Cases Aegon

Building a global customer-centric organization

Implementing marketing automation to improve customer centricity and reduce costs

As one of the leading financial service providers in the world, it’s Aegon’s mission to be the customer driven company of the future.

 

High ambitions in a fast-changing environment with lots of competition from emerging disruptors demand an integrated approach where technology, data and the right capabilities are connected. Newcraft supports Aegon’s global transition with three main focus points: marketing automation, insourcing media and developing the right capabilities.

 

Collaboration

5 yr

 

International scope (countries)

10

 

Nr of Newcraft colleagues

20

 

Collaboration

5 yr

 

International scope (countries)

10

 

Nr of Newcraft colleagues

20

What did we do

To enable a continuous and seamless conversation for Aegon’s clients, Newcraft supported in developing and implementing a strategy on marketing automation. By guiding the implementation of Salesforce Marketing Cloud and Google Marketing Platform, Newcraft helped to improve efficiency and effectiveness of Aegon’s communication channels.

 

Implementing marketing automation world-wide doesn’t just improve customer-centricity, Aegon was able to optimize media spend and save costs by insourcing media, making media agencies redundant.

 

Achieving Aegon’s ambitious goals requires more than state of the art technology; it needs a different way of working and matching capabilities. In order to empower the marketing teams around the globe, Newcraft and Aegon developed the Digital Marketing Academy. Executives, managers and specialists from 12 different countries participated in tailor-made programs around customer-centricity, data-driven marketing and technology.

Personalization, targeting and automation of the customer journey are the key focus points of our digital marketing strategy. With Newcraft we create extra execution power to not just develop technical capabilities worldwide, but especially to build the skills and know-how to use this technology. You can give your team a Ferrari, but they also have to learn how to drive.

Geoffrey Davies,
Head of Digital Marketing
Aegon

Want to know more?

Hans van Schijndel

Team lead Digital Growth

 

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