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Resources -> Case Studies

Case Study


BNP PARIBAS FORTIS


BELGIUM’S LARGEST BANK BOOSTS DATA SECURITY, CUSTOMER SATISFACTION, RELEVANCY, &
ENGAGEMENT, USING SELLIGENT BY MARIGOLD TO CENTRALIZE DATA & DELIVER A
CONSISTENT EXPERIENCE ACROSS CHANNELS


Website
bnpparibas.be
Industry
Banking/Financial Services
Geography
Belgium
Partner
–

BNP Paribas Fortis is Belgium’s largest bank and the largest company in
financial asset management worldwide. The bank’s activity is focused on three
client segments: retail clients, companies and entrepreneurs, and private
banking. 

Following is an explanation of how the bank manages a clear client-oriented
strategy and the role Selligent by Marigold plays as an ally to put the customer
first across all activities and channels.




THE CHALLENGE


THE CROSS-CHANNEL CUSTOMER IS KING

In recent years, client expectations have evolved significantly, with an
increased focus on the customer across all sectors, including and especially the
financial world. Banks have been among the most innovative companies when it
comes to marketing and communication – and this is definitely the case with BNP
Paribas Fortis.

BNP Paribas Fortis operates from a strong drive for innovation and modernity,
yet also at the same time from an emphasis on human values such as
attentiveness, accessibility, and warmth. Customer service is essential
throughout all channels: offices, online banking, contact center, self-banking,
and mobile banking.

BNP Paribas Fortis gives high priority to five promises:

 * Listening to the client
 * Being accessible
 * Being clear and transparent
 * Being a partner for the client
 * Being a socially responsible and committed bank


MEETING THE CHALLENGES OF MULTI-CHANNEL INTERACTIONS

Today, clients are truly cross-channel, with online channels playing a leading
role in the bank’s proposition. All possible ways to optimize contact moments
with clients are used, to offer the most valuable and personal service.

As digital habits and channels continue to evolve, Selligent by Marigold offers
an ideal solution to these digital changes with its multi-channel interactive
marketing platform. To address evolving consumer behavior requires being able to
offer an integrated and consistent customer experience across all client
contacts. A centralized data model is key to succeed in this.




THE PATH TO SUCCESS

At BNP Paribas Fortis, Selligent by Marigold has been integrated in all channels
where customers can request information, open accounts, or add new services that
the bank offers. Data is collected via website, automatically passed onto the
contact center, and also added to the bank’s other applications. The application
further steers all emails, so it can be used by local branch managers to send
secure and personalized emails to their customers, based on a centralized system
to ensure consistency. Finally, all web forms are managed by Selligent by
Marigold. Selligent by Marigold is used throughout the entire fulfillment of
applications and in the decentralization of content, both in the email and
mobile channels.


A SECURE HUB FOR INFORMATION, INTERACTION AND TRANSACTION

Since banks deal with very confidential data and have strict requirements in the
area of security, BNP Paribas Fortis worked together intensively with the
Selligent by Marigold team when integrating the tool. This required an intensive
analysis, where the Selligent by Marigold team helped enormously. It was truly a
meeting of two worlds: that of a high transactional security, with that of
interactive marketing. The marriage between the transactional, informative, and
interactive aspect wasn’t only about security, but also about market evolutions.

Where the bank used to have an informative and purely transactional component
regarding the internet, it now much more interactively can start a relationship
with the consumer online.

This evolution also has an impact on communication, as every channel has its own
way of dealing with communication. The media mix is also changing. Conventional
media remains important, but has been increasingly more supplemented with new
media, including social, which is used by the bank for campaigns and to listen
to the customer.


GREATER UNDERSTANDING OF THE CLIENTS’ NEEDS

In order to realize its client-oriented promise, BNP Paribas Fortis has further
expanded an even-more personal interaction based on clear attentiveness, optimal
data management, and personalized, dynamic services.

The bank has built a marketing data warehouse where it centralizes all
information about its clients. This is connected with an operational database
with the various channels to enable BNB Paribas Fortis to “listen” to its
customers and to act in real time. Selligent by Marigold helps greatly with this
interaction in the direct channels. The tool takes care of the distribution of
segmented newsletters. But even more interesting is that the target groups are
not divided according to a segmenting model. Instead, the bank distinguishes
between what the client personally indicates as being interesting and has now
expanded that behavioral profile to better customize its approach in its direct
channels. 

The bank has focused on the integration of Selligent by Marigold within its
current infrastructure. This allows it to trace consumers both in public and in
the registered environment and to offer them dynamic content aimed at their
specific activities and needs.

The increased focus on customers also means that possibilities for direct
contact in the different offices and branches of the bank are maintained and
even further built out. Next to the virtual environment and its direct contact
possibilities, the local bank manager plays a crucial role in guaranteeing
authenticity and personal human interaction, with this role becoming more
important than ever. This personal relationship is pulled through to the digital
environment, so that, for example, the client can also address his advisor in
his personal online banking environment.


A SOLID PARTNERSHIP FOR BUILDING CUSTOMER VALUE

An ongoing challenge for the bank is to further expand and customize all the
channels to interact with the individual client. Key to the success of this is
maintaining a consistent, human, and multi-channel service approach that breaks
down all borders between “physical” and “virtual” interactions, thus ensuring
optimal customer value.


RESULTS

The role of Selligent by Marigold as an important partner will continue.
Selligent by Marigold has proven to be a partner that’s in line with the bank’s
strategy and able to provide a great deal of experience and knowledge when it
comes to customer interaction, among other areas. Selligent by Marigold has
helped the bank to develop and maintain a new approach, utilizing new tools to
provide unmatched customer service. In this win-win situation, BNP Paribas
Fortis benefits from a wonderful client database with a wealth of (often
transactional) contacts in a high-security environment.

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