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Nine user friendly digital solutions for euro implementation
Digital communication
Summary (100 words max)
The general idea behind euro communication was to inform clients about
changes in bank’s services and educate them about euro implementation.
Overall, the goal was to insure that transition from lats to euro is implemented
as smoothly as possible for all stakeholders. From Bank perspective we
oriented our activities in several directions: (1) we have introduced modern
and client-oriented easy to use digital tools and (2) we have trained our
employees to provide required and best advice to clients, (3) we have
arranged a series of practical workshops and educational seminars to our
customers and clients. The success of this project was reflected in the
numbers of webpage visitors, seminars attended, feedback provided and
award received of The Association of Commercial Banks of Latvia for "Esolutions in euro communication" acknowledged as sustainable.
Pre – research/situation (200 words max)
The company had to deal with huge changes and adjustments inside the
organization, a reserved attitude towards joining the Eurozone and rather poor
knowledge about euro implementation among residents. Social research done
by SKDS agency showed that 61% of residents were opposed to joining the
Eurozone (January, 2013). Another social research launched by Factum
revealed that just 58% of citizens believed they were well-informed about euro
implementation (June, 2013).
Survey commissioned by SEB showed that 33% of SME clients feel necessity
for consultation about euro related issues which resulted in different activities
made for entrepreneurs. With respect our employees took the role of euro
ambassadors as far as it was related with financial services provided by SEB
bank, the employee knowledge about euro impact was crucial in transitional
period. To succeed, we developed an internal digital euro test, which was
published in intranet. In addition we have launched “Euro Live” section in
intranet thus providing for each single employee the possibility to interact with
euro management team. Keeping in mind the scope of changes, the situation
demanded well-structured messages through carefully chosen channels to
different target audiences. Our aim was to be in place where our clients are –
to use channels which are preferred by our clients. Nevertheless digital tools
were introduced, our employees played the biggest role – they were deeply
engaged in communication with clients informing them and educating about
euro implementation.
To be considered the euro introduction project was nationwide and society at
large was one of the most significant stakeholders, we focused our activities
mainly on defined target audience including our private clients (with special
attention to youth segment), corporate clients and employees.
Challenge (50 words max)
The company had to deal with huge changes and adjustments inside the
organization, a resistant attitude towards joining the Eurozone and rather poor
knowledge about euro implementation among citizens. One of the most
challenging ambitions was to reach majority of clients in both private and
corporate segment.
Objectives (150 words max)
The company's goal was to make euro implementation as easy as possible.
We have focused on several objectives to succeed: inform all stakeholders
about changes related with services provided by the bank and upcoming
actions expected from client and bank perspective. Financial literacy about
euro impact turned out as a second aim. With help of our experts, we have
started education activities about euro implementation process so that our
clients feel comfortable and know what important pre activities they have to
make. As shown, project was nationally important which means that, in
general, audience was the society at large, but within the Bank`s activities,
project management team highlighted private clients (especially youth
segment), corporate clients, employees, as the most important audiences to
focus on. There were 3 main Project communications KPIs: regular internal
communication within the Company, pro-active communication for
frontloading enterprises and educational focus on youth as important
audience.
Strategy (150 words max)
The project communication strategy included two main directions: (1) provide
our stakeholders with new user friendly digital tools, choosing the right
channels and messages to inform clients about changes in bank services and
(2) to use trained employees as ambassadors to communicate and consult
our clients. Euro communication plan included one strategic condition:
external communication launch only after official Council of Finance Ministers
resolution for joining Eurozone.
Implementation (200 words max)
Company had to understand employees overall knowledge. We did it with
help of digital euro test checking existing knowledge level and providing facts
and figures related with euro. Intensive period was introduced with internal
activities: launch of internal webpage, employee trainings, online chat with the
Project Management team.
Aiming society at large external communication envisaged launch of external
webpage eiro.seb.lv, launch of “SEB Eiro Café” – totally new concept in
Latvia where café is merged with bank services (consultations with a bank’s
expert, digital euro tests in iPads, euro videos, different printed materials).
Service status updates: digital platform providing online information about
service accessibility such as visitors queue status in branches, ATMs load,
etc. Informing clients about SEB switch to the euro and providing brief news
about euro implementation process in webpage, facebook, twitter, sms, emails. For customer’s convinience special euro calculator and euro
shopping calculator was introduced. To help SME clients be well prepared
for euro introduction, we have worked out proactive communication materials
in video format and launched seminars nationwide.
For youth segment, the “Euro school” campaign was launched: special euro
tests, “Euro game” in social media, stands at schools nationwide and
outdoors in Riga center, brochures and leaflets.
Documented Results (150 words max)
 Eiro.seb.lv views amounted to 397 793, mobile version – 16 928.
 Service accessibility tools were used 15 000 times.
 Seminars organized for entrepreneurs, 2 featuring a live broadcast.
 The euro test was taken 10 000 times in social media channels.
 Euro game played 10 000 times.
 Specific Euro finance review were used by 12 000 clients.
 40 press releases including euro topic.
 SEB bank took a part in 5 Euro days in regions.
 At the end of 2013, 20% more of citizens than in June believed that
they are well-informed (Factum social research, December, 2013)
 3 months after euro implementation 52% were opposed to joining the
Eurozone, 19% less than in January, 2013 (SKDS social research).
Links
Name of the link
Euro webpage LV, RUS, ENG
http://eiro.seb.lv/
http://eiro.seb.lv/ru/nachalo/
http://eiro.seb.lv/en/home/
Euro night at SEB Latvia
http://vimeo.com/108444874
Launch of “SEB Euro Café”
https://www.flickr.com/photos/seb_latvia/sets/721576356
18014053/
http://www.slideshare.net/SEB_Latvia/i-krole-sebsmeseminarieiro05122013
http://www.slideshare.net/SEB_Latvia/seb-eiroievatetere11092013pub
http://eiro.seb.lv/lv/iepirksanas-kalkulators-/?v=mobile
Euro implementation: important
messages for entrepreneurs
SEB
bank
readiness
for
implementation
Euro shopping calculator/euro
calculator
Section for entrepreneurs on
webpage (videos, infographics,
presentation)
Videos about euro
http://eiro.seb.lv/en/for-entrepreneurs/
http://eiro.seb.lv/lv/seminaru-ieraksti#undefined
Name the file “BPRA_2014_project_name_category.doc/pdf” (where “project name” and
“category” is to be defined accordingly).