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A presentation given at a customer experience conference in Beijing, China, in 2011.
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How to better understand your customers and win their adoption
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
Banking has changed in the past 30 years.
BRANCH
SIMPLE COMPLEX
BRANCH
SIMPLE COMPLEX
BRANCH
SIMPLE COMPLEX
CCATM
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
Banking is a true multi-channel experience.
BRANCH
SIMPLE COMPLEX
SIMPLE COMPLEX
BRANCH
SIMPLE COMPLEX
CCATM
MOB IB BRANCHCCATM
BRANCH
SIMPLE COMPLEX
SIMPLE COMPLEX
BRANCH
SIMPLE COMPLEX
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MOBILE IB BRANCHCCATM
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
What’s the typical way banks create new products & services?
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
Create business
requirem’ts
Build product around
business needs
Launch with little or no customer
involvement
Inside Out.
It’s all about them.
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
Banking will go in 2 different directions.
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
1 2Utility Concierge
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
1 2Utility Concierge
Traditional Banks
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
What’s the BETTER way banks can create new products & services?
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
Understand real
customer needs
Create & prototype
ideas
Test and refine ideas
with customers
Outside In.
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
Understand real
customer needs
Create & prototype
ideas
Test and refine ideas
with customers
Outside In.
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
We need to discover the customers real
Understanding REAL customer needs gets you closer to the RIGHT strategy and experiences much FASTER
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
Wants. Behaviors.Habits. Tastes. Choices.
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
PERCEIVED NEEDS
REAL, DEEP INTRINSIC NEEDS
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
“I want to see my
information how I like it”
“I want to manage my money not just see it”
“I’m nowhere near a branch
or ATM”
“I need to know my
balance right now”
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
A new home.A new car.A credit card.Travel insurance.Better savings rate.
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
Status amongst peers.Health & Wellbeing.Love & Respect for family & friends.Career & financial achievement.
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
How do we discover
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
Understanding customers real needs is about 3 core activities
Talking
Observing
Experiencing
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
1. Talking2. Observing3. Experiencing
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
Understand real
customer needs
Create & prototype
ideas
Test and refine ideas
with customers
Outside In.
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
The customiseddesigns & experiences from this process are
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
Just get closer to your customers. Literally.
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
A customer experience that meets REAL needs means customers will
How to better understand your customers and win their adoption
Rob FindlayHead of Customer CultureGroup Customer Experience, OCBC Bank
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