MIGROSBANK
Introduction
Since MIGROSBANK was founded in 1958, customer-service, perfection and uncomplicated products at favourable terms have labelled the bank's brand. Whereas their credo remains unchanged, the service offerings have expanded to include a variety of web-based and mobile banking solutions.
MIGROSBANK's web site plays an important role in servicing both corporate and private customers and prospects in 3 languages – French, Italian and German. The bank prioritizes that the site is fast, up-to-date and provides accurate and easily accessible information about products and services. The dynamic nature of the web media makes it a very useful channel for advertising and positioning products, as well as providing daily updates of market-sensitive fees and rates.
Pascal Peng and Anna Redondo, Internet Content Managers, share the responsibility for running, maintaining and developing the bank's web site. This includes coordinating initiatives with the bank's marketing, product management and IT departments, and handling content from 10 different content providers. MIGROSBANK in May 2003 re-launched their web site with a completely new design and based on new technology. Pascal Peng explains:
We needed a CMS system to improve the response time on change requests for content.
Additionally, we needed a system that would support our workflow and make it more efficient
Requirements for Search
The bank chose Microsoft CMS as their content management platform, and wanted to integrate a search engine from the very beginning. Both content managers are confident that the web site navigation is efficient and intuitive. But they also know that this does not eliminate a need for search. Anna Redondo explains: "Some of our users prefer to use the search box right away. Others use the search box when they can't instantly locate what they are looking for". The bank wanted a search product that offered simple, accurate and user-friendly search, and allowed for a more "Advanced Search" option.
Although the bank evaluated other leading search products, they chose Mondosoft's solution primarily due to its intuitive integration with Microsoft CMS, an attractive pricing model as well as its ability to work with the bank's existing infrastructure.
Using visitors' searches to optimize content
In addition to user-friendly search, MIGROSBANK also gained business insight with Mondosoft's products. Pascal Peng explains:
By analyzing visitors' searches we get a better understanding of what people are interested in, and it tells us if they are looking for products that are not featured on the web site or if they use terms to describe our products that are different from the terms we use on the site
This information makes it easy to ad-just content and keywords, and to meet users' expectations in a much more satisfying manner.
Anna Redondo adds: "We often analyze our visitors' behavior to be sure we are aware of needs and interests that we are not currently addressing. We compare the search terms submitted by our visitors with the search results that are returned for their searches. This helps us add the right keywords and content, and to optimize the search results when the desired product or information is available but cannot be found with the term in question."
Business Impact
Essentially, the ROI of the search engine is that a user finds information and thereby creates the basis for us to close a deal
says Redondo and continues: "it is important for us to be able to track the search expressions that customers and prospects use. This makes it possible for us to provide information for all the products and services that our visitors are looking for."
Peng adds: "the search engine certainly offers an additional tool to find information about a certain product in a short time. It helps increase the functionality of our web site and therefore increase the opportunities for gaining new customers."
See MondoSearch handling French, Italian and German on MIGROSBANK's website