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

+

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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