Touche User Group I

7/28/2019 Touche User Group I

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Northeast Touche User Group

June 14, 2013

One Hundred Club, Portsmouth New Hampshire


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Who are we

Dedicated & experiencedprofessionals

Holistic thinking

Collaborative network

Locations include York, Maine Las Vegas, NV Los Angelas, CA Denver, CO Seattle WA

Jackson, MS


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What we do

Design, develop and deliver a holistic customer

experience that leads to increased sales,

profitability and loyalty


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Banking is changing fundamentally


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6


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The internet has evolved


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06/13/13 6RudigerMerz

No instructions.

No keyboards.

No limits.

The consumer is in control


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Data grows exponentially


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Branches are transforming


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9

Channels explode

The internet evolves

The consumer is in control

Data grows exponentially

Branches are transforming

Marketings role must evolve

Challenges or Opportunities


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Consumers are now in controlHow well are we influence the story they tell about our Bank or Credit Union?


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Perception

80% of CEOs

believe that theirbrand provides a

superior

customer

experience

Reality

Only 8% of their

customers

agree

Source: Bain & Company


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WHAT your Customers expect.


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What do your customers and prospects actually

experience?


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The path to smarter marketing


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What are your customers stories they tell themselves

06/13/13 3RudigerMerz

The problem is never how toget new, innovative thoughts

into your mind, but how toget the old ones out.

Dee Hock


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The traditional Buying Model lacks insights on why and

how your customers are buying from you.

Awareness Knowledge Consideration Purchase Satisfaction / Loyalty / Advocacy


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Todays smart customers move outside the traditional sales

funnel and channels enabled by new devices, smart apps

and ubiquitous interfaces anywhere, anytime.

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Source: based on McKinseys Consumer Decision Journey Model, 2009

Initial

Brands consideredMoment of

Purchase

Trigger

Loyalty / Advocacy Loop

Post Purchase Experience

1 2

4

3

Active Evaluation Process

S M k i l b d h


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Smart Marketers move aggressively beyond pure push-

style communication and learn to influence customer

touchpoints.

Source:RegionalBank;proprietaryanalysis

Consideration Evaluation Purchase

Bank-drivenmarke/ng

AdverGsing

DirectmarkeGng

OnlineMarkeGng

Events&Sponsorships

Branchmerchandising

Salespersoncontact

Consumer-drivenmarke/ngWord-of-mouth

Online/Socialresearch

Off-linereviews

PastExperience

BranchInterac/on


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What is your strategy for success?Meeting customer expectations and your business objectives.

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Quick check: Where does your bank/CU stand on strategy?

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Your Strategy is implemented through your touchpoints.

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Products Retail

Stores Print +

Radio Ads, Direct

mail forms and

Doc

APPS, MobileM2M devices,

Corporate Web,

Social Media

Products

Sales

Call CenterService

Word-of-mouth

Support

CUSTOMER

EXPERIENCE

Human

Digital

Brand

Static


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Banks and CUs need to engage the customer across

all stages of the customer lifecycle.

IdenGfycustomerexperienceteam

members

Trainandempower

Organizeself-directedteams

DefinereporGnganddecision-making

structure


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Owning the mile around your branch: A path to Smarter Customer Acquisition


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Optimize your integrated marketing mix

Social

Mobile

email

Display

Direct

Mail

SEO

SEM

Landing

Page

Re-targ-

e/ng

Li[sresponserate

Li[sre

sponse

rate

Li[sresp

onse

rate

Drivesvolume

Drives

volume

Drives

volume

Drives

volume

Improves

target

messaging

Increase In campaign lift

Higher response rate increase due to better

target messaging

Decrease in cost of acquisition

50%

23%

30%


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Understand the impact of different channels on the

customer journey.

Source:oogleAnalyGcs


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The path to Smarter Customer Retention, Growth and Advocacy


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The bucket is leaking. You determine how much.

30Source:HarlandClarke,2011

0

8

15

23

30

Attrition Attrition with on boarding

Banks Credit Unions

21% 9.5%16.5%13%


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Onboarding enables retention. Retention creates increased

Cash-flow from longer lasting Customer Relationships.

RetenGonCustomerBehavior

(NoOnboarding)CustomerLife-Time

Value

16%Ari/on

84%Reten/on$921

Source: Regional Bank Customer Analysis; Customer Life-Time Value measured in NIBT (net income before taxes; including cost of capital)

applying Discount Cash Flow Analysis

RetenGonCustomerBehavior CustomerLife-Time

Value

8%Ari/on

92%Ari/on$1704

No Onboarding With Onboarding

G P d C S ll i h l i d l i


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Grow Product Cross-Sell with relevant, integrated multi-

channel Onboarding ProgramRight Product. Right Time. Right Channel. Right Customer.

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Welcome

Email

PersonalURL

h`p://[email protected]

Welcome/

SaGsfacGonCall

AccountOpening

Day1 Day2 Day7 Day15

Day30

Day60

Day90

Day

45

WelcomeLe`er

Cross-Sell

Le`er

Email

LandingPage

Discover Engage Grow

Not all Customers are created equal A Value Driven


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Not all Customers are created equal. A Value Driven

Consumer Onboarding Program optimizes ROI.

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Welcome

Day 1

Acquisi/on Onboarding

NewsLe`er Webinar/Event Surveys

Email DirectMail SalesCall

Engage

Day 30

Grow

Day 60

Grow

Day 90

Grow

Day 120Acquire

HighValue

LowValue

Current

Customers

Th I t lli t C O b di P f th
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34/87

The Intelligent Consumer Onboarding Program further

optimizes resources to preferences

Right Product. Right Time. Right Channel. Right Customer.

34

Welcome/Engage

First 29 Days

Acquisi/on Onboarding

Engage & Grow

Day 30 - 120Acquire

PURLEmail

Mail Personal

URL

Call

BANK

Mail

Email

Branch

Online

Banking

Product1

BANK

Mail

Email

Branch

Online

Banking

Call

Product2

BANK

Mail

Email

Branch

Online

Banking

Product3

BANK

Mail

Email

Branch

Online

Banking

Call

Product4

Purchase

Branch

Online

Banking

Call

Center

Next Best Product ModelPersonalized WelcomeReal-time Cross Sell


35/87

Onboarding drives significant Results

35

+9.5%

Cross-Sell

Li[

+54%

Deposit

Li[

+217%

Loan

VolumeLi[

9.5%

eStatement

SignUp

+261%

Credit

CardLi[

+100%

Source:ZionsBancorporaGon;ResultsagainstControlroup

+20.5%

Cross-Sell

Li[

+70%

Deposit

Li[

+321%

Loan

VolumeLi[

9.5%

eStatement

SignUp

+92%

Credit

CardLi[

+200%

Consumer Onboarding Results Business Onboarding Results

+317%


36/87

Onboarding is a journey to build lasting competitive

advantages. Not a project.

36

Shorten the distance to the front

Keep the Play Book simple

Balance the Mind and Heart

Improve continuously;


37/87

So dont miss the train.


38/87

element |elmnt|

noun

An environment naturally suited to or

associated with an individual


39/87

Customers are beginning to expect......


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Team of five working on cutting steps from 8 to 7


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Reality kicks in......


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Translate your brand

Transactions leaving


59/87

Shift to service

Customer voice-listen Switch from reactive to proactive

service

Personality

Communicate

Lost Customer Confidence

Restore confidence Authentic relationship building Engage customers/engage employee

Look different

Customers like to shop Customers choices, comfort, invitation

Change Movement

All Blend Together

Transactions leaving

Experience Objective


60/87

Experience Objective

Touchpoints

Store for me - not bank for you

Kitchen = help yourself Movement = choices = empowerment Change / stage / grab attention Play area for customers Un-office the offices

Action

Looks unique

Customers like to shop - not to bank Inviting Changeable = Interactive

Look / feel / colors / lighting / smell Enable customers to feel comfortable

Hospitality - retail like

Something unexpected Ability to give tours Stand up / sit down = choice Inspire thru information, energy words


61/87

Different: Inspiring, engaging & Clever

Whats new

Interactive

Movable

Storage

Engaging Gift cart

Charitable display

Current offering


62/87

Different: Inspiring, engaging & Clever

Inform

Fun

Creative

Engaging

Change


63/87

Signature elements

A kit of parts that allow you theopportunity to define your space and

extend your brand promise in the

physical environment.

Elements are modular and designed tofit in any space

Designed to meet the ever changingneeds of the company


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Space modification

Technology is allowing customers/prospects the ability to bank

without visiting the branch.

Branches will no longer betransaction centers.

We need to be proactive in how wetreat the branch.

Space is the 2nd biggest asset thebank have


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Lifestyle and environmental engagement

Emotional engagement

Changeable

Movement

Shopable


75/87


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Whats your story?


78/87

Technology

Smart ATMs

Video Teller Systems

Cash Recyclers

Digital messaging & Touch

Mobile app


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Mobile Apps


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Brand extensions

Product differentiation is dwindling

Out service the big boys!

Every bit matters

Unique and memorable


82/87


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MugShot!

Invite drive up clients into the branch

Engage weekly through the use of QR codes

Extend the brand beyond the branch

Be unique


84/87


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Foursquare

Engage via social media

encourage game play

Reward frequently

Announce winners via all socialnetworks


86/87

Become a Mayor

Monthly winners

Awarded to the bank Mayor ona specific day each month

Announce via Facebook

Cool gifts (worth playing for)


87/87

Have a great weekend!

Documents

Touche User Group I