Creating one central data warehouse and a complete customer view for Robeco

Robeco, a leading asset management company, introduced a brand-new (online) marketing strategy. It quickly became apparent that the complex IT infrastructure needed better integration to the strategy through an improved and streamlined framework. In transitioning towards a 100% online strategy, a solid 360-degree customer view is key. In this customer case study we’ll explain how Invenna enabled Robeco to benefit from one central marketing data warehouse with a complete and accurate customer view.

 

 

 

Robeco, a leading asset management company, introduced a brand-new (online) marketing strategy. It quickly became apparent that the complex IT infrastructure needed better integration to the strategy through an improved and streamlined framework. In transitioning towards a 100% online strategy, a solid 360-degree customer view is key. In this customer case study we’ll explain how Invenna enabled Robeco to benefit from one central marketing data warehouse with a complete and accurate customer view.

As an investment specialist, Robeco is geared towards safeguarding the assets of its customers. Robeco focuses on high investment efficiency, but not against all costs; keeping high risks at bay is at the least equally important. In sum, Robeco believes in a responsible approach to investment.

 

Michiel de Bakker, Retention & Customer Value Director at Robeco Retail: “We’ve been working together with Invenna for years, and since April 2013 we use Invenna Engage as part of our daily operation. It has provided our marketing infrastructure with an exceptionally fast and flexible system that enables us to create recurring, complex campaigns and service our customers in an increasingly personalised way. Because in the end, that’s what we strive for.”

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Robeco’s aims

Robeco has introduced a marketing strategy that revolved around three objectives:

  • Personalised service: the one-on-one advice of an advisor is no longer necessary.
  • A 100% online banking environment, with customer support through chat, e-mail and by phone.
  • Cost reduction as a result of efficient marketing: automated processes and modern tooling, requiring less interference.

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Phase 1

An improved and streamlined infrastructure

Robeco relied on a complex IT infrastructure, which didn’t sufficiently support the new workflow. For that reason, an improvement and positive simplification of the infrastructure was of high priority.

As mentioned before: it takes an accurate 360-degree customer view to make the transition towards a 100% online strategy and a personalised customer approach. In this context, a central marketing data warehouse is of paramount importance, storing all the relevant customer-related data that can be used when communication channels are set in motion.

Phase 2

A single customer view stored in a new data warehouse

Robeco recently switched to a new backend system. From an operational point of view it resulted in the intended positive simplification and cost reduction. The marketing data warehouse has been established through Invenna’s Customer Data Platform. Additionally, Robeco launched a new website to solidify the 100% online visibility, creating a space of control for their customers.

The Customer Data Platform of Invenna links with the systems in charge of e-mail, website and phone traffic. All relevant data are gathered automatically and, in case necessary, edited and eventually stored in the new marketing data warehouse. In this warehouse, a single customer view is saved and marketers have the option to access the data and instantly use it for analysis, automated campaigns and reports.

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Achieving great things together

For Robeco, we created a unified and 360-degree customer view, linking all the available online and offline data. Next to that we also linked their channels to prime them for marketing automation. Through marketing automation, Robeco is able to build campaigns that are fully automated and personalised, which elevated the number of their campaigns from 4 per year to more than 200 per week. And with the features of Invenna Insights, it’s possible to find new correlations that increase the value of campaigns. Through the link with interactive dashboards, they can now benefit from a ‘single version of the truth’.

Once set up, Invenna consistently processes campaigns. This ensures that the core processes of Robeco stay operational at all times, not requiring any interference. Existing customers are serviced more successfully, causing their loyalty and satisfaction to rise.

 

 

 

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