1. CLIENT SUCCESS STORY
ABN AMRO
Build Social Presence
Twitter YouTube Facebook
ABN AMRO engages with customers
to build communities of transparency
Company Profile
https://www.abnamro.nl/
Amsterdam, Netherlands and trust Google+ Linkedin Hyves
Financial Services
Bazaarvoice Solutions Authentic dialogue with customers builds trust
Conversations
Customer Since
93% of customers rate ABN AMRO Continuous Travel Insurance at 4 out
2011 of 5 stars and above
Transparency and positive impressions drive 40% uplift in conversion
Rating Reviewing
Background
Founded in the Netherlands three centuries ago,
ABN AMRO has grown into one of Europe’s
leading financial services groups with €150
billion of assets and operations on five continents.
With a mission to be trusted, professional and
ambitious, it delivers high quality products to its
retail, private and commercial banking customers.
ABN AMRO works with Bazaarvoice to better
listen and learn from its clients: demonstrating
transparency, ensuring relevance and fostering
the most valuable commodity of all — trust.
Challenge
ABN AMRO’s success comes from a very clear
focus on putting clients first. Today, this has
seen it embrace the opportunities of the digital
age, building a strong social media presence
on platforms such as Facebook, Twitter and sector, where all risks have to be weighed intelligent, word-of-mouth digital engagement.
LinkedIn. “We want to become a part of people’s carefully.
financial lives, to both educate them on financial It immediately became clear that ABN AMRO
matters and to learn from them about what they ABN AMRO, however, realises that the biggest needed scalability and flexibility, allowing
need and want from us,” said Sander Nubé, Social risk of all is to ignore this rapidly expanding the company to start small but grow rapidly
Media Manager within the ABN AMRO Marketing channel and lose relevance. The company needed when required. In addition, progress had to be
department. a word-of-mouth engagement partner that could evidence based — not least to reassure internal
deliver transparency, real dialogue and bottom stakeholders — and so any solution demanded
Always looking to the future, ABN AMRO detailed reporting at every stage. This would
line results.
seeks new ways of building, maintaining and allow for real time refinement for maximum
strengthening its customer relationships. User- Solution returns.
generated content is one such approach, but also
one that is yet to gain traction in the industry. With stakes high — potentially putting its hard Bazaarvoice identified ‘Conversations’, a
This reticence is perhaps understandable in the won reputation on the line — ABN AMRO solution designed to help businesses engage
traditionally conservative financial services approached Bazaarvoice as the leader in with customers by initiating authentic dialogue
Telephone: +44 (0)208 080 1100 europe@bazaarvoice.com Learn more at www.bazaarvoice.co.uk

2. CLIENT SUCCESS STORY
ABN AMRO
through rating and review. Existing clients using least four stars. Conversion rates, defined as and acts as a catalyst for new business. Whilst
ABN AMRO’s ‘Continuous Travel Insurance’ were taking an inquiry from start to completion of a we work to foster trust with our customers,
given the opportunity to rate their product and quote, leapt by 40 per cent. Bazaarvoice does the same: our account team
experience from one to five stars after completing is always there to ensure that the solution is not
Sander Nubé sees this is just the beginning of
the damage report process. Potential risks only working, but working for us. We know that
Conversations’ benefits, estimating that ABN
associated with free-text reviews were allayed when we’re ready to move to the next level in
AMRO is currently exploiting just 10 per cent
with Bazaarvoice’s unique moderation system, customer engagement, Bazaarvoice will get us
of the solution’s potential. It is leading to the
which combines state-of-the-art technology with there.”
introduction of Conversations for eight additional
human insight.
products, with incremental expansion planned
Benefits throughout 2013 and beyond.
Results were immediate: in just two weeks in Sander Nubé said, “Giving customers the ability
January 2012, 93 per cent of customers who to see what others think about ABN AMRO’s
rated their travel insurance rewarded it with at products demonstrates transparency, builds trust
2