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keeps the record of the customers who visited the stand and what the follow-up would be. With their permission of course. Barnard: “So, from a sales point of view, we can certainly calculate the return on investment in revenue terms. We can specifically link the suc cessful sales we got from an event. We know what we’re processing for a merchant, from a payment point of view. For a partner, the same. In that way we can calculate that.” “On the PR side, there’s no revenue number to that, but you can calculate the result from your market awareness and your customer satisfac tion results. If you know there were five hundred visitors at your stand and you surveyed sixteen of them, you have a sample with a 95 percent confidence level that is actually the feedback from the event and it’s part of the return on investment. Our NPS (Net Promoter Score, EN) went up, the propensity to repurchase views changed and our customer effort scores were impacted. Yes, we can track that”. Collecting customer insights “But the other very important thing is the insights bit. We have a Customer Insights team that is specific to B2B. And they also use those events to collect customer feedback in terms of satisfaction. At the Webwinkel Vakdagen they actually had a QR code that visitors could walk up to and copy to access a survey where they could express what they think of Rabobank and our service.” “We use that information, and we reconsider the customer journey. You think that you’re doing great, but then you get feedback from sixty surveys, where people at an event tell you that this is not the way they like it. And then we change it based on that.” Dedicated events team The tribe B2B services has a dedicated events team as part of the customer engagement area, together with the customer insights team. The latter engages with customers from a data perspective and through events this team also

engages with customers in a physical way. “The dedicated event capability in the group knows what all the limitations are”, Barnard explains. “The roadmap is built on that, so that the events team knows exactly what the con straints are and the objectives of those teams within the tribe. And then they can plan the road map of the events in a way that they can achieve the formulated goals in those different areas.” Those tough questions “When I built this capability a year ago, I said someone who’s going to lead an events team in the B2B tribe needs to understand the payment landscape because it makes it easier for her. It also makes it easier for her to reflect to what the teams want to do.” “Why do you want to go there? What is it you want to achieve? Show me it links up with your business plan. Shall we increase the number of

Antoinette Barnard: 'You think that you're doing great, but then you get feedback from sixty surveys, where people at an event tell you that this is not the way they like it' customers? Shall we improve customer associ ation? Will we change a customer journey? Shall we improve a process?” “The events team is there to ask those tough questions, because ultimately the team is res ponsible for the return on investments.”

' Over the four days we did 23 podcasts'

“Money 20/20 is a big one for us in terms of networking”, Antoinette Barnard talks about their presence in 2023 at the worldwide fintech event at RAI Amsterdam. “At this event all the interna tional fintech players are coming together to discuss the future and show their own solution. For Rabobank it is important to be part of these discussions, and create exposure around our fintech B2B Services like Identity & Payment Acceptance. “Next to our stand, we had a podcast host, and we had a pre-agreed list of topics that we put together, around themes that we thought would be of interest and over the four days we did 23 podcasts.” “It attracted a lot of people. Everybody who walked by saw it because it was a glass wall room. And it was not all business related. For example, I did a podcast about women and leadership in the payments industry. And how women can enter the payment world that is normally seen as a man’s dominated world.” “So, we also used that opportunity not only to focus on the business side, but also to improve talent. Mentoring. How do you make the difference for the people in your team who want to work in such an environment? We gave it a little bit of a different spin, which is really fun.”

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