
Merging credit cards and mobile technology
banks will be able to offer new payments
experience which can drive higher yields for
banks
Sales is more and more referential and can
require less support from bank but more
support from friends who can act as first
source of truth for picking the right banking
service.
Fast credit decisions and simple, personalized vs. complex and
standardized credits being sold 24/7 can be recognized as a business
differentiator.
Sales
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4. Customer service
24/7 customer service - provide
consistent client experience in every
contact at anytime
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Customer Service
Knowing the trends here are few opportunities for banks in customer
service:
Banks by putting an effort to monitor
customers‟ troubles using different
channels and taking quick actions to
resolve issues will not only limits the
PR and financial damages but can
also build strong customer base.
Customer requests can be valuable
source of information on how to improve banking
operations.
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5. Technology
How technology responds to new
trends ?
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Technology
Knowing the trends here are few opportunities for banks in technology:
Flexible architecture is key
to respond quickly and adopt
to changes in business
Integration with external
applications that are able to
listen at the place where
customers interact
Each channel is a source of information about customers behaviours who
need to be uniquely identified across all bank. Customer reps. will need to
equipped with tools that give then most up to date relevant information
and cannot be limited to bank infrastructure only.
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Marcin Antonowicz | Outbox
Export Services Director
mobile: +48 515 174 768
skypeid: marcin.antonowicz79
email: [email protected]
linkedin: marcinantonowicz