Changing customer behavior and how ABN AMRO responds to it. Jessica Niewierra, Director Digital Development & Interaction, ABN AMRO Retail. Bancassurance Forum 7th – 8th February 2017.

1. Changing customer behavior and how ABN AMRO responds to it
Jessica Niewierra, Director Digital Development & Interaction, ABN AMRO Retail
Bancassurance Forum 7th – 8th February 2017

2. 01 Changing customer behaviour
02 Examples of achievements at ABN AMRO that
address this changing customer behaviour
03 Way of working and lessons learned
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3. we check our mobile phones
150 times a day
52%
)
poor mobile
experience is a
deterrent - 52%
decide to switch to
another bank
85% have used mobile banking at some
point
66% on a regular basis
globally, 50%
would prefer to
forget their
wallet as
opposed to their
mobile phone
in China
this figure
rises to
80%
€ 54
around 80% of internet
users in the Netherlands
shop online
mobile purchase
amount
increasing in the
Netherlands
20% of consumers would
like to be able to take out a
mortgage online
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Digital urgency
48% stop using an app if it
doesn’t respond quickly
enough
some
11 million
Dutch people
have a
smartphone
tablet growth has
now increased to
65%
96%
penetration
>

4. Today's customers...
Our customers are banking online more and more
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Mobile customers expect everything to be at their
fingertips immediately.
They want everything, everywhere, now.
...are always connected, the distinction between online and offline is blurring
...expect to be able to arrange things quickly and easily: one click away
…need personal and relevant information distilled from an overwhelming
amount of data.

5. fast technological advances
more start-ups in the financial
sector
legislative and
regulatory changes
The world around us is changing faster than ever before
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6. “Banks are looking for that one major
competitor that will replace them
completely, but that isn't going to
happen.
The risk is that the banking industry will
come to an end in 1,000 pieces, with
services being taken over piece by
piece.”
The urgency is severe

7. Example: Wells Fargo
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8. Amsterdam
smartphone
last-minute
decision-maker
on the way to
work
time in the evenings
for dealing with finances
desire for
larger home
freelance professional
with no pension
family and friends
rarely wants
people-based help
Social Media
Our mission is to ensure customers’ financial success
through the digital customer experience
Our customers’ context is key

9. quick and easy – digital
banking is quick and easy on
any device
personal and relevant –
we offer relevant products and
services within the customer’s
context, for example by working
with our customers on digital
developments
wow factor –
we want to exceed our
customers’ expectations
proactively by means of
suprising digital experiences
and innovative propositions
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10. QUICK AND EASY
digital banking is quick
and easy on any device
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Quick and easy – examples of best practices

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Quick and easy – best practice example: Domino’s
Domino’s takes orders using
Facebook Messenger

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Quick and easy – best practice example: Bitlock
Open and close a key-less
bicycle lock using a
smartphone

13. PERSONAL &
RELEVANT
we let customers experience
relevant products and services
within their context, for example
by working with them on digital
developments
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Personal and relevant – examples of best practices

14. Personal and relevant – best practice example: VI Personal Trainer
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VI Personal
Trainer
The first ever personal
trainer using artificial
intelligence. VI is a
futuristic-looking headset
capable of providing
data-driven advice.

15. Personal and relevant – best practice example: Uber & Spotify
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Uber lets passengers stream music
from their smartphone to the
vehicle’s audio system.

16. WOW FACTOR
customers find that we
proactively exceed their
expectations through
surprising digital
experiences and
innovative propositions
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Wow factor – examples of best practices

17. Wow factor – best practice example: Lyft Line
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Ride-sharing app Lyft Line

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Wow factor – best practice example: PareUp
This platform and app alerts
buyers to unsold food at low
prices

19. 01 Changing customer behaviour
02 Examples of achievements at ABN AMRO that
address this changing customer behaviour
03 Way of working and lessons learned
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20. QUICK AND EASY
digital banking is quick
and easy on any device
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A single digital ecosystem: same design for our Mobile Banking app
and Internet Banking, as the basis for the ‘bank in your pocket’

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A single digital ecosystem: log in to both the Mobile Banking app and
Internet Banking using a 5-digit code

23. Quick and easy – debit card: change location from Europe to World
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Launched March 2016
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Customers with an iPhone get an in-app message if they go outside of Europe (based on GPS) and their debit card is not set to World.

24. Launched July 2016
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Quick and easy - ordering on your mobile
ABN AMRO is the first major Dutch bank to combine payments, savings and investments in a single app

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Quick and easy - make additional mortgage repayments
Launched August 2015

26. Quick and easy – Touch ID
Fingerprint identification for logging in and sending
(payment) orders. iDEAL payments can also be sent using
fingerprint identification.
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27. Quick and easy – Constellation
Makes other ABN AMRO apps easier
to find and download.
In this first version, the Grip, &Meer,
Wallet and Tikkie apps can all be
accessed through the Mobile Banking
app.
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Launched December 2016

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Quick and easy - contactless payment using an Android phone
Wallet – launched
November 2016

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Quick and easy – responsive Internet Banking
Launched November 2016

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Quick and easy – responsive iDEAL payments
Launched January 2017

31. PERSONAL AND
RELEVANT
we let customers experience
relevant products and services
within their context, for example
by working with them on digital
developments
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32. Personal and relevant – each customer creates his/her personal bank
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By adding
photographs, for
example, and
customising the
accounts shown
and their names
and sequence
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33. Transactions are no longer impersonal
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Personal and relevant – sending a photo or ‘eurogami’ with a transaction

34. More personal contact with customers, since we know immediately who is calling.
Naam:
J. Rozenhart
Onderwerp:
Internet & Mobiel
Authenticatie:
Ingelogd in app
Personal and relevant – Identified phone calls using the Mobile Banking app
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Personal and relevant – webcare through WhatsApp

36. Having a savings goal keeps you motivated, if you want to buy a new car or an exotic holiday, for example.
New house
Launched July 2016
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Personal and relevant – goal savings

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Personal and relevant – &Meer customer programme

38. WOW FACTOR
customers find that we
proactively exceed their
expectations by means of
surprising digital
experiences and
innovative propositions
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39. Launced December 2015
First major bank to let new customers join fully online
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Wow factor – become a customer using a selfie

40. Launched July 2015
with free alerts on iPhone and Apple Watch
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Wow factor – Alert & Check app

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Wow factor – Alert & Check – 6 unique designs

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Wow factor – webcam advice for personal customers and businesses
for business customers, including:
- credit management agreements
- preliminary discussions of credit applications
- discussions with intermediary
- paper discussions

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Wow factor - Tikkie

44. Digital Impact Fund
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Wow factor - Grip app: partnership with start-up

45. 01 Changing customer behaviour
02 Examples of achievements at ABN AMRO that
address this changing customer behaviour
03 Way of working and lessons learned
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46. Validated learning: development in conjunction with our customers
In consultation with our customers
Ideas and implementations are
tested at all stages of
development, online, in our
usability lab, on the high street
and in branches.
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47. The use of Agile and Scrum enables us to work flexibly and
respond rapidly to customer feedback. Working in multi-
disciplinary teams also results in increased empowerment
and, correspondingly, increased pleasure.
Agile working with scrum for increased tempo and
empowerment within development paths
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Tikkie – Our Way of Working

49. We can implement functionalities and new apps for our customers
more frequently this way
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Mobile Banking
App & Web
Single-purpose apps
Insights
Grip
Alert & Check
ICS
ABN app
ZZP Assistent
Tikkie
Huizenkijker
Private LiveXpert

50. 2012 2013
More mobile log-ins 2x as many mobile log-ins
2014
3x as many mobile log-ins
2015
4x as many mobile log-ins
Log-insinmillions
= Mobile Banking = Internet Banking
0
50
100
2016
Use of Mobile Banking app versus Internet Banking:
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nearly four times as many log-ins using the Mobile Banking app!
On average, 65 million log-ins a month on the Mobile Banking app and 15 million on Internet Banking

51. Customer recognition and appreciation
ABN AMRO app - rating
Source: ABN AMRO, Google Playstore
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Annual increase in KTV/NPS
for Mobile Banking
in
%
2013, 2014 & 2016:
Top 10 global retail
banks
In 2016, our Mobile
Banking apps were in
sixth place in the
world
Customers say the app is extremely easy to
use.
The Net Promoter Score for the Mobile
Banking app users is 40% higher than that
for non-users.

52. Our customers’ context is key
quick and easy – digital banking
is quick and easy on any device
personal and relevant - we offer
relevant products and services
within the customer’s context,
for example by working with our
customers on digital developments
wow factor - we want to
exceed our customers’
expectations proactively by
means of suprising digital
experiences and innovative
propositions

53. Our digital service means that we are constantly
engaged in the customer's context in order to add
value proactively at the right time in his or her
financial life

54. A single digital ecosystem: we provide a contextual experience across
all devices, with easy access to the advisors

55. we have accomplished a great deal
already, but there is still a long way to go
ultimate goal: to be the Jarvis
for the customer's finances

56. Facebook: www.facebook.com/abnamro
Twitter: @ABNAMRO
YouTube: www.youtube.com/user/abnamro
LinkedIn: www.linkedin.com/company/abn-amro
Slideshare: www.slideshare.net/abnamro
Twitter: @Niewierra
LinkedIn: Jessica Niewierra
Email: jessica.niewierra@nl.abnamro.com
Questions?
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