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Technology. Analytics. Interactive. Social
Diary of a
journey
called success

India's leading bank


The bank has presence across the country with more than 1500 branches and has strengths in both retail and corporate banking

Business Objective

  • Provide end-to-end campaign management solutions for the bank’s Home Loan, Car Loan, Remittance and Internet Banking
  • Target select existing salary account holders to increase car loans and generate leads by cross-selling home loans
  • Acquire 6000 customers in FY 11-12 for their remittance business through referral & activation program and get them to actively remit
  • Drive a database of 45lacs existing customers to Internet Banking

Implementation

  • Conducted detailed analytics to create micro segments of customers with highest affinity to buy. These brackets made designing target-specific offers easy and more result-driven.
  • An end-to-end engagement campaign was designed with consumers, encompassing creative development, managing customer conversations, ensuring an effective reminder and when required intervention campaigns.
  • Optimal channels for communication were selected to drive various offerings. The various touch-points included SMS, e-mail, web banners and Bank Bazaar.
  • A lead-management-system was built to assist with fulfillment and conversion tracking.

Business Value

  • Achieved 127,000+ Internet banking registrations in three months
  • Lead generation and lead conversion ratios for car loans were higher than industry standards during the campaign period
  • Achieved economies of scale by having a single engagement partner for managing various campaigns end-to-end across different business verticals