Challenges for managing young customers, presentation at EFMA's Next Generation Banking Council

1. BancSabadell Challenges for managing young customers EFMA’s NGBAC #1 Pol Navarro – Head of Direct Channels and Innovation, Banc Sabadell Amsterdam, June 2010

2. Designing for young customers Design approach No. 1: immediacy. To overcome Generation Y’s fickle attention and broad use of media, firms need to hook Gen Yers in by quickly exposing value and then keeping them interested over time. Design approach No. 2: Gen Y literacy. Because Gen Yers are so influenced by peers and their own communication style, firms need to speak to them authentically and on their level. Design approach No. 3: individualism. Diverse and expressive, Generation Yers respond to experiences that allow them to personalize and customize their interactions. Design approach No. 4: social interactivity. Since Gen Y consumers are very social, firms should consider enabling them to communicate and express themselves. Source: Forrester

3. BancSabadell approach #1 Immediacy Mobile banking and real-time feedback Source: Forrester

4. 1 – Mobile banking and real-time feedback

5. 1 – Mobile banking and real-time feedback

6. 1 – Mobile banking and real-time feedback

7. BancSabadell approach #2 Gen Y literacy Video communication Source: Forrester

8. 2 – Video communication YouTube and other online video sites are stealing viewers away from TV in the UK(source: BBC)

9. 2 – Video communication

10. BancSabadell approach #3 Individualism Product and experience personalization Source: Forrester

11. 3 – Product personalization BancSabadell

12. 3 – Product personalization BancSabadell

13. 3 – Product personalization BancSabadell

14. BancSabadell approach #4 Social interactivity Customer service on social networks Source: Forrester

15. 4 – Customer service on social networks BancSabadell

16. 4 – Customer service on social networks BancSabadell

17. 4 – Customer service on social networks CONVERSATION

18. 4 – Customer service on social networks