NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
Managing customer experience in a multichannel world
1. 1
Managing customer experience in a
multichannel world
BancoSabadell
Pol Navarro – Head of Direct Channels and Innovation, Banco Sabadell
Rome, October 2010
EFMA’s Multichannel Congress
2. 2
Banco Sabadell
4th largest banking group
in Spain
Focused on commercial banking
More than 1.500 branches and
2.5 million customers (*)
(*) After Banco Guipuzcoano integration
3. 3
How is the customer of tomorrow?
Customers are
permanently online
Penetration of
mobility (+100%)
“Social networked”
Mobile, Internet and
TV convergence
Phones with more
and more capabilities
4. 4
Customer experience / lifecycle
Service
Listen
Communicate
Engage
Sales
New digital
environment
5. 5
Customer experience / lifecycle
Service
Listen
Communicate
Engage
Sales
New digital
environment
6. 6
Direct branch – Customer service
24x7 1
Available
24 hours a day,
7 days a week
Resolving any
service enquiry
in max 1 hour
Through the
channel
selected by
the customer
7. 7
Direct branch – Customer service on twitter
First Spanish bank using twitter as customer service channel
13. 13
BS Mobile – High usage by our customers
Most used phones
iPhone
63%
BlackBerry
16%
Nokia / Android
13%
Active users
2010
10% of online
banking customers
Target 2011
30% of online
banking customers
14. 14
Customer experience / lifecycle
Service
Listen
Communicate
Engage
Sales
New digital
environment
15. 15
Listen to your customers and employees
More than 2.500 ideas generated by our customers and employees
16. 16
Customer experience / lifecycle
Service
Listen
Communicate
Engage
Sales
New digital
environment
18. 18
More Time Spent Social
Networking Than on Email
(source: Nielsen Online)
YouTube and other online video
sites are stealing viewers away
from TV in the UK
(source: BBC)
Where are your customers?
19. 19
Video content is the king
Channel with more views thanks to Pep Guardiola’s commercial “Making Of”
20. 20
Video content is the king
Resumen actividad 30 días 24 h Incremento
Visitas Sala de Prensa 1.160 289 x 7
Imágenes vistas 3.850 405 x 3
Videos vistos 2.527 23.904 x 284
Comentarios twitter 30 94 x 94
Comentarios facebook 15 26 x 52
22. 22
Customer experience / lifecycle
Service
Listen
Communicate
Engage
Sales
New digital
environment
23. 23
Customer acquisition through online channels
Decides to open a new
account with the bank
Notified of his
local branch
NEW
CUSTOMER
3
1
Account opening form
fullfillment
2
BRANCH
New contract signature
Cross-selling of products
5
DIRECT
BRANCH
Follow-up of the new
customer (e-mail / call)
New customer setup
4
Impacts
24. 24
Customer acquisition through online channels
Customer acquisition
2010
3% of customer
acquisition online
Target 2011
10% of customer
acquisition online
Service transactions
2010
75% of service
transactions online
Target 2011
90% of service
transactions online
25. 25
Thanks!
Thanks for your attendance
Pol Navarro Gonfaus
Head of Direct Channels and Innovation
NavarroP@bancsabadell.com
@polnavarro