BNP Paribas Banque Privée

Success Story: BNP Paribas Private Bank

Discover how BNP Paribas Private Bank succeeds in positioning itself as a conversational bank thanks to campaigns' personalisation with Actito

The client

BNP Paribas Private Bank is a subsidiary of the BNP Paribas group, specializing in the management of assets, investments, and the financing of projects for individuals with "significant net assets".

Founded in the year 2000 as a result of the merger of Banque Nationale de Paris (BNP) and Paribas, BNP Paribas is considered today as the leading European bank in terms of activity and profitability. Present in 65 countries, the BNP Paribas group is the 8th largest banking group internationally.

BNP Paribas' organization is based on three operational divisions: Commercial, Personal Banking & Services (CPBS), Investment & Protection Services (IPS) and Corporate & Institutional Banking (CIB).

The context

Bespoke support and guidance is a substantial part of BNP Paribas Private Bank's DNA. To ensure a satisfactory level of quality in their services, the banking group meets its customer's expectations by leveraging its wide network of experts in wealth management. Such an approach requires a great level of personalization in all interactions with the clients, hence the choice of Actito for BNP Paribas Private Bank.

With an imminent need for a solution that allows for a personalized approach in marketing campaigns, the banking group requires a solution capable of guaranteeing an impeccable automation aspect thanks to flow automation assets and database management capabilities.

Thus was born the desire for BNP Paribas Private Bank to position itself as a "Conversational Bank" with all of its clients.

The challenges

BNP Paribas Private Bank was facing multiple challenges in its journey to becoming a "Conversational Bank".

From a technical point of view, the banking group requires a high level of robustness and scalability of its marketing solution, due to the large volumes of its databases. Indeed, it is essential for BNP Paribas to be able to adopt a solution capable of integrating substantial volumes and establishing a relational model in its management of real-time data flows.

Furthermore, to ensure the right information reaches the right customer (and the right advisor), BNP Paribas Private Bank needs an element of precise targeting in its marketing campaigns in order to personalize the message accordingly. The challenge is therefore to multiply the deployment of its mass campaigns, without creating a disconnection between the advisor and the client, a "human-touch" characteristic of the BNP Paribas Private Bank services that is of the utmost importance.

The solution

The collaboration between BNP Paribas Private Bank and Actito was conducted in an agile methodology to successfully migrate and set up the data within a maximum of 3 months. The new structuring of the databases according to the relational model of Actito has enabled the BNP Paribas teams to succeed in better targeting at the level of their campaigns. Thus taking on the challenge of customizing marketing campaigns successfully.

The scripting and advanced form functionalities available through Actito reinforce the tailored support approach offered by BNP advisers to their clients, by adapting the content of the various campaigns to the clients' preferences, in real-time.

“For BNP Paribas Private Banking, Actito is THE solution for relationship marketing and activating interactions with our clients.”

Laurent de Vivie - Head of Digital Marketing

The results

The Actito structure of the relational data model adopted by BNP Paribas Private Bank has enabled the latter to achieve better targeting in its marketing campaigns. As a result, +15% of customers were reached by these new campaigns and +15,000 personalized emailing campaigns were sent to the right customer. For instance, regular "market review" campaigns are now adapted to the needs and preferences of clients, thus putting them in contact with the right advisor.

Marketing campaigns with adapted content and personalized screens have also enabled BNP Paribas Private Bank to maintain the conversation with its customers in times of crisis by broadcasting video sequences and films. This allowed the bank to reach more than 10% of its customer database and have viewing rates 30% higher than before.

Découvrez leur Success Story en vidéo

Avec le témoignage de Laurent de Vivie, Head of Marketing chez BNP Paribas Banque Privée qui témoigne de son expérience avec Actito lors de l'Activation Day, auprès de Frédéric Roussel, Marketing Delivery Team Manager chez Actito. Il partage la stratégie adoptée par BNP Paribas Banque Privée et les différentes actions marketing menées avec succès par son équipe vers un statut de Banque Conversationnelle (chiffres à l'appui !).

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