Selligent finance day, Marketing at Triodos Bank
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Transcript of Selligent finance day, Marketing at Triodos Bank
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Marketing - Triodos Bank
Selligent finance dayWout van den Dool
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Meaningful relations
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Know where your money goes
Den bosch
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Brazil
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Everyone is a banker!
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8
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Triodos Bank
• UK, BE, DE, ES, NL• Investment Management• Private banking• Triodos Foundations
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"Happiness up, Greed down"
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Small. The new big
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Spain
Spanish offices
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DE
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Selligent for smart customer communication
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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
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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
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Deliverables 2013/ 2014
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Responsive
30 – 40% mobile readers
Old template
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Depository receipt holder survey
Survey MonkeyIntegrated
5 languages
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Lead generation in Spain
Separate website Integrated
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Manual emailsAutomated segmentation
in Express
Distribution partners Investment Management
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Email follow up
Mobile pages
More info
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Selligent in our day to day business
Support branches from HO
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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
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> 40 coworkers trained, mainly SIM EXPRESS
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Same data model for 7 units
BackOffice Selligent
> = Manual import
50 columns of data Dataloader
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Building blocks
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Building blocks
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Google Analytics integrated
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EU Dashboard
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Updated documentation on ConfluenceStyleguidesEditorial guidelinesDescription of building blocksHow-to’sReleases
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Recurring video chat• With local key-users• Every four weeks• Share best practices• Discuss new
developments and changes
• Figures / kpi’s• Homework
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Internal Workshops
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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
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+31 (6) 245 333 64
http://www.linkedin.com/in/woutvandendool
@WoutWout van den Dool