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FUTURE CONCEPT FOR THE VERTRIEBSSPARKASSE 2020
The Kreissparkasse Herzogtum Lauenburg can proudly look back at their story of success: They are the number one in their region! Still, they do not rest on their laurels, because they know that they are still facing huge challenges.
In order to handle those challenges the Kreissparkasse breaks fresh grounds:
Increasing profits through further developing their marketing policy and also improving efficiency by consequently optimizing their processes as well as structures referring to the model of the Deutschen Sparkassen- und Giroverband.
All employees are required to actively shape and participate in this change process. Therefore the strategy path has been communicated with the help of the dialog picture right from the start. In order to have all 650 employees on board, the Kreissparkasse organized a roadshow with the first dialog picture and used an interactive version of the picture to introduce the strategy path. Afterwards the employees were informed biannual about the state of the change process, for which DIALOGBILD created slides showing a magnifying glass zooming in on individual scenes.
EFFICIENCY & GROWTH
The Kreissparkasse Herzogtum Lauenburg considers it important to take responsibility for the common good. As a strong partner, it acts on behalf of its customers, the economy and the region. The Kreissparkasse provides its customers with a comprehensive advisory service based on the Sparkassen financial concept, which is tailored to individual customer needs. Through its advisory services, the Kreissparkasse aims to enable customers to make their own financial decisions and supports them in choosing the right products to suit their personal life plans. Based on its guiding principle of thrift, the Kreissparkasse is also committed to resource-efficient and sustainable business practices. The stability of its economic structure, climate protection, the adaptation of social systems to demographic challenges and the review of lifestyles in view of dwindling resources are important areas of activity for Kreissparkasse Herzogtum Lauenburg.
CUSTOMER-CENTERED SALES SAVINGS BANK
Sparkasse Rosenheim-Bad Aibling in the south of Bavaria, near Lake Chiemsee, employs around 730 people and is a strong partner at the side of regional businesses and households.
In the course of its orientation as a "customer-centered sales savings bank", Sparkasse Rosenheim-Bad Aibling has given itself a new target image. The aim is to ensure sustainable success in sales, which has changed increasingly over the years. To this end, all institute perspectives are to be designed in a customer-centric manner and thus aligned with the needs and preferences of customers. As a result of this target, the sales structure is being fundamentally redesigned, resulting in significant changes in tasks, responsibilities and organizational positioning for almost all employees.
To illustrate the complex interrelationships of these reorganization measures, the customer groups, their addressing, the requirements placed on sales and the internal perspectives were depicted in a dialog picture. At the same time, the future regional anchoring of the savings bank in the city and district of Rosenheim could be optimally underlined.
CULTURE CHANGE
Sparkasse Hannover, one of the largest savings banks in Germany, began to address the process of cultural change as early as the beginning of 2017. In several workshops, the questions "how is digital change changing Sparkasse Hannover?", "what does Sparkasse Hannover stand for in the future?" and "what common goals do we have?" were discussed from both employee and customer perspectives and then visually translated.
Low interest rate environment, stricter regulation, high competitive pressure from banks and non-banks - this situation is the new reality in the banking business. It is not the circumstances that will change, but the institutions that will have to adapt to the new circumstances. Without strategic and operational adjustments, interest-based business models will not work in the low interest rate environment.
In order to maintain their market leadership position in competition with new providers from the FinTech sector, traditional credit institutions must recognise the digital demands of their customers at an early stage and integrate them into their products and services. Digitisation plays the central role in this present and future challenge.
With the dialog picture, Sparkasse Hannover has created a basis for taking a look into tomorrow from a foundation of strength in the here and now. An image that stimulates internal dialog about the future.
GOOD FOR BUSINESS: THE BUSINESS CARD ONE
The Business Card One is a creditcard of the Sparkasse, which aim at middle class and lower. Pluscard uses the dialogue picture to train the Sparkasse-consultants to acknowledge the special services of the Business Card One in order to raise sales. It illustrates how the Business Card One should be communicated to the customer on the basis of the model Sparkasse. Outside the institute we get to know the diverse world of the credit card: Customer groups, added values as well as the applicaion possibilities and advantages for business and corporate customers.
The Pluscard logo serves as the basic symbol of the illustrated landscape. So the dialog picture can be separated into three areas: Pluscard as “backoffice“, the Sparkasse-branch as point of sale and the customer world.
THESE BENEFITS ARE OFFERED BY PLUSCARD AS AN EMPLOYER
Since the card business has been growing organically for many years, the questions for further services from PLUSCARD are also increasing. Furthermore, more and more transactions have to be processed and numerous legal regulations from the banking industry have to be implemented. This creates an ever-increasing need for new employees from various commercial and IT professions.
For PLUSCARD, the "Attractive Employer" image is already the second implementation with DIALOGBILD. The goal is to show and explain the advantages PLUSCARD offers as an employer in a new, exciting way. We use the full-size dialog picture at our applicant days. We also use smaller formats at trade fairs and are happy to give the picture away as a postcard.
he collaboration with DIALOGBILD was impeccable. We had a large pool of ideas that we wanted to implement. In condensing the brand attributes, our own agency WIE AM SCHNÜRCHEN worked with DIALOGBILD to identify the appropriate focal points, so that we only had to select and refine the ideas that suited us in HR development.
The roll-out was exemplary for PLUSCARD as an employer. The picture was initially displayed internally and only for employees to see. Our favorite question was: Do you recognize yourself or a colleague in the picture? We received the funniest answers and really "discovered" a lot of colleagues in the dialog picture. A lot of fun for everyone in the end. So word also got around quickly about what there was to see.
THE NEW WORKING ENVIRONMENT IN THE NEW BAWAG Group HEADQUARTER "THE ICON VIENNA"
BAWAG Group AG is the listed holding company of BAWAG P. S. K. , headquartered in Vienna, with its main subsidiaries easybank, easyleasing and start:bausparkasse in Austria, Südwestbank, BFL Leasing GmbH, Health Coevo AG and start:bausparkasse in Germany, and Zahnärztekasse AG in Switzerland. The BAWAG Group has more than 3,300 employees in Austria.
In March 2019, the Bank successfully moved from the historic Otto Wagner Postal Savings Bank building in Vienna's 1st district to the new BAWAG Group headquarters in "THE ICON VIENNA" at Vienna Central Station. This marked the beginning of a new era in the history of the BAWAG Group and its more than 1,200 employees who moved into new jobs. This is because the subsidiaries of the BAWAG Group in Austria – BAWAG P. S. K., easybank and start:bausparkasse Österreich – have been working under one roof for the first time and are actively shaping the future of the Group together.
The BAWAG Group has created a completely new Open Office concept on a total area of 28,000 m² and 17 floors, combining working comfort with an open office culture. The new concept supports short decision paths, promotes interactive cooperation within the teams – across hierarchies – and creates an inspiring working environment.
At the same time, there are retreats for concentrated work and numerous project rooms, where the agile teams inparticular are working on innovative ideas for the future of banking.
Transparent and proactive communication with BAWAG Group employees was crucial for the smooth running of the move. Our goal was to create a positive mood among our employees and to increase their anticipation of this decisive milestone in the history of the BAWAG Group. For this reason, a dialogue picture was developed that visualized the new working world. In addition, a dialogue picture guideline was developed in which all relevant facts were summarized. The employees were also familiarized with their new working environment in personal discussions. The DIALOGBILD method enabled relevant information and messages to be conveyed intuitively and quickly. The picture also served as a discussion platform for direct exchange with colleagues, clarifying questions, eliminating misunderstandings and providing important information.
THE ADDED VALUE BANK
Affinion International is a pioneer, market leader and full-service provider in the field of value-added marketing. Customer loyalty and direct marketing are its core business areas. The overarching idea behind the dialog picture is the added value theme park, which Affinion uses to present its services. It is immediately apparent that a bank with added value services in its portfolio has significantly more to offer and is therefore more attractive to customers than competitors without an added value programme.
BW EXTEND – SIMPLY MORE ACCOUNT
For BW Bank, we transferred the dialog picture from Affinion International to the Stuttgart programme extend. In addition to the programme content, regional elements such as the Mercedes-Benz Arena and the Stuttgart TV tower are also included. To mark the ninth anniversary of extend, all of the bank's sales staff received refresher training based on the picture. ‘The use of the dialog picture has greatly enlivened these training sessions,’ says Klaus Wurzinger, product manager at BW Bank.
‘An image instead of dry facts is fun for everyone involved and makes it much easier to motivate employees.’ The dialog picture will be used permanently in sales and training for educational purposes in the future. As a poster in the branch lounges, it ensures the permanent presence of extend's services and encourages discussion about them. ‘Our sales team is enthusiastic about this new, visual type of training.’
THE NEW VISION
A friendly office, customers who are cordially welcomed and seen to, employees who hold open the door for each other. The Volksbank im Harz has one clear goal: It wants to be number 1 in its region. How will it be done? Through a new strategy and the commitment and dedication of its staff. We were tasked with the creation of a Dialog Picture realizing not only the strategic vision in a text format, but also in a visual manner which could more effectively and concretely communicate this vision to employees, business partners and customers this vision.
At first, Volksbank im Harz worked together with the management consultancy firm Goldpark to develop the new vision. In the final defining phase, we joined in and began with the visualization. We created different imagery which could serve later as a framework for the Dialog Picture. The selected favorite was then further developed and worked on in several workshops and details were added in several workshops.
The basic concept of a the Puzzle-World is easy understandable. Volksbank im Harz has recently restructured its business units, reorganizing them into a single large entity. As a cooperative bank with a strong sense of community, it holds the region together and is open to everyone.
STRATEGY MAP: A BANK BY PEOPLE FOR PEOPLE
At the start of the year, we received a call from Leutkircher Bank eG in beautiful Allgäu. “We would like to find a new way to communicate our strategy," was the request. Not a problem for DIALOGBILD, so we worked with the bank to plan the visual communication of the new company strategy.
Mutual communication at eye level has always been very important to Leutkircher Bank eG, so we took the time to get to know the bank better over the course of several visits in order to understand the type of visualisation it needed. It became clear to us relatively soon after beginning the project that two key aspects could not be left out: the people and the relationship with the region.
The claim “A Bank by People for People” encompasses not only the mandate of the cooperative bank, it also demonstrates that Leutkircher Bank eG places people at the centre of its activities. With this picture in hand, we travelled to a joint workshop with the bank’s management to share our ideas and to implement the strategy in the form of images.
After a day full of constructive discussions, we assembled the framework for the subsequent dialogue picture. It was then up to us to build a complete picture appropriately based on these basic ideas. We succeeded in creating an image concept of the strategy, its impacts and the regional relationships as well as employees and customers.
Three months later, an image was completed that visually represents Leutkircher Bank eG as a collection of dedicated employees acting as a force for regional growth with a central customer orientation.
The dialogue picture was presented by the management board to a gathering of the bank’s employees. The department heads then delved deeper into their relevant topics, supported by an employee flyer that briefly describes the scenes.
STRATEGY 2023
Volksbank Mittelhessen eG is one of the biggest registered co-operatives in Germany. It is the market leader in the region, a major economic factor as well as an attractive and reliable employer. Due to regulations, policies and digitalization the banking industry faces enormous pressure to change. As being the third biggest Volksbank, Volksbank Mittelhessen meets these challenges and demonstrates its willingness to change. Strategy 2023 combines the banks own strengths with future chances and opens the path into the future.
To ensure a successful strategy it is important to involve the company′s employees in the change process. The strategy has to be transparent and simple which can be communicated easily in order to be understandable for all employees. The decision-makers of Volksbank Mittelhessen have been aware of this, so they chose DIALOGBILD to create the visual communication tool for their strategy 2023. In close cooperation with the project team of Volksbank Mittelhessen, DIALOGBILD was able to get an insight into their strategic orientation. The briefing and written information about the strategy helped to create an ideal basis in order to carve out central messages and topics which are used for the creative process.
BANKS ON THE MOVE
At the bank conference 2017 in Frankfurt, industry representatives, experts and pioneers met to discuss the future of the financial business and its digital emergence.
Fin techs and banks - enemy or ally?
What stands behind "digital ecosystems", what did the experiments of the "Innovation Lab" and what role could "crowd investing portals" play in the future? In the Future Banking Lounge, cooperations, optimizations and trends were discussed and the potential of digital innovations explored.
The viewers were able to follow the graphic recording of our illustrator live on a TV monitor and had fun with the humorous translation of the spoken word into pictures. The speakers were also delighted about the visual illustration of their ideas. Thus, the resulting image in creative form honored the contributions of all those involved and also serves as a souvenir map through two content-rich congress days.
DEUTSCHE VERMÖGENSBERATUNG – MY APP
Companies around the world are faced with the challenge of preparing their employees and customers for digitization. In order to support person-to-person consulting Deutsche Vermögensberatung (German Financial Consulting) offers their financial consultans MeineApp (MyApp) as a new digital link between them and their clients. MeineApp includes a digital insurance and financial folder, a variety of practical functions and information on all aspects of hedging and asset accumulation. As part of the launch of MeineApp, on the one hand, it was important to familiarize financial consultans with the features and contents of MeineApp, on the other hand, to give them something to help their clients understand the benefits of the app.
Therefore DIALOGBILD and Deutsche Vermögensberatung jointly developed an explanatory picture in a workshop, which illustrates the essential content and application scenarios of MeineApp. The image was realized in two interactive versions: one version for the target group customer, a second one for the target group financial consultant.
ALL-ROUND PROTECTION
ADVOCARD is a specialist insurer for legal protection and provides comprehensive all-round protection. That means, whether for the private or commercial area, the all-round protection considerably helps to improve the personal opportunities for success in a legal dispute.
In the search for visual communication for this comprehensive service portfolio, ADVOCARD turned to a dialog picture and initiated a creative workshop in order to convey the all-round protection into images. As a basis for all scenes, ADVOCARD chose its own brand symbol, the insurance card.
From private legal protection through to commercial legal protection to the law firm, the scenes cover the performance diversity of the all-round protection. A highlight of the dialog picture is that individual characters appear again in different scenes. This was deliberately done to make it clear that the customer is protected in a variety of situations, whether at home, in a traffic accident or in the workplace. Due to the dominant ADVOCARD green and the partly comic scene presentation, ADVOCARD has created a lively dialog picture and during the joint workshop the participants were happy to work on the picture.
THE VISION FOR OUR INTERNAL COMMUNICATION
The HUK Coburg Insurance Group uses the dialogue picture to present their measures for improving internal communication. First and foremost is the uniform and corporate-wide exchange of information, but also the communication between management and staff.
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OUR GOAL IS GROWTH
The AOK Health Insurance in Hesse has one goal: Growth. The crucial factor here is the construction of competitive advantages. In the dialogue picture growth is reflected through the construction of the arena. More room for new customers is created in order to expand the market leadership of the health insurance in the federal state. Additionally there are different target fields implemented in the picture to accomplish the main goal. For example the price has to stay competitively viable, the brand needs to become alive and the service has to be marvelous. All employees contribute to this. The AOK Hessen uses the dialogue picture to convey goals and strategies to their employees.
LEADERSHIP PRINCIPLES
What does it mean: responsible leadership in a company? In order to answer this question the health insurer AOK North East developed 7 principles for its own senior management. With the help of a dialogue picture the principles were introduced and discussed at a management conference. Since then the dialogue picture has served as the basis for discussion on the topic of leadership at all three regional branches of AOK North East (Berlin, Brandenburg and Mecklenburg-Vorpommern).
„Health through passion“ - with these principles AOK North East, in existence since 01.01.2011, has put the topic of health into focus. For this reason, the health-tree, as seen on the AOK logo, stands in the centre of the dialogue picture. The roots of the tree symbolize the 7 principles growing and flourishing. In the picture a kind of fitness trail can be found. The trail outlines the map boundaries of three German states represented by traditional symbols such as the Berlin Bear.
On the trail, managers must master the 7 stations concerning the topic “Leading is responsible dealing.” Each station stands for a principle and shows a situation involving management and staff. The trail has no beginning and no end – all of the principles are equally important. The individual scenes were developed in small groups of managers. Over the course of a 1 day workshop, the ideas were sketched out by two illustrators and a moderator from DIALOGBILD, and later detailed illustrated.
OUR CULTOUR CHANGE
AOK Rheinland-Pfalz/Saarland - The health insurance company is the largest health insurance company in the two federal states of Rhineland-Palatinate and Saarland, with over 1. 2 million insured persons and 85,000 supervised employers as well as around 3,500 employees. The health insurance fund maintains business relationships with more than 100 hospitals, 10,000 doctors, psychotherapists and dentists, around 1,300 pharmacies and many hundreds of other contract partners. It offers high-quality care for the population and tailor-made concepts in the regions. For this, modern, future-oriented structures are also essential in the corporate culture.
In the framework of the"Together on CulTOUR" programme, develops a vision of the future and principles for leadership and cooperation. The existing brand mission statement of the AOK-community was adapted.
The aim of the dialog picture is to communicate the developed products, to permanently anchor them and thus to create a successive "KulTOURwandel" which will prepare the AOK Rheinland-Pfalz/Saarland for the future challenges of the health and nursing insurance market.
With the help of the dialog picture, the complex contents have been depicted and brought into an overall context. This ensures a common understanding of the new. A further advantage is that all employees deal with the topics not only on the rational, but also on the emotional level, and the dialog picture provides space for constructive discussions and a valuable exchange of experiences or opinions.
CUSTOMER LOYALTY
For the Swiss insurance company Helvetia we developed a dialog picture about "customer loyalty" during an executives conference in Zermatt. The Matterhorn provided not only a fascinating panorama but as Switzerland′s fifths highest mountain also symbolized Helvetia′s goal to become Switzerland’s fifths biggest insurance company. During the two-day event we hosted a live–illustration and illustrated together with 120 executives the path leading to the Matterhorn.The topic "customer loyalty" played a leading role as well and was based on a survey among customers and field workers.
To improve customer loyalty, Helvetia carried out a survey among customers and field workers. We presented the results during the event in form of posters with several customer statements. At the same time the posters also provided a vivid introduction into a discussion on the subject „customer loyalty“.
A customer′s quote: "With the consultant it′s the same as with a butcher, if you don′t trust the butcher you won′t buy anything.“
