ABN AMRO: digital leader in the banking sector
ABN AMRO has been proclaimed digital leader in the banking sector, heading the field in digitalisation within the industry. This top position was awarded to the bank by the global management and technology consultancy BearingPoint, which reviews the entire digital customer journey of Dutch companies every year. The consultancy particularly commended ABN AMRO for its use of AI and personalisation. The bank employs state-of-the-art chatbots and data analysis to better predict customer needs. ABN AMRO is among the ten most advanced companies in the Netherlands using digitalisation to better respond to changing customer needs and improve their products and services.
Society is digitalising at a rapid pace, strongly impacting the way we handle our financial affairs. ABN AMRO is responding to this development by offering business and consumer clients a safe, digital banking environment that is continually adjusted in line with their wishes and needs. This sets it apart from other parties in the banking industry. Jorissa Neutelings, ABN AMRO’s Chief Digital Officer, is proud that the bank has been recognised as digital leader in the banking sector. “Digitalisation has accelerated in the past few years, and we want to ensure that as many people as possible feel at home in the digital world. To make that happen, we aim to create an online environment where clients experience a personal touch, and one that enables them to do all of their banking independently and intuitively, regardless of their level of knowledge or the life phase they are in,” Neutelings explains. “This recognition honours the hard work all the colleagues at Customer Digital Engagement put in behind the scenes to continually improve the digital customer journey. It demonstrates that we are indeed a personal bank in the digital age.”
Exploring the digital customer journey
examines how companies service their customers through digital channels. They assess the whole customer journey – from communicating with customers and informing them through campaigns (digital marketing) to the actual transaction (e-commerce) and digital service following online purchases. They also evaluate the companies on the design, appeal and accessibility of their websites and apps, scoring them on a scale from 0 (very poor) to 5 (excellent). Customers expect more each year, also from digital channels, so the bar is being raised constantly.
Star performer in the banking sector
ABN AMRO scores well above the banking sector average on all aspects of the survey. It excels in digital product experience, digital marketing and E-CRM (Electronic Customer Relationship Management). ABN AMRO scores especially high on ‘personalisation’ and offering a ‘hyperpersonal customer experience’, which translates into greater customer loyalty. This year, BearingPoint included sustainability in its assessment for the first time. The study shows that ABN AMRO also performs well in this area. With a score of 4.2, the bank is among the top of the financial sector for sustainability and is using its platforms effectively to inform and activate clients on making more sustainable financial choices.