Más contenido relacionado La actualidad más candente (10) Similar a Next generation financial services Russia dec 2012 (20) Más de Sergey Sobolev (7) Next generation financial services Russia dec 20121. The Next Generation Financial
Services In Russia
© 2012 Forrester Research, Inc. Reproduction Prohibited
Auke D. Veenstra, Principal Analyst / Dec 2012
1
3. We help you make better decisions in a world where
technology is radically changing your customers
© 2012 Forrester Research, Inc. Reproduction Prohibited 3
5. 1) Insights into global consumers
FORRESTER CONSUMER TECHNOGRAPHICS®
Argentina + Longest-running digital
Australia consumer study (since 1997)
Brazil
Canada + 330,000+ completed surveys
China
France + 1,400 brands
Germany
India + 300 attitudes captured
Italy
Japan + 6 proprietary profiles
Mexico ____________________
Poland
The Netherlands = Deep, customizable,
Russia
South Korea
trended consumer insights
Spain
Sweden
United Kingdom
United States
How technology affects consumers'
attitudes, behaviors, and motivations
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6. 2) Levels of Engagement
Core research and tools
Custom Peer Analyst
global data collaboration engagement
6
© 2012 Forrester Research, Inc. Reproduction Prohibited
7. 3) Research Based Consulting (outside-in)
© 2012 Forrester Research, Inc. Reproduction Prohibited
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8. Agenda
How will Russian customers look like 3 year from now?
- State & Trends
What does this mean for Russian companies
- Age of the Customer
- 5 Challenges for 2013
Next Generation Digital Financial Services
- How can Forrester help you
Q&A
9. Technology matters.
But at the end of the day,
it’s all about people.
9 © 2010 Forrester Research, Inc. Reproduction Prohibited
10. An average online Russian...
99% go online everyday
Spend over 18 hours
Used Internet for around online every week
4 years
94% have a 97% use Social
networks
connection at home
55% has a laptop
Base: 1,986 Online Adults age 16-55 in Russia 10% has a tablet
Source: Forrester Russian Technographics Online Benchmarks, Q3 2012
10 © 2011 Forrester Research, Inc. Reproduction Prohibited
11. Younger Russians adopt Internet on par with
Western Europe
“How many computers (PC/Mac/laptop/netbook/Tablet) are there in your household?”
“How often do you go online on a PC (including weekdays and weekends)?”
PC at home - Urban Russia PC at home - EU-7
Online at least monthly- Urban Russia Online at least monthly - EU-7
100%
80%
60%
40%
20%
0%
16 - 18 19 - 20 21 - 24 25 - 29 30 - 34 35 - 39 40 - 44 45 - 49 50 - 54 55 - 59 60 - 64 65 years
years years years years years years years years years years years and over
Base: Adults in Urban Russia, Europe
Source: Forrester Technographics Benchmarks, Q2 2011 EU and RU
11 © 2011 Forrester Research, Inc. Reproduction Prohibited
12. Online Russians give preferences to local websites
“Which of the following websites do you visit at least monthly?”
Yandex 85%
Mail.ru 83%
Portals/search Google 70%
Rambler 34%
Yahoo 11%
V Kontakte 65%
Odnoklassniki 61%
Social networks Facebook 37%
Narod.ru 12%
Twitter 9%
Youtube 44%
Rutube 13%
Video Google Player 4%
VKontakte is the top social
LiveJournal 11%
Blogs Blogger 3%
networking site in Russia today it
Blogspot 2% already has 100 million users. 28
million users visit Website the
Wikipedia 39% website everyday
References Google Maps 17%
Lib.ru 4%
/information
Base: 2,000 Online Adults in Russia
Source: Forrester Russian Technographics Online Benchmarks, Q3 2011
12 © 2011 Forrester Research, Inc. Reproduction Prohibited
13. While online banking dominates in The Netherlands, it is
only used by 8% of Russians, more of whom use mobile
“Do you use the following banking channels at least monthly?”
Branch Online
7% Banking Branch
1%
5% 88% 46% 34%
Online
1% 1% Banking
70% 1% 8%
4%
12% 7% 2%
Mobile
Banking Mobile 5%
14% Banking
18%
None of these None of these
11% 46%
Base: 2,355 Dutch adults age 16+; 3,181 Russian adults age 16+
(percentages may not total 100 because of rounding)
Source: European Technographics® Benchmark Survey 2012
16. People increasingly use multiple channels on a single
Financial customer journey
Human assistance for Self-service for
interactions that . . . interactions that . . .
. . . are complex. . . . are simple.
. . . happen rarely. . . . happen often.
. . . have high emotional . . . have low emotional
involvement. involvement.
Start filling in savings
1 quotation online
Telephone the call
centre to check
2
specific detail
Complete quotation
3
and then compare
Call back to check with other providers
whether the savings 4
deposit is backed 5 Buy the savings
product online
Source: Forrester Research
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17. The enablers….
Social Media
Splinternet Mobile
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18. Social Media is mainstream
has
1 billion
active users
800 million 500 million
visitors per
accounts
month, 4 billion
hours watched
per month
hosts more
than
has over 6 billion
175 million has more than
images
members
200 million
active blogs
18 © 2010 Forrester Research, Inc. Reproduction Prohibited
19. Mobile is the most disruptive consumer technology
trend(s) from now to 2015
60%
50%
Disruptiveness
Estimated use among adults, 2011-2015
(bigger is more Loyalty Social
disruptive) programs networking
40%
Mobile
browsing
30%
Smartphone
Kiosks Contactless apps
Geo-location
payment
20%
Social PFM Barcodes
gaming Tablets
10%
NFC Personal Digital
Digital Social cloud wallets
signage commerce Natural language Internet TV
0%
0% 20% 40% 60% 80% 100%
Technology momentum (scale of 0% to 100%)
19 © 2010 Forrester Research, Inc. Reproduction Prohibited
20. The Catalysts ….
Digital Digital Smart Financial
Media Wallets Home
services
Verticals
Experiences
SOFTWARE
Platforms
Devices
HARDWARE
Components
21. As a result…
Consumers become always addressable
Spend shifts online
Purchase paths expand
Data becomes the new oil
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22. Agenda
How will Russian customers look like 3 year from now?
- State & Trends
What does this mean for Russian companies
- Age of the Customer
- 5 Challenges for 2013
Next Generation Digital Financial Services
- How can Forrester help you
Q&A
23. We have entered ‘The Age of The Customer’
Source: June 2011 “Competitive Strategy In The Age Of The Customer”
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24. Customer obsession?
A customer-obsessed company focuses its strategy,
its energy, and its budget on processes that enhance
knowledge of and engagement with customers
© 2012 Forrester Research, Inc. Reproduction Prohibited 24
25. A customer obsessed company…..
From To
1. Traditional market 1. Real-time customer
research insights
2. Customer service 2. Customer experience
as a cost center as a differentiator
3. Inefficient channel sales 3. Agile commerce
4. Push advertising 4. Interactive content and
marketing
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27. Challenge 1: Know Your Customer...
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28. It pays off….
Source :http://swampland.time.com/2012/11/07
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30. Creating customized brand ecosystems for your clients
Depth
Reach
Engagement
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31. The new CRM is a multistage process
Customer Customer Customer
A B C
Name Name
Name
Phone
Phone
Twitter
Twitter
FB Twitter
Social
Data
Enterprise
Data Opinions FB
Opinions
Influence
Customer Opinions
Data Web
Data Transactions
Influence
Management Transactions
Data
Processing
Dashboards Reports Consulting
© 2012 Forrester Research, Inc. Reproduction Prohibited
32. Challenge 2: Always Addressable Customer
© 2012 Forrester Research, Inc. Reproduction Prohibited
33. Defining the ‘Always Adressable Customer’
Multiple Devices Frequent access
Own at least three Go online at least
connectable devices daily
Multiple Locations
Go online at home and/or
work, and at least one
other location
Source: Melissa Parrish, September 2012 “The Always Addressable Customer”
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34. Every age group has its Always Adressable Customers
The percentage of always addressable customers by age group
Netherlands 18%
16-24 50%
25-34 29%
35-44 18%
45-54 11%
55-64 7%
65+ 3%
Base: All Dutch adults (age 16+); Source: European Technographics® Benchmark Survey, Q3 2012
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36. The Three Screen World…..
36 © 2012 Forrester Research, Inc. Reproduction Prohibited
37. Tablet usage skews toward the evening compared with
PCs and smartphones
News Category Browsing by Time of Day and Device Type
9%
8% PC All Tablets All Smartphones
7%
6%
5%
4%
3%
2%
1%
0%
12 3 AM 6 AM 9 AM 12 3 PM 6 PM 9 PM
AM PM
Source: comScore Custom Analysis, August 2011
37 © 2010 Forrester Research, Inc. Reproduction Prohibited
39. Your customers and employees have given
you permission to be in their pocket.
What will you do with that honor?
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40. Mainstreaming of smartphones and tablets
Smartphones Tablets
70%
60%
50%
40%
% of European
consumers owning a
device
30%
20%
10%
0%
2011 2012 2013 2014 2015 2016
Source: Forrester Research Mobile Adoption Forecast, 2011 to 2016 (Western Europe); Forrester Research
© 2012 Forrester Research, Inc. Reproduction Prohibited
Digital Devices Forecast, 2011 To 2016 (Europe)
41. Mobile phones capture a lot of consumers’ attention and
time
On average, e-mail is read 48 hours after it is sent,
while the average SMS is read in four minutes.
The average person looks at their phone
150 times a day, or once every six-and-
a-half minutes of every waking hour.
Eighty-four percent keep their device within 3
metres of them at all times.
Source: http://www.intomobile.com/2012/02/09/tomi-ahonen-average-users-looks-their-phone-150-times-day/; V. Bhaskaran & K. Peterson,
Transforming Customer Feedback Through Mobile, at Market Research in a Mobile World Conference, Amsterdam 2012
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42. Mobility: A whole new ecosystem of mobile commerce
has emerged
Organizer Banking
Voice Payment
Commerce
SMS
Health
E-mail / MMS Ticketing
Communicate Control
IM / Parking
chat
Social Maps
networks
Search
Create Consume
Blogs Web browsing
News
Pictures Games
Ringtones Music
TV
Video
42 © 2012 Forrester Research, Inc. Reproduction Prohibited
43. Mobile payments may not be widely used just yet, but
the interest in them presents a large opportunity
“Are you interested in using, or are you already using, the following types of mobile payments?”
25%
22%
20%
16%
15% 15%
15% 14%
∆ 21%
10%
∆ 13% ∆ 13%
∆ 14% ∆ 13%
Interested
5%
3% 2% Already using
1% 1%
1%
0%
Unattended Person-to-person In-store payments Remote payments Payments to
machine payments (using (using your (using your small traders
payments (using your mobile mobile device mobile device to (using your
your mobile device to pay a instead of cash or buy goods or mobile device to
device to pay at a friend or family a card in a shop) services on the pay a plumber,
parking machine member (not a Internet) market stall or
or other type of company)) other small trader)
kiosk)
Base: 1,904 online Dutch adults (age 16+) who own a mobile phone; Source: European Technographics Online Financial Services Survey,
Q3 2012
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44. Mobile devices have unleashed a storm of innovation that
will change shopping and transform payments
Offers & Product
coupons information
Loyalty & Mobile
rewards payment
Source: Forrester Research
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45. Commonwealth Bank of Australia’s Kaching app
makes it simple to make many different payments
Source: Commonwealth Bank iPhone app
45 © 2012 Forrester Research, Inc. Reproduction Prohibited
46. Mobile phones as a point of sale create a new
opportunity to help small traders
T-Mobile US and Square partnership. Telia will use iZettle in its own shops.
46 © 2012 Forrester Research, Inc. Reproduction Prohibited
47. Challenge 4: Right channeling...
© 2012 Forrester Research, Inc. Reproduction Prohibited
48. Right-channelling – balance technology efficiency with human
effectiveness
Routine
Web search & FAQs interactions
Online account access
Mobile account access
IVR
High-tech ATMs High-value
Efficient Secure messaging
interactions
Cheap Chat and co-browsing
Telephone staff
Agents and branch staff
High-touch
Effective
Expensive
50. The Performance Of Bank X Relative To The Industry For Drivers Of
Retention
October 2012 “What Drives Retention And Sales In US Banking?”
51. Banks are in the best position to deliver an experience that
spans digital touchpoints
Support customer desire to Find an advisor.
obtain referrals.
Peer
recommendations
Obtain and reviews
recommendations
from social Find branch
networks. locations.
View product
comparisons, and
Account alerts, interact with a
merchant-funded banker.
rewards, and Apply for products,
digital wallet. accept offers, obtain
application status, and
communicate with a
banker.
Interact with financial
information, obtain live help, Sign documents, and
and manage complex assets. obtain application
status.
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52. And their FAO iPad app supports the quoting activities
of their independent agent channel
Did you know?
Progressive sells more
insurance through
agents than online...
Source: Progressive Investor Relations Deck 06/14/12
54. While online banking dominates in The Netherlands, it is
only used by 8% of Russians, more of whom use mobile
“Do you use the following banking channels at least monthly?”
Branch Online
7% Banking Branch
1%
5% 88% 46% 34%
Online
1% 1% Banking
70% 1% 8%
4%
12% 7% 2%
Mobile
Banking Mobile 5%
14% Banking
18%
None of these None of these
11% 46%
Base: 2,355 Dutch adults age 16+; 3,181 Russian adults age 16+
(percentages may not total 100 because of rounding)
Source: European Technographics® Benchmark Survey 2012
55. Branches are just another touchpoint
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57. Three Questions Drive Forrester’s Customer experience
© 2012, Forrester Research, Inc. Reproduction Prohibited
59. Forrester literally wrote the book on how to become
client-centric
Outside-In: The Power of Putting Customers at
the Center of Your Business
• Customer experience counts. Companies can
save billions, gain loyalty, and profit from
customer experience excellence.
• The customer experience ecosystem. The
causes of customer experience problems come
from throughout the organization.
• The six disciplines of customer experience.
Companies must master these disciplines:
strategy, customer understanding, design,
measurement, governance, and culture.
© 2012 Forrester Research, Inc. Reproduction Prohibited 59
60. Create unified customer experiences across all
touchpoints
Inside-Out Outside-In
Customer
Company perceptions perceptions
Company “moments Customer “moments
that matter” that matter”
Company value Customer Value
61. Take Control: The six Disciplines of Customer Experience
Customer
Strategy Design
Understanding
Measurement Governance Culture
Forrester report: “Customer Experience Maturity Defined”
63. Five-year stock performance
30% CXi Leaders
22.5%
20%
10%
Cumulative total return
0%
S&P 500 Index,
-10% -1.3
-20%
-30%
-40%
-50% CXi Laggards
Source: Watermark Consulting -46.3%
64. Agenda
How will Russian customers look like 3 year from now?
- State & Trends
What does this mean for Russian companies
- Age of the Customer
- 5 Challenges for 2013
Next Generation Digital Financial Services
- How can Forrester help you
Q&A
65. A new generation of digital financial
services is emerging that is Simple,
Ubiquitous, Personal, Empowering
and Reassuring.
65 © 2012 Forrester Research, Inc. Reproduction Prohibited
66. Few digital financial services can match the best
human agents at building customer relationships
Most digital financial services today:
Fail to recognize the customer and
create a personal and relevant
experience.
Don’t help customers understand
what to do.
Often fail to provide human help at
critical moments.
Don’t empower customers to take
action.
Don’t take advantage of the power of
community.
66 © 2012 Forrester Research, Inc. Reproduction Prohibited
67. Next Generation Digital Financial Services
S Simple: Make it easy for customers to achieve their goals.
U Ubiquitous: Be available wherever customers want it.
P Personal: Tailor the experience to individual needs.
E Empowering: Help customers to take action.
R Reassuring: Offer human help when and where it’s needed.
67 © 2012 Forrester Research, Inc. Reproduction Prohibited
68. Next Generation Digital Financial Services
S Simple: Make it easy for customers to achieve their goals.
U Ubiquitous: Be available wherever customers want it.
P Personal: Tailor the experience to individual needs.
E Empowering: Help customers to take action.
R Reassuring: Offer human help when and where it’s needed.
68 © 2012 Forrester Research, Inc. Reproduction Prohibited
69. April 2012 “Trends 2012 : European Retail Banking eBusiness And Channel Strategy”
Société Générale’s iPhone App Gives Customers A Simple View Of Their Finances
69 © 2012 Forrester Research, Inc. Reproduction Prohibited
71. La Caixa’s Bar Code Scanning App Makes Bill Payments Easy
71 © 2012 Forrester Research, Inc. Reproduction Prohibited
72. Next Generation Digital Financial Services
S Simple: Make it easy for customers to achieve their goals.
U Ubiquitous: Be available wherever customers want it.
P Personal: Tailor the experience to individual needs.
E Empowering: Help customers to take action.
R Reassuring: Offer human help when and where it’s needed.
72 © 2012 Forrester Research, Inc. Reproduction Prohibited
73. USAA lets customers access and manage their
accounts through Facebook
• USAA lets customers
access and manage
their accounts via its
My USAA tab in
Facebook
• Customers can add a
tab to their Facebook
page to access
account information,
services, and more
from Facebook
73 © 2012 Forrester Research, Inc. Reproduction Prohibited
74. Commonwealth Bank’s property guide helps home
buyers get information about the homes around them
74 © 2012 Forrester Research, Inc. Reproduction Prohibited
75. Next Generation Digital Financial Services
S Simple: Make it easy for customers to achieve their goals.
U Ubiquitous: Be available wherever customers want it.
P Personal: Tailor the experience to individual needs.
E Empowering: Help customers to take action.
R Reassuring: Offer human help when and where it’s needed.
75 © 2012 Forrester Research, Inc. Reproduction Prohibited
76. GEICO offers a fully personalized home page for clients
that is different to that for prospects
First-time visitors
Returning visitors
Source: GEICO website
76 © 2012 Forrester Research, Inc. Reproduction Prohibited
77. Backbase s’ front- and mid office solution makes
segmentation possible (i.e student)
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78. Next Generation Digital Financial Services
S Simple: Make it easy for customers to achieve their goals.
U Ubiquitous: Be available wherever customers want it.
P Personal: Tailor the experience to individual needs.
E Empowering: Help customers to take action.
R Reassuring: Offer human help when and where it’s needed.
78 © 2012 Forrester Research, Inc. Reproduction Prohibited
80. AXA’s interactive advisor in Germany helps
customers choose the right insurance for them
The interactive video is complemented with links to
calculation tools, application forms and contact
details
80 © 2012 Forrester Research, Inc. Reproduction Prohibited
81. Israeli insurer, Migdal, built an iPhone app that gives
agents easy access to sales tools and customer data
Source: Migdal iPhone application for insurance agents
81 © 2012 Forrester Research, Inc. Reproduction Prohibited
82. Next Generation Digital Financial Services
S Simple: Make it easy for customers to achieve their goals.
U Ubiquitous: Be available wherever customers want it.
P Personal: Tailor the experience to individual needs.
E Empowering: Help customers to take action.
R Reassuring: Offer human help when and where it’s needed.
82 © 2012 Forrester Research, Inc. Reproduction Prohibited
83. State Farm lets customers to send a quote to an
agent at any point in the online application process
83 © 2012 Forrester Research, Inc. Reproduction Prohibited
84. ABN Amro specialist communicates via VC with client
84 © 2012 Forrester Research, Inc. Reproduction Prohibited
85. Groupama’s iPhone app makes it easy to get in
touch…
Contract information No waiting time
Be called back
Car and bike insurance
quote
Home care assistance
Dental and optical
insurance
Car and bike insurance
claim
Other quotes
Source: Groupama iPhone app
85 © 2012 Forrester Research, Inc. Reproduction Prohibited
86. …and even tells customers how long they will have
to wait
Waiting time before call back
Make a car or bike insurance
claim
For a better service, please
get your accident report
ready, your plate number or
contract reference number.
Confirm call back
Source: Groupama iPhone app
86 © 2012 Forrester Research, Inc. Reproduction Prohibited
87. Next Generation Digital Financial Services
S Simple: Make it easy for customers to achieve their goals.
U Ubiquitous: Be available wherever customers want it.
P Personal: Tailor the experience to individual needs.
E Empowering: Help customers to take action.
R Reassuring: Offer human help when and where it’s needed.
87 © 2012 Forrester Research, Inc. Reproduction Prohibited
88. How can Forrester help you…
© 2012 Forrester Research, Inc. Reproduction Prohibited
89. Our playbook framework
FORRESTER’S PLAYBOOK FRAMEWORK
89© 2012 Forrester Research, Inc. Reproduction Prohibited
91. 1) Insights into global consumers
FORRESTER CONSUMER TECHNOGRAPHICS®
Argentina + Longest-running digital
Australia consumer study (since 1997)
Brazil
Canada + 330,000+ completed surveys
China
France + 1,400 brands
Germany
India + 300 attitudes captured
Italy
Japan + 6 proprietary profiles
Mexico ____________________
Poland
The Netherlands = Deep, customizable,
Russia
South Korea
trended consumer insights
Spain
Sweden
United Kingdom
United States
How technology affects consumers'
attitudes, behaviors, and motivations
© 2012 Forrester Research, Inc. Reproduction Prohibited 91
92. Forrester’s M&S support
Business Lifecycle
Marketing Consumer Interactive eBusiness and Channel Customer
Leadership & CMO Product Strategy Marketing Strategy Experience
Strategy R&D Marketing Sales Support
Product/Service Lifecycle
Insights Layer
Customer Market
Intelligence Insights
Provide Insights Provide
& Performance Requests for
Feedback Information
Internal Insights External Insights
93. The Forrester Wave TM : transparent vendor evaluations
Forrester Wave™: B2C
eCommerce Platforms, Q4 ‘10
94. Engage with Forrester through…
ANALYST ADVISORY AND RESEARCH-BASED CONSULTING
One-on-one advisory sessions with Forrester
analysts to leverage their research and expertise.
One- or two-day intensive workshops in which
analysts use research-based best practices to
enhance your team’s skill set.
Analyst
engagement Research-based consulting engagements with
analysts deliver the objective, action-oriented
recommendations you need in a condensed
timeline. Work closely with our analysts to apply
their proven expertise to your big initiatives.
Mobile. Cloud. Whatever's next.
© 2012 Forrester Research, Inc. Reproduction Prohibited 94
95. Spasiba & Questions
Auke Douwe Veenstra - Principal Analyst
Mob: +31 651451053
Mail: adveenstra@forrester.com
Blog: Auke 's Blog posts
Twittter:@aukedouwe
www.forrester.com
© 2012 Forrester Research, Inc. Reproduction Prohibited 95