OMNI-CHANNEL BRAND DESIGN IN BANKING JON BLAKENEY I -AM, Group - - PowerPoint PPT Presentation

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OMNI-CHANNEL BRAND DESIGN IN BANKING JON BLAKENEY I -AM, Group - - PowerPoint PPT Presentation

Jul 12, 2023 275 likes •1.08k views

OMNI-CHANNEL BRAND DESIGN IN BANKING JON BLAKENEY I -AM, Group MD London Istanbul Mumbai Dubai THE BRAND EXPERIENCE PEOPLE London Istanbul Mumbai Dubai brand experiences WE DESIGN AND DELIVER 360 BRAND EXPERIENCES THAT DELIGHT

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SLIDE 1

OMNI-CHANNEL BRAND DESIGN IN BANKING

London Istanbul Mumbai Dubai

JON BLAKENEY

I

  • AM, Group MD
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SLIDE 2

London Istanbul Mumbai Dubai

THE BRAND EXPERIENCE PEOPLE

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SLIDE 3 brand experiences

WE DESIGN AND DELIVER 360° BRAND EXPERIENCES THAT DELIGHT CUSTOMERS, BUILD ADVOCACY AND DRIVE BUSINESS PERFORMANCE.

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SLIDE 4 brand experiences

RESEARCHERS & ANALYSTS BRAND STRATEGISTS RETAIL CONSULTANTS UX CONSULTANTS ARCHITECTS 3D DESIGNERS GRAPHIC DESIGNERS ARTWORKERS PROJECT MANAGERS DIGITAL DESIGNERS WEB AND APP DEVELOPERS PRODUCT DESIGNERS COPYWRITERS MARKETING STRATEGISTS PRODUCTION MANAGERS

LONDON ISTANBUL DUBAI MUMBAI

55 45 15 5

Who we are

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SLIDE 5 brand experiences

WHAT DOES OMNI CHANNEL MEAN?

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SLIDE 6 brand experiences

OMNI-CHANNEL EXPERIENCE TECHNOLOGY CUSTOMER SERVICE BANK BRAND

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SLIDE 7 brand experiences

CHANNEL STRATEGY EVOLUTION

SINGLE MULTI CROSS OMNI

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SLIDE 8 brand experiences

FACT

CUSTOMERS SWITCH BETWEEN CHANNELS TO GET SERVED THROUGHOUT THE DAY

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SLIDE 9 brand experiences

FACT

98%

MOVE BETWEEN DEVICES THAT SAME DAY

90%

USE MULTIPLE SCREENS SEQUENTIALLY TO ACCOMPLISH A TASK OVER TIME

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SLIDE 10 brand experiences

We believe that

(USER) EXPERIENCE IS EVERYTHING!

Source: Usability is Good Business, 1999

A typical return is anywhere between $10 and $100 for every $1 spent on user experience - a rather staggering figure.

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SLIDE 11 brand experiences

IT’S ACTUALLY ALL ABOUT

UX

USER EXPERIENCE

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SLIDE 12 brand experiences

HOW WILL AN OMNI-CHANNEL BRAND EXPERIENCE BENEFIT BANKS?

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SLIDE 13 brand experiences

SINGLE VIEW OF THE CUSTOMER

Personal info Finance history Banking preferences Likes & Dislikes Transaction frequency Loyalty rewards

SINGLE VIEW OF DATA

Branch Web site Applications POS E-Commerce Mobile commerce Marketing & Sales Call center Social media sites Retailers

Omni-Channel: For bankers

SILE VIEW OF THE BANK CUSTOMER AND DATA

BANK / BRAND

+

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SLIDE 14 brand experiences

THE EXPERIENCE FACTOR

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SLIDE 15 brand experiences

THE EXPERIENCE FACTOR THE STRONGEST CONNECTIONS WITH A BRAND ARE BUILT THROUGH EMOTIONAL BONDS

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SLIDE 16 brand experiences

THE EXPERIENCE FACTOR THE STRONGEST CONNECTIONS WITH A BRAND ARE BUILT THROUGH EMOTIONAL BONDS EMOTIONAL BONDS ONLY DEVELOP THROUGH POWERFUL EXPERIENCES

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SLIDE 17 brand experiences

THE GOOD NEWS...

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SLIDE 18 brand experiences

THE GOOD NEWS...

OF CUSTOMERS ARE READY TO PAY MORE FOR A BETTER CUSTOMER EXPERIENCE

81%

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SLIDE 19 brand experiences

THE GOOD NEWS...

OF CUSTOMERS ARE READY TO PAY MORE FOR A BETTER CUSTOMER EXPERIENCE OF BUYING EXPERIENCES ARE BASED ON HOW THE CUSTOMER FEELS THEY ARE BEING TREATED

70% 81%

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SLIDE 20 brand experiences

ACCORDING TO A DELOITTE STUDY,

OMNI-CHANNEL CUSTOMERS SPEND 93% MORE PER TRANSACTION THAN CUSTOMERS THAT ONLY SHOP ONLINE

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SLIDE 21 brand experiences

SIMILARLY, OMNI-CHANNEL CUSTOMERS SPEND

208% MORE PER TRANSACTION THAN THOSE THAT ONLY PURCHASE IN STORE

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SLIDE 22 brand experiences

HOWEVER, ANY OMNI-CHANNEL BANK EXPERIENCE IS ONLY AS STRONG AS ITS WEAKEST PART

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SLIDE 23 brand experiences

Branch Online Banking Bank Website Call Center Customer Care

Service simulations & ustomer journey maps

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SLIDE 24 brand experiences

WHAT DO BANK CUSTOMERS EXPECT FROM AN OMNI CHANNEL EXPERIENCE?

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SLIDE 25 brand experiences

SINGLE VIEW OF THE BANK ACROSS ALL CHANNELS

Branch E-Commerce Call center Media TV Social media sites Website Mobile commerce Kiosk mPOS

Omni-Channel: For customers

MANY CHANNELS. MANY JOURNEYS. BUT ONE BANK BRAND.

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SLIDE 26 brand experiences

WHY OMNI CHANNEL? BECAUSE CONSUMERS BANK

ANYTIME ANYWHERE ANYHOW ANY DEVICE

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SLIDE 27 brand experiences

FACT

AND THEY EXPERIENCE A BRAND NOT CHANNELS OF A BRAND

BRANCH SMART PHONE LAPTOP /TABLET CALL CENTER

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SLIDE 28 brand experiences

SINGLE VIEW OF THE RETAILER ACROSS ALL CHANNELS

Store E-Commerce Returns anywhere Same price everywhere TV Social media sites Fulfillment anywhere Mobile commerce Kiosk mPOS

Omni-Channel: For customers

MANY CHANNELS. MANY JOURNEYS. BUT ONE BRAND.

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SLIDE 29 brand experiences

HOW DO YOU CREATE OMNI-CHANNEL BRAND EXPERIENCE CONSISTENCY?

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SLIDE 30 brand experiences

RIGHT

RHYTHM AWARENESS IMAGINATION DAYDREAMING COLOUR DIMENSION

BUT I LOVE THIS ONE LEFT

WORDS LOGIC NUMBERS SEQUENCE LINEARITY ANALYSIS

THIS ONE IS CHEAPER

THOUGHT PROCESS

The brain

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SLIDE 31 brand experiences

Perception

WE ARE ALL HUMAN WE ARE ALL SENSUAL

SMELL SIGHT SOUND TOUCH TASTE

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SLIDE 32 brand experiences

MISSION COMPETITION TARGET INSIGHT ESSENCE TONE

CONTEXT BRAND EXPRESSION BRAND POSITIONING

  • BENEFITS
  • LOOK
  • VISION
  • VALUES
  • PROOF
  • PERSONALITY
  • Brand Key
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SLIDE 33 brand experiences

CUSTOMER FLOW MOMENTS OF TRUTH DATA & TECHNOLOGY MARKETING BRAND ADVOCACY ENGAGEMENT & EVENTS CUSTOMER JOURNEY FORMAT STRATEGY DIGITAL & INTERIOR DESIGN LEADERSHIP MINDSET & BEHAVIOURS ENGAGEMENT & PROCESSES PRODUCT STRATEGY INNOVATION PROPOSITION DEVELOPMENT BRAND STRATEGY, POSITION & DEFINITION VISUAL EXPRESSION APPLICATION & DOCUMENTATION

BRAND IMAGE & IDENTITY PRODUCTS & SERVICES PHYSICAL & VIRTUAL SPACES PEOPLE & CULTURE SALES PROCESSES

360º

BRAND

EXPERIENCE

AWARENESS STRATEGY

Experience mind map

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SLIDE 34 brand experiences BRAND LOYALTY RECOMMENDATION MEMBERSHIP PURCHASE PROCESS ENGAGEMENT UP-SELL
  • 2. ATTRACTION
LOCATION BRAND ENGAGEMENT INTERACTIVE CHECK-IN / WELCOME 24 HOUR LOBBY ASSISTED SERVICE
  • 4. ORIENTATION
  • 3. THRESHOLD
SERVICE AMBASSADOR NAVIGATION SIGNAGE
  • 5. TRANSACTION

FOCUS ON THE TOTALITY OF YOUR OFFER: THE EXPERIENCE YOU OFFER YOUR CUSTOMERS IS ONLY AS STRONG AS THE WEAKEST STEP IN THE JOURNEY

  • 1. AWARENESS
MARKETING ENGAGEMENT & EVENTS WORD OF MOUTH
  • 7. ADVICE
  • 6. WAIT & BROWSE
SELF SERVICE TELLER ENQUIRIES INSPIRATION PROMOTIONS HOSPITALITY
  • 8. DEPARTURE

CUSTOMER JOURNEY

The Banking customer journey

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SLIDE 35 brand experiences

10 8 6 4 2

MAGICAL

EXTRAORDINARY EXPERIENCE ONCE-IN-A-LIFETIME ALWAYS DELIGHTS

ENJOYABLE

COMPETES WITH LEISURE TIME OFTEN DELIGHTS THE OCCASIONAL ‘WOW!’

REWARDING

OFTEN EXCEEDS EXPECTATIONS PROMPTS ADVOCACY WORTH PAYING MORE FOR

FUNCTIONAL

WORKS MOST OF THE TIME CUSTOMER USUALLY SATISFIED RARELY EXCEEDS EXPECTATIONS

DYSFUNCTIONAL

OFTEN DOES NOT WORK ENDURED RATHER THAN ENJOYED WILL NOT ADVOCATE

DAMAGING

ANNOYING WILL NEVER RETURN CAUSES NEGATIVE ADVOCACY

Experience Gauge

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SLIDE 36 brand experiences

TRENDS IN 360º

5 KEY TRENDS IN OMNI-CHANNEL BRAND EXPERIENCES

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SLIDE 37 brand experiences

01

CREATE COMPLIMENTARY EXPERIENCES

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SLIDE 38 brand experiences

BLEND DIGITAL WITH PHYSICAL RESPOND TO MOBILITY SYNCHRONIZE AND INFORM ORCHASTRATE ELEMENTS

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SLIDE 39

01 Create Complementary Experiences

brand experiences

FUELFOR INLINE APP

BLENDING DIGITAL WITH PHYSICAL

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SLIDE 40

01 Create Complementary Experiences

brand experiences

FUELFOR INLINE APP

BLENDING DIGITAL WITH PHYSICAL

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SLIDE 41 brand experiences

Pick the branch digitally

  • r

Get Q number

# 92

12:30 - 12:40

# 92

12:30 12:40

Follow Q number

# 92

12:30 12:40

Get served

# 92
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SLIDE 42 brand experiences

02

PROMOTE CONSISTENCY ACROSS CHANNELS

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SLIDE 43 brand experiences

MAKE CONTENT ACCESSIBLE PROVIDE CONSISTENT STRUCTURES HONOR DEVICE SPECIFIC NEEDS HARMONIZE VISUAL QUALITIES

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SLIDE 44 brand experiences

FACT

FACT

31%

OF ALL MOBILE SURFERS ARE ‘MOBILE-PRIMARY’ USERS

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SLIDE 45 brand experiences

TWITTER

PROVIDE CONSISTENT STRUCTURES (INFORMATION ARCHITECTURE)

02 Promote Consistency across channels

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SLIDE 46 brand experiences

02 Promote Consistency across channels

MASHABLE

HARMONIZE VISUAL QUALITIES

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SLIDE 47 brand experiences

03

MATCH OFFER WITH CONTEXT

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SLIDE 48 brand experiences

MATCH DEVICE WITH ACTIVITIES PROVIDE CONTEXTUAL OFFERS

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SLIDE 49 brand experiences

SIMPLE BANK

PROVIDE CONTEXTUAL OFFERS

03 Match offer with context

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SLIDE 50 brand experiences

MOBILE CHECKLISTS WHILE COLLECTING REQUIRED DOCUMENTS

OPPORTUNITY

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SLIDE 51 brand experiences

USAA VOICE BANKING

PROVIDE CONTEXTUAL OFFERS

03 Match offer with context

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SLIDE 52 brand experiences

LOLA FROM BBVA

PROVIDE CONTEXTUAL OFFERS

03 Match offer with context

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SLIDE 53 brand experiences

SIMPLE BANK

PROVIDE CONTEXTUAL OFFERS

03 Match offer with context

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SLIDE 54 brand experiences

COMMONWEALTH BANK

PROVIDE CONTEXTUAL OFFERS

03 Match offer with context

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SLIDE 55 brand experiences

04

UTILIZE ECOSYSTEMS

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SLIDE 56 brand experiences

INTEGRATE BEST SERVICES TRANSACTIONS VIA SOCIAL UTILIZING SOCIAL DATA EFFORTLESS BANK OFFERS

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SLIDE 57 brand experiences

COSYSTEMS

SIMPLE BANK MOBILE APP

INTEGRATE BEST-IN-CLASS SERVICES

04 Utilize ecosystems

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SLIDE 58 brand experiences

DWOLLA

TRANSACTIONS VIA SOCIAL CHANNELS

04 Utilize ecosystems

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SLIDE 59 brand experiences

MOVEN BANK

UTILIZING SOCIAL DATA

04 Utilize ecosystems

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SLIDE 60 brand experiences

SQUARE

EFFORTLESS BANK OFFERS

04 Utilize ecosystems

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SLIDE 61 brand experiences

GOOGLE WALLET

EFFORTLESS BANK OFFERS

04 Utilize ecosystems

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SLIDE 62 brand experiences

05

HUMANIZE & PERSONALIZE

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SLIDE 63 brand experiences

HUMANIZE THE DIGITAL ONE FACE FOR ALL REMOTE ACCESS TO ADVICE ENGAGING INFORMATION FORMAT PERSONALIZED ADVICE

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SLIDE 64 brand experiences

SIMPLE BANK

HUMANIZE THE DIGITAL

05 Humanize & Personalize

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SLIDE 65 brand experiences

SHERPAA

ONE FACE FOR ALL INTERACTION CHANNELS

05 Humanize & Personalize

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SLIDE 66 brand experiences

SHERPAA

REMOTE ACCESS TO IN-DEPTH ADVICE

05 Humanize & Personalize

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SLIDE 67 brand experiences

UBANK - PEOPLE LIKE U

PERSONALISED ADVICE

05 Humanize & Personalize

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SLIDE 68 brand experiences

AND... WHO IS LEADING THE FIELD IN OMNI CHANNEL?

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SLIDE 69 brand experiences

Case Study

BURBERRY

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SLIDE 70 brand experiences
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Case Study

AUDI

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Case Study

ODEA BANK

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IS THE FUTURE OMNI-CHANNEL?

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SLIDE 76 brand experiences

OMNI CHANNEL EXCELLENCE: IT IS EXPENSIVE, LONG, DIFFICULT, ENERGY CONSUMING, BUT ULTIMATELY ESSENTIAL...

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SLIDE 77 brand experiences

MY 5 TIPS TO SUCCESS

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SLIDE 78 brand experiences

My 5 tis to Omni-Channel success

01 CREATE COMPLMENTARY EXPERIENCES 02 PROMOTE CONSISTENCY ACROSS CHANNELS 03 MATCH OFFER WITH CONTEXT 04 UTILIZE ECOSYSTEMS 05 HUMANIZE AND PERSONALIZE

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SLIDE 79

i

  • amonline.com

Jon Blakeney

QUESTIONS

THANK YOU!