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	The online dialogue between prospects and Van Lanschot is a success and the Magnolia CMS has played and continues to play an important part in this.

	Marco Moonen, Web Manager, Van Lanschot Bankiers

Personalization: Van Lanschot Bankiers

Van Lanschot Bankiers N.V. is the oldest independent bank in the Netherlands, founded in 1737. Van Lanschot's services mainly focus on high net-worth individuals and entrepreneurs. These services are organised into four business segments: Private Banking, Asset Management, Business Banking and Corporate Finance and Securities. Van Lanschot has made a conscious choice for a size which guarantees the right balance between complete and high-quality services and a personal approach, with short communication lines.

New online presence

Info.nl, a Dutch full-service internet agency, created a new online concept for Van Lanschot to address the following primary goals:

potential new clients (suspects and prospects) of the bank should be able to learn more about the solutions Van Lanschot has to offer.
potential new clients should be able to make an appointment with a Van Lanschot advisor.
new clients as well as existing clients should feel at home
implement the new and improved (online) corporate identity
create an online dialogue with the prospect

The renewed online presence of van Lanschot Bankiers is notable for the online dialogue based on the model of 'Virtual Warmth' by Info.nl (http://www.virtualwarmth.com/). The web site concept is based on a 'Prospect dialogue' but offers corporate information as well. Following the dialogue, potential clients can easily find suitable services of Van Lanschot Bankiers, based on their personal financial situation and wishes. Information collected during the online dialogue can later serve as input to the offline conversation with the private banker or business banker.

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Personalization is key to redesigned vanlanschot.nl site

This new concept lead to a redesign of Van Lanschot's corporate and marketing web site: http://www.vanlanschot.nl. Magnolia Enterprise was chosen as the technology platform. The new web site was realized using standard Magnolia building blocks such as the Data module (for storing structured content that was used on multiple pages), Pages and Virtual URI Mappings (for the server-side logic in the site) and the Workflow module. A key concept of the new site was personalization. Each prospect is able to build up a 'personal file’ in the website based on his/her actions in the web site. The logic which was involved in realizing this functionality was easily integrated into Magnolia.

The redesign involved a completely new look & feel and an innovative AJAX-based single-page-interface experience. Both were implemented using standard Magnolia templating techniques.

On the production environment a cluster of Magnolia machines was set up leading to a minimum of downtime and a well-performing and scalable solution. Because the web site was realized in the form of a Magnolia module moving a new software release from test to acceptance to production machines is straightforward. The standard import and export functionality in Magnolia is used to keep content in sync across the various machines.

Technologies used

The web site runs on a cluster of Linux Red Hat machines running Tomcat and Apache HTTP Server. The set up involves one Magnolia authoring and two Magnolia public instances. Oracle is used as the database server.

Result

The new innovative online concept was realized successfully using Magnolia Enterprise. Van Lanschot is very satisfied with the ease of use and the intuitive user interface of Magnolia. No training was required for the content editors to perform their tasks. The component-based architecture and reliance on open standards (like JCR) of Magnolia makes for short development cycles and relatively quick deployments. Compared to their previous web content management system Van Lanschot now has a much quicker time-to-market, regarding both content and functionality in the web site.

The new concept of the web site results in much more requests for advisory consults from prospects. The online dialogue between prospects and Van Lanschot is a success and the Magnolia CMS has played and continues to play an important part in this.