Future of MarketingThe Channel Surfing Customer

Karen Ganschow

Westpac Group

• Westpac Group is a portfolio of financial services businesses • 12 million Retail and Corporate customers.

• Founded in 1817 – First Company and Bank in Australia

• Branches throughout Australia, New Zealand and the Pacific region

• Employs approximately 36,000

• Ranked in the top 5 listed companies by market capitalisation on the ASX with Market capitalisation $100blln

Westpac Boss ends “Death by Powerpoint”

March 2015 AFR

Channel Surfing Customer

Customers are interacting cross channels more than ever

Customers are interacting cross channels more than ever on social media and on mobile

How do we engage with the ever connected customer across all channels ……

Customers are Online

Distracting from the Content the Customer is interested in

Rather Be the Content the Customer is interested in

Customers are Online - Searching

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Customers are Online – Starting Buying Journeys

8

We need to follow our Customers fast

We need to follow our Customers fast

Customers are Online - Caring

Customers are Online - Remembering

Customers are Online – Asking Questions

Customers are Online – Being Helped

Customers are Online – Helping Others

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TV used to be the Family Fireplace

TV is now just another Light source

Customers are Channel Surfing

Customers are Screen Surfing

Media Consumption is becoming multi screen

Media Consumption is multi screen multi time

Customers are Channel Surfing

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Customers start on line

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Customers start on line – and may finish off line or on line

Online

Branch

Contact Centre

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Customers are often online & off line at the same time

Online

Branch

Contact Centre

Growingly Online Means Mobile

Commuter Strategy directly delivers increase in search.

Customers in “store” are also on mobile

Customers at “store” are also on mobile

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Customers at “store” are also on mobile

Customers now can wear us

Customers on the phone are also online

Contact Centre

Customers are responding to Live Chat

Customers interact with us every day

More opportunities to provide insights across a growing number of Customer Interactions

Customer interactions / mth 20 million

2011

Customer interactions / mth 40 million

2012

Customer interactions / mth 50 million

2013

Customer interactions / mth 60 million

2014

Online is a key indicator of customer intentions

Let the customer tell you what they care aboutAnd respond rather than ignore

Instead of the customer journey starting generic and becoming personalised

Customer Segment

Digital Display Banner

Online Home Page Banners

Know Me 1:1 Offers

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We will be able to personalise the customer buying journeyCustomer Segment

Digital Display Banner

Online Home Page Banners

Know Me 1:1 Offers

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Need to Bring it all Together

Need to Think Differently

Need to Think Seamlessly

Contributing to Broader Bank Metrics

Need to Follow Your Customers Fast

To be successful and grow…….

You must match the way you market

To the way your customers learn about and shop for your products.

Brian Halligan , Hubspot

Which means………

Be Social

Be Mobile

Be Personal

All at once

Thank you

Karen GanschowLinkedIN