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The Royal Dutch Touring Club ANWB undertakes a wide range of activities in the field of transportation, holidays, leisure and insurances. ANWB contributes to a sustainable development of society, by offering a unique mix of influence, information and advice. Having more than eighty ANWB stores, the website anwb.nl and the Member Service Center, a wide network of members is being reached. With over 4,5 million members, it is the biggest and also one of the oldest associations in the Netherlands.
To offer customers seamless accessibility and relevant propositions for products, services and societal topics via digital and non digital channels. For every member, the right proposition, at the right time, via the right touchpoints.
In 2016, there were many individual personalisation actions taken at ANWB, all managed by
different departments and tools. The customer data (behavioural, product and online) were
spread in multiple locations and needed to be centralised in one marketing platform. There was
a lack of consistency and relevancy in services and customer communications.
Data for campaign management were not real-time, and the central view of the customer was
missing. Apps were developed on different platforms, and integration between channels was
limited. There were a few touchpoints in the sales funnel where customers had to fill in their
data from scratch, which was not desirable.
ANWB wanted to create one personalisation strategy that would provide seamless customer experiences to their members. Three years ago, their digital transformation journey began. They created multidisciplinary teams across departments to work Agile on one vision and one roadmap. Crystalloids became part of the transformation process from the beginning. Joining their multidisciplinary team, we supported ANWB in four areas:
To determine the CRM landscape that supports customers through their entire journey, Crystalloids teamed up with ANWB to conduct a thorough SWOT analysis of their customer interaction business processes, applications and supporting technologies. Based on the analysis ANWB decided to adopt:
Data is an essential element in ANWB’s personalisation vision. To integrate all data and applications at a central location, ANWB opted for a cloud data warehouse which allowed for high performance, reliability, and near-universal connectivity for the mission-critical business processes.
Creating a unified customer journey is a key goal for many companies. For ANWB, it meant delivering target group propositions across multiple channels, example product recommendations for business travel and retail business lines, via email, website and apps. In addition to this, providing personalised content on the website and site-search results improving customer recognition (CIAM).
Relevant propositions can be shared by integrating behavioural and member profile data in the cloud. Near real-time updated data from internal and external sources ensures more relevance, predicting engagement and conversion behaviour more accurately.
ANWB is now able to recognise, acknowledge and hence offer a better, personalised customer experience across seven channels. When deploying content, a matrix with categories, recent behaviour and interests determines what is the most relevant content for email newsletter recipients and just the most relevant content is being displayed.
Depending on members’ interest and purchases, they are pointed to the topics that are most relevant to them on the website. When members browse the internet, ANWB does not display banners with products that they already purchased, so that they are not unnecessarily bothered. If members indicate that they are not interested in a proposition, this proposition will expire in all seven channels simultaneously.
After assessing ANWB’s Customer Intelligence environment, it was decided to replace the KXEN tooling with the KNIME Analytics Platform. KNIME offered several crucial advantages for ANWB:
The installation and data configuration took place in the user environment at ANWB. The next step was to become proficient with KNIME and to test the quality of the models. Crystalloids assisted in setting up the data connections and defining a suitable data dump to be able to build high-quality models. During this phase, we were also working on a blueprint and roadmap for the desired end-state.
In the last phase, our data scientists contributed and guided in building a “model factory” that helped the ANWB team minimise manual work on scoring, get sufficient insight into quality models and connect the model scores for business activation. Model factory allows for all models to be automatically updated and deployed using machine learning.
To realise agile customer information architecture, Crystalloids helped ANWB adopt the DataOps approach. DataOps is a series of data management principles to increase velocity, reliability, and quality of data analytics. This methodology allows organisations to combine access to information for the employees that consume data and those that provide them. With DataOps, ANWB can determine which data and insights have the highest priority and should be developed first.
ANWB is now able to provide personalized propositions across seven different channels (email, website, mobile app, store, customer service, magazine Kampioen and Ads) without displaying products that members might already have purchased before.
The CRM department can obtain customer insights, have customer data available for analytics, campaign management, customer journey management, service centre and digital commerce. They are able to analyse customer feedback and place individuals in target groups, to structure and manage content and make it available to multiple touchpoints.
The digital marketing team can now display personalized and relevant marketing messages via the website on all possible devices. Relevant content is shown to recipients via newsletters, EDMs and commercial mailings and personalized or segmented campaigns are carried out on social media.
Using KNIME technology ANWB can determine the most relevant proposition for each member. Today, ANWB continuously runs over 40 models based on more than 200 algorithms in their model factory, to improve the most appropriate propositions.
ANWB has been nominated for the DDMA Customer Data Award 2020 with their personalisation project. This award is given to organizations that manage to apply customer data at an operational, tactical and strategic level most successfully.
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