Does Your Payment Strategy Really Enhance. 1. Your Customer Loyalty? 2. Your Community Engagement?

Transcription

1 Does Your Payment Strategy Really Enhance 1. Your Customer Loyalty? 2. Your Community Engagement?

2 Do Your Bank s Corporate Social Responsibility Initiatives Play Any Role in Enhancing Your Customer Loyalty? 2. Your Community Engagement?

3 Payment Strategy to Customer Loyalty Can Your Reward Programs Really Drive Loyalty? Most are similar, easily duplicated & drive a high cost Durbin eliminated economics of rewards on debit Yet Reward Programs are a minimum with many customers Is Payment Innovation Driving Loyalty? Amazing new innovation in payments with Mobile A massive investment to keep up but your customers expect you to with failure resulting in disloyalty Can you really differentiate in this space versus your competitors? For Most Banks Customer Experience has likely become the central part of your Bank Strategy and your Payment Strategy 3

4 The CSR Challenge Investments in CSR activities are under scrutiny. Boards and Shareholders are increasingly demanding that outcomes from these investments be measured to understand if and how they positively impact the profitability of the firm Does Your Bank s CSR contribute to profit? Is it connected to your products, services & customer experience? Are your customers aware, or even care about, the organizations your CSR supports? Does your CSR go beyond the Community Reinvestment Act Does it drive Customer Loyalty? 4

5 Consumer Insights Consumers patronize the company because they see personal benefits from the CSR initiatives and because the initiatives resonate with their own values. Advertising Age "Of the consumers in our study who said they have a brand relationship, 64% cited shared values as the primary reason. That's far and away the largest driver. Harvard Business Review When we asked our Twitter community if they are more loyal to brands that are socially conscious, they answered with a resounding YES. Making a Difference for Customer Relationships-by Loyalty360 If CSR is lip service and not lived internally, then at best it is a waste of marketing dollars and at worst, a PR crisis waiting to happen. Clark Passino, VP & Principal, IRI Worldwide 5

6 The Challenge I. Can you make a personal connection with your Credit & Debit Card programs to create shared value with your customer and bring to life your CSR strategy? II. Can you align customer loyalty, community engagement and payment innovation? 6

7 Help is on the way! ChangeIt is harnessing the rapid shift from cash to electronic payment technologies......to make charitable giving a part of every person s everyday purchases! Supporting the customers favorite causes! 7

8 How it Works An automated way to round up electronic payments creating Virtual Spare Change, and automatically directing this Virtual Change to your customers favorite charities! No POS Intervention No change to receipt Vendor Independent 1. Customer spends $3.82 on a large specialty coffee with their favorite payment card. 2. $0.18 is rounded up based on set rounding preferences in the form of Virtual Change. 3. This $0.18, and other monthly roundups, are accrued and forwarded directly to the customer s favorite charities as one aggregate amount each month. 8

9 How it Works 9

10 BMO Financial Group: Case for Launch The key was a more personal & emotional connection to the customer. 1. ChangeIt aligned well with the Marks of a Winning CSR Strategy I. Engaging and interactive II. Part of the brand promise III. Clearly and repeatedly communicated IV. Logical extension of core competencies 2. ChangeIt s business & technology model was a low cost way to achieve improved loyalty, tighter connections with the community, and position us to achieve clear business benefits. 10

11 $50 Max I. Engaging & Interactive The bank branded Personal Giving Portal engages our customers through online & mobile. Thank you for enrolling in ChangeIt and supporting the causes that matter to you. Just use your BMO MasterCard as usual and you will begin supporting your favourite charities with each purchase and get a tax receipt for every penny you give! Your purchases will be rounded up daily throughout the month. At the end of each month you will be notified via with your monthly donation total. THE HOSPITAL FOR SICK CHILDREN $ Manage charity selections Adjust rounding preferences One-time donations Donation & tax receipt reports Celebration messaging Social media sharing Tier 1 customer support Branding customization $0 Min ROUND-UPS ONE-TIME DONATIONS ANNUAL DONATION REPORTS 11

12 I. Engaging & Interactive Customer communications highlight the Bank through monthly celebrations ongoing Shared Values reinforcement 12

13 II. Brand Promise We re Here to Help Full personal choice PLUS the ability to feature BMO s strategic charities, creates a fully branded customer experience to help drive value for our national or local charity partners. Thank you for enrolling in ChangeIt and supporting the causes that matter to you. Just use your BMO MasterCard as usual and you will begin supporting your favourite charities with each purchase and get a tax receipt for every penny you give! Your purchases will be rounded up daily throughout the month. At the end of each month you will be notified via with your monthly donation total. THE HOSPITAL FOR SICK CHILDREN 13

14 III. Clearly & Repeatedly Communicated 33 Million positive media impressions in first 60 days 14

15 IV. Logical Extension of Core Competencies Innovative Patent + Trusted Platform Process Patent Creates innovation Any electronic payment platform including Debit, Credit, & Mobile FI Integration User Experience & Partner Portals Technical Integration Partnership Integration agreement with TSYS, as well as other solutions - NO technology build for the bank. Trusted solution low risk Workflow & Processes Data Management ChangeIt Technology Platform Process Patent 15

16 Clear Business Value & Low Cost. Drive Customer Retention & Increased Card Spending More Favorable Impression 48% of Credit Union customers had a more favourable opinion of their FI after joining ChangeIt. Increased Card Spend: ChangeIt participants at Credit Unions increased their debit card transactions an average of 10% Cost to Implement: BMO was able to implement with NO technology changes a HUGE Win. Focused our resources marketing through existing lower cost communication channels to our customers. 16

17 and Strong Consumer Interest The Interested group was provisional that there are controls on the amounts & can stop participating any time. ChangeIt offers the customer the ability to: set a monthly maximum; to opt out at any time; and track the receipting process. 17

18 Summary Improved retention plus increased spend on card delivered at a low cost Positive brand impression from charity partnerships and advertising Favorable media coverage nationally and locally Adds a powerful message to CSR statements Clear shared value connection with the customer the key to driving Customer Loyalty 18

19 Shared Value with your Customers Small Change. Big Difference. Booth: 309 Mike Kitchen, CEO, ChangeIt Nick Mastromarco, Director, BMO Financial