How Saxo Bank mixes digital and human service, guided by customer feedback
One of Belgium's largest investment banks involves customers from the first mock-up to the finished service. Their feedback steered the whole BinckBank transition.
Saxo Bank is one of the largest investment banks in Belgium. Previously known as BinckBank within the international Saxo Bank Group, it began the move to the Saxo Bank name in 2019.
As the industry digitises, Saxo Bank has to know how customers experience every change. It wants the right balance between a smooth digital experience and the human touch when customers need it.
We notice that the surveys from Hello Customer are very easy for customers to fill in. That is why we get such high response rates. This allows us to keep a finger on the pulse for new projects and for our current services.
What they needed to solve
Saxo Bank needed feedback to do three things at once: keep customers involved in every new project, carry them smoothly through the BinckBank transition, and connect departments around one view of the customer.
Saxo Bank wants to optimise and digitise its processes, so it brings customers into every new project early and builds each solution around what they say.
The transition into Saxo Bank began in 2019. Customers had to go through the change as effortlessly as possible, with satisfaction kept high throughout the process.
Saxo Bank wants an agile working process between departments — which means every team needs to understand its impact on the customer.
How Saxo Bank uses Hello Customer
The ultimate result of each project should be an effortless process for the customer, so feedback starts at the design stage: customers receive a clickable mock-up before the solution ships to development, and even legal & compliance are included early, happy not to play 'bad cop' at the end. The top-10 positive and negative categories in the dashboard immediately show what to focus on first; even a touchpoint scoring 87 keeps yielding small tweaks.
For the BinckBank transition the team chose a phased roll-out: no one likes change, so there had to be enough capacity to support customers at all times. Satisfaction was measured before and after each step: after the first communication, a survey showed some information should go out sooner rather than after the transition, so the approach was tweaked along the way. Customers were then asked how they experienced the new investment platform.
Customer feedback runs horizontally across departments. Customers shouldn't notice who handles their question. Project feedback goes to the teams involved, results are presented to executive management, and when a customer praises an employee, that feedback is forwarded to the person and their manager. That is always appreciated.
Results
Saxo Bank reaches response rates between 8 and 20 percent. Combined with classic market research — where a standard survey collects about 100 replies — Hello Customer brings in thousands of responses, making the insights statistically relevant enough to act on.
NPS is measured monthly and sits high compared to the industry. "As Anne-Laura describes it, those scores are the result of hard work: surveying customers systematically, making changes based on their feedback, and letting every small improvement build a consistently high satisfaction score, and with it higher customer loyalty."
Hello Customer shows us: this is what the customer wants, and now we need to work on this together.Anne-Laura JanssensMarketing Strategy Manager, Saxo Bank
More from Anne-Laura
We really wanted to understand how our customers experienced the change to Saxo Bank. Did we need to adjust processes? Was there enough information available? Based on the insights Hello Customer delivered, we actively adjusted our communication about the transition along the way.
Feedback accelerates customer centricity. No one will say that the customer is not important, but to make it part of your daily way of working is something else.
Once my colleagues saw how quickly and accessibly the platform delivers information, they embraced it in a heartbeat. We are all connected by the fact that we want to do well for our customers.
For me, Hello Customer is the perfect combination of quantitative and qualitative research. Because of the high response rates, the insights are statistically relevant, which means we can take actions based on data.
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