SNS Inbound Marketing Machine


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SNS Inbound Marketing Machine

  1. 1. The Inbound Marketing MachineDatabase marketing meets behavorial targetingSNS BankDrs. Gerrit PostInteraction Marketeer25th January 2011
  2. 2. A banker is a fellow who lends you his umbrella when the sun isshining, but wants it back the minut it begins to rain. Mark Twain (1835-1910)
  3. 3. Agenda SNS Bank Why Inbound Marketing The Inbound Marketing machine  Architecture  Customer experience  Contents  Results Next Steps
  4. 4. SNS Bank used to produce services
  5. 5. Instead, SNS Bank wants to be a Retailer
  6. 6. Customer as our main asset
  7. 7. Why Inbound Marketing?Many contacts unused• Less face to face customer contact, more online customer contact• Customers appreciate relevant (online) communication• Over 40 million customer contacts per year (consisting of over 80% inbound contacts)• Potentially up to 10 million opportunities to start customer dialogueMany customers are never reached• 63% of our customers only have inbound contacts with SNS BankListening• Customer behavior shows what the customer wants• Online customer behavior can be tracedAttention time• Up to 30 times more attention time by the customer through inbound marketing• Being relevant; the customer is already dealing with financial issues during the interaction
  8. 8. Architecture The SNS Inbound Marketing Machine
  9. 9. Contents The SNS Inbound Marketing Machine Customer behavior: offline en real-time online behavioral information • Demographics • Real-time click behavior • Product(characteristics) • Visited webpages • Financial transactions • Referrers • Channel usage information • Search behavior • Contacts • Customer Value Database Marketing + Behavorial Targeting 9
  10. 10. Customer experience The SNS Inbound Marketing Machine 10
  11. 11. Contents The SNS Inbound Marketing Machine Marketing rules 11
  12. 12. Contents in 3 steps The SNS Inbound Marketing Machine 400 customer characteristics Real-time click behavior Customer value Demographic information Channel usage information Transaction data Real-time status of applications and offers Products Marketing rules in Unica Over 200 rules Over 50 different offers Over 30 service messages …to be increased and improved continuously
  13. 13. Customer experience The SNS Inbound Marketing Machine Inbound Marketing part of total customer experience 13
  14. 14. ResultsIncrease in reach• Over 10 million offers per month!Relevant offers• Over 50% of our customers clicked at least once• Offers based on realtime clickbehavior: lift factor 30• Offers based on specific moments: lift factor 100Inbound call reduction• Communication of operational issues causes significant reduction of calls and complaints in call centre.Increase of sales• Conversion ratios up to 60%!• 6 to 50% additional online salesROI• Return on investment of total project within 1 year 14
  15. 15. Next steps
  16. 16. Demo How it really works
  17. 17. Bijlage 17
  18. 18. 18