Absa HelpU Service Using technology to inform customers and drive sales by Robert Cowie

The Absa HelpU Service What is it? The Absa HelpU service is a cross-platform, cross-media digital solution that empowers customers to independently discover and apply for the Absa product offerings that best meet their needs. How does it work? The solution is an interactive decision-tree model which matches the requirements for product applications with the information supplied by the customer, informs them that they may qualify for a certain product and provides further information on the benefits of the product and how to apply. Which platforms can deliver the HelpU service? The service is compatible with all digital platforms and can be delivered through: In-branch interactive kiosks As an additional service on in-branch Internet Banking stations In-branch televisions (non-interactive – educational) Over the internet in the form of a web service on the existing Absa.co.za website On mobile phones and other handheld digital devices through WAP technologies Pushed to mobile devices through in-branch Bluetooth delivery As an informational service on ATMs On customer service representatives’ computer terminals (BDP)

The Absa HelpU Service in action Here is an example of a typical customer interaction with Absa HelpU through an in-branch touch screen kiosk

The Absa HelpU Service in action

Here is an another example of a typical customer interaction with Absa HelpU online

The Absa HelpU Service in action

The Absa HelpU Service devices The Absa HelpU service can be deployed through various media Interactive website Cellphone Touch-screen in-branch kiosk In-branch TV (non-interactive - educational) ATM

The Absa HelpU Service – fulfilment channels The appropriate application form is printed out through a printer attached or built into the kiosk or internet banking station. Once the customer has arrived at the end of the decision-tree process, a number of channels exist for driving the application for an Absa product or service: 1. Application form print out An on-screen indicator displays a letter which corresponds with a tray holding the appropriate application form. 2. On screen indicator corresponds with application form tray Contact details for the product concerned are displayed on screen or additionally printed out. 3. Contact details are displayed on screen The customer is directed to an in-branch telephone which has direct access to product consultants. 4. Customer directed to an in-branch telephone Details of the customer’s enquiry are sent through to the customer consultant’s workstation and the customer is directed to that consultant. 5. Information relayed to teller \ consultant’s workstation If the product application can be handled online and the customer is working on an internet connected device, he\she is automatically directed to the online application system (Absa.co.za, Internet Banking, Cellphone Banking or OSF) 6. Customer is linked to an online system for self-service

The Absa HelpU Service – additional opportunities Extra channel for bus units The Absa HelpU service provides additional opportunities. Two are highlighted here: Cross-selling opportunities Cross-selling in the form of ‘Do you know?’ campaigns can be used to highlight certain products or product features that a customer may not be aware of and may find useful once they are brought to his or her attention. Examples include: Absa Rewards – “Did you know you can earn rewards just by using your Absa cards to pay for goods and services?” CashSend – “Did you know that you can send money to friends or family even if they don’t have a bank account?” Western Union – “Did you know that you can send money oversees in this branch?” Personal Loans – “Did you know that you can apply for a Personal Loan through internet banking?” An opportunity to become the leader in financial education The Absa HelpU platform could become a major component of a campaign to become the leading bank in the increasingly important drive to educate consumers around financial concepts. Videos can be screened on in-branch televisions which explain financial concepts in simple and understandable terms. A link to “Learn about finance and banking” leads into educational material. Videos are available in the “How does it work?” section of each HelpU results page.

The Absa HelpU Service – Benefits to Absa The proposed service provides many benefits and opportunities to the Absa Group, including: The innovative use of technology and first-to-market opportunity will significantly contribute to Absa’s innovation drive. 1. Contributing to Absa becoming recognised as the most innovative bank The self-help, exploratory and multimedia aspects of Absa HelpU will help the bank to become the leader in consumer financial education. 2. Contributing to Absa becoming recognised as the leading bank in financial education The entire platform can be developed in-house – a working demo already exists – thus reducing or eliminating development costs. 3. No additional development costs Existing platforms such as in-branch internet banking terminals and TVs can be used to deploy the service at no additional cost. 4. Can be rolled out on existing platforms Less use is made of in-branch consultants or call centre representatives in empowering customers to make a product purchase decision. 5. Lower cost of customer acquisition Business units and Marketing will immediately have at least five new sales channels at their disposal. 6. At least five new channels are created Opportunities exist to cross-sell products to increase the customer’s product mix and value to the bank. 7. Cross-selling opportunities The service is easily and cheaply expandable to incorporate new product lines and well as to expand into different mediums. 8. Ease of expansion

The Absa HelpU Service Leveraging technology to educate and empower consumers and to increase sales Thank You Robert Cowie