Sharing learnings so everyone wins
Adobe Consulting Services is also helping De Volksbank transform from sending out ad hoc emails to communications that target specific points in the customer journey. For example, it has supported the bank in creating workflow templates in Adobe Campaign, ensuring every email aligns to an identified stage of the customer journey, including their actions and behaviour.
“We can track people browsing pages related to home and car insurance and see whether they’ve downloaded an insurance form and if they are an existing customer we then ping them an email with the insurance form attached,” said Eric. “Using this approach, we’ve seen email conversion rates increase by seven times.”
Because all of these digital tools are now centralised, these learnings and best practice insights are shared fluidly between the bank’s various brands, which means best marketing practice learnt from one bank can be easily applied by others.
Connecting solutions to better connect with customers
Adobe Consulting Services has been key to ensuring De Volksbank understands how its various digital tools can integrate and constantly talk to one another: conducting weekly, dedicated desk-side coaching to transfer its knowledge to the De Volksbank team, as well as helping the bank migrate its legacy customer marketing data from IBM Unica.
Continuing to derive value for its customers post-implementation is equally important for De Volksbank. Part of Adobe Consulting Services, Adobe’s Customer Success and Consulting teams joined forces to ensure De Volksbank optimises solution adoption success with access to other customers, best practices and skills enhancement through Adobe Experience League.
“Adobe Consulting and Customer Success teams have helped us to realise the value of our digital marketing investment,” says Björn. “The constant coaching and support has ensured each solution is contributing towards a more specific, targeted and personalised customer journey.”
Looking forward, De Volksbank is looking at how AI and machine learning technologies could make audience segments even more precise, making intelligent automated recommendations towards crafting an even more personalised customer journey