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:

Topics: Digital Transformation, communities, customer experience, customers, digital marketing platform, UK, UK Exclusive, Digital EMEA