Transforming the Customer Experience

European Retail Banking Conference

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Banking experience in “the old days”

Saving
Store
Access account Personal
Get cash valuable
cash passboo advice
s
k

Source: https://www.facebook.com/thecanberrapage/photos/doing-the-banking-vintage-style-1957-national-archives-of-australia/1828510003856485/ 2
 Banking experience today

Cashles
58% Prefer digital Financia
Transfer s Contact
channels over the branch l
s payment advisor
(32%) overview
s

Image: http://www.tripulous.com/2013/01/150-years-of-the-london-underground-in-pictures/ 3
Danske Bank customer is digital

Physical meetings Omni-channel usage Online access Mobile tendency

Our customers have a Average customer Customer logs in Customer logs into
physical meeting with us calls the bank to desktop solution mobile solution
in every 5 years 2 Times a year 63 Times a year 327 In a year
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There appears to be a strong trend towards mobile banking

Increase in Mobile users Digital customers uses their

since 2016 mobile bank every month

68% 67%

Most used features in the Mobile Bank*

#1 #2 #3 #4
Account & Internal Investment Messages
Financial Transfers Widget (inbox)
Overview
*By page views

Danske Bank Digitalisation Dashboard - Danske Bank Adobe Analytics 5

Moving from key daily features towards enhanced experiences

2010 2016-2019
First mover on Daily banking features
• Checking balance on are baseline
the fly
• Paying bills using the Bank as a utility
camera
• Real time currency
converter

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Customers have a need for financial overview, being in control, and feeling secure

“
Stay on top of spending habits
I am surprised that I can’t tell
you what half of my income is
spent on. They just disappear Understanding of financial data
from my account every month!
That scares me” Delegate practicalities while staying
informed

“ I mean, you already have the

data, so you might as well add
it to the tools, so I can extract
Relevant use of customer data

an overview”
Have “peace of mind” about financials

Source: Danske Bank qualitative research, Apple App Store customer feedback, Red Associates & Cognizant: The Future of Money
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 Staying relevant for “everyone” – broad range of customer segments
Digital offerings

Cutting-edge
expectations
Selected innovative offerings

Meeting
particular needs

Advanced banking needs

Meeting baseline

Basic daily banking needs

Innovation
expectation
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Balancing trade-offs

Trade-off
themes
Focusing all Focusing on
customer segments specific customer
Customer segments
segments

Reactive end-user Proactive end-user

support support
Role of the end-
users

Generating high Low level of

level of digital engagement
Channel engagement (invisible)
activity behaviour
(visible)
Traditional New design
Design approach interface design patterns

Deepening Acquiring new

relationships customers
Customers
with existing
customers
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Customers are still expecting the branch

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Looking to the future

Source: Moven Contextual Credit https://medium.com/@brettking/the-death-of-bank-products-has-been-greatly-under-exaggerated-153cdb21a5d4 11

Umpqua Best Financial Friend https://thefinancialbrand.com/68810/umpqua-bank-bff-mobile-banking-app/?internal-link
Thank you
Riem Zouzou
Chief Digital Consultant, Danske Bank
hzo@danskebank.dk

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