Marketing and process optimization: two completely different worlds or new opportunities? This is the title of the recent “Bankinglounge“ sponsored by censhare that took place on November 2, 2010 at the Frankfurt School of Finance & Management. When people talk about processes and transparency the topics of marketing communication and corporate publishing are usually not issues that readily come to mind (not yet). Complex sequences and production activities such as annual reports or communication material issued in many different languages, however, are making tremendous demands on resources and organizations.
System-based solutions enable new approaches to optimizing and boosting the efficiency of internal and external processes. But what are the actual opportunities available? And what are the concrete risks to be avoided? Based on two examples of current censhare installations, the invited members of the BANKINGCLUB had the opportunity to gain some deep insights into the every day work and practical approaches currently in place at two major financial services providers.
Kai Bald, Head of Marketing db-X (Deutsche Bank AG) was joined by Alessandro Bonin, Vice President Logistics at Swiss Re, and spoke on the evening’s key topics: defining and mastering the challenges of internal processes, the necessary change management involved and the choice of censhare as a strategic IT solution. The management consultant Bernd Altpeter, Managing Partner of Driving Growth International, and Holger Suerken, Marketing Manager of the Frankfurt School of Finance & Management, rounded off the following podium, contributing valuable methodical and theoretical know-how.