In order to develop and facilitate relationships with customers and to improve their satisfaction, we will change the Nagelmackers distribution strategy by using the multichannel .

As we have seen in the marketing diagnosis, the time of the "everything is  in branches" is over and the "everything on the Internet" is not close enough to the customer given the type of relationship they want with their personal banker.
Our solution is the multi-channel : rather than having competing distribution channels, we will make them work together because they complement each other. The term "multi-channel" refers to simultaneous or alternating use of different channels of contact for the customer relationship. It would allow the bank to adapt to the wishes and to the customer behaviors.

Below are the actions that will be implemented to achieve the multi-channel strategy.

Branches :

We have seen in the environment analysis that the attendance in branches declines drastically, it is therefore important to revitalize it by setting up a new branch model. We opted for the "multi-channel agency of proximity” where counselors play a crucial role in the relationship, regardless of the channel chosen by the customer, and regardless of where they live and work.

This new concept of bank branch will include:

• Assigning a relations manager for each client. It seems essential to us that each client can maintain a long-term relationship of trust with their advisor, thus each client must have one and only advisor at the bank. The latter will be chosen based on the requirements and the customer’s profile, but especially on the criterion of the location desired by the customer. Of course each advisor will be firmly trained for their new tasks, with a program focused on the relational excellence in multichannel given by the Nagelmackers’ Academy. The goal is to create a strong client-advisor relationship while meeting the customer's needs.

• To enhance the customer experience with digital and physical proximity, we intend to launch tablet applications shared by the advisor and the client. (See Mobile section)

• Each branch will be equipped with video conferencing rooms to enable advisors to reach their clients if they can not (or do not want to) move to the branch. Videoconferencing allows a much more warm contact than phone or email.

• Each branch shall centralize communication channels such as internet and phone to increase proximity, with this, the customer does not end up in contact with a stranger, but directly with his own bank branch, where he can possibly be in contact with people he knows.

• The adaptation of opening hours to enable customers who work to visit the agency.

Regarding the design and architecture of the agency, we would suggest an "active branch". Under this concept, we are referring to agencies where the reception is ultra personalized and the space is as welcoming as you wish. The relationship should be drawn to excellence and customer must want to come back to see us.

To this end, the branch will be modernized to form a friendly open-space that increases the feeling of openness, transparency and hospitality of our customers. No more hidden offices or small counters. In terms of layout, the space will be divided into two sections: an advisory section and a daily banking section. Upon arrival, the client will report either to the reception or via an interactive terminal that will inform his counselor from his presence. If it is for a daily operation, his advisor will be at his side to complete it on digital interfaces in order to encourage and teach the client the use of  these digital channels. If it is for a consulting session, the customer will always be prompted by his advisor in person to visit a discreet consulting room with a warm atmosphere and proximity. The customer must feel at home and the relationship should not be affected by the external environment. Small services such as a coffee, will of course be offered to reinforce the relationship and luxury feeling.

The branch becomes a counseling and client relationship center where everything is geared to give the customer a pleasant experience that will entice him to return.

Online services:

We will make the Internet the main daily management and information platform for our customers.

We will make a complet set of services for daily management available for them, such as transfers, balance inquiries, payment, etc. which is actually the basic PC Banking. But more importantly we will set up an entire section related to the client’s patrimony with many tools that will allow him to follow its evolution, engage with his advisor, receive information about new products, etc.

Internet has become a reference tool for our customers, to help them manage their operations as well as gather information. All this to prevent customers from the necessity to move to branches and allow our staff to focus only on the consulting business.

Training session about out online tools will of course be available for the older clients since their use may not be the most comfortable for them.

Mobile devices:

Concerning mobile banking, customers will have access to the same content as on a computer via an application.

The mobile also serves as a channel of contact between the client and its advisor. For example, SMS can be an effective communication tool available for the advisor. It makes the exchange of  practical and personalized information possible, such as confirming an appointment or sending offers of interest to the client. Of course, this should not be intrusive.

Mails and letters:

This channel will mainly be used as an information channel thanks to the sending of magazines, brochures, offers, newsletters, etc. But above all, in order to send a monthly report regarding the client’s invested patrimony. The customer wants transparency and the report will fulfill this need.

Home visits:

To meet the expectations of some customers, mainly in Wallonia, we will offer them the opportunity to have a consultant’s visit to their place. This channel will be available only for customers who really need it such as the elderly or disabled customers, but also for rich customers living far from one of our branch. The goal is to respond to a defined need and this is a  way to show how they are specific and how we are a bank with proximity.