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Marketing - Triodos Bank
Selligent finance day
Wout van den Dool
Meaningful relations
Know where your
money goes
Den bosch
Brazil
Everyone is a banker!
8
Triodos Bank
• UK, BE, DE, ES, NL
• Investment Management
• Private banking
• Triodos Foundations
"Happiness up,
Greed down"
Small. The new big
Spain
Spanish
offices
DE
Selligent for smart customer
communication
email landscape
Triodos Bank1-TO-1
Customer’s initiative
AU
TO
MA
TE
D MA
NU
AL
3.000.000
Newsletters
1-TO-MANYTriodos Bank’s initiative
70.000
websiteCUSTOMER
SERVICE
100.000 emails
EVENTS50,000
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
Smart Customer Communication
2013 201620152014
July 2013
Start
Email only
(Single Shot)
Dec‘13
Website
Integration
Eforms.
2014BO Integration
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
Use
fu
nc
tio
na
liti
es
of
sy
ste
mIncrease
multi step flows
Add data sources
Add departments:
E.G. Contact
Center
Add channels
EG: Mobile app
Deliverables 2013/ 2014
Responsive
30 – 40% mobile readers
Old template
Depository receipt holder survey
Survey MonkeyIntegrated
5 languages
Lead generation in Spain
Separate website Integrated
Manual emailsAutomated segmentation
in Express
Distribution partners Investment Management
Email follow up
Mobile pages
More info
Selligent in our day to day
business
Support branches from HO
Selligent
Self Help
Local Key Users in branches, Confluence
with manuals & styleguides, Express +
Building blocks
Ad Hoc
Support
1st Level mainlyfunctional:
Jira, Ad hoc help, coördination
2nd Level
Implementation Partner
Yourzine
Organizedsupport
Training and coaching, F2F Key User meetings,
Projects, Monthlyimprovements, on site
assistance
Support branches from HO
> 40 coworkers trained, mainly
SIM EXPRESS
Same data model for 7 units
BackOffice Selligent
> = Manual import
50 columns of data Dataloader
Building blocks
Building blocks
Google Analytics integrated
EU Dashboard
Updated documentation
on Confluence
Styleguides
Editorial guidelines
Description of building blocks
How-to’s
Releases
Recurring
video chat• With local key-users
• Every four weeks
• Share best practices
• Discuss new developments
and changes
• Figures / kpi’s
• Homework
Internal Workshops
Selligent
Self Help
Local Key Users in branches, Manuals, styleguides, Jira, Confluence
SIM Express &
Building blocks
Ad Hoc
Support
1st Level
(Ad hoc help, coördination, mediation
mainly functional)
2nd Level
Implementation Partner
Organizedsupport
Training and coaching, F2F Key User meetings,
Projects, Monthlyimprovements, 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
+31 (6) 245 333 64
http://www.linkedin.com/in/woutvandendool
@WoutWout van den Dool
