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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
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
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
Customer experience / lifecycle
Service
Listen
Communicate
Engage
Sales
New digital
environment
5
Customer experience / lifecycle
Service
Listen
Communicate
Engage
Sales
New digital
environment
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
Direct branch – Customer service on twitter
 First Spanish bank using twitter as customer service channel
8
Mobile usage growth
9
BS Mobile – Our mobile banking service
 First European bank with an iPad mobile banking app
10
BS Mobile – Strong promotion of the service
11
BS Mobile – Strong promotion of the service
12
BS Mobile – Strong promotion of the service
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
Customer experience / lifecycle
Service
Listen
Communicate
Engage
Sales
New digital
environment
15
Listen to your customers and employees
 More than 2.500 ideas generated by our customers and employees
16
Customer experience / lifecycle
Service
Listen
Communicate
Engage
Sales
New digital
environment
17
Where are your customers?
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
Video content is the king
 Channel with more views thanks to Pep Guardiola’s commercial “Making Of”
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
21
Engage your audience
22
Customer experience / lifecycle
Service
Listen
Communicate
Engage
Sales
New digital
environment
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
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
Thanks!
Thanks for your attendance
Pol Navarro Gonfaus
Head of Direct Channels and Innovation
NavarroP@bancsabadell.com
@polnavarro

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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
  • 9. 9 BS Mobile – Our mobile banking service  First European bank with an iPad mobile banking app
  • 10. 10 BS Mobile – Strong promotion of the service
  • 11. 11 BS Mobile – Strong promotion of the service
  • 12. 12 BS Mobile – Strong promotion of the service
  • 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
  • 17. 17 Where are your customers?
  • 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