1. March 6, 2012
Transforming Financial Services Marketing
through Customer Intelligence
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2. March 6, 2012
The Customer Intelligence Company Head
Section • PNT background
A leading provider of Customer Intelligent database marketing
Transforming Financial Services Marketing Through Customer Intelligence 2

3. March 6, 2012
Why Discuss Customer Intelligence? Head
Section • Background
Two important themes:
‹ Customers are the most important element of any business, from
whom all profits flow - but we don’t know
enough about what will keep them happy,
loyal, and profitable
‹ At the same time, we are awash in a huge and
growing “data deluge” which we suspect can help us
solve the problem - if only we weren’t drowning in
it, and knew what it was trying to tell us
Transforming Financial Services Marketing Through Customer Intelligence 3

4. March 6, 2012
Why Discuss Customer Intelligence? Head
Section • Background
‹ Most “Business Intelligence”
(including CRM) implementations fail
to deliver their ROI potential
Transforming Financial Services Marketing Through Customer Intelligence 4

5. March 6, 2012
Customer Intelligence is… Section Head • Definition
…the art and science of building deeper, more mutually-
profitable relationships with your customers through actions
based on insights generated from everything you know about
them
Customer Intelligence (CI):
Build deeper, more profitable relationships with
customers and improve strategic decision making
with insights generated from your existing customer
data.
Transforming Financial Services Marketing Through Customer Intelligence 5

6. March 6, 2012
Obstacles • Customer Intelligence Obstacles
Transforming Financial Services Marketing Through Customer Intelligence 6

7. March 6, 2012
What’s Working Now? Section Head • Case Studies
Focus on customers:
‹ organization, technology, product/service, channels
Cross silos:
‹ organization, technology, product/ service, channels
Think small:
‹ project vs. enterprise, guerilla vs. official, independent vs.
bureaucratic
Think big:
‹ organizational impact, customer impact, revenue impact
Think fast:
‹ quick hits, test, revise, iterate
Transforming Financial Services Marketing Through Customer Intelligence 7

8. March 6, 2012
Middle Market Banking Section Head • Case Studies
Bank increased Middle Market segment penetration 50%
Created a unified database of customer and prospect data from
30% multiple operating systems and 3rd party data sources
25% MetroMatch™ householding re-aggregated existing relationships, to
benchmark accurately, reflecting true complexity of commercial
20%
relationships
15% Uncovered segment-specific opportunities
10% Implemented tactical marketing programs for relationship manager
with specific product/service recommendations, lists, and follow-up
support
‹ Results included almost $100MM in
15% 24% incremental customer net revenue
annually within four years
Transforming Financial Services Marketing Through Customer Intelligence 8

9. March 6, 2012
High-Value Business Services Section Head • Case Studies
Major B2B services provider sells multi-million-$ business
services to Fortune 500 C-suite executives thru a dedicated
high-level sales force
‹ Efforts hampered by fragmented view of large, complex relationships
that were being triaged rather than supported systematically
Created database of all complex relationship data sourced by the sales
team, augmented with 3rd party data from multiple sources
Supported sales team with accurate, targeted lists for events with
influencers
120 Attrition Rates Renewal Rates
120 ROI 105 115
100
100 110 107
110
95 90 105
100 90 100
100 100
85 95
90 Before After Before After 90 Before After
Transforming Financial Services Marketing Through Customer Intelligence 9

10. March 6, 2012
The Final Word Section Head
“Why do we believe so passionately that your company should
make [a] dramatic shift and organize itself around customers?
‹ Customers are the only source of revenue and profits.
‹ Knowing each customer’s profitability or unprofitability, and the
reasons for it, is critically important to creating winning value
propositions that will drive your stock.
‹ Understanding customers’ different needs and behaviors is central to
serving them most profitably
‹ Obtaining and analyzing this information used to be overwhelmingly
difficult but now is practical
‹ Therefore, centering the company on customers is the way to go.”
– Larry Selden and Geoffrey Colvin, in “Angel Customers and Demon
Customers”
Transforming Financial Services Marketing Through Customer Intelligence 10

11. March 6, 2012
Tony Coretto Section Head • Contact
‹ tony@pntmarketingservices.com
‹ 888.PNT.2210 x202 toll free
‹ 914.588.7278 mobile
‹ www.pntmarketingservices.com
Transforming Financial Services Marketing Through Customer Intelligence 11