OMNI-CHANNEL BRAND DESIGN IN BANKING JON BLAKENEY I -AM, Group MD London Istanbul Mumbai Dubai
THE BRAND EXPERIENCE PEOPLE London Istanbul Mumbai Dubai
brand experiences WE DESIGN AND DELIVER 360° BRAND EXPERIENCES THAT DELIGHT CUSTOMERS, BUILD ADVOCACY AND DRIVE BUSINESS PERFORMANCE.
Who we are brand experiences RESEARCHERS & ANALYSTS BRAND STRATEGISTS RETAIL CONSULTANTS UX CONSULTANTS LONDON ARCHITECTS ISTANBUL 3D DESIGNERS DUBAI MUMBAI GRAPHIC DESIGNERS ARTWORKERS PROJECT MANAGERS DIGITAL DESIGNERS WEB AND APP DEVELOPERS PRODUCT DESIGNERS COPYWRITERS MARKETING STRATEGISTS 45 55 5 15 PRODUCTION MANAGERS
brand experiences WHAT DOES OMNI CHANNEL MEAN?
brand experiences TECHNOLOGY CUSTOMER OMNI-CHANNEL EXPERIENCE SERVICE BANK BRAND
brand experiences CHANNEL STRATEGY EVOLUTION SINGLE MULTI CROSS OMNI
brand experiences FACT CUSTOMERS SWITCH BETWEEN CHANNELS TO GET SERVED THROUGHOUT THE DAY
brand experiences 90% FACT USE MULTIPLE SCREENS SEQUENTIALLY TO ACCOMPLISH A TASK OVER TIME 98% MOVE BETWEEN DEVICES THAT SAME DAY
We believe that brand experiences (USER) EXPERIENCE IS EVERYTHING! A typical return is anywhere between $10 and $100 for every $1 spent on user experience - a rather staggering figure. Source: Usability is Good Business, 1999
brand experiences IT’S ACTUALLY ALL ABOUT UX USER EXPERIENCE
brand experiences HOW WILL AN OMNI-CHANNEL BRAND EXPERIENCE BENEFIT BANKS?
Omni-Channel: For bankers brand experiences SI �� LE VIEW OF THE BANK CUSTOMER AND DATA SINGLE VIEW SINGLE VIEW OF THE CUSTOMER OF DATA Personal info Branch Web site + Finance history Applications POS Banking preferences E-Commerce Mobile commerce Likes & Dislikes Marketing & Sales Call center BANK / BRAND Transaction frequency Social media sites Retailers Loyalty rewards
brand experiences THE EXPERIENCE FACTOR
brand experiences THE EXPERIENCE FACTOR THE STRONGEST CONNECTIONS WITH A BRAND ARE BUILT THROUGH EMOTIONAL BONDS
brand experiences THE EXPERIENCE FACTOR THE STRONGEST EMOTIONAL CONNECTIONS BONDS ONLY WITH A BRAND ARE DEVELOP BUILT THROUGH THROUGH POWERFUL EMOTIONAL EXPERIENCES BONDS
brand experiences THE GOOD NEWS...
brand experiences THE GOOD NEWS... OF CUSTOMERS ARE READY 81% TO PAY MORE FOR A BETTER CUSTOMER EXPERIENCE
brand experiences THE GOOD NEWS... OF CUSTOMERS ARE READY 81% TO PAY MORE FOR A BETTER CUSTOMER EXPERIENCE OF BUYING EXPERIENCES ARE 70% BASED ON HOW THE CUSTOMER FEELS THEY ARE BEING TREATED
brand experiences ACCORDING TO A DELOITTE STUDY, OMNI-CHANNEL CUSTOMERS SPEND 93% MORE PER TRANSACTION THAN CUSTOMERS THAT ONLY SHOP ONLINE
brand experiences SIMILARLY, OMNI-CHANNEL CUSTOMERS SPEND 208% MORE PER TRANSACTION THAN THOSE THAT ONLY PURCHASE IN STORE
brand experiences HOWEVER, ANY OMNI-CHANNEL BANK EXPERIENCE IS ONLY AS STRONG AS ITS WEAKEST PART
Service simulations & � ustomer journey maps brand experiences Branch Bank Website Online Banking Call Center Customer Care
brand experiences WHAT DO BANK CUSTOMERS EXPECT FROM AN OMNI CHANNEL EXPERIENCE?
Omni-Channel: For customers brand experiences MANY CHANNELS. MANY JOURNEYS. BUT ONE BANK BRAND. SINGLE VIEW OF THE BANK ACROSS ALL CHANNELS Branch E-Commerce Call center Media TV Social media sites Website Mobile commerce Kiosk mPOS
brand experiences WHY OMNI CHANNEL? BECAUSE CONSUMERS BANK ANYTIME ANYHOW ANY DEVICE ANYWHERE
brand experiences FACT AND THEY EXPERIENCE BRANCH A BRAND NOT CHANNELS OF A BRAND LAPTOP /TABLET SMART PHONE CALL CENTER
Omni-Channel: For customers brand experiences MANY CHANNELS. MANY JOURNEYS. BUT ONE BRAND. SINGLE VIEW OF THE RETAILER ACROSS ALL CHANNELS Store E-Commerce Same price Returns anywhere everywhere TV Social media sites Fulfillment anywhere Mobile commerce Kiosk mPOS
brand experiences HOW DO YOU CREATE OMNI-CHANNEL BRAND EXPERIENCE CONSISTENCY?
The brain brand experiences LEFT RIGHT WORDS RHYTHM LOGIC AWARENESS NUMBERS IMAGINATION SEQUENCE DAYDREAMING LINEARITY COLOUR ANALYSIS DIMENSION THOUGHT PROCESS THIS BUT I ONE IS LOVE CHEAPER THIS ONE
Perception brand experiences WE ARE ALL HUMAN WE ARE ALL SENSUAL TOUCH TASTE SOUND SIGHT SMELL
����������� ����������� ������������������ ��������������� �������������� �������������� ������������ ��������������� ������������ ������������� ����������� ������������������ ������������������� ����������������� ����������������� ��������� �������������� ��������������� ���������� ��������������� ���������� ������������� �������������������� ������������� ������������������� ������������������� ����������������� ��������������� ���������������� ���������������� ������������ ����������� �������������� ����������� ������������� �������������� ������������� �������������� ��������������� �������������� �������� ����������������� ��������������������� Brand Key brand experiences BRAND POSITIONING VALUES MISSION BENEFITS CONTEXT COMPETITION TARGET INSIGHT VISION ESSENCE PROOF TONE PERSONALITY LOOK BRAND EXPRESSION
Experience mind map brand experiences MARKETING BRAND STRATEGY, POSITION & DEFINITION BRAND ADVOCACY VISUAL EXPRESSION ENGAGEMENT & EVENTS APPLICATION & DOCUMENTATION AWARENESS BRAND IMAGE STRATEGY & IDENTITY 360º PHYSICAL CUSTOMER JOURNEY PRODUCT STRATEGY PRODUCTS & VIRTUAL FORMAT STRATEGY BRAND INNOVATION & SERVICES SPACES DIGITAL & INTERIOR DESIGN PROPOSITION DEVELOPMENT EXPERIENCE SALES PEOPLE PROCESSES & CULTURE CUSTOMER FLOW LEADERSHIP MOMENTS OF TRUTH MINDSET & BEHAVIOURS DATA & TECHNOLOGY ENGAGEMENT & PROCESSES
The Banking customer journey brand experiences FOCUS ON THE TOTALITY OF YOUR OFFER: 1. AWARENESS THE EXPERIENCE YOU OFFER YOUR CUSTOMERS MARKETING IS ONLY AS STRONG AS THE WEAKEST ENGAGEMENT & EVENTS STEP IN THE JOURNEY WORD OF MOUTH 2. ATTRACTION LOCATION BRAND ENGAGEMENT INTERACTIVE 8. DEPARTURE 3. THRESHOLD CUSTOMER RECOMMENDATION CHECK-IN / WELCOME BRAND LOYALTY 24 HOUR LOBBY JOURNEY MEMBERSHIP ASSISTED SERVICE 7. ADVICE 4. ORIENTATION PURCHASE PROCESS SERVICE AMBASSADOR ENGAGEMENT NAVIGATION UP-SELL SIGNAGE 6. WAIT & BROWSE 5. TRANSACTION INSPIRATION SELF SERVICE PROMOTIONS TELLER HOSPITALITY ENQUIRIES
Experience Gauge brand experiences MAGICAL 10 EXTRAORDINARY EXPERIENCE ONCE-IN-A-LIFETIME ALWAYS DELIGHTS ENJOYABLE 8 COMPETES WITH LEISURE TIME OFTEN DELIGHTS THE OCCASIONAL ‘WOW!’ REWARDING 6 OFTEN EXCEEDS EXPECTATIONS PROMPTS ADVOCACY WORTH PAYING MORE FOR 4 FUNCTIONAL WORKS MOST OF THE TIME CUSTOMER USUALLY SATISFIED RARELY EXCEEDS EXPECTATIONS 2 DYSFUNCTIONAL OFTEN DOES NOT WORK ENDURED RATHER THAN ENJOYED WILL NOT ADVOCATE 0 DAMAGING ANNOYING WILL NEVER RETURN CAUSES NEGATIVE ADVOCACY
brand experiences 5 KEY TRENDS IN OMNI-CHANNEL TRENDS IN 360º BRAND EXPERIENCES
brand experiences 01 CREATE COMPLIMENTARY EXPERIENCES
brand experiences BLEND DIGITAL WITH PHYSICAL RESPOND TO MOBILITY SYNCHRONIZE AND INFORM ORCHASTRATE ELEMENTS
01 Create Complementary Experiences brand experiences FUELFOR INLINE APP BLENDING DIGITAL WITH PHYSICAL
01 Create Complementary Experiences brand experiences FUELFOR INLINE APP BLENDING DIGITAL WITH PHYSICAL
brand experiences # 92 # 92 12:30 - 12:40 or # 92 # 92 12:30 12:30 12:40 12:40 Pick the branch Get Q number Follow Get served digitally Q number
brand experiences 02 PROMOTE CONSISTENCY ACROSS CHANNELS
brand experiences MAKE CONTENT ACCESSIBLE PROVIDE CONSISTENT STRUCTURES HONOR DEVICE SPECIFIC NEEDS HARMONIZE VISUAL QUALITIES
brand experiences FACT FACT 31% OF ALL MOBILE SURFERS ARE ‘MOBILE-PRIMARY’ USERS
02 Promote Consistency across channels brand experiences TWITTER PROVIDE CONSISTENT STRUCTURES (INFORMATION ARCHITECTURE)
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