Event Driven Marketing business case presented @ CxO event in 2006

1. Marketing Research Services / Belgium
CxO event
Event Driven Marketing
Vincent Nanni
Gaetan Verschraeghe
16/11/2006

2. Agenda
Marketing Research Services
• Customer respect in retail banking
• EDM definition
• Context & scope of the project
• Multichannel in action
• Workflow: selection & reporting
• Results
• Quotes & Feedback of the salesforce
• Conclusions & next steps
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3. Customer respect in retail banking
Marketing Research Services
16/11/2006 3

4. Customer respect in retail banking
Marketing Research Services
Main reproaches Does it mean:
• No proactivity & not • Approach through
accessible prefered channel &
• « Had to tell my own @ the right time?
story 3 times to 3 • Customer intimacy?
different persons » • Focus on customer
• « Too much blabla, needs in stead of
no concrete stuffs » profitability goals?
• « I know what I pay • Value for money
but I don’t know that proposition?
I will receive »
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5. Agenda
Marketing Research Services
• Customer respect in retail banking
• EDM definition
• Context & scope of the project
• Multichannel in action
• Workflow: selection & reporting
• Results
• Quotes & Feedback of the salesforce
• Conclusions & next steps
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6. EDM: definition
Marketing Research Services
• EDM consists on targetting the right
customer, with the right message,
through the right channel, at the right
time and with the appropriate frequency.
• It enables an organization to do for all
customers what it would do if it had only
one customer-every day, accross
multiple channels, with an ability to
analyse results – and without manuel
interventions
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7. Agenda
Marketing Research Services
• Customer respect in retail banking
• EDM definition
• Context & scope of the project
• Multichannel in action
• Workflow: selection & reporting
• Results
• Quotes & Feedback of the salesforce
• Conclusions & next steps
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8. Context has changed
Marketing Research Services
Moment of
truth !
Does respect mean that a bank has to be present in
the key moments of a customer’s life?
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9. Scope of the project
Marketing Research Services
•• 4 main objectives:
Validation of EDM
• events
• 5 Sales & X-selling
• sectors (130 branches)
• 8 Straight Through Process
• Retention
• Customer dialogue (multichannel)
• Customer Satisfaction
• Approach multi products
• Timing:
• March => June (phase 1)
• July => October (phase 2)
• Reporting & analyse with B&D
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10. Agenda
Marketing Research Services
• Customer respect in retail banking
• EDM definition
• Context & scope of the project
• Multichannel in action
• Workflow: selection & reporting
• Results
• Quotes & Feedback of the salesforce
• Conclusions & next steps
16/11/2006 10

11. Multichannel in action
Marketing Research Services
Scénario de contact
event « permis de conduire »
•Managing complexity
TRAITEMENT LEADS
Coupon LEADS CLIENTS NON CONTACTES
- offre produit
Home'Bank call ICC
•Need of a good event detection, leads
Coupon
LEADS
'
EMAIL - propensity model
call TRAITEMENT
selection & accurate measures !
agence
Self’Bank
LEADS
LEADS
SMS CLIENTS CONTACTES
- incentive
TRAITEMENT LEADS - propensity model
- up-selling
Does respect mean that a bank has to contact a
customer when he wants 15/m through the right
15/ 15/m to 15/m
m
30/m
channel?
30/m 30/m 30/m 30/m
envoi cibles
- Agences
(permission Marketing)
Fin de
- call center (25/m) l'action
- intégration réponse client
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12. Agenda
Marketing Research Services
• Customer respect in retail banking
• EDM definition
• Context & scope of the project
• Multichannel in action
• Workflow: selection & reporting
• Results
• Quotes & Feedback of the salesforce
• Conclusions & next steps
16/11/2006 12

13. Workflow: selection & reporting (B&D)
Marketing Research Services
SAS Environment
Event 1 - leads
Listings
send to the
Event 2 - leads
EDM
branches
Leads
Event 3 - leads
Reports
Branch
send to the
data branches
Leads
selection Insurance
data Weekly reports
by
Home loan branches
ING data
- ING EDM - products
Sources Investment
Extraction data
tool KPI and
Other products Business case
data
EDM - interactions
Interractions:
Branch – Client
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14. Workflow: Weekly reporting (B&D)
Marketing Research Services
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15. Workflow: Selection & reporting (B&D)
Marketing Research Services
• High level of complexity
• Lack of automatisation
• Need for right IT solution
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16. Agenda
Marketing Research Services
• Customer respect in retail banking
• EDM definition
• Context & scope of the project
• Multichannel in action
• Workflow: selection & reporting
• Results
• Quotes & Feedback of the salesforce
• Conclusions & next steps
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17. Results:
Marketing Research Services
• Concept EDM ?
• EDM test @ ING ?
• Lessons learned ?
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18. Methodology
Marketing Research Services
“Blind”group
(customers without event)
Validation of
the EDM concept
Target group
(clients with event, with EDM )
Validation of
the EDM test
Controle group
(clients with event, without EDM
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19. Results
Marketing Research Services
•1: validation of EDM concept
“Blind”group
(customers without event)
•Validation of
2: validation of EDM % conversion
+ 75 test
the EDM
concept
Validation of of the product mix more in line
Change
•3: lessons learned Target group
the EDM TEST
with customer’s needs with EDM )
(clients with event,
• Customers
Does respect means value
• Channels creation for the customer?
• Products # customers who bought almost one product
Conversion
# customers in the target group
• Timing
rate
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20. Agenda
Marketing Research Services
• Customer respect in retail banking
• EDM definition
• Context & scope of the project
• Multichannel in action
• Workflow: selection & reporting
• Results
• Quotes & Feedback of the salesforce
• Conclusions & next steps
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21. Quotes & Feedback of the salesforce
Marketing Research Services
• « EDM is een grote stap vooruit t.o.v. de eindeloze
listings die we dan eerst nog moeten uitzuiveren. In
kader van EDM is de doegroep kleiner maar beter »
• « De doelgroepen zijn zeer interessant want ze geven
ons een excellente reden om ze te contacteren »
• « Beste collega, onze dank voor sales lead; cliënt
Does respect means that first you have to respect2007
gesproken op kt met potentieel naar volgend jaar your
workforce if you want to »
(einde actieve loopbaan). respect your customers ?
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22. Agenda
Marketing Research Services
• Customer respect in retail banking
• EDM definition
• Context & scope of the project
• Multichannel in action
• Workflow: selection & reporting
• Results
• Quotes & Feedback of the salesforce
• Conclusions & next steps
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23. Conclusions
Marketing Research Services
• Event Driven Marketing shows its added
value
• Complexity of the process => need of a
Campaign Management tool
• High conversion rate & sales rate
• Respect of timing is a critical success factor
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24. Conclusions
Marketing Research Services
Customer respect means ….
presence at the key moments of a customer’s life!
to contact a customer when he wants to!
(permission Marketing)
value creation for the customers!
respect your workforce!
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25. Q&A
Marketing Research Services
Thank your for your attention
More info? Remarks or feedback?
Vincent Nanni - vincent.nanni@ing.be
Gaetan Verschraege - gaetan.verschraege@businessdecision.com
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