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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.
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Marketing - Triodos Bank
Selligent finance dayWout 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 Bank
1-TO-1Customer’s initiative
AU
TO
MATED M
AN
UA
L3.000.000
Newsletters
1-TO-MANYTriodos Bank’s initiative
70.000 Email
websiteCUSTOMER
SERVICE
100.000 emails
EVENTS50,000
invitations
ES & DE
Back office110.000 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
StartEmail only
(Single Shot)
Dec‘13
Website Integration
Eforms.
2014BO Integration
Email fulfillment of back office
Start continuousMulti 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
nct
ionalit
ies
of
syst
emIncrease
multi step flows
Add data sources
Add departments:E.G. Contact
Center
Add channelsEG: 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 HocSupport
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
> 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 ConfluenceStyleguidesEditorial guidelinesDescription of building blocksHow-to’sReleases
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, style guides, Jira,
Confluence SIM Express &
Building blocks
Ad HocSupport
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
+31 (6) 245 333 64
http://www.linkedin.com/in/woutvandendool
@WoutWout van den Dool
