Published on 28 Jan 2013
Based in Utrecht and founded in 1817, SNS Bank is a Dutch retail bank serving both companies and individuals. SNS Bank has existed in its present form since 1987, following a co-operative merger with other Dutch savings banks. Now one of the four largest banks in the Netherlands, SNS Bank reported net profits of EUR224 million for 2011, a 61 percent increase over its 2010 results.
SNS Bank aimed to become the best self-service bank in the Netherlands, with an ambitious growth plan over several years. The senior executive team devised a bold, innovative multichannel strategy focused on creating a personalized customer experience that would win new business and expand existing accounts. To execute on this strategy, the bank needed a comprehensive, centralized marketing platform to pull it all together.
This bank changed its channel strategy, creating an online self-service hub and reducing branch operations.The key is a multichannel marketing solution that uses predictive analysis capabilities to track customer behavior, predict what they might want next and use business rules to serve up personalized dynamic content. For example, if a customer reads about personal loan rates online, the system displays banner ads with related offers in near-real time. And the information remains consistent across channels, whether customers go to the website, receive direct mail or visit a branch office.
Slated to increase the proportion of customers who use the bank as their primary bank by 20 percent by providing the most convenient customer experience available Projected to increase online sales by 200 percent and overall sales by 5 percent, owing to personalized, dynamic content in both inbound and outbound marketing Expected to reduce branch operating costs by 40 percent by transferring routine transactions to the web and minimizing branch overhead
IBM products and services that were used in this case study.
Industry Framework, , Smarter Marketing, Smarter Planet
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