With its four brands – SNS, ASN Bank, RegioBank and BLG Wonen – De Volksbank serves over three million customers, making it the fourth largest bank in the Netherlands. De Volksbank’s new strategy is called ‘Better for each other – from promise to impact’. This embodies its aim for growth by strengthening customer relationships and increasing social impact.
De Volksbank asked PROOF to help accelerate its strategy implementation process. To align De Volksbank’s approximately 3,600 employees, PROOF developed an engaging change communication programme alled !mpact, a call to action for all managers and employees to contribute to the future of De Volksbank and its new way of working. The new strategy was launched during a large live online event, attended by over 2,700 employees, presented by a journalist and supported by an online feedback tool for constant interaction with employees.
After the launch, all employees received more information via the intranet, a strategy film and a special newspaper delivered to each employee’s home address on the same day as the event. This allowed employees to take a closer look in their own time. After the weekend, there was a Q&A session with the management team. On the following Monday, managers and their teams organised team interventions using a toolkit which they later rated with a score of 7.3 out of 10 and 80% of the managers indicated the toolkit helped them to translate the strategy to their teams. To measure is to know, so all employees received a short survey. An impressive 98% of respondents gave communication a score of 7.6 out of 10. Showing that Volksbank achieved internal !mpact as well.