From Product to Experience
Audit, design of the 2020-2023 digital master plan, and management of the acquisition campaigns.
Auditing the communication and marketing departments, to set a strategic roadmap.
- Period
- Since 2020
- Services
- Audits
- Business Design
- Cube Marketing
- Commerce
- Media
- Client
- Crédit Agricole next bank (Switzerland)
Crédit Agricole next bank (Suisse) SA is a bank under Swiss law, established on Swiss soil for more than 19 years.
We began working with Crédit Agricole next bank in 2020, starting with an advisory engagement on the digital experience of the bank’s customers. We are now in charge of designing and running its performance media campaigns.
Challenge
The aim of the engagement: take stock of the digital ecosystem of the bank’s communication, so as to set the 2020-2023 digital master plan.
The master plan sets out the bank’s new strategy and identifies the projects, and the organisation, needed to deliver it.
Strategy
To bring out an organisation’s full potential, you have to understand its activities, its structures and its growth levers in depth. Our approach rests on total immersion: interviews with the marketing, communication and digital teams, a thorough audit of the existing ecosystem, and the identification of the key areas to improve.
On that basis we design and document an ambitious master plan, holding a clear digital strategy, a modern information system and an operational roadmap for the 2020-2021 digital projects — all of it meeting the demands and constraints particular to a banking environment.
But a digital transformation is not only about technology: it rests on a fitting vision and organisation. So we redefine the target structure and the ways of working needed to move from a product logic to a reinvented customer experience.
A real accelerator of performance, to enter a new digital era.
The brand’s message and the communication tools converge on the communication ecosystem
The communication system established while taking stock of Crédit Agricole next bank (Switzerland)’s digital ecosystem: on one side the brand platform and its message, on the other the communication tools, the points of contact with consumers. Hover, tap or move through year element with the keyboard to read its role.
Source: Bright, advisory engagement for Crédit Agricole next bank (Switzerland), 2020; diagram redrawn from the figure in the case, without the logo or the portraits · Chart: bright.swiss
In 20 years, information systems moved from the all-in-one solution to the API and headless
Three successive architectures, as presented to Crédit Agricole next bank (Switzerland): the last, in 2020, is the modern approach our strategy proposes. Hover, tap or move through a block with the keyboard to read its role.
Source: Bright, advisory engagement for Crédit Agricole next bank (Switzerland), 2020; diagram redrawn from the figure in the case, without the logo · Chart: bright.swiss
Impact
An action plan that is pragmatic, and can actually be acted on.
For the members of the executive, we designed a master plan identifying the strategic projects to put in place through a cross-cutting roadmap, taking in the digital, marketing and communication projects together.
Acting across those boundaries is essential to offering a customer experience that is smooth, integrated and efficient on every channel and at every point of contact.
To handle that, a strategy for bringing agency services in house was designed and documented. A new organisation was proposed.
Working with Damien Fournier, a partner at Bright, made perfect sense to us on this project, because he knows the communication, marketing and technical trades very well — which is quite rare. That expertise let him read our organisation closely and grasp what is at stake for our bank.
Our aim is to accelerate acquisition through digital channels and to make the Marketing and Communication units more effective. He was able to propose a master plan that is concrete and applicable to our structure: a reorganisation diagram, a digital roadmap, an action plan, with practical examples that helped us picture the future.
On top of that, his support is faultless and professional; he listened closely to our concerns, and he sees the chosen plan through to proper execution.
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