New ways of working
Since March 2020, new ways of working and remote relations have been tested, thanks to the dematerialisation of processes, the implementation of the digital signature and the contracts stipulated via Certified Electronic Mail, but also thanks to relational platforms that made it possible to maintain operational efficiency even during the first rigid lockdown due to the Covid‑19 pandemic. In addition, 93% of the company’s employees was able to work from home.
Web marketing to support the business
By adopting the most advanced web marketing algorithms, Banca Ifis embarked on a path of development of the digital channel to support the growth of businesses and the search for new customers.
The new “People Based” advertising methods show banners and advertisements only to online users who, on the basis of a set of rules (e.g. sites visited, searches carried out on search engines, etc.), are potentially interested in the products of Banca Ifis. To do this, a Data Management Platform (DMP) has been adopted which allows the creation of profiled advertising activities and a real time analytics system to monitor performance in real time.
To offer potential customers the best User Experience when they come into contact with the Bank’s web channels, a specialised Marketing Automation solution has been implemented which, again based on the Data Management Platform, can tailor the content of the web pages to the user profile of the potential customer. In addition, on the basis of different parameters of affinity and propensity to buy, specific actions are activated (for example, custom popups and sliders) to support the development of the new customer base.
Investments in ICT
Acceleration of investments in digital and ICT platforms: the Bank is at the forefront of innovation and simplifying the life of customers (digital signature, paperless management, 24h for approval of the file).
Ifis4business: the digital portal for businesses
An online portal for assigned debtors is already active with order and consultation functions, which allows for the recognition of credits and the request for an extension with a service for digital signing of the documents produced. This is the first step of the Online Hub for businesses, which will be implemented to improve interaction and to allow entrepreneurs to autonomously manage their relationship with the Bank, in terms of monitoring, transactions and product selection.
The implementation of online sales channels culminated in the development of the digital lending process which made it possible to take a further step in the sale of financial products online, starting with the full digital subscribing for Mortgages Guaranteed by the Guarantee Fund.
In July 2020, Banca Ifis stipulated a partnership with Fintech Raisin to make its deposit accounts also available on the German marketplace WeltSparen (https://www.weltsparen.de). Banca Ifis, since the launch of its deposit accounts in 2008, has always operated online without ever using the classic bank branches.