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Customer Experience Complexity in Customization Prepared by: Waqas Ahmed Bajwa Amy Boyer Meghan Erickson Erika Gamero Abdesslam Hjiej

ING Improving Customer Experience

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Page 1: ING Improving Customer Experience

Customer ExperienceComplexity in

Customization

Prepared by:Waqas Ahmed BajwaAmy BoyerMeghan EricksonErika GameroAbdesslam Hjiej

Page 2: ING Improving Customer Experience

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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Page 3: ING Improving Customer Experience

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

Page 4: ING Improving Customer Experience

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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Page 5: ING Improving Customer Experience

Insurance Sector Examples

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Solution developed by:

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• Car Virtual Insurance Office

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Insurance Sector Examples

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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

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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

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PFM : Boursorama

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Page 10: ING Improving Customer Experience

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

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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

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ING Direct Service Gap: Communication

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Page 14: ING Improving Customer Experience

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

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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?

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Customer Expectationso Faster Resolution online

o Self –Service

o Faux personalization

FINAL THOUGHTS & RECOMMENDATIONS

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Customer Satisfaction

Ease

Trust

Transparency

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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

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Thank you!!

Questions?

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