The Transformation into a Digital Bank. Multichannel Strategy Retail Banking 17 th September 2013

Transcription

1 The Transformation into a Digital Bank Multichannel Strategy Retail Banking 17 th September 2013

2 Trends that best players deliver as new experiences Customer Digitalization Omnichannel Customer New Omnichannel Experience Demand of native services in channels 1

3 The digitalization process in banking will advance structurally with the growth of internet Customer Digitalization Online banking penetration Percentage 1, 2011 or last available 100 Self-first Norway Finland Denmark Netherlands Sweden India Bricks & mortar Mexico Russia Bulgaria Portugal Online adaptors Macedonia Multichannel Luxembourg Canada Belgium United States France Germany United Australia Kingdom Japan Austria Switzerland Slovenia South Korea Italy Greece 1 Porcentaje de clientes bancarios que han usado internet / banca online, al menos una vez, en los últimos tres meses Fuente: Eurostat; ITU; national statistics; World Bank Potential jump with massive smartphone adoption Nota: Datos para países AdS correspondientes a 2012, sobre población bancarizadas Poland Hungary Middle East Spain Ireland Czech Republic Internet penetration Percentage 1, 2011 or last available 2

4 Our starting point: customer channel profile at BBVA: The branch is still the key channel Note: Data from Chile Source: BBVA

5 The real challenge for a bank: It s not the arriving : a world in which customers are mainly digital and branches are rarely visited The challenge is the roadmap, the course to the arriving There is no previous experience: no bank has gone through the course yet 4

6 Transformation framework: MAIN FOCUS NOW 5

7 Goals of Omnichannel Strategy in BBVA 1 Become the bank best valued in Customer Experience in all geographies, segments and channels (IReNe) 2 Raise digital channels penetration in our client base and become leaders vs. competitors Ensure capture of the benefits resulting from the transformation of the distribution model 3 Become real omnichannel, increasing sales and transactions in non-branch channels 6

8 1 Become the bank best valued in Customer Experience in all geographies, segments and channels (IReNe) IReNe 2015 Internet Nº1 in digital channels Mobile ATM Top 3 in any other Contact Center Branch 7

9 2 Raise digital channels penetration in our client base and become leaders vs. competitors Leaders in Online Banking Online Customers and Penetration (%) x 2 Best of the Class in Mobile Banking Mobile Customers and Penetration (%) x4 17% 20% 25% 31% 4% 6% 9% 12% Maximize the capture of Customer s Digital Data: Mobile phone and address Customers with informed Mobile and Penetration (%) x2 Customers with informed and Penetration (%) x3 46% 62% 69% 73% 27% 44% 54% 61% (USA not included) 8

10 Omnichannel strategy to lead the change Trends Plans Lead the Change Customer Digitalization Digitalization Plan Customers use digital channels in a simple and convenient way Demand of native services in channels Channel Development Customers receive a complete, contextual and native product / service value proposition Omnichannel Customer Omnichannel Experience Transformation Plans Customers move within channels in a seamless and consistent way 9

11 Digitalization Plan Action plan based on global drivers Protocols Every new client is born digital Digitalization in the moment of truth with the customer Take advantage of the moment Processes Promote Enrollment through All Channels Knock down Security Barriers Make it simple Advantages Differentiated Pricing Strategy Digital services with a differential value Advantages offering Campaigns Massive Digitalization Keep up with your commercial and Marketing campaigns Cause the movement Incentivation Digitalization Incentives for the Sale Force Encourage employees to use Digital Channels 10

12 Channel Development Digital Channels: New web launches and corporate models New Web Launches: Spain USA Mexico South America Corporate Model for LOBs and Segments: SMEs Consumer Finance Insurance 11

13 Channel Development Digital Channels: New generation of mobile banking Mobile First : Mobile Solution by Platform and Country 12

14 Channel Development Branch & ATM, Contact Center & Field Sales Forces Branch: Hub & Spoke to ensure flexibility ATM: From transaction oriented to full channel choice Contact Center: Boost sales and service Remote manager Integration in the omnichannel experience Field sales forces : Digitalization and industrialization of sales 13

15 Omnichannel Experience as a qualified multichannel experience From Multichannel to Omnichannel Customer perceives multiple touch-points Customer perceives a consistent experience (the brand), no matter which channel is using Consistent Experiences Multiple touch-points with connectivity gaps Seamless experience across channels in the customer journey Seamless Journeys Customer finds limited choice in digital channels Customer has the ability to choose any channel, anytime, anywhere Full Channel Choice 14

16 Omnichannel Experience transformation plans 0 Client segments: Business science behind the curtain Apply advanced analytics to target meaningful client segments and better fulfill their needs 1 Value proposition: 2 Touchpoint experience: 3 Compelling customer Front line that thinks proposition customer first Develop simple, customizable and bundled banking products Ensure streamlined, automated and high quality processes Cross channel orchestration Well-grooved minijourneys Design and deploy consistent relationship models 4 Individual channel capabilities: Constant innovation Continuously improve individual channel capabilities to ensure optimal quality service and easy customer access 15

17 The Transformation into a Digital Bank Multichannel Strategy Retail Banking 17 th September 2013