A little bit about me:

Transcription

1 3/19/2015 BIG DATA, little data, Any Data A little bit about me: Jesse Boyer, CEO 20+ years of credit union experience 3 different credit unions 1st completely digital credit union 2 vendors/suppliers A Canadian, 4 boys and a Great Dane 1

2 Why should you care about what I am going to share What do all of these things have in common? 2

3 What About Us? How are you currently communicating to your members? 3

4 Growth in Digital Device Ownership Source Carlisle & Gallagher; Financial Brand 2015 Channel Preferences 60% to 70% of sales still occurring in the branch 59% of people now own three devices that they regularly use 52% of consumers are doing more mobile banking than two years ago. 55% of Americans access mobile banking 2-3 times a week and 26% accessing mobile banking 4+ times a week Multiple channels to take advantage of online and in the branch 4

5 Focusing on Omni-Channels Consumers expect a seamless, real-time, consistent, and engaging experience in all their banking channels. Preferred Banking Method: Omni Channel 5

6 Mobile phones, tablets and phablets, Oh my! Source:Google Rise of the Phablet (Phone Tablet) Recent upsurge of phablet purchases and usage among all demographic groups. Because iphone 6 Plus & mobile video viewing popularity 46% of U.S. consumers are more likely to conduct mobile banking due to larger devices, such as a phablet. Predicted to have 30% of the market share by 2020 Source: Bain & Company at BAI Retail Delivery 2014 Heavy digital customers are more loyal and hold more products with their FI. Focusing on the future member: Gen Y Today, there are roughly 75 million consumers between the ages of 18 and 34 in the U.S. Millennials are the most educated generation in U.S. history Half of Millennials consider their bank no different than other banks. Because of the 2007 recession, the four biggest bank brands are among the least loved by Millennials. More than 70% of Millennials have used mobile services within the last 12 months vs. only 40% for the remaining adult population. Around 94% of Millennials are active users of online banking. Millennials are technology natives, meaning that they have never experienced a world without social media or smartphones 6

7 Break through the noise How often do Millennials go into their primary financial institutions branch? 56% 17% 16% 11% How Less than do we relate once a month Once a month Once a week to Gen Y Not since opening their account 49% 23% Percent of Millennials that primarily bank on their computer or smartphone. 63% 37% Still bank where they did in college 57% 43% Still bank where their parents do Of those who haven t changed since college: Switched from their college FI Chose a different FI from parents before or after college According to The Banking Habits of Professional Millennials, a Bank Clarity Report 7

8 Consumers Expectations Current Shortcomings Members needs vs. being sold to Lacking Personalization Data overload Tailoring Interactions Using data to: Zero in on members pain points & goals. Understanding preferred channel Give real-time offers, advice The foundation for building members trust comes in the form of relevant data Using Data for Targeted Marketing 8

9 Breaking Members down by Life Stages Older Singles: Term Savers Retired couples: Income Bonds Empty Nesters: Financial Planning Middle-aged families: Mortgages, Pensions Single/Couples, no kids: 1st time buyers, loans Starting out: Young Saver, Account Holder Demographic Shortcomings They don t explain: brand preference product purchasing innovation adoption channel use technology uptake. Members today are: better educated more individualistic more marketing literate more influenced by the convenience of new channels and product offers How the customer saves, spends, and transacts is a much more powerful determinant of future financial product purchase and use patterns than the demographic profile of a customer. -Jim Marous, Financial Brand 9

10 Strategic Segmentation Mass Market Mass Affluent Upper Affluent Geo-demographic Parameters Financial Parameters Profession Marital Status Response to Marketing Access Channel Age Region Personal Preferences Product/Channel Preference Preferred Payment Method Assets Credit Rating Liabilities Financial Potential Assets at another FI Equipment Rate Financial Review Business Owner Behavioristic Attitude Generational Life Stage Profile: Entrepreneur Age: Tendencies: Financial Complexity Profile: Donors Age: Tendencies: Like to give donations Profile: Young family Age: Tendencies: looking for a mortgage Profile: Student Age: Tendencies: Simple transactions Premium Retired General Young Students Marketing Segmentation I pay the bills I m moving I m moving 300 miles away for school Loan Promotion First Home Classes Youth Account Online Banking Mobile App Home Loans Auto Loans Youth Account Youth Account Wealth Management Online Bill Pay Small Business Loans Knowing who to target for a product in a household 10

11 Using data to cross-sell current customers 66% Properly Targeting Engaged Customers 22% The offer could have applied to any customer Fully Engaged Customers Not Fully Engaged 41% 17% The offer was annoying or intrusive 53% 46% Already had product with primary bank Why cross-selling is critical It s cheaper than acquisition It improves retention, dramatically. 1 product members stay for 18 months on average 3 products, 6.8 years It increases wallet share. It broadens your profit base. It s a now opportunity Source: 2013 Gallup U.S. Retail Banking Survey Setting Sales Goals 5 steps to Effective Cross-selling Using your data to set up a realistic sales goals and target segmented groups of members. 1. Know your members 2. Measure what they ve already bought 3. Determine your best cross-sell targets 4. Set realistic goals for each channel 5. Go for gold. 11

12 Strategies to increase sales today 1. Proactively target your member groups 2. Package a limited set of products that are easy to understand and communicate to specific member segments. 3. Utilize multiple points of contact, channels, and whatever other opportunities exist for getting the cross-sell message in front of the member 4. Encourage member referrals and cultivate advocates 5. Be creative especially now. Offer incentives. Emphasizing Cross-Selling Both have 28 million OLB customers & around $82B in yearly revenue. In terms of profits, Bank of America has a 10% operating margin, whereas Wells Fargo tops 40%. That s four times the profitability. Wells Fargo is known for cross selling. Go for Gr8. According to Wells Fargo, 86% of all new customers purchase a package of products On average, banks have no more than 10%-15% of new customers purchasing four or more products. If bundling products, personalize the offering to relate to specific members. 12

13 Using this data to get in front of members Opportunities to use data to cross-sell: ATM message, Call Center/Branches, s Mailings, Electronic Brochures, e-statements DigitalMailer s AdEngine: takes customers info and places ad in OLB, website, mobile app and ATM based on products they need Wells Fargo personalized their ATM experience, customized based on customers previous transactions. They also displays ads on the home screen (makes up 30% of the screen) that applies to that account. Using Alerts to Connect If you have alerts, make sure your members know! Use your data to market specific alert opportunities to members who would value the service. Messaging w/i OLB & Mobile Frontline Staff Ad Campaign Branch & ATM Signage ATM Receipts 13

14 Where do we go from here? Taking what we ve discussed to the next level Issues you may be thinking about The number one tool for over 95% of CUs is the Excel spreadsheet. Excel usual means that CUs spend 80% of their time on report preparation and only 20% on the actual analysis needed for decision-making. Often, CUs will purchase additional modules from their core vendor in the hope of achieving some measure of data integration. There are many vendors with analytic solutions focused on specific areas such as loan portfolio analysis or teller efficiency. End goal is to identify tools to integrate all of the data a credit union needs to generate analytics that are broadly meaningful and relevant. 14

15 How we can use data today Where to start? Keep these key points in mind while marching down the path to big data: Technology will be an important tool for mining the data Consumer behaviors across all channels will provide many clues Team members need a wide variety of skills and talents to make sense of the data Data can reveal new business opportunities, and strategic planning is more powerful with the right insights Small steps toward bigger goals will bring impressive results When approaching the idea of Data, remember Recognize that data is not a technology problem. Rather, it s a business opportunity. Prepare your organization to face the data storm that s a whirlwind of data, technology, skills, business models, and economies. Educate your organization s business leaders around both the value and the how-to of making data-driven, fact-based business decisions. 15

16 So you re inspired NOW WHAT?! Know your members preferences Identify ways to personalize their experience(s) Start with data you already have Approach it in bite-size chunks & identify some smaller steps Assess your readiness to formalize data analytics Take Action! Any Questions? Jesse Boyer 16