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Case Competition Winner
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Customer ExperienceComplexity in
Customization
Prepared by:Waqas Ahmed BajwaAmy BoyerMeghan EricksonErika GameroAbdesslam Hjiej
AGENDA
The Challenge of Customizing– ING Direct
Delivering Service Online- Insurance Industry - Banking Industry - Hospitality Industry- Other Examples
Survey Insights
Recommendations
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ING Direct – Customizing the Experience
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“Les maitres des finances”
36+ yrs old, reasonable amount of money
“Les Jeunes VIP”
18-35 yrs old, need good rates
Visibly segment into two blocks, and offer tailored solutions for each segment
Don’t differentiate between segments, treat every customer the “same” way, only better
Insurance Sector Examples
Web Personalization solution• Deliver the most relevant content to their users• Just like ING, want to provide an easy-to-use portal
– Web personalization makes the navigation experience easier
• Important tool to gather important data that will allow better understanding of customers -> allows to offer better solutions
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Insurance Sector Examples
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Solution developed by:
• Car Virtual Insurance Office
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Insurance Sector Examples
Banking Examples
• Need for Enhancing Customer Experience
• Optimizing Service:• Empowering the Customers to create their own experience- Moody Bank, First Security Bank, First Bank of Wyoming• Improving the design and
features of the website- Groupama
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http://www.moodybank.com/images/flash/NetTeller_Bill_Pay_mod/chapters/onlinebankingandpayment.swf
Banking Examples
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• Introducing the Concept of an Online Relationship Manager (ORM)
• Helping Customers Manage their Finances and Budgets- Monabanq and Boursorama Bank
PFM : Boursorama
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Enhancing the experience at ING café : Umpqua Bank
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Hospitality Examples: Sephora
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Sephora.com• Large Spender Perks
• Customized Account Landing Page
• Tailored to purchase history and profile
• Transactional Emails
• In-stock availability of favorite/most frequently purchased items
• Replenishment Reminder Program
“This ultimately helps make digital communications more relevant and
personalized for our clients which in turn helps build client loyalty, reinforce our
brand image and drive sales” – Tiffany Lei
Hospitality Examples: Sephora
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Sephora.com : Beauty Talk• Pull vs. Push Strategy
• Advice From the Experts
• How-to Videos
• Links to Other Customer Communication
ING Direct Service Gap: Communication
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Other Examples: Verizon Wireless
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Verizonwireless.com• Online chat – Link and Pop-
up
• Video Tutorials
• Online Workshops
• Community Forum
• Top Support Questions and Forum Posts
SURVEY – Getting to know the “needs”
Age group: 18-35
100% Use online banking
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Less than 30,00
063%
50k-70k6%
>70k31%
Income levels
1 month14%
2-5 month54%
6+ month31%
How often do they check their ac-
count?
*Survey conducted at Surveymonkey.com, Nov. 2011
Results based on 35 respondents, full responses provided in Report Appendix
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“Ease of linking different account
types is very important” (eg:
banking services vs brokerage services). -
Anonymous #1“It would be nice to have an online
representative that can chat with you if
you have questions or disputes. Any disputes could be a little easier
or be done better online”
- Anonymous #2
SURVEY – Getting to know the “needs”
You personally customize your log-in page (ie. colors, customized music, features....)
Money saving tips of the day
Offers from partners (ie. travel, retail, restaurant discounts)
Money management program
Chat area for recommendations/insights from other online customers at your bank
Online games
0 0.5 1 1.5 2 2.5 3 3.5
What added value would you like to see from an online bank?
Customer Expectationso Faster Resolution online
o Self –Service
o Faux personalization
FINAL THOUGHTS & RECOMMENDATIONS
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Customer Satisfaction
Ease
Trust
Transparency
FINAL THOUGHTS & RECOMMENDATIONS
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SERVICE
DIMENSIONS
Tangibles
ReliabilityEmpathy
ResponsivenessAssurance
Tangibles
Empathy
Responsiveness
Reliability
Assurance
Physical facilities:- Integration of all customer service
touchpoint- Better experience at ING Café
- 24/7 Website with PFM tool & Call Center
Access:
- “How to” Videos Tutorials
Communication:
- Personalized customization tools
Understanding the customer:
- Web analytics
Prompt service:
- Chat service
- Delivering superior value
- Reviews
- WOM
- Previous Experiences
Thank you!!
Questions?
19