through automated geo targeting after only 6 months
CHALLENGE
Interested parties are not forwarded directly to the appropriate broker
High Google AdWords costs per keyword
Improve appointment scheduling with the closest customer advisor
APPROACH
Optimization of the landing page per keyword, campaign and device of the visitor
Use of new landing pages with direct contact to a customer advisor
PROCEDURE
27% MORE CREDIT CARD CONTRACTS
through multi-channel optimization
CHALLENGE
Acquisition of new customers through all existing marketing channels
80% visitors via mobile devices
The conclusion should be made directly via the landing page without an application path
APPROACH
Use of a neural network algorithm to process all channel information
Development of dedicated mobile landing pages
Integration and transmission of all form data on the landing page
PROCEDURE
INCREASE IN NEW CUSTOMER ACQUISITION
for credit cards and giro accounts
CHALLENGE
High AdWords costs and high competition in the market
Manual adjustment of landing pages for over 100 variants
APPROACH
With the machine learning algorithm, the segmentation & assignment to an optimal landing page variant for the visitors is automated
Optimization based on search term, visitor’s channel, frequency of visits and device
Key message and key benefits placement on the landing page in real time
PROCEDURE
AI IN ACTION:
additional increase through neural networks
CHALLENGE
Additional increase in completion rates with existing setup required
Further increase of the conversion rate without manual effort
APPROACH
Additional use of a neural network/AI to process additional visitor information
Refined placement of the landing pages through expanded visitor interest information – in real time
PROCEDURE
50% ADDITIONAL PRODUCT INQUIRIES
CHALLENGE
No target group-specific display of product pages
Inefficient transition from product page to application path, low conversion rate
APPROACH
Development and algorithmic placement of target group-specific product pages per device, campaign and day of the week
Integration of computer elements for all relevant products
PROCEDURE
ACTIVATION AFTER WELCOME
CHALLENGE
Automation of customer activation
Activate customers who became inactive or never became active after the welcome campaign
APPROACH
Different incentives for different customer profiles are sent by email
Additional optimization of the best image + text address per customer using machine learning
INCENTIVATION OF CARD USE
Cross & Upsell Merchant Categories
CHALLENGE
Incentivizing the use of the card through category-based email
Credit card upsell to premium card
Cross-sell of partner offers
APPROACH
Based on the transaction data, personalized information and incentives in the form of competitions, cashback or similar are sent to the customer via mail at the right time
Therefore, the system calculates the same and next best category
EXAMPLE
A customer uses his card a lot in the area of food & amp; drink and then receives follow-up information about partner offers and the advantages of a premium card
CROSSSELL OF CREDIT CARDS & PRIVATE CREDIT
by analyzing the transactions on the giro account
CHALLENGE
The client already has very good customer penetration
Problem: Many customers were addressed with new products, but the right time and right channel were not always optimized but show great potential. The postal channel is also still very important for many customers
APPROACH
Analyze customer behavior based on the data + calculate completion probabilities per customer
Communicate offers individually (time & channel)
Merging of master, account and transaction data (current account)
Send offers to the right customers at the right time via credit card or personal loans
STEIGERUNG DER AKTIVIERUNGSRATE BEI NEUEN NUTZERN + NUTZUNG DER BANKING APP
durch Neukundenaktivierung und -engagement entlang des Lifecycles
CHALLENGE
Die Neobank, Tochter einer größeren Bank, betreibt eine Multibanking-App und ein Banking Webportal
Problem: Viele Nutzer registrieren sich zwar für die App, verbinden aber nicht sofort ein Bankkonto und bleiben somit inaktiv.
APPROACH
Intelligente und algorithmisch gestützte Zusammenführung der Stamm- und App-Nutzungsdaten
Automatisierte tägliche Selektion der inaktiven Kunden und Versand von mehrstufigen E-Mail-Kampagnen zur Aktivierung, Engagement und Upsell
Automatische Reminder-E-Mails nach 7 Tagen, falls keine Reaktion stattfindet
PROCEDURE
STEIGERUNG TOPLINE REVENUES
durch Neukunden Aktivierung, Cross- und Upsell
CHALLENGE
Es konnte nur eine begrenzte Anzahl an Kampagnen pro Monat ausgespielt werden
Die meisten Aufgaben mussten manuell geplant und ausgeführt werden
APPROACH
Intelligente und algorithmisch gestützte Zusammenführung der Stamm- und App-Nutzungsdaten
Automatisierte tägliche Selektion der inaktiven Kunden und Versand von mehrstufigen E-Mail-Kampagnen zur Aktivierung
Automatische Reminder-E-Mails nach 7 Tagen, falls keine Reaktion stattfindet
PROCEDURE
STEIGERUNG DER ABVERKÄUFE AN BESTANDSKUNDEN
durch Analyse von Girokonto- und CRM-Daten
CHALLENGE
Das Unternehmen hat bereits eine sehr gute Kundendurchdringung
Problem: Viele Kunden wurden zwar mit neuen Produkten angesprochen, aber zum falschen Zeitpunkt oder über den falschen Kanal
Für die Kunden hat die postalische Ansprache eine hohe Bedeutung
APPROACH
Intelligente und algorithmisch gestützte Zusammenführung der Stamm- und Kontodaten
Planung von verschiedenen Upsell Use Cases
Selektion der inaktiven Kunden und Versand von mehrstufigen E-Mail-Kampagnen zur Aktivierung
Automatische Reminder über E-Mail und Brief
PROCEDURE
27% MORE CREDIT CARD CONTRACTS
through multi-channel optimization
CHALLENGE
Acquisition of new customers through all existing marketing channels
80% visitors via mobile devices
The conclusion should be made directly via the landing page without an application path
APPROACH
Use of a neural network algorithm to process all channel information
Development of dedicated mobile landing pages
Integration and transmission of all form data on the landing page
PROCEDURE
ACTIVATION AFTER WELCOME
CHALLENGE
Automation of customer activation
Activate customers who became inactive or never became active after the welcome campaign
APPROACH
Different incentives for different customer profiles are sent by email
Additional optimization of the best image + text address per customer using machine learning
INCENTIVATION OF CARD USE
Cross & Upsell Merchant Categories
CHALLENGE
Incentivizing the use of the card through category-based email
Credit card upsell to premium card
Cross-sell of partner offers
APPROACH
Based on the transaction data, personalized information and incentives in the form of competitions, cashback or similar are sent to the customer via mail at the right time
Therefore, the system calculates the same and next best category
PROCEDURE
A customer uses his card a lot in the area of food & amp; drink and then receives follow-up information about partner offers and the advantages of a premium card
STEIGERUNG DER ABSCHLÜSSE
durch personalisierte Customer Experiences und Automatisierung der Ausspielung von Landing Pages und Antragsstrecken
CHALLENGE
Hoher Wettbewerb bei stark begrenztem Marktvolumen im schweizerischen Markt
Extrem hohe Grenzkosten zur Steigerung der Webseiten-Besucher
Hohe Absprungrate in den ersten Schritten der Antragsstrecke über alle Marketing-Kanäle hinweg
APPROACH
Steigerung der Effizienz des Marketing-Budgets durch algorithmische Onsite Optimierung und Verringerung der Absprungraten
Erstellung und automatische Ausspielung unterschiedlicher Landing Pages und Antragsstrecken für einzelne Besuchergruppen
Personalisierte Abfrage von Kontaktinformationen zur frühzeitigen Generierung von Leads
PROCEDURE
INCREASE IN PARTNER SALES
CHALLENGE
For the customers of the bank, an ecommerce marketplace in the app is a novelty
The world of advantages contains voucher codes and should be more in focus in order to further strengthen the business model
APPROACH
Based on the current account transactions, users receive tailored offers in the app via the world of advantages.
Optionally, personalized emails with offers can be sent
IMPROVING APP RATING
IN APPLE APP STORE AND GOOGLE PLAYSTORE
CHALLENGE
Increase rating in the app store and play store
APPROACH
Measurement of “moments of success” in the app
Automatic dispatch of NPS surveys if a “moment of success” has been reached
Direct in-app message as to whether the user would like to rate the app if his NPS is above 7
INCREASE ACCOUNT ACTIVATION RATE
IN THE APP AND WEB PORTAL
CHALLENGE
Many users register for the app, but do not immediately connect a bank account and thus remain inactive
APPROACH
Merging of the master data, app usage data & payment flow data of the customers
Automatic detection of inactive new customers
Automated & personalized addressing of inactive customers at the right time in the customer journey
Campaign themes are not displayed on the landing page
Inefficient transfer from the landing page to the application process, no optimization per device of the visitor
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APPROACH
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Development of topic-specific landing pages
Display of the optimal combination of landing page and application path for each campaign, device and context of the visitor through artificial intelligence
Ideally, customers automatically extend the contract in the customer portal and buy additional products at the same time. The partner card in particular increases the CLV significantly
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APPROACH
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Optimization of the customer experience through x variants
Connect CRM to directly process suitable tariff recommendations
Automatic display of the partner card at the right point of the sales process and optimization through machine learning algorithm
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PROCEDURE
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21% MORE CONTRACTS THROUGH MARKETING CHANNEL OPTIMIZATION
Callcenter haben das Ziel einer 100% Kundenabdeckung pro Quartal, schaffen dies aber fast nie und benötigen daher eine intelligente Priorisierung, wen sie als erstes anrufen sollen
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APPROACH
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Zusammenführung von sämtlichen Datensilos wie Salesforce Sales Cloud, Salesforce Marketing Cloud, NPS Datenbank und verschiedenen Umsatzdatenbanken
Automatischer und selbstlernender Scoring-Prozess für jeden einzelnen Bestandskunden zur Definition der Anruf-Reihenfolge nach Abschlusswahrscheinlichkeit und Deckungsbeitrag
Etablierung eines Feedbackprozesses der Callcentermitarbeiter, um Algorithmen mit Informationen zum Lernen zu “füttern”
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PROCEDURE
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OPTIMIERUNG DER NEUKUNDENACQUISE UND STEIGERUNG DER MOBILFUNK-VERTRAGSABSCHLÜSSE
