Marketing automation at Triodos Bank
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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 automation at Triodos Bank
- 1. Marketing - Triodos Bank Selligent finance day Wout van den Dool
- 4. Know where your money goes Den bosch
- 5. Brazil
- 7. Everyone is a banker!
- 8. 8
- 9. Triodos Bank • UK, BE, DE, ES, NL • Investment Management • Private banking • Triodos Foundations
- 11. Small. The new big
- 13. DE
- 14. Selligent for smart customer communication
- 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
- 18. Responsive 30 – 40% mobile readers Old template
- 19. Depository receipt holder survey Survey Monkey Integrated 5 languages
- 20. Lead generation in Spain Separate website Integrated
- 21. Manual emails Automated segmentation in Express Distribution partners Investment Management
- 22. Email follow up Mobile pages More info
- 23. Selligent in our day to day business Support branches from HO
- 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
- 25. > 40 coworkers trained, mainly SIM EXPRESS
- 26. Same data model for 7 units BackOffice Selligent > =Manual import 50 columns of data Dataloader
- 27. Building blocks
- 28. Building blocks
- 30. EU Dashboard
- 31. Updated documentation on Confluence Styleguides Editorial guidelines Description of building blocks How-to’s Releases
- 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.