Project Description

Strategic change communication

SNS Retail Bank (now: de Volksbank)

SNS Retail Bank and its five brands lived through a strategic change towards a customer-driven organization. I facilitated the cultural change from the inside out. With an inclusive ambassador approach and involving, engaging and highly sharable communication. In line with the company’s Manifesto.

Change from the inside out

I facilited SNS Retail Bank’s strategic change towards a customer-driven organization, from the inside out. With change management and involving, engaging and highly sharable communication. In line with the company’s heritage and Manifesto.

Scope

  • 3,500 employees
  • 5 brands
  • Board and senior management
  • Middle management
  • Headquarters
  • Shops (branches)
  • Backoffice
  • Midoffice

Approach

  • Leadership communication
  • Employees and customers facilitated in ambassadorship
  • Employee generated content
  • Training, coaching, workshops

Results

  • Net Promoter Score (NPS): +45
  • Employee Net Promoter Score (eNPS): +50
  • Significant increase of share of voice
  • Significant improved sentiment

Key words

  • Purpose branding
  • Employee engagement
  • Employee advocacy
  • Customer engagement
  • Customer advocacy
  • Brand engagement
  • Brand advocacy
  • Storytelling
  • Employee generated content

International acknowledgement

This successful case applies as an  international best practice.

  • Best practice in Dutch Journal for Marketing.
  • Annual Report SNS REAAL: excellent example of personal leadership.
  • Highlighted as best practice in two management books, interviews and blogs.
  • Keynote sessions and presentations in the Netherlands, Germany, Ireland and the USA.