important notes about the 16x9 template · 2020. 6. 23. · important notes about the 16x9 template...

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금융권의디지털트랜드


금융산업은변화에직면해있음새로운플레이어들이기존레거시시스템의제약없이독창적인아이디어를가지고시장에진입함에따라…

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DIGITIZATION SIMPLIFICATION DATA & INSIGHTS

기존 Manual 프로세스의디지털화를통해, 언제,

어디서든고객에게사용하기쉬운 One-Stop 솔루션제공

보다신속하고 Seamless한고객경험제공을위해내부프로세스와대고객

서비스의단순화

고객의더나은의사결정을지원하기위한광대한고객데이터및디지털분석

솔루션활용

Simple Finance Technology Corp :완벽한형태의 Digital Banking 서비스제공

고객데이터분석을통해자동화되고개인화된지출내역분석등의서비스제공

Garanti Bank (Turkey) :고객의위치와과거지출데이터를활용한

모바일앱을통해고객에게개인화된 Offer 제공

HDFC Bank (India) :모바일앱을통해모바일간소액송금서비스

제공및모바일대출서비스제공

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자사는디지털파괴(1)의주체로서이러한변화를주도하고있음

자사는 Fast Followers로서혁신적인기업들을따라가고있으며, 검증된새로운

컨셉들위주로적용하고있음

자사는디지털파괴를주도하는기업들로부터비즈니스영향을받고있음

자사는새로운경쟁자들로부터특별한위협을느끼지않고있음

19%19%

47%43%

24%34%

10%4%

“How has digital technology disrupted your industry?”

FSI IndustryAll Industries

(1) 디지털파괴(Digital Disruption): 디지털기술로인해기존비즈니스모델이파괴되는변화Source : Digital Trends in the Financial Services and Insurance Sector, eConsultancy & Adobe, 2015

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Is Digital Success difficult to Measure?

Strongly Agree

“아직도많은금융기업들은 Digital 채널활용과관리에어려움을느끼고있음”

Agree Neutral Disagree Strongly Disagree

24%

5%

30%

25% 24%

28%

19%

31%

3%

11%


Source : Digital Trends in the Financial Services and Insurance Sector, eConsultancy & Adobe, 2015

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What are your organization’s top priorities?

고객기반증대

고품질의일관된고객경험제공

기존고객과의관계강화(CROSS-SELL/UP-SELL)

고객당수익성증대

고객유지율증대

고객서비스비용절감

27%

21%

18%

16%

10%

7%

GROWTH IS THE PRIORITY


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The Goals for Digital Sales are Increasing

0-20% 21-40% 41-60% 61-80% 81-100%

29%현재디지털

매출

디지털매출목표

38%

3년후디지털매출목표는현재매출대비

31%증가된수준임

현재 Digital 채널매출

3년후 Digital 채널매출목표

36% 36%

19%

6%3%

44%

34%

8%3%

11%


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“앞으로디지털채널에대해다양한가능성을시도해볼예정임”

Strongly agree Strongly disagree

20%

44%

26%

6%4%

“2015년자사의디지털마케팅예산의증감은어떠한가?”

63%

31%

6%

Increase No change Decrease

BUDGETS ARE INCREASINGEXPERIMENTATION IS INCREASING


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Best opportunity to deliver 2015 priorities: Customer Experience


고객경험 33%22%

개인화 12%11%

모바일 8%13%

마케팅자동화6%6%

Social 4%7%

Rich Content (동영상등) 2%5%


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Customer Experience objectives include both engagement and acquisition

차별화된경쟁력확보 14%

기존고객에대한교차상품판매증대

6%

고객 Engagement 및유지율증대 25%

브랜드인지도 / 인식 / 가치개선 15%

9%

11%

고객서비스비용절감

해당사항없음

20%신규고객계좌확보증대

추진중이거나예정된자사의고객경험 Initiatives의비즈니스목표를가장적절히설명하는것은?


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Likelihood of Customers to Stay with Their Primary Bank in the Next 6 Months

[ Loyalty - 고객유지측면 ]긍정적경험의고객군이부정적경험고객군에비해

약 3배이상현재주거래은행잔류의사가높음

계좌이동제가도입되었거나예정인국가의경우, 장기충성고객확보및유지가매우중요한과제임

예) 2013년 9월계좌이동제가도입된영국의경우,

2013년 4분기에만 300,000 이상이주거래은행을변경함

(시행첫해 175만계좌이동)

[ Cross-Sales – 추가상품판매측면 ]긍정적경험의고객군이부정적경험고객군에비해

약 3 ~ 5배현재거래은행상품추가구매의사가높음

[ Referral – 타인추천측면 ]긍정적경험의고객군이부정적경험고객군에비해

약 3 ~ 5배현재거래은행의타인추천의사가높음

67%45%

18%

32%

63%

5%Positive / Neutral / NegativeExperience 고객비중

각고객경험별주거래은행유지의사

Positive Experience Neutral Experience Negative Experience

Source : Capgemini Financial Services Analysis 2014 (APAC)

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Importance vs. Positive Channel Experience 2011-2014

25%20% 30% 35% 40% 45% 50% 55%

40%

50%

60%

70%

80%

90%

채널

중요도

(%)

해당채널을통해긍정적인경험을한고객 (%)

폰뱅킹

모바일

ATM

지점

인터넷

Y 세대를제외한연령대 2011 Y세대를제외한연령대 2014

(1) Y 세대 : 1980 ~ 2000년사이에출생한세대Source : Capgemini Financial Services Analysis 2014 (APAC)

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Importance vs. Positive Channel Experience 2011-2014 (Gen Y)

25%20% 30% 35% 40% 45% 50% 55%

40%

50%

60%

70%

80%

90%

채널

중요도

(%)


Y 세대 (1) 2011 Y세대 2014

모바일

폰뱅킹

ATM 지점

인터넷

(1) Y 세대 : 1980 ~ 2000년사이에출생한세대Source : Capgemini Financial Services Analysis 2014 (APAC)

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Importance vs. Positive Channel Experience 2014 (Gen Y & Others)

25%20% 30% 35% 40% 45% 50% 55%

40%

50%

60%

70%

80%

90%

채널

중요도

(%)


Y 세대 (1) 2014 Y세대를제외한연령대 2014

모바일

ATM지점

인터넷

(1) Y 세대 : 1980 ~ 2000년사이에출생한세대

폰뱅킹

인터넷

지점

ATM

모바일

폰뱅킹

Source : Capgemini Financial Services Analysis 2014 (APAC)

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FSI Must Balance Physical & Digital Channels

고품질의금융서비스본연의서비스강화 기본적인금융서비스의디지털화

금융서비스및자산관리전반에대한 Advisory 역할

고객중심의편안하고차별화된서비스

전문적인상담을통한다양한금융솔루션정보확보

빠르고투명한문제해결및커뮤니케이션

기본적인금융거래에대한편리한이용 (단순화)

신속한거래처리및높은가용성

다양한서비스제공으로지점업무(방문필요성) 대체

거래처리의신뢰성및안정성제공

Physical Channels(Traditional)

Digital Channels

“채널별고객의기대와활용목적이상이함을인식하고내외부데이터분석을통한고객행동이해를기반으로지속적인최적화및개인화된경험제공이필요함 ”

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Mobile sites & apps

Secure sitesBrochureware sites

1. 정보기술관련이슈(적합한솔루션부재및보안이슈) 49%

2. 데이터를공유할수없음(데이터의단절) 44%

3. 마케팅역량부족(전통적인마케팅역량에편중) 29%

4. 개별고객식별불가 28%

5. 각채널 Ownership 분산(Silo 형태의운영구조) 24%

“What are the key customer experience challenges between channels?”



“Which digital marketing technologies are you currently using? What are your top 3 priorities for investment over the next 12 months?”

Current Future Priorities

46%

34%

33%

32%

소셜미디어플랫폼

Responsive / adaptive 디자인

멀티채널분석

테스팅, 타겟팅및최적화솔루션

1.

2.

3.

4.

마케팅자동화 30%

테스팅, 타겟팅및최적화 27%

Cross-channel 캠페인관리 27%

Data Management Platform 24%


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DATA-DRIVENMARKETING

MOBILE FIRSTSTRATEGY

CROSS-CHANNELMARKETING

DELIVERING POSITIVE CUSTOMER EXPERIENCE IS THE KEY TO SUCCESS

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important notes about the 16x9 template · 2020. 6. 23. · important notes about the 16x9 template...

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