7/25/2017 CHANNEL DELIVERY FOR TOMORROW. james marshall cooperative trust manager

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1 CHANNEL DELIVERY FOR TOMORROW Louisiana Credit Union League Annual Convention July 2017 James Marshall MEET YOUR PRESENTER james marshall cooperative trust manager 1

2 MEET YOUR PRESENTER james marshall cooperative trust manager SOCIAL MEDIA 4 2

3 FILENE RESEARCH INSTITUTE OUR SILVER ANNIVERSARY 3

4 OUR MEMBERS MAKE IT HAPPEN Member experience & Channel Delivery 4

5 How do people choose? COMPETITIVE LANDSCAPE WHY DO MEMBERS CHOOSE? 5

6 COMPETITIVE LANDSCAPE THEN AND NOW Mirror What does this mean for You? 6

7 Competitive landscape RESEARCH PREFERENCES ONLINE OPENING PREFERENCES 7

8 ACTIVITIES PRIOR TO OPENING Mirror What does this mean for your credit union? 8

9 COMPETITIVE LANDSCAPE WHY DO MEMBERS CHOOSE? INFORMATION VS. TRANSACTIONS 9

10 HOW DO MEMBERS TRANSACT? HOW DO MEMBERS TRANSACT? 10

11 34% of mobile owners use smartphone as primary internet device Source: Pew Research Center, % of use smartphone as primary internet device Source: Pew Research Center,

12 Source: KPCB, 2014 First, multi purpose web apps then multi purpose mobile apps now single purpose = there s an app for that 12

13 31% Super Tech Adopters Source: Gallup, % Smartphone Reliants Source: Gallup,

14 22% Mature Technophiles Source: Gallup, % Tech Averse Olders Source: Gallup,

15 31% Super Tech Adopters 19% Smartphone Reliants 22% Mature Technophiles 28% Tech Averse Olders Source: Gallup, 2013 Making smart channel choices 15

16 MAKING SMART CHANNEL CHOICES FACE-TO-FACE VS. BIT-TO-BIT Employees are not always the best for cross selling digital channels can be better 1. Where is my money? 2. How am I doing? 3. What should I be doing? MAKING SMART CHANNEL CHOICES FACE-TO-FACE VS. BIT-TO-BIT Situationally aware banking apps will help members make financial/spending decisions 16

17 MAKING SMART CHANNEL CHOICES FACE-TO-FACE VS. BIT-TO-BIT MAKING SMART CHANNEL CHOICES FACE-TO-FACE VS. BIT-TO-BIT 17

18 MAKING SMART CHANNEL CHOICES MOBILE AS THE NEXUS MAKING SMART CHANNEL CHOICES MOBILE AS THE NEXUS 18

19 MAKING SMART CHANNEL CHOICES +BRANCH IS HERE TO STAY MAKING SMART CHANNEL CHOICES +BRANCH IS HERE TO STAY Opened their most recent account at a branch Performed a branch transaction in latest month 74% 59% 2012, N=12,000 19

20 MAKING SMART CHANNEL CHOICES +BRANCH IS HERE TO STAY Branch location most important variable for choosing FI Opened online but said branch location drove decision 52% 27% 2012, N=12,000 MAKING SMART CHANNEL CHOICES +BUT NOT THE SAME BRANCH 20

21 MAKING SMART CHANNEL CHOICES + MOBILE AS THE NEXUS MAKING SMART CHANNEL CHOICES +CHANNEL MISMATCH Requesting account information: 30% mismatch between preference and actual use Inquiring about a service charge: 25% mismatch Making a deposit: 16% mismatch Which means that preferences are malleable 21

22 MAKING SMART CHANNEL CHOICES +TRADE-OFFS The numberone obstacle to service excellence is actually an emotional obstacle. A culture that can t bear being bad at something can t have sustained excellence. ~Harvard Business Professor Frances Frei MAKING SMART CHANNEL CHOICES +TRADE-OFFS Beware the vocal visible few 22

23 MAKING SMART CHANNEL CHOICES + BUILDING YOUR CHANNEL PERSONA Incentives for the desired behavior MAKING SMART CHANNEL CHOICES + BUILDING YOUR CHANNEL PERSONA Set positive defaults to encourage preferred channels 23

24 MAKING SMART CHANNEL CHOICES + BUILDING YOUR CHANNEL PERSONA Provide a technology concierge MAKING SMART CHANNEL CHOICES + CHANNEL VALUE PYRAMID High Value Transactions / Advice Low Value Transactions Information 24

25 MAKING SMART CHANNEL CHOICES + HIGH-VALUE TRANSACTIONS / ADVICE 75% of consumers prefer a branch Open or close an account Apply for a loan Seek financial advice MAKING SMART CHANNEL CHOICES + HIGH-VALUE TRANSACTIONS / ADVICE Most prefer branch or call center Complaints / disputes Service inquiries 25

26 MAKING SMART CHANNEL CHOICES + LOW-VALUE TRANSACTIONS Deposits Balance inquiries Money transfers Statements and bills MAKING SMART CHANNEL CHOICES + INFORMATION Research new products Request loan payoff amounts Alerts Balance inquiries 26

27 MAKING SMART CHANNEL CHOICES + CHANNEL VALUE PYRAMID High Value Transactions / Advice Low Value Transactions Information MEMBER EXPERIENCE WHY DO MEMBERS CHOOSE? 27

28 MEMBER EXPERIENCE MOMENTS OF TRUTH How do you build moments of truth without human interaction? 28

29 MEMBER EXPERIENCE GOOD FINANCIAL ADVICE MEMBER EXPERIENCE GOOD FINANCIAL ADVICE 29

30 MEMBER EXPERIENCE PROACTIVE/APPROPRIATE PROPOSAL MEMBER EXPERIENCE PROACTIVE/APPROPRIATE PROPOSAL 30

31 MEMBER EXPERIENCE ONLINE ACCOUNT OPENING MEMBER EXPERIENCE ONLINE ACCOUNT OPENING From 64 to 119 From 3.33 to

32 Future of the credit union FUTURE POSSIBILITIES Tiny Lifestyle Techy Video Tellers Community Your assignment: Identify three things that intrigue you What do you notice? What don t you notice? Upsides and downsides Work in small groups to build your prototype branch 32

33 THREE BIG TRENDS Redesign branch layout to support sales/service model Invest in low cost designs to supplement or replace existing branch system Invest in extra design to make branches unique, truly branded FUTURE POSSIBILITIES TINY 33

34 FUTURE POSSIBILITIES TINY FUTURE POSSIBILITIES TINY 34

35 FUTURE POSSIBILITIES TINY FUTURE POSSIBILITIES LIFESTYLE 35

36 FUTURE POSSIBILITIES LIFESTYLE FUTURE POSSIBILITIES LIFESTYLE 36

37 FUTURE POSSIBILITIES LIFESTYLE FUTURE POSSIBILITIES VIDEO TELLERS 37

38 FUTURE POSSIBILITIES VIDEO TELLERS FUTURE POSSIBILITIES VIDEO TELLERS 38

39 FUTURE POSSIBILITIES TECHY FUTURE POSSIBILITIES TECHY 39

40 FUTURE POSSIBILITIES COMMUNITY FUTURE POSSIBILITIES COMMUNITY 40

41 FUTURE POSSIBILITIES COMMUNITY FUTURE POSSIBILITIES COMMUNITY 41

42 FUTURE POSSIBILITIES COMMUNITY QUESTIONS? 42

43 THANK YOU! 43

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