This is the presentation on Contextual Banking given by Jessica Niewierra, Director Internet & Mobile, ABN AMRO at E-Financials 2013. For more information on Mobile Banking visit: https://www.abnamro.nl/mobilebanking

1. Contextual Banking
Changing customer behavior and how we as a modern bank respond to it
eFinancials
31 October 2013
!
Jessica Niewierra
Director Internet & Mobile
ABN AMRO

2. 01
02
03
04
05
the present customer
best practices in the market
a few of ABN AMRO’s achievements
lessons learned
sneak preview

3. digitale urgentie
+71%
personal propositions
usage in 6
months from
16% to over
34%
over
8 million
Dutch have a
smartphone
54%
Adoption due to
simplicity &
speed
€ 217
€ 133
mortgages
consider terminating
the relationship if
content is not relevant
we check our mobile phone
100101011100101101010100110
101011001111010101001101010
101010011101011101001010010
110101100010101010010101001
010010100010101001010101010
101010110111000101011010101
010101010110111000010111010
150 times a day
mobile apps
90% in last 2 years
127 minutes
tv
168 minutes
Bad mobile experience
scares users
45%
)
Over 80% of Dutch
internet users shop
online
+132%
20%
57%
€
Yet our mobile budgets are by far
not as high as for TV…

4. the customer
always connected
We are always online. The Internet of Things enables us to
interact with every kind of high-tech or household device.
And with each other. Online and offline are merging (phygital)

5. the customer
always connected
fast and easy
want zaken gemakkelijk en snel kunnen vinden en
We willento be able to find and do things quickly: one click
away. Intuitive design with images and met and little text.
regelen: one click away. Intuïtief designvideoweinig tekst en
Keep It van beeld en video. Keep
gebruik Smart & Simple (KISS). It Smart & Simple (KISS).

6. the customer
always connected
The amount of information we are presented with every day
calls for relevance. Relevance can only be determined if we
have insight into all of the available data at the right time
and place.
snel en gemakkelijk
personal

7. the customer
always connected
We get information about our preferences and needs from
our environment. Intelligent self-learning systems enable us
to learn from the input, and respond quickly and flexibly. This
is how we stay agile and on top of things.
snel en gemakkelijk
persoonlijk
contextual learning

8. the customer
always connected
personal
CONTEXT
fast and easy
contextual learning

9. Mobile customers expect everything
to be within reach. They want
everything, everywhere, now.

10. urgency: think big, scale fast
Brett King, author and founder
Moven Bank
“Customer behaviour is changing,
and like we’ve seen in the
publishing and music industry,
digitalization is taking over.
Banks need to accept this.”

11. 01
02
03
04
05
the present customer
best practices in the market
a few of ABN AMRO’s achievements
lessons learned
sneak preview

12. Tesco South Korea
always connected
fast and easy
personal
contextual learning
The line between online and offline is
blurring. There is a urge to use
devices, in particular mobile devices,
to store files, search for information
or buy things.
Example Tesco South Korea: Tesco
offers commuting Koreans the option
to order groceries at the metro
station from their mobile phone and
have them delivered later.

13. Adidas: interactive window shopping
always connected
fast and easy
personal
contextual learning
Example Adidas store in Germany. A
touchscreen on the window front
enables customers to flick through
garments. An app that is downloaded
by scanning the QR code enables
them to create a shopping cart simply
by entering a PIN. They can then drag
items on the screen and drop them in
their shopping cart on their phone.

14. Moven
always connected
insight into your
spending pattern
fast and easy
personal
contextual learning
compare with other
periods and by
category

15. Simple
always connected
•
•
•
fast and easy
personal
contextual learning
•
Safe to Spend balance
saving goals
savings linked to categories
no physical branches

16. Square Cash
always connected
•
•
fast and easy
personal
contextual learning
•
transfer money using email
address
account linked to debit card
simple and well-structured
interface

17. Uber
always connected
•
•
fast and easy
personal
contextual learning
•
book a cab and see where it
is located
review the driver
while the driver reviews you

18. Runkeeper
always connected
•
•
fast and easy
personal
contextual learning
•
create your personal fitness
plan
check your goals
share your progress

19. Scanadu: send your smart phone to med school
always connected
fast and easy
personal
contextual learning
•
•
collect and analyze medical
data about yourself (heart
rate, temperature, blood
pressure, urine test)
Scanadu learns from the
state of your body and
health

20. rapid development
?

21. technology brings us closer to customers
Because we get so close, we can
learn more about the customers’
life and their preferences.
!
Customers don’t come to us
anymore.
!
We are where they are: in their
context.

22. time for finances in
the evening
last-minute
decision
family and friends
social media
smartphone
requires little
human help
Amsterdam
freelancer with no
pension scheme
on the way to
work
your context is key
wish for
larger home

23. Alexander Klöpping, professional nerd
among other things, de wereld draait door*
“Everything is used to create your
profile. (…) Someone who knows
you really well, can really help you.”
*de wereld draait door is a Dutch early-evening TV show

24. our solution:
contextual banking

25. essential balance: security and convenience, privacy and convenience
security
privacy
convenience

26. 01
02
03
04
05
the present customer
best practices in the market
a few of ABN AMRO’s achievements
lessons learned
sneak preview

27. a few examples of how we respond to these trends
always connected
personal
fast and easy
contextual learning

28. always connected
always connected
fast and easy
personal
contextual learning

29. first: mobile pages
always connected
fast and easy
personal
contextual learning
May 2013:
Personal, Commercial,
and Private Banking
homepages go live
together with the pages
they link to and the
pages that link to them
from Bankmail.

30. now: mobile website
always connected
fast and easy
personal
contextual learning
September 2013:
The whole open domain
is optimized for mobile:
• menu
• search function
• forms
• UX enhancements

31. now: mobile website
always connected
fast and easy
personal
contextual learning
September 2013:
The whole open domain
is optimized for mobile:
• menu
• search function
• forms
• UX enhancements

32. social media: 24/7 webcare
always connected
snel en gemakkelijk
persoonlijk
contextual learning
24/7 webcare
and telephone
support

33. fast and easy
always connected
fast and easy
personal
contextual learning

34. log in with 5-digit identification code or with pass and e.dentifier (customer chooses)
always connected
fast and easy
personal
contextual learning

35. secure 1-to-1 two way contact
always connected
•
fast and easy
•
•
personal
send and
• 90.000
receive
• volgers
contextual learning
•
secure email also from
Mobile Banking app
every customer can send
bankmails
fewer non secure emails
increases security
90,000 bankmails in first
period

36. reply payment
always connected
fast and easy
personal
contextual learning
reply payment
• select by picture
• immediate transfer

37. personal
always connected
fast and easy
personal
contextual learning

38. personalize your account with photos and text
always connected
•
fast and easy
•
personal
contextual learning
own account
and that of
others
•
add pictures and names to
your own and others’
accounts
makes it easier to find what
you’re looking for
and visualize your savings
goals

39. add a picture or text message to a payment
always connected
fast and easy
personal
contextual learning

40. search by picture
always connected
fast and easy
personal
•
•
contextual learning
add pictures to accounts
clicking on a picture displays a list of
debits for the selected account

41. contextual learning
always connected
fast and easy
personal
contextual learning
don’t think in terms of bank products, but from
the customers’ needs in financial matters

42. online mortgage advice
always connected
fast and easy
personal
contextual learning
received a score of
9.8
5

43. Going Dutch: split the bill
“Really convenient
when you’re out with a
group.”
always connected
“Cool app!”
“You don’t even have to
be an ABN AMRO
customer.”
fast and easy
personal
used more than
15.000 times
in the first weeks
contextual learning
“Just tested it and
totally love it!”
“I used the new app the
evening I downloaded it.
It was soooo easy.”

44. RealEstate watching app
always connected
fast and easy
personal
contextual learning
free app for home buyers
• save properties visited
• checklist for rooms
• spirit level and compass
• easy to convert data to
PDF

45. ZZP Assistant
always connected
fast and easy
personal
contextual learning
free finance management
app for freelancers
• time logging
• kilometres
• expenses
• invoices
• customer, project and
task management

46. contextual banking: closer to customers
Why?
Being in our customers’ context enables us
to truly and proactively add value to their
financial lives, when and where they need it.

47. 01
02
03
04
05
the present customer
best practices in the market
a few of ABN AMRO’s achievements
lessons learned
sneak preview

48. step-by-step internet and mobile development plan
1.
2.
3.
apps
quick banking
mobile website
4.
contextual

49. step 1. apps
1.
We start developing our
smartphone (and tablet)
apps from a ’clean sheet’.

50. use of Mobile and Internet Banking 2012-2013
Internet Banking
mobile share: 46.5%
Mobile Banking
mobile customer
34
has
11x
more contact
25,5
inlogs in miljoen
mobile share: 69%
17
8,5
0
January
February
March
2012
more mobile logins
April
May
June
July
August
September
October
November December
January
February
March
April
May
June
July
August
2013
Twice as many logins through Mobile Banking app
September

51. recognition: apps
Increasing customer satisfaction Mobile
Banking App
80
2013: One op top-5 retail banks in the
world
Only Dutch bank among the world’s top-5
banks
iPad app of the week
60
!
in %
Recommended by Apple iTunes for a
whole week
40
20
2011: Financial app of the year
2011: Android app public award
!
!
Mobile Banking iPad app of the year in the
area of finance
0
2011
2012
2013
Third place in the Dutch Android app of
the year awards

52. step 2. quick banking
2.
When we were praised by the
market and consumers for the userfriendliness of the apps, we
decided to offer the same
experience for desktops. This
resulted in the introduction of quick
banking: log in with 5-digit PIN.
quick banking

53. step 3. mobile website
3.
More and more customers
are using smartphones and
tablets. The website has
been optimized to support
these customers and
increase user-friendliness.
mobile website

54. agility:
scrum scrum
Your agility determines how
quickly you respond to market
changes. For us this means
working in multidisciplinary
teams. An organization must be
flexible in order to get certain
things done (quickly).

55. faster product launch for our customers
1
ZPP
Assistant
Relevant
1
Student
City Guide
September 2012
Access
online
October 2012
Mobile
Banking
November 2012
1
1
1
Mobile
Banking
December 2012
ZZP
Assistant
January 2013
Mobile
Banking
February 2013
1
1
ZPP
Assistant
Mobile
Banking
Mobile
Banking
1
Mobile
Banking
1
1
1
Mobile
Banking
March 2013
1
1
1
Private Banking
Research
Mobile
Banking
Mobile
Banking
ZPP
Assistant
May 2013
June 2013
1
Mobile
Banking
September 2013
1
Mobile
Banking
October 2013

56. learn from customers and their behaviour
u

57. listen to your customers, but have to courage to do something new
Steve Jobs, Apple
“A lot of times, people
don't know what they
want until you show it
to them."

58. 01
02
03
04
05
the present customer
best practices in the market
a few of ABN AMRO’s achievements
lessons learned
sneak preview

59. sneak preview
1.
2.
3.
✔
✔
✔
apps
quick banking
mobile website
4.
contextual

60. 4. next step: contextual
4.
We are going to make
Internet Banking (mobile
first) contextual. This way
we bring the mobile
experience to the desktop.
contextual

61. why?
Dutch Consumer’s Association:
9.2
Consumer’s Association: „The
Internet Banking of ABN AMRO
is way out in front”.
This great score is awarded for
the functionality of our
Internet Banking

62. but:
Customer satisfaction with the userfriendliness of Internet Banking is
decreasing.
!
Customers have gotten used to the fast
and user-friendly app and want the
same experience on the desktop.
customer satisfaction with
the user-friendliness of
Mobile Banking is increasing,
and is higher than for IB.

63. so: contextual, user-friendliness of mobile with retention (and even expansion) of referred functionality
•
one underlying platform for
all digital devices
!
•
user-friendliness of mobile
on all devices (mobile first)
!
•
contextual offer that adapts
to the customer and the
situation
!
•
hybrid solution

64. contextual experience across all devices and easy access to advisers

65. contextual banking
always connected
personal
fast and easy
contextual learning

66. contextual banking
we’ve come a long way,
but aren’t there just yet
our ultimate goal: be the
customers’ financial J.A.R.V.I.S.

67. ABN AMRO: Contextual Banking
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jessica.niewierra@nl.abnamro.com
Jessica Niewierra
@Niewierra