Improving Customer Experience using Analytics - Digital Data Tips Tuesday #6
This document discusses how ING Netherlands uses analytics to improve customer experience. It highlights that ING has many digital touchpoints with customers, including high rates of internet banking and mobile phone usage. ING uses a "Customer Experience Improvement Cycle" approach involving metrics like Customer Effort Score and Net Promoter Score to continuously test, analyze and improve the customer experience across channels. ING's team of 55 data analysts work with tools like tag management, personalization, and A/B testing to drive experiments that reduce customer confusion and unnecessary switching between channels. This has resulted in improved Net Promoter Scores. The presentation encourages becoming a data analyst to help organizations better understand and influence customer behavior through insights and analysis.
Improving Customer Experience using Analytics - Digital Data Tips Tuesday #6
- 1. Improving Customer Experience using Analytics Kevin Anderson, ING Netherlands Digital Data Tips Tuesday Amsterdam 9 February 2016
- 3. Internet banking penetration high 3 83% 91% 49% data: Eurostat Individuals using the internet for internet banking - updated 22 May 2015
- 4. Many different kinds of customer contacts 4
- 5. Mobile phone penetration from 1% to 73% and 40% is a smartphone 5source: Mary Meeker Internet Trends 2015 www.kpcb.com/internet-trends
- 9. 9 Ralph Hamers CEO ING Group
- 10. Purpose 10
- 11. Purpose 11
- 14. What is Customer Experience? 14 best possible experience across all customer contacts
- 15. CEIC: Customer Experience Improvement Cycle 15
- 16. How do you measure that? 16 best possible experience across all customer contacts CES Customer Effort Score NPS Net Promotor Score
- 17. 17 Toolkit Data Analysts (A/B testing) (Digital Analytics) (Tagmanagement) (Dashboarding) (SQL querying) (models) (1:1 communication)
- 19. Tooling working together Tagmanagement Personalised content Next Best Action Optimize Experiment Analyse
- 20. 20 experience examples change 1 2 3
- 21. 1. Improve confusing content 21
- 22. 2. Prevent unnecessary channelswitch 22
- 23. 3. Continuous experimentation (A/B testing) 23
- 24. 3. Continuous experimentation (A/B testing) 24 BA -17%
- 26. Result: high Net Promotor Score 26 -50% -45% -40% -35% -30% -25% -20% -15% -10% -5% 0% website online bankingmobile banking NPS cijfers Particulier december 2014
- 27. 5. Making The Netherlands Financially Fit
- 28. Just launched: ING Community 28
- 29. Purpose 29
- 31. 31 experience examples change 1 2 3
- 32. Working agile
- 33. Skills of a Data Analyst 33 insightanalyse present technical business
- 34. Any questions? before I wrap up
- 36. 36 get out of your silo!
- 37. 37 Learn to understand behaviour and to influence it
- 38. And you will be the center of your organization 38 insightanalyse present technical business
- 39. Sounds interesting? 39 We are always looking for great Data Analysts. Interested? Please contact me
- 40. 40