Euroclear aimed to improve its customer experience through a new corporate website. The project involved developing a new public site to provide an overview of Euroclear's services and generate leads. A second site, MyEuroclear, was designed as the main information channel for operational clients with personalized dashboards and apps tailored for specific tasks. The next steps included making the content more personalized, offering more self-service options, developing communities, optimizing for mobile, and extending analytics capabilities.

1. Improving Euroclear’s customer
experience through Euroclear.com
An Dewilde
Group website manager, Euroclear
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2. Scope of the project
► New corporate site
– Single point of access
– User-centric approach
► New technology
– New content management system
– New email solution
– More integration between tools
► Provider selection from scratch
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3. Why change?
► Different entity sites – scattered info
► Overload of information
► Search issues
► Limited self-service
► Limited marketing possibilities through the site
► Content management system wrongly implemented
► Old technology
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4. Public site concept & objectives
► Public site
– Provide a high-level group-wide service overview
– Better marketing channel
– Lead generation tool
► CMS
– Flexible system – adapt to ever-changing needs and
trends
– More marketing possibilities
– Integration with CRM for leads
– Integration with e-mail tool
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5. MyEuroclear concept
► MyEuroclear = operational site
– Main information channel
– Diverse audiences
• Different entity clients across the world
• Various profiles
• Different angles to look at our info depending
on the business the client is in
– Login required, but available to anyone
– Focus on getting the job done
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6. MyEuroclear concept
► No navigation, as no one-size-fits-all
► Personalised dashboard built around apps
► An app for each task people perform online
► Main apps use taxonomy to improve findability
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7. Next steps
► More personalised content offering
► More self-service
► Communities
► Mobile
► Extend our analytics
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8. Lessons learned
► Don’t underestimate change!
► Involve, train your users as what appears obvious
to us, is not to them
► Take into account diverse technology
@client’s side
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