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transcript
Multichannel Strategy
Retail Banking
17th September 2013
The Transformation into a „Digital‟ Bank
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Trends that best players deliver as new experiences
Customer
Digitalization
Omnichannel
Customer
Demand of native
services in channels
New
Omnichannel
Experience
1
0
10
20
30
40
50
60
70
80
90
100
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100
South Korea
Japan Switzerland
Middle
East
United States
Canada
Australia
Mexico
India
Norway
Macedonia
United
Kingdom
Sweden
Finland
Slovenia
Portugal Poland
Austria
Netherlands
Online banking penetration Percentage1, 2011 or last available
Luxembourg
Italy
France
Spain
Greece
Ireland
Hungary
Denmark
Czech
Republic
Bulgaria
Belgium
Internet penetration
Percentage1, 2011 or last available
Russia
Germany
“Bricks &
mortar”
“Multi-
channel”
“Online
adaptors”
“Self-first”
1 Porcentaje de clientes bancarios que han usado internet / banca online, al menos una vez, en los últimos tres meses
Fuente: Eurostat; ITU; national statistics; World Bank
The digitalization process in banking will advance
structurally with the growth of internet
2
Potential “jump” with massive
smartphone adoption
Nota: Datos para países AdS correspondientes a 2012, sobre población bancarizadas
Customer
Digitalization
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3
Our starting point: customer channel profile at BBVA:
The branch is still the key channel
•Note: Data from Chile
Source: BBVA 2013
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4
The real challenge for a bank:
• It‟s not the „arriving‟: a world in which customers are
mainly digital and branches are rarely visited
•The challenge is the „roadmap‟, the „course‟ to the
arriving
•There is no previous experience: no bank has gone
through the course yet
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5
Transformation framework:
MAIN FOCUS NOW
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Goals of Omnichannel Strategy in BBVA
Ensure capture of the
benefits resulting from
the transformation of the
distribution model
Raise digital channels penetration in our client base
and become leaders vs. competitors
Become the bank best valued in Customer
Experience in all geographies, segments and
channels (IReNe)
1
2
Become real omnichannel, increasing sales and
transactions in non-branch channels
3
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IReNe
Internet
Mobile
ATM
Contact Center
Branch
2015
Become the bank best valued in Customer
Experience in all geographies, segments and
channels (IReNe)
1
7
in digital channels
in any other
Nº1
Top 3
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17% 20% 25% 31%
x 2
Online Customers and Penetration (%)
Leaders in Online Banking
4% 6% 9% 12%
x4
Mobile Customers and Penetration (%)
Best of the Class in Mobile Banking
Raise digital channels penetration in our client base and become leaders vs. competitors
2
46% 62% 69% 73%
x2
Customers with informed Mobile and Penetration (%)
Maximize the capture of Customer´s Digital Data: Mobile phone and Email address
27% 44% 54% 61%
x3
Customers with informed Email and Penetration (%)
(USA not included)
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Customers use digital channels in a simple and convenient way
Omnichannel strategy to “lead the change”
Plans
Customers move within channels in a seamless and consistent way
Trends
Omnichannel Customer
Digitalization Plan
Omnichannel Experience
Transformation Plans
Customer Digitalization
“Lead the Change”
Customers receive a complete, contextual and native product / service value proposition
Demand of native services in channels Channel Development
9
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Protocols
Processes
Advantages
Campaigns
Every new client is
born digital
“Take advantage of
the moment”
Promote Enrollment
through All Channels
Knock down Security
Barriers “Make it simple”
Differentiated Pricing
Strategy
Digital services with
a differential value “Advantages
offering”
“Cause the
movement” Massive
Digitalization
Keep up with your commercial and
Marketing campaigns
Digitalization in the
moment of truth with
the customer
Digitalization
Incentives for the Sale
Force
Encourage
employees to use
Digital Channels Incentivation
Digitalization Plan
Action plan based on global drivers
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• New Web Launches:
• Spain
• USA
• Mexico
• South America
• Corporate Model for LOBs and
Segments:
• SMEs
• Consumer Finance
• Insurance
Channel Development
Digital Channels: New web launches and corporate models
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• “Mobile First”: Mobile
Solution by Platform and
Country
Channel Development
Digital Channels: New generation of mobile banking
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• Branch:
• Hub & Spoke to ensure flexibility
• ATM: • From transaction oriented to „full channel
choice‟
• Contact Center:
• Boost sales and service • Remote manager • Integration in the omnichannel experience
• Field sales forces :
• Digitalization and industrialization of sales
Channel Development
Branch & ATM, Contact Center & Field Sales Forces
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From Multichannel… …to Omnichannel
• Customer perceives multiple
touch-points
• Multiple touch-points with
connectivity gaps
• Customer finds limited choice in
digital channels
• Customer perceives a consistent
experience (the brand), no matter
which channel is using
• Seamless experience across
channels in the customer journey
• Customer has the ability to
choose any channel, anytime,
anywhere
Consistent
Experiences
Seamless
Journeys
Full Channel
Choice
Omnichannel Experience as a qualified multichannel
experience
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Omnichannel Experience transformation plans
Client segments: “Business science behind the curtain”
• Apply advanced analytics to target meaningful client segments and better fulfill their needs
Value proposition:
“Compelling customer
proposition”
• Develop simple,
customizable and
bundled banking
products
Touchpoint experience:
“Front line that thinks
customer first”
• Ensure streamlined,
automated and high
quality processes
Cross channel
orchestration
“Well-grooved mini-
journeys”
•Design and deploy
consistent relationship
models
Individual channel capabilities:
“Constant innovation”
• Continuously improve individual channel capabilities to ensure optimal quality service and
easy customer access
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Multichannel Strategy
Retail Banking
17th September 2013
The Transformation into a „Digital‟ Bank