Record Bank: A new marketing organization to support future growth.

Result:
4C Consulting designed a brand new marketing organization for Record Bank Belgium that allows an increased focus on direct channels and customer insight (analytics, reporting & event driven marketing). Following the vision development and organization design, our multi-disciplinary consulting team built an implementation roadmap and wrote project briefs for all enabling IT projects to kick-off the implementation. All of this in less than three months: on time and under budget.

Context:
Since its creation in 2001, Record Bank, a fully owned subsidiary of ING Belgium, has known a consistent growth across product lines (deposits, loans & insurance) and across their different sales channels (banking agents, credit brokers & vendors). With the increased importance of the Internet as interaction channel and the ambitious growth objectives that were set forward, Record Bank needed to expand, increase and streamline its marketing activities.

Objectives:
Record Bank asked 4C Consulting to:

• Design a customer experience vision, including identification and description of company brand values and rational & emotional benefits
• Define target market capabilities.
• Define a marketing mission and design a new marketing organization, roles & responsibilities
• Design a campaign process
• Design a roadmap, identify & implement quick wins and write project briefs for the implementation of the customer and marketing strategy

About Record Bank:
Record Bank Belgium was created in January 2001, following the merger of four financial institutions. Since then, Record Bank has witnessed substantial growth. Record Bank is now the third-largest of the Belgian retail banks (after AXA and Argenta, but ahead of Centea and Fintro), after the four major banks.

Record Bank is a fully owned subsidiary of ING Belgium.

Its strength lies in its personal approach through its network of brokers and agents, striving to offer their customers the service they expect.

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

• Customer Experience Management: customer experience statement
• Customer Interaction Management: online channel strategy
• Marketing Excellence: campaign evaluation
• Customer Insight Management: data strategy