Team members involved in project
What was the question?
Personal attention towards their customer is at the heart of EVI van Lanschot’s business proposition. By offering personal, guided online investment management with the expertise of Van Lanschot, EVI van Lanschot is at the forefront of competition when it comes to the Dutch online investment market. The challenge on the quest for the perfect customer journey for EVI was to address and improve its business processes further in search of efficiency and better customer experiences, as well as future-proofing EVI van Lanschot in terms of technological and data-management topics. This is, when EVI approached the Brightlands Institute for Smart Society (BISS). The main question of the cooperation was to identify potential issues in the customer journey, visualising these once identified, and finding a solution to further improve EVI’s offerings.
“The project approach that combined the research capabilities of BISS with the business knowledge of the Evi team has helped the project team to come up with scientifically based recommendations that are easily translated into concrete steps.”
Maurice Pordon (Manager Marketing Evi van Lanschot)
How was it addressed?
BISS utilised three different types of research to address the client’s problem and collaborated with our Maastricht University partner UMIO/SSF to bring in specific Service Design expertise for this project.
Starting off with a review on current academic and business literature in the area of customer experience, financial marketing, and data science framework, BISS provided the foundation for a common understanding of where EVI van Lanschot wanted to go. By deep-dive interviews with several existing and prospective clients, BISS was able to carefully craft and visualise the customer journey of an EVI van Lanschot customer from the awareness phase until the step a customer account is created.
BISS analysed the current customer portfolio with quantitative studies and behavioural insights from customer journey walkthroughs that were developed to understand customer touch points, investment behaviour, account usage behaviour, and customer segments. In addition, gaining insights into EVI van Lanschot’s data science infrastructure allowed to recommend process redesign with a focus on agile, efficient, and connected data science methods to optimise the customer experience.
BISS also mapped out a outlooking road map of current and future technologies and data science methodologies. These technologies and methods were carefully, and specifically for the case of EVI van Lanschot, analyzed for potential business impact to strategically and optimally plan future innovation investments.
“There is no holy grail – many small ingredients bake the pie to enlarge the attractiveness of Evi for the mass affluent in the customer journey. That’s why we were able to set up a roadmap with 27 concrete initiatives for Evi”.
Maurice Pordon (Manager Marketing Evi van Lanschot)
What is the next step?
EVI van Lanschot will continue its mission of being a leader in customer experience for online investment and continuously improve the customer journey touch points on the website as well as the customer profile applications. In addition, with the help of BISS, incremental improvements in various segments were identified to further streamline and optimise the underlying data warehouse structure for future quantitative analysis.
Why come to BISS?
Crafting the perfect customer journey is never an easy task, but BISS was helpful in guiding, accelerating and validating the customer journey vision that EVI van Lanschot had in mind. At BISS, Maastricht University’s brightest scientists and researcher team up with companies to gain insights from customers and data and turn them into actual working solutions or new business models. We have a strong focus on enhancing effective data-driven decision making and closely cooperate with all faculties of Maastricht University. Depending on your project we will add different working fields such as law and health, but also different technologies like Artificial Intelligence. We can even do project management to keep everyone in sync. Curious? Just have a look at our extensive list of co-creation partners.
