Max. width

Min. height

ING Orange

RGB= 255, 98, 0

ING Light Grey

RGB= 168, 168, 168

ING Indigo

RGB= 82, 81, 153

ING Sky

RGB= 96, 166, 218

Colour Guidelines

ING Fuchsia

RGB= 171, 0, 102

ING Lime

RGB= 208, 217, 60

ING Leaf

RGB= 52, 150, 81

ING Mid Grey

RGB= 118, 118, 118

Text Colour

RGB= 51, 51, 51

Improving Customer Experience using Analytics

Kevin Anderson, ING Netherlands Digital Data Tips Tuesday • Amsterdam 9 February 2016

ING’s digital touchpoints

2

Internet banking penetration high

3

83%

91%

49%

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

Many different kinds of customer contacts

4

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

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

Let’s go back to 1995

6

7

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

Click!

Big changes

8

app

browser

9

Ralph Hamers CEO ING Group

Purpose

10

Purpose

11

12

http://vimeo.com/108232425

Click!

13

bit.ly / INGsquads

What is ‘Customer Experience’?

14

best possible experience across all customer contacts

CEIC: Customer Experience Improvement Cycle

15

How do you measure that?

16

best possible experience across all customer contacts

CES Customer Effort Score

NPS Net Promotor Score

17

Toolkit Data Analysts

(A/B testing)

(Digital Analytics)

(Tagmanagement)

(Dashboarding)

(SQL querying)

(models)

(1:1 communication)

18

55 Data Analysts

Tooling working together

Ta

gm

an

ag

em

en

t

Personalised content

Next Best Action

Optimize

Experiment

Analyse

20

experience

examples change

1 2 3

1. Improve confusing content

21

2. Prevent unnecessary channelswitch

22

3. Continuous experimentation (A/B testing)

23

3. Continuous experimentation (A/B testing)

24

B A -17%

4. Personalised content

Result: high Net Promotor Score

26

-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

Just launched: ING Community

28

Purpose

29

30

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

Click!

31

experience

examples change

1 2 3

Working agile

Skills of a Data Analyst

33

insight analyse present

technical

business

ING Orange

RGB= 255, 98, 0

ING Light Grey

RGB= 168, 168, 168

ING Indigo

RGB= 82, 81, 153

ING Sky

RGB= 96, 166, 218

Colour Guidelines

ING Fuchsia

RGB= 171, 0, 102

ING Lime

RGB= 208, 217, 60

ING Leaf

RGB= 52, 150, 81

ING Mid Grey

RGB= 118, 118, 118

Text Colour

RGB= 51, 51, 51

Any questions?

before I wrap up

35

Great time for

researchers

36

… get out of your silo!

37

Learn to understand behaviour and to influence it

And you will be the center of your organization

38

insight analyse present

technical

business

Sounds interesting?

39

We are always looking for great Data Analysts.

Interested? Please contact me

40