Banking in a Digital Village Square
by Stephanie Krausse
Posted on 05-09-2018
For more than 100 years, the cooperative banks that make up Raiffeisen have focused on the needs of their customer-owners and the communities in which they live. That spirit of community involvement continues into the digital age as Raiffeisen complements its brick-and-mortar branches with engaging customer experiences across channels.
Using solutions including Adobe Experience Manager and Adobe Target in Adobe Marketing Cloud and Adobe Analytics in Adobe Analytics Cloud, Raiffeisen has established a digital marketing platform that supports both centralised control of branded content and local control of experience personalisation.
With help from Adobe partner Netcentric, Raiffeisen created standardised templates, components, and content around the concept of a virtual village square. Member banks can then customise assets according to their business needs and even use application programming interfaces (APIs) in Adobe Experience Manager to pull data from third-party systems to personalise experiences using customer data.
In other words, Raiffeisen customers in Zurich could receive completely different news, information, and offers than customers in Geneva, but the experiences would still be comfortable and familiar. Plus, Adobe Experience Cloud can use real-time data to support customer interactions across any channel, including web, mobile, email, call-centres, and in-person meetings with advisors.
“Customers should feel the same connection with their advisor whether they’re sitting across from each other in a branch, interacting online, or talking on mobile devices,” says Felix Wenger, Head Channel and Distribution (Retail and Affluent), Raiffeisen. “Adobe Experience Cloud is helping our business to become stronger by providing a local touch to customers everywhere.”
Using Adobe Experience Manager Assets, local branches can access, author, and manage content, such as local images, announcements, and information, and then deliver experiences to customers using Adobe Experience Manager Sites. Meanwhile, if a small local branch lacks the resources to create content, the Raiffeisen central team can easily provide additional services, such as creating graphics or setting up community pages.
Since launching its digital experiences on Adobe Experience Cloud, Raiffeisen has realised dramatic business improvements. For example, fine-tuning marketing campaigns using AB testing in Adobe Target has increased conversions, such as signing up for events or scheduling meetings with advisors, up to 300 percent.
Find out more about Raiffeisen’s success story here: https://www.adobe.com/content/dam/acom/en/customer-success/pdfs/raiffeisen-switserland-case-study.pdf
Topics: Digital Transformation, communities, customer experience, customers, digital marketing platform, UK, UK Exclusive, Digital EMEA