Day 3

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How Do You Unify Online & Offline Marketing Channels Together In A Synchronized Campaign?
• Assessing the current state
• Creating a plan with buy-in
• Evolving the Organization
• Plan, execute, analyze, decide

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Big Data brings big questions starting with the question what is the Big Data? How to leverage the fast changing technologies in order to generate actionable insight and create better data-driven
decisions.

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Creating mobile apps with impact and good margins requires a focus on operational effectiveness, ease of use and continuous improvement. WSECU generates $1 million in net revenue per employee with 20% of all applications originated and funded in less than a minute through the mobile channel for its small loan product. Using proprietary algorithms, WSECU is moving to migrate this disruptive technology to other loan product categories. Kevin Foster-Keddie, CEO of WSECU, will discuss the impacts on branding, strategy and organizational development that emerged with the development of this disruptive product.

• How Q-Cash mobile app was developed including design, partnerships and testing
• Development rules for meeting customer/member requirements
• Impacts on long term branding, strategy and organizational development
• Migration path for future loan products including auto and RE

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Mobile has hit a new era. The majority of North American Financial Institutions have a mobilized
website and some sort of App strategy. Now it is time to move beyond the basics and look at how
we can leverage what we already have in place. This session will investigate:
• What else is there? What advantage / benefits do experience based interactions offer financial
services?
• What are the next level of services that customers want?
• The year of the mobile has been – and continues. Huge growth in mobile usage provides even
more data but how do we understand how mobile changes customer behavior?
• Determining how to monetize payments, deposits and rewards

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The session will share the findings and insights from analyzing the user experience of major online banking experiences across desktop and mobile platforms before looking at the customer satisfaction and growth opportunities of delivering a more compelling, responsive and relevant experience to banking customers. The session will also look at comparisons of other sectors such as retirement planning that are focusing more on the outcomes of users, not just the functional needs.

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Creating Impossible Results

Each year Jason takes a small group of his clients into the deepest part of untouched Amazon Jungle in Peru. On these adventures, each person learns and experiences the key lessons he/she needs to create impossible results and take their companies to the next level. Jason will share their stories and experiences, including what they learned from coming face to face with a jaguar.

Also, Jason will share about a 4-step system he uses to help clients create impossible results. By
impossible, Jason means affecting results that you have no control over and that you seemingly can’t do anything about. You will learn a systematic approach to repeatably creating the impossible. Whatever you can’t control, whether it be the economy, competition, employees, customers and more, you will learn how to create the impossible amidst all the reasons to the contrary.

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#1 Scott Lehrbaum, Group Manager, Business Development, Intuit

#2 LIFE is a Game of Inches
Mary Ann O’Brien, Founder and CEO, OBI Creative

In business and life, success is a game of inches. Today, the inches that determine the difference between domination and just showing up to play are fought for and won by players who align their strategy with the customer journey. Winning at omni-channel requires understanding your customers – what they want, what they love and what they experience with your brand on every channel. By leveraging external research of your customers’ journey, you can be the catalyst for change in your organization and achieve success with your marketing efforts.

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Shifting PFM From Purely Digital To Omni-Channel

Conventional financial planning and online personal financial management tools (PFM) are now starting to merge – bringing synergies to both. The opportunity to package these services together can more efficiently attract and further engage customers, especially those who have not been exposed to traditional financial planning in the past. Giving online PFM users access to in-person expertise and advice creates a stronger
client banking relationship and more effective, needsbased sales opportunities. All online PFM customers instantly become financial planning prospects, with smart offers/advice fueled by information already in the PFM platform. Conversely, financial planning clients can walk out the door with a customized plan and online PFM tools that will allow them to better monitor and more successfully reach their goals. This session will explore the opportunities, tools, and
execution of a financial planning/PFM strategy that can help reinvigorate and reinvent traditional branch services.

Using social selling to gather information on potential prospects, find those prospects & manage on scale
• What are the benefits?
• How do you use digital to help agents?
• Discovering how employers use technology to manage agents through digital vs. just relying on reps to manage agents
• Determining how employer sales reps do the same job they are doing now, but at scale
• How do you build new practices more efficiently through technology?

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For financial services, mobile is an extremely important channel; even more so for a credit union with such a geographically diverse membership. Over the last few years, Navy Federal has completely overhauled the mobile banking channel to improve the experience. Now, our mobile channel is the most frequently accessed channel that continues to show strong engagement amongst our members.
This session will explore how Navy Federal transformed the mobile channel from organizational changes, to a whole new channel approach. These simple tactics have allowed us to deliver a feature rich channel that provides lasting satisfaction and engagement. Key elements of the session:

• Building a team- What is the right mix of people and skills? In-sourcing or out-sourcing?
• Creating the apps (s)- Native V hybrid apps- What is the right choice? Agile or waterfall? balance between UX, requirements, development?
• Delivering- How to drive engagement through well planned releases? What is the right cadence of releases? How to incorporate member feedback and testing information?

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For financial services, mobile is an extremely important channel; even more so for a credit union with such a geographically diverse membership. Over the last few years, Navy Federal has completely overhauled the mobile banking channel to improve the experience. Now, our mobile channel is the most frequently accessed channel that continues to show strong engagement amongst our members.
This session will explore how Navy Federal transformed the mobile channel from organizational changes, to a whole new channel approach. These simple tactics have allowed us to deliver a feature rich channel that provides lasting satisfaction and engagement. Key elements of the session:

• Building a team- What is the right mix of people and skills? In-sourcing or out-sourcing?
• Creating the apps (s)- Native V hybrid apps- What is the right choice? Agile or waterfall? balance between UX, requirements, development?
• Delivering- How to drive engagement through well planned releases? What is the right cadence of releases? How to incorporate member feedback and testing information?

Option #1 Backbase Golf Outing
18 hole scramble at the Rancho Bernardo Golf Course. To register, email elizabeth.robillard@wbresearch.com
Option #2 Whale Watching
Limited to 20 spots in downtown San Diego. To register email sarah.cascone@wbresearch.com. The cost for this event is not included in the price of the conference.