Preparing Your CU for 2020: A Definitive Blueprint Sundeep Kapur Digital Credence Transforming Consumer Experiences Across Channels 1
What is Expected in 2020 FI s focused on Millennials Uberization Bye Bye Banks What consumers want Convenience Simplicity Personalization What would you do to get new members? How would you increase share of wallet? Where would you put your next branch? How would you invest in your current infrastructure? What would you do to create an OMNI-channel experience?
Aspirational Lessons From Other Industries Merchandising & Promotions Loyalty & Lifetime Value Retailers & Catalogers Dot Com s Sports & Entertainment Extreme Personalization Aspirational they may be, they all target the same consumer! Transforming Consumer Experiences Across Channels 3
Raiders Tickets One time, season, bundled, box, special Advertising Traditional, new, direct, online, affiliates Merchandise for every occasion Reason, season, lifetime Food & Beverage They want you to tailgate inside the stadium Relational Marketing Because you like this, we think you will like Insight - Unbelievable loyalty & they know their customer segments
Kohl s Loyalty Program Drives continuous engagement Transactional Receipts Convenience & cross-selling Payment Options Credit cards, layaways, tiered discounts OMNI-Channel Walk in traffic, self-serve kiosks, online Employee Training Answers available Insight - Can you imagine your members walking into your branch and just browsing around while waiting to be served?
Amazon Product Selection From large electronics to toothpaste Delivery Home, next day, track-able Ranking Peer reviews that are real Product Development Innovation Kindle, Alexa, Echo Branding Impeccable personalization, cross-selling, & loyalty Insight: 1:1 service that is reliable & trusted
Financial Services Innovation
Transforming Consumer Experiences Across Channels 8
Coastal FCU & Bank of America Remote video conversations with specialists Multi-function devices that are intuitive Real time marketing Personalized interactions Digital receipts (that are faster than paper) Carrying conversations to other channels Speed of execution Insight: Did you really need to come to the machine?
Transforming Consumer Experiences Across Channels 10
Wells Fargo & State Employees FCU (NY) Small branch footprint Bright & inviting Longer hours, fewer resources Interactive & intuitive Digital signage to engage Insight: What is your expertise within the branch? Can you beam in experts? How do you schedule efficiently?
Multi-Channel Engagement Transforming Consumer Experiences Across Channels 12
Real Time Works 100.00% 98.50% 95.76% 90.00% 87.80% PERCENTAGE 80.00% 70.00% 60.00% 50.00% 40.00% Opened within timeframe Clicks/Sent Clicks/Open 44.00% 30.00% 20.00% 20.69% 22.98% 13.17% 10.00% 5.72% 0.00% <3 min <10 min <30 min <24 hours TIMELINE Transforming Consumer Experiences Across Channels 13
HDFC Bank Multi-channel efficiency Three touch transactions that convert Messaging for every occasion Data mining & extreme personalization Using ATM s as a lead source Insight How would you personalize before, during, & after transactions? How would you connect channels?
Transforming Consumer Experiences Across Channels 15
Ally Bank, DCU, & Lending Club Focused on the mobile branch Quick response buttons Online apps, remote deposit, & P2P payments Organized & intuitive Personalized messaging Insight How can you simplify the information collected for account opening, or loan origination? How do you decide how much to invest on the mobile branch?
Transforming Consumer Experiences Across Channels 17
San Antonio CU & Delta Airlines A focus on consumer self service SACU an intuitively designed kiosk for non-cash transactions Delta simplicity at the kiosk, connected to mobile device Paper- less & not paper free transactions Empowered consumer interactions Insight What functionality would you put on a kiosk? Where would you place your kiosk? Would you offer video interaction via the kiosk?
Exploring a Branch Transformation Transforming Consumer Experiences Across Channels 19
Defining Member Journeys Help them stay updated Because they need to get around News & Current Events Auto Contribute to the community Charity/Cause Home A roof over their head Lifestyle Life A good standard of living Business A way to care for the family Helping them grow
Transacting On Social Media Transforming Consumer Experiences Across Channels 21
Preferences & Big Data Branch ATM Call Center Online Collect Data Normalize Data Create Rules Execute Triggers Analyze Results Mobile Direct Mail
Conversing Across Channels Five Step Mantra 1. Recognize Consumer Online 2. Serve Appropriate Message 3. Remember Transaction 4. Leverage Insight 5. Anticipate Mail Third-Party INTEGRATE DIGITAL Email Mobile Transforming Consumer Experiences Across Channels Branch Call Center 23
Branch ATM Call Center Mobile Online Credit Scoring Equifax, Transmission, Experian Preference Manager Advertising Messaging Digital Signage Payments and Processing Network Conducting a Technology Assessment Switch Authentication Personalization Alerts Calculators Security Rules Engine C R M Branch Automation MCIF House holding, Profitability, Predictability, Campaign urgent, Analytics, Modeling, Aggregation Mobile Core Manages transactions, maintain balance, calculates deposits, and loans Online R E C O R D S
Strategic Vision Execution Members Journeys Defining Success - Where do you want to be? Where will you be in the year 2020? What strategies do you use to choose partners, create products, & enhance member share of wallet? Building a strategic plan to create the perfect financial institution Channels Big Data Analysis How do you leverage consumer data, protect information, maintain privacy, yet offer personalization? Channel Mix What channels will you invest in? How will you enhance your physical channels? How will you integrate digital? Employees Branding Payments & Loyalty What are you doing to prepare for the mobile wallet, digital cash, & manage loyalty? Profitability & LTV How do you measure member, product, employee, & channel profitability? Transforming Consumer Experiences Across Channels 25
Uber, Ubered, Uberization Transforming Consumer Experiences Across Channels 26
Bye Bye Banks Create an agile team that leverages technology, process, & people Build to attract consumers Serve to enhance share of wallet Keep testing, analyzing, & sharing results Invest for the long-term
An Avalanche of Innovation Authentication strategies Robots & assisted conversations Click to transact Shopping lists & preferences Intuitive auto-replenishment Loyalty & tier marketing Picking up where we left off Semantic search Empathy from machine learning Transforming Consumer Experiences Across Channels 28
Future Outlook The branch is not going away, modernize it Your payment options have to be OMNI-channel Build affinity by offering personalized relevance, convenient loyalty, & becoming a trusted mentor Competition will be intense Focus on Consumer Journeys
Let s Connect Sundeep Kapur https://www.linkedin.com/in/sundeepkapur Sundeep@DigitalCredence.com 803.479.2549 Transforming Consumer Experiences Across Channels 30