Dutch retail bank introduces customer experience marketing solution with help from Relay42

By Jessica Davis | Consultant Journalist



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July 12, 2017 | 3 min read

ABN AMRO, a top-tier retail bank in the Netherlands with revenues of € 2076m in 2016, has appointed Relay42, a data management platform (DMP) company, to implement its unique DMP solutions across the financial institution’s IT infrastructure.

ABN AMRO initially approached Relay42 in its mission to find a DMP solution that would help to increase its customer-centric marketing. Following a six month tender process, Relay42 was chosen as the sole vendor for the project.

The onboarding process of the project, which involves implementing the DMP into ABN AMRO’s IT infrastructure, has taken three months and is already being used by the company’s marketing teams.

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Martin Rijken, project manager IT analytical CRM at ABN AMRO, stated: “We went into this project knowing that it would be technically complex and physically time-consuming, and so we set our expectations accordingly. However, through working with Relay42 and implementing their DMP solution into our infrastructure, we were amazed that the team was able to stay true to its promise and get us up and running in just three months — which we’re very happy about.”

Tomas Salfischberger, chief executive and co-founder of Relay42, commented: “If you think about how many different platforms and systems banks like ABN AMRO are using on a daily-basis, you would expect the onboarding process of a DMP to take a considerable amount of time — it typically takes upwards of a year. Our state of the art solution, however, enables a quick start to even the most complex ecosystems. We want our customers to operate with maximum agility and to see the results as soon as possible, and in this case we were unique in offering deployment in only three months.

“This fast onboarding process is important because effective marketers rely on being able to work efficiently and make decisions instinctively, and this can only be achieved if the DMP solution is already in place and ready to go. They no longer have the luxury of being able to wait around while a platform is slowly put into place,” he added.

With the agengy's DMP now in place, ABN AMRO will be able to benefit from a higher level of accuracy in recognising the customer, even when a device is used by other people, such as family members. This will help the bank to create individual customer messaging journeys that are tailored specifically to individual customers.

Relay42 will continue to provide support and guidance while ABN AMRO become accustomed to the new solution.

Relay 42's other clients include BMW, Thomas Cook and AirFrance.

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