Download - SNS Inbound Marketing Machine
SNS Bank
Drs. Gerrit Post
Interaction Marketeer
25th January 2011
The Inbound Marketing Machine Database marketing meets behavorial targeting
A banker is a fellow who lends you his umbrella when the sun is
shining, but wants it back the minut it begins to rain.
Mark Twain (1835-1910)
SNS Bank
Why Inbound Marketing
The Inbound Marketing machine
Architecture
Customer experience
Contents
Results
Next Steps
Agenda
SNS Bank used to produce services
Instead, SNS Bank wants to be a Retailer
Customer as our main asset
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 dialogue
Attention 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
Listening
• Customer behavior shows what the customer wants
• Online customer behavior can be traced
Many customers are never reached
• 63% of our customers only have inbound contacts with SNS Bank
Why Inbound Marketing?
Architecture The SNS Inbound Marketing Machine
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Customer behavior: offline en real-time online behavioral
information
• Demographics
• Product(characteristics)
• Financial transactions
• Channel usage information
• Contacts
• Customer Value
Database Marketing Behavorial Targeting
• Real-time click behavior
• Visited webpages
• Referrers
• Search behavior
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Contents The SNS Inbound Marketing Machine
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Customer experience The SNS Inbound Marketing Machine
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Marketing rules
Contents The SNS Inbound Marketing Machine
Contents in 3 steps The SNS Inbound Marketing Machine
Real-time click behavior Customer value
Demographic information Channel usage information
Transaction data Real-time status of applications and offers
Products
400 customer characteristics
Marketing rules in Unica
Over 200 rules
Over 50 different offers
Over 30 service messages
…to be increased and improved
continuously
www.snsbank.nl
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Inbound Marketing part of total customer experience
Customer experience The SNS Inbound Marketing Machine
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Increase in reach
• Over 10 million offers per month!
ROI
• Return on investment of total project within 1 year
Increase of sales
• Conversion ratios up to 60%!
• 6 to 50% additional online sales
Inbound call reduction
• Communication of operational issues causes significant reduction of calls and complaints in call
centre.
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 100
Results
Next steps
Demo How it really works
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Bijlage
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