Next Generation Platform (NGP) Marketing Plan

Transcription

1 Next Generation Platform (NGP) Marketing Plan Digital Services Christine Ierano March 2015

2 Background & Rationale What's NGP? Next Generation Platform or NGP is a strategic solution to a business problem whereby some backend support systems are at the end of their shelf lives. More than just an upgrade, it will allow us to build our own custom infrastructure that will provide the bank with strategic assets and plug in capabilities, while reducing risk, better maximizing costs and speed to market By creating a common digital platform across all channels and segments we will be well positioned to deliver legendary customer experiences across those channels now and in the future. Roll out of enhancements will be a phased approach beginning in FY16Q3 through FY17Q4 Why are we doing this? Closes current Online-Mobile capability gaps by extending existing RIB/SBIB functionality to Mobile Collapses inconsistent experiences across multiple properties into a single, innovation-friendly platform Delivers operational cost savings, flexibility to add new capabilities and full control over Customer Experience Customer Insights TD Bank app is consistently ranked very low or last by app rating industry reports (see appendix) Lack of Touch ID is the #1 complaint for ios users How will this benefit our customers? For NGP 1 Mobile: Improved user interface and digital interaction experience with new app. Additional features added such as enhanced transfer capabilities, alert setup and account management. 2

3 New Mobile Experience 3

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5 NGP Roll Out Roadmap NGP P1 June 2016 NGP P2/3 January 2017 NGP P4/5 June 2017 NGP P6 October 2017 Customer Impacts Updated Mobile Experience Enhanced Alerts & Account Management Tactics LCD/ATM Onsite banner & text ads What's New Feature Public site pg. updates App demo updates Comms. Customer Impacts Full Browser functionality and a new Tablet App with the same capability set as Mobile OFX Bill Pay Tactics TBD Customer Impacts Updated releases to Mobile, Tablet, and Browser delivering enhanced functionality. Tactics TBD Customer Impacts SBIB Launch, conversion, relevant decommission activities End state integrated solution supporting both Retail and SB Customers Tactics TBD Update to MRDC eligibility requirement Oct

6 Things to Consider With this update for Phase 1, we are still behind competitors as far as capabilities in mobile app. Thus, we need to balance our tone/tactics so that we don't overpromise and under deliver against customer expectations. The Touch ID feature will only be available for iphones 5 or higher running on ios 8.4 or higher (~60% of our customer base, no plan to accommodate Android users) App rating on Android Play Store is 4.1 stars out of 15k reviews App rating on iphone is 1.5 stars out of 314 reviews Because this is a version update, old negative ratings will not be wiped out in the app stores. Line of business is looking into two different options to obtain new/better ratings. Dynamic scoring tool that will determine if the user is likely to give a good rating and then serve up a request to rate us Canadian offering to include a rate us feature in the side swipe menu in app Marketing should also explore ways to get new app users and customers that frequently use the enhanced features to rate the app. Is our mobile targeting based on app behavior or account behavior? Where does mobile data live? Is data broken out by mobile app vs. mobile web? Metrics of success will be tracked by line of business and could include downloads of the new version, engagement rates and app store ratings. Reoccurring Transfers / Scheduled Transfers Statement Viewing or Downloads Enrollment directly through mobile for mobile Secured Messages sent Avg log in or # of log in per month/time spent in app Penetration of new services (new to service) The app will not be a forced download at first, customers will need to choose if they want to download the new version when they first open the app post 6/24. After a set period, the new version will be pushed automatically to the customer. We need to reduce friction, is there a way to show customers timing of when they will no longer have a choice? 6

7 Phase 1 Communication Plan Objective Drive adoptions and usage of digital services through Customer communication and education Increase engagement across the channels Marketing Strategy Leverage cross channel touchpoints to highlight new features and experience changes as part of an ongoing dialogue with customers around digital enhancements. Explore ways to proactively manage our ratings in app stores. Audience Retail Mobile app customers and Employees New customers who have never used the app before Secondary audience App Rating Companies 7

8 Phase 1 Communication Plan Key Message Evolving convenience beyond our stores. We heard you and we're on a journey to make changes to your TD Bank digital experience starting with our mobile app! We want your experience with us to be legendary no matter where you interact with us! Support Points Fresh new look and easy to use navigation Enhanced security and transfers Touch ID use your fingerprint to log in to Online Banking (on eligible devices) Set up recurring and future dated transfers and view transfer history Manage your account more easily via mobile Manage alerts, view statements and check images More enhancements coming soon! Timing/Budget June 29 all app rollouts complete $25k Project Budget; $100k Marketing funded 8

9 Phase 1 Communication Tactics Leverage internal properties to drive awareness, educate and drive adoptions Onsite & Mobile Banners & Text ads Public & RIB In store LCD (July/Aug release date is May) add copy (What's New section) in Always On s promoting new app; redesign MRDC app to focus on Mobile Deposit Update existing collateral as needed (24 hr. Banking brochure etc.) Content for Desktop & Mobile Public Site Pages (DCX) Communications (CAPA) Wow Goes Digital use as a distribution channel to further educate and drive usage through employee and customer engagement Two product pages on desktop and mobile: FAQs on public site mobile.html FAQs in IntelliResponse (all relevant databases) 3 demos the mobile banking tour demos for Apple and Android and the animated demo for Mobile Deposit ;T&Cs 9

10 Phase 1 Communications Timeline Production Team Wow Article Tactics in market 6/29 Marketing Steering review of Tollgate 1 Kickoff with Marketing Partners 3/17 Creative Development & Reviews 3/18 4/30 CAP Reviews 5/1-5/21 5/25 6/15 5/23 3/17 10

11 Creative 11

12 Creative In App banner Mobile Web Banner 12

13 13 APPENDIX

14 Mobile App Rankings 14

15 NGP Customer Launch Communications Timeline April May June July August Sep Oct Nov Dec Tdbank.com (desktop & mobile) Banner Ads In store LCD Ongoing Collateral Updates as needed Public Site Product Pages, FAQs & Demos WOW Goes Digital Retail Commuincations Awareness Team Wow Article EXAMPLE TEXT Retail Communicator WAG EXAMPLE TEXT Training Employee Coming Soon Mobile Ad Mobile App Always On Mobile Ads Device Specific Adoption Social Media (FB and TwitterFollowers) Update to App Store Description (What's New) App Store Rating Solution Customer Facing Employee Facing Exploring - TBD

16 High-Level Project Communications View Readiness CAPA Group Phone Channel (Phone, Retail Services Support, and Social Media) Retail Stores Public Site (Desktop and Mobile Site) Pilot Comms. s Survey Monkey Team WOW! TD To Do s Comms. s Customer Launch External Comms. Training CAP Approval Required? Yes Team WOW! tbd Yes s PC Web Retail Communicator WAG Train the Trainer Rep Training Use of Sim. WOW Goes Digital, etc. Marketing TBD TBD Yes Learning & Development Job Aids Yes TBD Yes Yes Yes Product App Store Description and Visuals Simulator 16