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Ecomm 2008 Rewards as an incentive to travel outside the rush hour

Ecomm 2008 Rewards as an incentive to travel outside the rush hour. London, 5th June, 2008 Frans Glazener, Spitsmijden/Rabobank Nederland. Topics. Rabobank – mobile banking or banking on mobility? Learnings copied to mobility Spitsmijden Top down  Bottom up

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Ecomm 2008 Rewards as an incentive to travel outside the rush hour

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  1. Ecomm 2008Rewards as an incentive to travel outside the rush hour London, 5th June, 2008 Frans Glazener, Spitsmijden/Rabobank Nederland

  2. Topics • Rabobank – mobile banking or banking on mobility? • Learnings copied to mobility • Spitsmijden • Top down  Bottom up • Social Responsibility & Sound Business

  3. 9 mln Customers of which 1,5 mln members 188 local banks 1.400 branch offices RabobankNederland Rabobank International Rabo Securities Achmea – Interpolis Insurance Rabobank Group Customer Value Guiding Principle Robeco De Lage Landen Leasing/Factoring Schretlen & Co Rabo Mobiel Rabo Vastgoed Bouwfonds FGH Athlon / Translease

  4. Massive Behavioural ChangeChannel shift Total bankcontacts Use of Direct Channels Bank Branch

  5. Summary behavioral changelearnings • 98% decline of branch office traffic in 25 years • Doubling of contact moments to > 500 mln/annum • 80% of bank customers internet banking NO COST INCENTIVE • Post modern client is autonomy seeker; • Selfservice • In Control • Convenience • Responsible

  6. How did Rabobank get involved? • 21st Century Bank Client is the same behind the wheel; • PC = Wheel • Wheel = PC • Wants to be responsible and “In Control” • Hates fines, charges and penalties • Loves positive stimulus • Testing roadpricing A12 (1998) • Development of “Sustainable Mobility”

  7. Economic damage € 1,5 bln/yrlost productive hours Daily traffic congestions up to 700 km’s per day

  8. Traditional Top Down Government monopoly Supply driven Cars versus Public Transport Fiscal measures Highly unpopular And failed Sustainable Mobility21st versus 20th Century

  9. Predictions 2020 Daily traffic congestions up to 700 km’s per day i.e. ZERO effect

  10. Flooding risks HollandWestern part - 2040

  11. Traditional Top Down Government monopoly Supply driven Cars versus Public Transport Fiscal measures Highly unpopular And failed Now Bottom Up Private Public Partnership Demand driven Multi Modal + eWork Positive Incentives Car driver responsible Voluntarily Sustainable Mobility21st versus 20th Century

  12. Behaviour ChangeSustainable Mobility Innovations Long term Traditional Short term • Alternatives • ICT – travel information • DTI - DTM • FCD • More roads • Rewarding schemes Volume reduction reward required behaviour labour conditions voluntarily - tempting Multi Modal chain Mobility Working from Home • Car efficiency • Bio Fuel / Natural Gas • Better engines • H2 Economy • Road pricing * Combination of Bonus Malus

  13. Private EmployersRegional initiatives • The Hague • Rotterdam • Utrecht • Den Bosch & Eindhoven • Gelderland – KAN (knooppunt Arnhem-Nijmegen)

  14. Pilot rush hour avoidance “Spitsmijden”, a pilot to test whether positive incentives may seduce car drivers to avoid rush hours

  15. Spitsmijden • Goal is to: • Prove that positive incentives work better than punitive measures • Attempt to achieve a sustainable change in working habits • Promote the use of other forms of transport • Change employee target settings – from input to output driven work • Mindset!

  16. Spitsmijden 1 • A12 between Zoetermeer and The Hague • 350 participants • 2 months - monitoring to benchmark and identify participants • 3 months - rush hour (7:30 – 9:30 a.m.) avoidance premium of €3 • Involvement of drivers and employers to allow changed work habits

  17. SpitsmijdenThe Hague region Sustainable behavioural change through positive incentives Sept 15th, 2006 Oct 2nd, 2006

  18. Private Public Partnership “Spitsmijden” Enabled through collaboration;

  19. Spitsmijden Phase 2 • Longer stretch of road – 40km • Longer period – september 2008 to june 2009 • More participants – 600+ and probably expanding to 6000 late 2008 • Test to see if behavioural change is long term • Test existing and new technologies • Test peoples reaction to new payment systems • Promote sustained move to public transport alternatives

  20. Incentives • €4 per sector per day • Smartphone at very reduced cost to test GPS based systems • NS (Dutch railways) Business card – train should be a hassle free option • Minitix mobile payment account – testing future payment scenarios • Easy to use traffic information service

  21. What is needed? • Creative thinking • Lets get away from taxes, taxes, taxes • Take the initiative away from the government • Companies, road infrastructures, local bodies • New ways of living, working and moving • From input to output driven • Personal mobility budget • Remote working • Less distinction between private and work life + win/win

  22. Rabobank Sustainable mobility

  23. Practice what you preachRabobank internal – “learning by doing”Test July 1st – December 31st, 2006 • Time based -> Performance based management • Lease cars A–B–C CO2 labels only • Public Transport Card • Parking policy • Tele- / Flexworking (from home) • Rabobank “Unplugged” • Tactics • Volunteers • Tempting • Seducting

  24. Lease Cars Rabobank • 64% ABC cat. by end 2006 • 100% ABC in 2008 • 1.2 mln kg CO2 reduction (-/- 3,8%) • Average CO2/car in kg -/- 9,3% • Reduction total number of cars 5722 -> 5674

  25. Public Transport Card (trains)leasecar drivers Rabobank – juni 2006 • Total Target audience 5549 leasecar drivers; • Actively used Public Transport 1114 (20%) • 40% Headoffices en 11% Bank branches • Test of 6 months - 1,3 mln trainkilometers • Reduction car mileage -/- 7,9% • Car Mileage of non-participants +/+ 5,9%

  26. Other measuresRabobank internal • No mileage compensation between head offices Utrecht – Eindhoven • Parking policy headoffice Utrecht • 38%  21% end 2006  11% in 2009 • No Parking < 10 km from the office • Stimulate bicycles • 7000 Tele- / Flexworkers (working from home) • Nett Personal Mobility Budget

  27. Sustainable MobilityRe-desiging the way we think about work and mobility Bottom up • People – Planet - Profit • Road pricing • Bonus Malus • Public Transport is complementary • Teleworking

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