touche user group i
TRANSCRIPT
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Northeast Touche User Group
June 14, 2013
One Hundred Club, Portsmouth New Hampshire
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Who are we
Dedicated & experiencedprofessionals
Holistic thinking
Collaborative network
Locations include York, Maine Las Vegas, NV Los Angelas, CA Denver, CO Seattle WA
Jackson, MS
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What we do
Design, develop and deliver a holistic customer
experience that leads to increased sales,
profitability and loyalty
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Banking is changing fundamentally
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The internet has evolved
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06/13/13 6RudigerMerz
No instructions.
No keyboards.
No limits.
The consumer is in control
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Data grows exponentially
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Branches are transforming
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Channels explode
The internet evolves
The consumer is in control
Data grows exponentially
Branches are transforming
Marketings role must evolve
Challenges or Opportunities
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Consumers are now in controlHow well are we influence the story they tell about our Bank or Credit Union?
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Perception
80% of CEOs
believe that theirbrand provides a
superior
customer
experience
Reality
Only 8% of their
customers
agree
Source: Bain & Company
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WHAT your Customers expect.
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What do your customers and prospects actually
experience?
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The path to smarter marketing
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What are your customers stories they tell themselves
06/13/13 3RudigerMerz
The problem is never how toget new, innovative thoughts
into your mind, but how toget the old ones out.
Dee Hock
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The traditional Buying Model lacks insights on why and
how your customers are buying from you.
Awareness Knowledge Consideration Purchase Satisfaction / Loyalty / Advocacy
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Todays smart customers move outside the traditional sales
funnel and channels enabled by new devices, smart apps
and ubiquitous interfaces anywhere, anytime.
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Source: based on McKinseys Consumer Decision Journey Model, 2009
Initial
Brands consideredMoment of
Purchase
Trigger
Loyalty / Advocacy Loop
Post Purchase Experience
1 2
4
3
Active Evaluation Process
S M k i l b d h
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Smart Marketers move aggressively beyond pure push-
style communication and learn to influence customer
touchpoints.
Source:RegionalBank;proprietaryanalysis
Consideration Evaluation Purchase
Bank-drivenmarke/ng
AdverGsing
DirectmarkeGng
OnlineMarkeGng
Events&Sponsorships
Branchmerchandising
Salespersoncontact
Consumer-drivenmarke/ngWord-of-mouth
Online/Socialresearch
Off-linereviews
PastExperience
BranchInterac/on
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What is your strategy for success?Meeting customer expectations and your business objectives.
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Quick check: Where does your bank/CU stand on strategy?
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Your Strategy is implemented through your touchpoints.
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Products Retail
Stores Print +
Radio Ads, Direct
mail forms and
Doc
APPS, MobileM2M devices,
Corporate Web,
Social Media
Products
Sales
Call CenterService
Word-of-mouth
Support
CUSTOMER
EXPERIENCE
Human
Digital
Brand
Static
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Banks and CUs need to engage the customer across
all stages of the customer lifecycle.
IdenGfycustomerexperienceteam
members
Trainandempower
Organizeself-directedteams
DefinereporGnganddecision-making
structure
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Owning the mile around your branch: A path to Smarter Customer Acquisition
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Optimize your integrated marketing mix
Social
Mobile
email
Display
Direct
Mail
SEO
SEM
Landing
Page
Re-targ-
e/ng
Li[sresponserate
Li[sre
sponse
rate
Li[sresp
onse
rate
Drivesvolume
Drives
volume
Drives
volume
Drives
volume
Improves
target
messaging
Increase In campaign lift
Higher response rate increase due to better
target messaging
Decrease in cost of acquisition
50%
23%
30%
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Understand the impact of different channels on the
customer journey.
Source:oogleAnalyGcs
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The path to Smarter Customer Retention, Growth and Advocacy
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The bucket is leaking. You determine how much.
30Source:HarlandClarke,2011
0
8
15
23
30
Attrition Attrition with on boarding
Banks Credit Unions
21% 9.5%16.5%13%
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Onboarding enables retention. Retention creates increased
Cash-flow from longer lasting Customer Relationships.
RetenGonCustomerBehavior
(NoOnboarding)CustomerLife-Time
Value
16%Ari/on
84%Reten/on$921
Source: Regional Bank Customer Analysis; Customer Life-Time Value measured in NIBT (net income before taxes; including cost of capital)
applying Discount Cash Flow Analysis
RetenGonCustomerBehavior CustomerLife-Time
Value
8%Ari/on
92%Ari/on$1704
No Onboarding With Onboarding
G P d C S ll i h l i d l i
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Grow Product Cross-Sell with relevant, integrated multi-
channel Onboarding ProgramRight Product. Right Time. Right Channel. Right Customer.
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Welcome
Email
PersonalURL
h`p://[email protected]
Welcome/
SaGsfacGonCall
AccountOpening
Day1 Day2 Day7 Day15
Day30
Day60
Day90
Day
45
WelcomeLe`er
Cross-Sell
Le`er
Email
LandingPage
Discover Engage Grow
Not all Customers are created equal A Value Driven
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Not all Customers are created equal. A Value Driven
Consumer Onboarding Program optimizes ROI.
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Welcome
Day 1
Acquisi/on Onboarding
NewsLe`er Webinar/Event Surveys
Email DirectMail SalesCall
Engage
Day 30
Grow
Day 60
Grow
Day 90
Grow
Day 120Acquire
HighValue
LowValue
Current
Customers
Th I t lli t C O b di P f th
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7/28/2019 Touche User Group I
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The Intelligent Consumer Onboarding Program further
optimizes resources to preferences
Right Product. Right Time. Right Channel. Right Customer.
34
Welcome/Engage
First 29 Days
Acquisi/on Onboarding
Engage & Grow
Day 30 - 120Acquire
PURLEmail
Mail Personal
URL
Call
BANK
Mail
Email
Branch
Online
Banking
Product1
BANK
Mail
Email
Branch
Online
Banking
Call
Product2
BANK
Mail
Email
Branch
Online
Banking
Product3
BANK
Mail
Email
Branch
Online
Banking
Call
Product4
Purchase
Branch
Online
Banking
Call
Center
Next Best Product ModelPersonalized WelcomeReal-time Cross Sell
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Onboarding drives significant Results
35
+9.5%
Cross-Sell
Li[
+54%
Deposit
Li[
+217%
Loan
VolumeLi[
9.5%
eStatement
SignUp
+261%
Credit
CardLi[
+100%
Source:ZionsBancorporaGon;ResultsagainstControlroup
+20.5%
Cross-Sell
Li[
+70%
Deposit
Li[
+321%
Loan
VolumeLi[
9.5%
eStatement
SignUp
+92%
Credit
CardLi[
+200%
Consumer Onboarding Results Business Onboarding Results
+317%
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Onboarding is a journey to build lasting competitive
advantages. Not a project.
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Shorten the distance to the front
Keep the Play Book simple
Balance the Mind and Heart
Improve continuously;
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So dont miss the train.
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element |elmnt|
noun
An environment naturally suited to or
associated with an individual
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Customers are beginning to expect......
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Team of five working on cutting steps from 8 to 7
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Reality kicks in......
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Translate your brand
Transactions leaving
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Shift to service
Customer voice-listen Switch from reactive to proactive
service
Personality
Communicate
Lost Customer Confidence
Restore confidence Authentic relationship building Engage customers/engage employee
Look different
Customers like to shop Customers choices, comfort, invitation
Change Movement
All Blend Together
Transactions leaving
Experience Objective
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Experience Objective
Touchpoints
Store for me - not bank for you
Kitchen = help yourself Movement = choices = empowerment Change / stage / grab attention Play area for customers Un-office the offices
Action
Looks unique
Customers like to shop - not to bank Inviting Changeable = Interactive
Look / feel / colors / lighting / smell Enable customers to feel comfortable
Hospitality - retail like
Something unexpected Ability to give tours Stand up / sit down = choice Inspire thru information, energy words
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Different: Inspiring, engaging & Clever
Whats new
Interactive
Movable
Storage
Engaging Gift cart
Charitable display
Current offering
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Different: Inspiring, engaging & Clever
Inform
Fun
Creative
Engaging
Change
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Signature elements
A kit of parts that allow you theopportunity to define your space and
extend your brand promise in the
physical environment.
Elements are modular and designed tofit in any space
Designed to meet the ever changingneeds of the company
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Space modification
Technology is allowing customers/prospects the ability to bank
without visiting the branch.
Branches will no longer betransaction centers.
We need to be proactive in how wetreat the branch.
Space is the 2nd biggest asset thebank have
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Lifestyle and environmental engagement
Emotional engagement
Changeable
Movement
Shopable
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Whats your story?
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Technology
Smart ATMs
Video Teller Systems
Cash Recyclers
Digital messaging & Touch
Mobile app
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Mobile Apps
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Brand extensions
Product differentiation is dwindling
Out service the big boys!
Every bit matters
Unique and memorable
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MugShot!
Invite drive up clients into the branch
Engage weekly through the use of QR codes
Extend the brand beyond the branch
Be unique
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Foursquare
Engage via social media
encourage game play
Reward frequently
Announce winners via all socialnetworks
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Become a Mayor
Monthly winners
Awarded to the bank Mayor ona specific day each month
Announce via Facebook
Cool gifts (worth playing for)
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Have a great weekend!