Untitled - Saxo World

the Marbella office that was established in 2006 and movethe activities to Madrid.Private client focusPart of the development initiatives in 2009 was the focuson upgrading the web presence of the Bank by developingof a new global website. In addition, the aim was toenhanse the client experience through both technical andmethodological enhancements.The online universe of the Bank was enhanced during2009 through the facelift of the corporate visual identityand the release of a new web presence of the Bank. Bythe end of 2009 Saxo Bank’s corporate web presence covered28 different regions supported in 24 languages. Inconnection with the web presence of Saxo Bank themetho dology and techniques in lead generation and leadtracking was optimised, resulting in increased lead qualityand enhanced sales performance.Another part of the 2009 development programme planwas to increase the commercial efficiency of the Bank. Asa consequence, the entire client on-boarding sequencewas analysed and redesigned and systems are being implementedto support the client flow and to enhance theclient experience in general.The focus of system enhancements was related to the clients’experience when deciding to become a client ofSaxo Bank. The on-boarding sequence was redesigned tofacilitate an easy and simple way to become a client ofthe Bank. Additionally, debit/credit card funding was introducedwhich makes it faster and easier for clients tofund their accounts.To service the clients of the Bank professionally a newCRM system was implemented. Another aim for the implementationwas to provide a scalable solution that enablesstandardisation of e.g. sales and service procedureswhile providing commercial staff with better client information.Other key deliverables in 2009 were marketing campaignssupporting product launches (TradeMaker, CFDs on commodities,FX options) as well as the activation of the cyclingsponsorship with Riis Cycling.Saxo Bank was the sole main sponsor of Team Saxo Bankin 2009. The year offered many events which gave theBank exposure and increased the general awareness ofthe Saxo Bank brand across countries and markets.The activation of the sponsorship included traditionalbranding campaigns in target countries, marketing initiativesand client events e.g. during races or as stand-alonesessions with the riders of Team Saxo Bank.Partner focusIn 2009, Saxo Bank established a dedicated Partner Businessfunction and gathered key competencies throughoutthe Bank to focus on enhancing the partner concept. Thestructural change was motivated by the wish to improvethe partner offering of the Bank and to accelerate partnerbusiness as well as to retain existing partner business.During the year partner business focused on streamliningand standardising the partner concept.At the end of 2009, partner business managed co-operationswith other financial institutions in more than 80countries.The RegionsWhile all Business Units hold the same business objectivesof servicing their clients whilst growing a profitablebusiness, the units vary in size, coverage (single countryto multi country, for instance) and in complexity. Someare run from local country based offices while others arerun more remotely primarily out of Copenhagen, London,Singapore and Switzerland.Asia PacificIn the Asia Pacific region, Saxo Bank continued to makeprogress in 2009. Singapore is used as the Bank’s hub inANNUAL REPORT 2009 · SAXO BANK · 35