$70 Billion Retail Bank

Objective

•  Increase customer retention and cross-sell / up-sell among highly profitable customers

Target

•  Investment customers of the bank

Solution

•  Customer Relationship Marketing Program featuring direct mail campaign, including customer feedback, incentives and  individualized (1:1) product sales

 

Program Overview

•  Develop program concept

•  Manage program execution, including organization and supervision of all departments

and vendors, both internal and external 

•  Create surveys to gauge customers' needs and future interests

•  Recommend follow-up activities in sales department and investment specialists

•  Design customer reward program

•  Recommend cross-sell opportunities

•  Develop events to enrich customer experience with bank and its investment representatives  

Results

•  Increased assets per customer, maintained customer base in midst of corporate

reengineering and branch closures