BNP Paribas Fortis: A new direct marketing approach and system.

Result:
The marketing organization transformed from a calendar and volume-driven marketing approach to an event-driven marketing approach aligned with sales capacity, taking past customer contacts into account.  Marketing campaigns are now optimized to prevent customer over-sollicitation.  Using close-the-loop and multi-step campaigns, cross-channel tactics are applied to approach the customer and trigger customer response.

Context:
With the advent of BNP Paribas, a renewed dynamic governs Retail & Private Banking at BNP Paribas Fortis.
In this context, a combination is made of the BNP Paribas marketing approach and the Fortis richness of marketing and sales channels.

Objectives:
The Retail & Private Banking Belgium of BNP Paribas Fortis asked 4C Consulting to:

• Take the business lead in the implementation of the TRM (Teradata) direct marketing system for the BNP Paribas Fortis and Fintro brands, including:
  • Analysis of business requirements and BNP Paribas Fortis specific requirements to fit within the BNPP marketing philosophy
  • Accompany the IS development team throughout the building phase, aligning with other projects such as the Marketing Datawarehouse and the multi-channel sales workstation for the branch network and the contact center.
  • Test strategy, test scenarios and organization and execution of user acceptance tests
• Adapt the Marketing Resource Management system (Unica) and process to the new marketing philosophy
• Change management for the central marketing department, including:
  • Communication sessions to all stakeholders
  • Training and documentation for campaign managers and targeteers
  • On the floor user support and coaching of end users and management

About BNP Paribas Fortis:
BNP Paribas Fortis, the no. 1 bank in Belgium, offers the market a comprehensive package of financial services for private and professional clients, wealthy individuals, corporate clients, public entities and financial institutions.
BNP Paribas Fortis envisages to develop a strong domestic network – capitalising on the full strength of the international Group – with a complete product and service offering, state-of-the-art tools (e.g. an improved Customer Relationship Management programme, a fully integrated multi-channel approach) and upgraded facilities. The bank will continue to invest in quality and speed of overall branch and channels experience to improve customer satisfaction.

The 4C domains of expertise and type of services we used to solve their problem:

• Marketing Excellence
  • Direct Marketing
  • Marketing Resource Management
• Change Management