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Number of banks! 2 (Sparkasse Lüneburg, Volksbank)!
Primary bank ! Sparkasse!
Banking likes ! Better than average conditions, quality, agreeable but somewhat business-like atmoshpere, late opening hours, politeness!
Banking dislikes! Automated bank without employees, ineffective handling of her issues, not precise information!
Banking fears ! Handling her affairs not effectively because they do not know her background enough!
Service frustrations ! Not enough attention, different information from different bank staff!
Literacy and devices!
Computer Literacy! Medium, rarely buys online!
Finance Literacy! Reads finance news on the internet and newspaper, modest knowledge but high interest, discussing business options with financially educated friends!
Devices! PC, Windows phone, Android tablet ( jointly used by partner)!
Proposition Matrix!
Brand affinity ! Weak Advocate!
Products u. Mngmt! Current and savings account, little investment!
Advice type ! Personal, detailed, deeply sensitive, regular contact, proactive, does not want to have advice on familiar products, email!
Financial evolution! Savings and investment!
Up and cross selling! Bonds and funds, personal loan!
Key data 5!Age: ! 54!
Location: ! Berlin!Language: ! Deutsch!
Education: ! BA, Univ.!Income: ! €1 k!Assets: ! €5k!Group size ! 823 000! !Lifestyle!Background: !• Lives together with husband!!Life goal: !• Having kids!• Career is less important then a good quality of life!!Life events: !• Having kids, traveling !• helping parents!
Sequential steps Sequential steps in parallel Loosely ordered steps Time independent steps Iterative steps Potential Moment of Truth Positive experience Breakdown Touchpoint with other providerPotential touchpoint with Westpac Branch visit Potential property Meeting Phone call made Phone call received Email Traditional mail Personal computerWebsiteForms Discussion with friends/family Customer thinking or workingPublicationWES9017 P&O Mortgage Transformation | v1.0 Final
Sequential steps Sequential steps in parallel Loosely ordered steps Time independent steps Iterative steps Potential Moment of Truth Positive experience Breakdown Touchpoint with other providerPotential touchpoint with Westpac Branch visit Potential property Meeting Phone call made Phone call received Email Traditional mail Personal computerWebsiteForms Discussion with friends/family Customer thinking or workingPublicationWES9017 P&O Mortgage Transformation | v1.0 Final
Sequential steps Sequential steps in parallel Loosely ordered steps Time independent steps Iterative steps Potential Moment of Truth Positive experience Breakdown Touchpoint with other providerPotential touchpoint with Westpac Branch visit Potential property Meeting Phone call made Phone call received Email Traditional mail Personal computerWebsiteForms Discussion with friends/family Customer thinking or workingPublicationWES9017 P&O Mortgage Transformation | v1.0 Final
Open new account/service/user continued Complex: Cristina wants to set up a new user on the system.
Login to Online Banking A new member of staff, Sue, joins the team and Cristina needs to set her up on the Westpac system. Cristina logs into the Online Banking system and selects the manage users tab.
Searches for users Cristina searches the list of existing users to ensure that Sue has not been set up on the system already.
Creates new user and new role Cristina clicks to set up a new user and browses the list of user roles she has created previously. She decides to create a new role for Sue and chooses the relevant access she will need. Then Cristina uploads a file containing Sue’s contact details and clicks to send a request for her to complete the next stage of the application. An email containing a link arrives in the Sue’s inbox with a link to the new user application.
Checks status & reminder Cristina has not received an email notification from the system that Sue has provided her personal details so she logs in to check the status. Cristina generates an additional email to Sue.
Personal details & verify Sue opens the link and enters the required personal information. She also provides details to verify her identity online. Once completed Sue submits the information and is shown a message that the new user application is now with Cristina to complete.
Check setup Cristina receives an email notification when Sue submits her personal information. She checks Sue’s user profile page to ensure everything has been set up correctly.
See page 48 for details
Innovations:
Æ User activity overview
Æ User management console
See page 7448 for details
Innovations:
Æ Dynamic/predictive search functionality
Æ Browse by roles and user access
See page 7548 for details
Innovations:
Æ User role functionality
Æ Create new user roles in context
Æ Integration from existing external systems (Sue’s contact details)
See page 76 for details
Innovations:
Æ In progress status updates
Æ External email system integration
See page 77 for details
Innovations:
Æ Workflow functionality
Æ Real time electronic identity verification
See page 78 for details
Innovations:
Æ Real time user creation
Creating functional solutions for each individual step (exemplary)!
1. Segment your customers!2. Understand your customer’s real need !3. Abstract to get the full picture!4. Undertand business goals!5. Define a vision combining user & business!6. Design a solution & for the interaction!7. Place it on a roadmap!
*Key steps of the Digital Leadership Strategy Build Framework.!
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