Improving Customer Experience

using Analytics Kevin Anderson, ING Netherlands

Webtrekk User Conference, 29 May 2015, Berlin

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Introducing: The Netherlands

Talking about … caravans

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Country Caravans Per 1.000

inhabitants

1 Germany 880.000 10,9

2 France 845.000 13,0

3 Great Britain 525.000 8,6

4 Netherlands 462.000 28,2

5 Spain 330.000 7,4

6 Sweden 279.500 30,7

7 Denmark 141.000 26,1

8 Norway 80.000 15,7

9 Finland 67.500 12,7

10 Belgium 65.000 6,2

data: European Caravan Federation, 2013

High speed internet access

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Country % Above

10 Mbps

1. South Korea 79%

2. Hong Kong 60%

3. Switzerland 56%

4. Japan 56%

5. Netherlands 56%

6. Romania 55%

7. Sweden 47%

8. Latvia 46%

9. Bulgaria 45%

10. Denmark 44%

GLOBAL 24%

data: Akamai’s State of the Internet Q4 2014

Internet banking penetration high

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83%

91%

49%

data: Eurostat ‘Individuals using the internet for internet banking’ - updated 22 May 2015

Many different kinds of customer contacts

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Mobile phone penetration from 1% to 73% … and 40% is a smartphone

7 source: Mary Meeker Internet Trends 2015 www.kpcb.com/internet-trends

Let’s go back to 1995

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https://www.youtube.com/watch?v=0u0RQk2Z1-o

Click!

Big changes

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app

browser

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Ralph Hamers CEO ING Group

Customer Promise

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http://vimeo.com/108232425

Click!

What is ‘Customer Experience’?

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best possible experience

across all customer contacts

10 principles: Customer Operational Processes

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How do you measure that?

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best possible experience

across all customer contacts

CES

Customer Effort Score

NPS

Net Promotor Score

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Toolkit Digital Intelligence

(A/B testing)

(Analytics)

(Tagmanagement)

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Ingrid

Uitendaal

Joël de

Haan

Kevin

Anderson

Maarten

Schavemaker

Maaike

Plieger

Martijn

Visser

Win Yan

Man

Team Digital Intelligence

Tooling working together

Ta

gm

an

ag

em

en

t

Personalised content

Next Best Action

Optimize

Experiment

Analyse

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experience

examples change

1 2 3

1. Improve confusing content

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2. Prevent unnecessary channelswitch

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3. Continuous experimentation (A/B testing)

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3. Continuous experimentation (A/B testing)

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B A -17%

4. Personalised content

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Result: high Net Promotor Score

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-50%

-45%

-40%

-35%

-30%

-25%

-20%

-15%

-10%

-5%

0%

website online banking mobile banking

NPS cijfers Zakelijk december 2013

NPS cijfers Particulier december 2014

5. Making The Netherlands Financially Fit

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Purpose

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https://www.youtube.com/watch?v=Qa6s1fqYdEI

Click!

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experience

examples changes

1 2 3

Working agile

Skills of a Data Analyst

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insight analyse present

technical

business

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Great time for

researchers

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… get out of your silo!

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Learn to understand behaviour and to influence it

And you will be the center of your organization

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insight analyse present

technical

business

Questions? @kevinanderson

kevinanderson.nl/insights

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Click!