Use of digital banking products increases customer retention because they are “sticky” services (online banking, mobile banking and bill payment). This bank wanted to drive more adoption of these products and services as a component of a more proactive retention program.
FI Works designed a campaign to target existing customers and increase the use of the bank’s digital banking products and services. The campaign would be executed by banker outreach on the frontline. The goal was for this type of campaign to be repeatable and to frequently generate calling lists for bankers to work on during lull times in their day.
Campaign details of how it worked
Frontline bankers made use of outbound calling and emails to the customers that were identified as likely to adopt digital banking channels. The campaign produced a 25% response rate and the bankers were thrilled with the success of their outreach. The details of the campaign are outlined below:
Solving the Data Dilemma
Complete Customer View
FI Works consolidates a bank’s customer data across all the different banking system silos daily. This up-to-date picture of the customer made it possible to analyze how the current customers were using digital banking.
“Bankers are expected to keep in touch with their customers, FI Works helps feed the bankers with information that would be of value to the customer to discuss.”
Keith Henkel, CEO, FI Works
Making Intelligent Targeting Easy
Identify Customers Most Likely to Use Internet Banking
Using its analytical engine, FI Works examined the bank’s current customers to identify usage trends across its digital products and services. They were looking for patterns in adoption and ranked customers based on the results. The findings provided characteristics that were used to produce an online task list for each banker of customers most likely to use internet banking.
Intelligent Relationship Building
FI Works generated “Intelligent Relationship Calling” work queues for the bankers on an ongoing basis. Rules were set up to generate task lists derived from the list of customers likely to adopt online services. They were visible on the customer’s profile, which helped the banker prepare to discuss what types of products or services the bank could provide for the customer.
You can’t simply check in on a customer – bankers must do homework so they are ready to discuss things they can do to help.
Driving High-performance Behavior
Dashboards & Scorecards Motivate Bankers
FI Works set up a dashboard to track the bankers calling and email activities for this internet banking campaign. Everyone could see the bankers’ performance, which proved to be quite motivating and rewarding for the bankers. The overall campaign produced a 25% response rate, and the bankers were happy that their calls were so positively received by their customers.
The Proof is in the Numbers
- 25% Annual Savings
- Improved Retention Through Sticky Services
ready to get results like this?