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Engagement Banking

Dd18bb36fa5f06e45843ff8de33b793e?s=47 Kyle Daigle
September 26, 2011

Engagement Banking

Originally presented at Symitar South Central User Group, my presentation covers why credit unions especially should look to usability to create a modern, personal, engaging banking experience. @Geezeo


Kyle Daigle

September 26, 2011


  1. ENGAGEMENT BANKING Kyle Daigle VP, Product Development Geezeo

  2. Kyle Daigle kdaigle@geezeo.com Follow me @ www.twitter.com/kdaigle

  3. WHAT WE OFFER White Label PFM Integrated Marketing Platform Referral

    Engine Mobile Platform
  4. Engagement Banking is a new marketing, sales and service model

    that deploys Technology to achieve both Member Intimacy and Scale
  5. THE VISION 1. Your ability to collect member data, turn

    that data into insight and effectively disseminate that insight 2. The appropriate channels that align with a member's convenient behavioral patterns 3. A strong user experience
  6. None
  7. WHY CARE ABOUT ENGAGEMENT BANKING? • Highly engaged members are:

    • 5 times more likely to open a new account in the next 2 years • 2 times more likely to refer a friend or family member Source: Aite Group/Plenitudes February 2009 Consumer Trust Survey
  8. It’s time to move on from the checkmark mentality and

    onto the best in market.
  9. Engagement banking is not selling, it’s providing what the member

    needs before they know they need it.
  10. USABILITY IS MORE IMPORTANT THAN EVER • Functionality alone is

    not enough • Ease of use is just as important
  11. None
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  13. vs

  14. Data Source: http://www.usefulusability.com/ ADVERTISING VS USABILITY Leads 2000 Ad Cost

    $0 Cost per Lead $0 Conversion 10% Sales 200 Typical Month Leads 6000 Ad Cost $10000 Cost per Lead $2.50 Conversion 10% Sales 600 Advertising Month Leads 2000 Usability Cost $10000 Cost per Lead $0 Conversion 15% Sales 300 Usability Month One-time cost One-time benefit After one month, results return to Typical One-time cost Continuing benefit After one month, conversions stay improved
  15. Data Source: http://www.usefulusability.com/ Sales 0 875 1,750 2,625 3,500 Online

    Ad Usability 3500 2800 Cost $0 $1 $2 $3 $4 Online Ad Usability 2.86 3.57 AFTER ONE YEAR
  16. HOW TO ACHIEVE BETTER USABILITY • Create a member advocate

    within your team • Use simple and inexpensive user testing tools • Adopt some agile methodologies within your teams
  17. None
  18. MAKE LOTS OF LITTLE CHANGES • Continuous improvement is an

    important way to keep your members engaged • Make small changes to your website or marketing and measure their success • Don’t be afraid to fail quickly
  19. None
  20. Coupon Code: GeezeoPFM

  21. Your competitors have changed.


    Square • Blippy & Swipely

  24. BIG BUSINESS IS TAKING NOTICE TOO • Paypal (mobile app,

    remote deposit capture) • Apple (NFC, “iWallet”)
  25. A few observations: • The average social network user is

    37 years old. • LinkedIn, with its business focus, has a predictably high average user age; 44. • The average Twitter user is 39 years old. • The average Facebook user is 38 years old. Technology is not about AGE 0-17 18-24 25-34 35-44 45-54 55-64 65+ 3% 10% 19% 25% 18% 9% 15% Data Source: Google Ad Planner (US demographic data) Average age distribution across social network sites
  26. Usability & Design play a huge role in adoption

  27. TOOLS FOR ENGAGEMENT SUCCESS • Extremely targeted marketing across all

    channels based on expressed and inferred interest • Partner to provide best in class PFM, mobile, and Bill Pay tools that are integrated with each other • Help members refer friends and family using online & analog means
  28. www.geezeo.com