Banking is about relations. Relations between savers and investors. Read more about building and deepen the relationship with clients and stakeholders. Integrated and consistent customer experience throughout all contacts and channels.
15. email landscape
Triodos Bank
1-TO-1
Customer’s initiative
AUTOMATED
MANUAL
3.000.000
Newsletters
1-TO-MANY
Triodos Bank’s initiative
70.000
Email
website
CUSTOMER
SERVICE
100.000 emails
EVENTS
50,000
invitations
ES & DE
Back office
110.000 emails
470.000 letters
Campaign
emails (by
mailhouse)
15.000
Blue: 1-to-1, operational emails,
not branded
Purple: segmented emails
Green: 1-to-many, branded
16. Smart Customer Communication
2013 201620152014
July 2013
Start
Email only
(Single Shot)
Dec‘13
Website
Integration
Eforms.
2014
BO Integration
Email fulfillment
of back office
mail
Start continuous
Multi step flows
March ‘13
Strategic
Decision
2015
Increase
multi step flows
Extended data
BO / DWH
Integration
Advanced selections
Add channels
2015
Phase 2:
Project
Smart Customer
Communication
Integration
Between Selligent
& Triton to start with
Marketing automation
2016
Usefunctionalitiesofsystem
Increase
multi step flows
Add data sources
Add departments:
E.G. Contact
Center
Add channels
EG: Mobile app
24. Selligent
Self Help
Local Key Users in
branches, Confluence
with manuals &
styleguides, Express +
Building blocks
Ad Hoc
Support
1st Level mainly
functional:
Jira, Ad hoc help,
coördination
2nd Level
Implementation Partner
Yourzine
Organized
support
Training and coaching,
F2F Key User meetings,
Projects, Monthly
improvements, on site
assistance
Support branches from HO
32. Recurring video
chat
• With local key-users
• Every four weeks
• Share best practices
• Discuss new developments
and changes
• Figures / kpi’s
• Homework
34. Selligent
Self Help
Local Key Users in
branches, Manuals, style
guides, Jira, Confluence
SIM Express &
Building blocks
Ad Hoc
Support
1st Level
(Ad hoc help,
coördination, mediation
mainly functional)
2nd Level
Implementation Partner
Organized
support
Training and coaching,
F2F Key User meetings,
Projects, Monthly
improvements, on site
assistance
Challenges
Multi step campaigns needs
localisation per campaign
SLA with
implementation
partner
Where to build which
competence, roles
Project Smart Customer
Communication in
initiation phase
Database marketing
skills missing in some
branches
Position of Selligent in
ICT Architecture
Complexity of Selligent
forced us to do more at
Head Office
Marketing automation is
a new way of working,
get buy in
35. +31 (6) 245 333 64
Wout.vandendool@triodos.nl
http://www.linkedin.com/in/woutvandendool
@Wout
Wout van den Dool
Editor's Notes
Bankieren gaat over relaties. Niet over transacties.
Relaties tussen mensen met geld over met mensen die geld nodig hebben.
Die verbinding leggen.
Dat is de rol van de bank.
Over het bouwen van die relatie wil ik vandaag met jullie hebben.
Vertellen hoe wij dat doen. Welke rol Selligent daarin speelt.
Kort filmpje om te illustreren
Spaarders en beleggers brengen geld naar de bank.
De bank leent het uit aan ondernemers die geld nodig hebben.
Zo simpel is het.
Bank speelt zo belangrijke rol in economie.
Bank maakt immers keuzes.
Wie ze niet en – nog belangrijker – wie ze wel financiert.
Wie heeft er wel eens geld uitgeleend?
Aan vrienden, familie, zijn kinderen …….
Wat is de eerste vraag die je stelt?
Mensen met kinderen zullen dat herkennen.
Waar ga je het voor gebruiken?’
.
Een hele logische vraag
Ervaring leert dat wij het onze bank niet vragen. Raar.
30 jaar geleden bij de oprichting belangrijk principe.
Als je mensen laat zien wat je met geld doet, verhoogt dat hun betrokkenheid.
Dat principe drijft ons nog steeds in marketing en online aanpak.
Belangrijkste wat wij communiceren is, wie wij financieren, met naam en toenaam.
KWYMG dichtbij
Online tonen we alle ondernemers die we financieren met jouw spaargeld. Want als je geld leent wil je ook weten waar het naar toe gaat.
Dichtbij jou in de buurt. Den Bosch
KWYMG ver weg
Of we tonen juist ver weg, alles in de wereld, bijvoorbeeld in Brazilië
Liken van Casa Rural
Als je mensen laat zien wat het geld doet, dan raken ze betrokken.
Dan creëer je een betrokken relatie.
Iedereen is bankier
Als je er zo naar kijkt is eigenlijk iedereen bankier.
De keuzes die je maakt met je geld, bepalen de economie.
Bepalen de richting waarin die zich ontwikkelt.
En het leuke is van geld, met je geld maak je die keuzes iedere dag.
Triodos Bank kiest
Triodos Bank kiest er voor alleen bedrijven te financieren die onze economie duurzaam ontwikkelen.
Natuur en milieu
Sociaal gebied
Kunst en cultuur.
Planeet, mensen op de planeet, individu
Triodos Bank is an European Bank, active in 5 countries.
Besides banking we offer Investment Management and Triodos Foundations
All branches have own P&L responsibility, Locally organised,
Wide diversity within branches but also unity. We share the same mission and values
2013: 517,000 customers
2014: 1,000 co-workers
Storytelling,
via own channels (website, social. Email, IB Banking)
blog seeding and ambassadors
Quality content re-used in other branches, e.g. UK
Storytelling e.g. http://www.youtube.com/watch?v=R05I1WPk_Q8
Diversity
Different approach, Offices main channels
First physical contact via offices followed online and call centre
DE: Started a couple years ago, brand awareness important, therefore work together with partners
2012/2013 Phased out Footprint, find new system.
Choise: replace with same functionality or broaden the scope
The why:
Building and deepen the relationship with clients and stakeholders,
Integrated and consistent customer experience throughout all contacts and channels
Results in Continuous marketing automation, 1 centralized system for all email and contacts, Optimal data management, For event driven and life cycle campaigns
Selligent as RFP winner
Good replacement for emailing
User friendliness
State of the art
Phased approach possible
Modular and good value for money
Secure and easy to integrate
Responsive template with buildingblocks for all mobile and desktop readers
Every year as preparation for the Annual General Meeting we ask our Depository receiptholders their opinion within all branches.
Moving from different surveys in Surveymonkey to a more integrated, designed and secure environment. More professional for the depository receipt holders.
Lead generation as a follow up from the website to an separate page is an important source for sales in Spain.
Moving from a separate website to an integrated, secured, accessible customer journey. Complying with all the policies regarding lead generation, less hassle for the branches.
The distribution partners of Triodos Investment Management needs to be informed about the performance of the different Triodos Investment Management funds.
This was a manual process of selecting contacts and different information about the funds they provide and also connect them to the right accountmanager.
Not yet in place, but after the summer start with multistep campaigns as a call to action to continue their journey at a later moment on a different platform.
Initially, with the start of the project, we assumed that we could copy the website model. And do the localization in the branches.
However the Selligent system is more complex than the CMS of the website. Therefore, we propose to centralise the localization at Head office.
Focus op landen in Express
Local Key Users for first line of contact within Business Units but also with new requests. Picture of more advanced Key User training of 2 days.
Re-usage of knowledge and deliverables, starting with the datamodel
Standardized across branches
Allways challenge between flexibility vs. branding vs. maintenance
Online reporting and analysis of effectiveness needs clever Google Analytics integration. No thinking for editors
Connection with Jira
To keep the trained people up to date we organise every 4 weeks a video chat with Selligent.
With other diciplines to inspire, talk about lifecycle management, but also to bring it back to day-to-day activities
Initially, with the start of the project, we assumed that we could copy the website model. And do the localization in the branches.
However the Selligent system is more complex than the CMS of the website. Therefore, we propose to centralise the localization at Head office.