Balázs Vinnai CEO 17/06/2010 Online CRM: Let’s Make it Personal!

We have an internet bank! What’s next? operate more efficiently sell more: direct debit, credit card, deposit, bonds, etc increase customer loyality : posses more financial products more transactions, increase activity on the online channels to become the first bank of the customer to proceed the customer on its lifecycle know your customers better

OK, let’s put it into action! But how? Well, we can… Add more and more functionality Add more and more financial products Add third party products Make advertisments in the internet bank Create a community from the internet bank users Increase security

OK, let’s put it into action! But how? □ Well, we can… □Add more and more functionality □Add more and more financial products □Add third party products □Make advertisments in the internet bank □Create a community from the internet bank users □Increase security We can make our internet bank bigger

OK, let’s put it into action! But how? □ Well, we can… □Add more and more functionality □Add more and more financial products □Add third party products □Make advertisments in the internet bank □Create a community from the internet bank users □Increase security Do your customers really want this?

Let’s ask them! only few transactions are really utilized all personal recommendations, promotions are more than welcome customers do not know the functionality, banking terms, financial products required: help, product description, interaction, streamlined processes complexity, incomplete functionality block the usage quick, targeted usage, different level of affinity security considerations

First smart. Than big

Corner stones User experience Control and measure internet bank activity Personal and proactive approach Integrate e-channel into the organization Alignement with the banks strategy

Better user experience. What does it mean? Do not look like a banking system!

Better user experience. What does it mean? Do not look like a banking system! Don’t Complex and long menu Banking terms Very functional Technical barriers (COT, restrictions due to performance issues etc)

Users want friendly internet bank Efficient opening and distribution screens „Everything at the first glance”, Task based navigation Unified processes, Personalized functions, Highlighted messages Wide online service, Targeted, personalized offerings Help & product descriptions, PFM Interaction: phone & chat, Complexity is aligned with the affinity Education: moving from to known to the unkown Feeling of security, Data visualization

Data Visualization

Beyond the internet bank Internet banking start in the branch Motivation & Promotion Education & Communication Call Centre responsibility Sales Support Internet bank to be aligned with the bank strategy Who is the target audience? Positioning

Customer lifecycle: increase customer activity Rely more and more on the internet bank Rely more and more on other chennels Internet Bank Customer Customer has already logged in Frequent viewer Active banker Added- value services

Statistics: know, understand, adjust Number of retail customers per segmentBank SumRegion SumPer Branch Segment 1 Segment 2 …… Number of bank’s customers/ internet bank users Number of transactions per segmentNumber of tr.Value of tr. Transaction 1 Transaction 2 …… Number of frequent viewers/ active bankers

Sales and CRM integration Do not run advertisments! Let it be a personal advice Do not create banners! Make it personal: in format and content Do not be general! Put the advice into context Do not neglect interactions! Call to action: possible outcomes

IND References

IND Presence

Balázs Vinnai CEO Mobile: