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Each customer was offered a preapproved line of credit based on that customer s creditworthiness. Since these customers were preapproved, all they had to do was to accept the offer without further credit adjudication. The offers had credit limits ranging from $5000 to $15,000. Customers were invited to switch their deposit accounts from another nancial institution automatically, with fees waived for 3 months. New term deposits were offered with different rate incentives, based on the pro tability of the targeted customer. The wave tested different mortgage offers to determine which would pull the best. Customers to be included in the program were pulled from the bank s data warehouse of over 6 million retail customers. The candidates were selected on the basis of an estimate of their need for the products included in the offer. In Life Matters 2, for example, customers who did not own the products being offered were selected. In Life Matters 4, the prime criterion for selection was the potential pro tability of the account.
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Prior to implementing Life Matters, the bank s database marketing campaigns had primarily been focused on a single product. It was possible for a customer to be repeatedly contacted with several product-centered offers that were sometimes confusing and frustrating. The new system allowed the bank to communicate with customers in a more customerfocused manner, while at the same time reducing the costs associated with running many single-product campaigns. Bundling the offers allowed the database marketing group to balance customer focus with the objectives of various product lines and channel capacity constraints for lead follow-up. As a result of the lessons learned through the successive waves, the bank was able to develop complex campaigns approximately 25 to 40 percent faster than by using the previous SAS-based approach. Annual marketing program cost savings of approximately Can$3.5 million were
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achieved through eliminating separate product campaign mail and branch contact costs. The cost and time savings enabled the database marketing team to execute campaigns for other divisions, such as Wealth Management, Insurance, and Small Business. In total, 120 percent more marketing campaigns were run than had been run in the previous 12-month period, resulting in almost 9 million customer contacts an increase of 180 percent. Life Matters campaigns yielded response rates of over 20 percent and produced an average return on investment of over 100 percent.
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The Union Bank of Norway (UBN) had 1 million customers and $25 billion in assets. During the last 20 years, as the bank had grown and become more automated, it had become clear that bank employees were not interacting directly with customers as often as they had been, which meant that the bank was losing touch with its customers needs. The bank was still conducting traditional direct marketing programs with some success, its highest response rate being about 10 percent. Since it operated multiple computer platforms with data scattered among the 175 branches, the bank could not easily gather and use customer-speci c information. Getting a full view of a group of customers took days. Bank management wanted to store and access customer-speci c information in a responsive, easy-to-use format. The goal was to improve revenue and margins through cross-selling and increasing customer use of its most pro table products. To solve these problems, the bank turned to NCR s Teradata Division, installing a Teradata data warehouse in 1995 to capture and store all information about customers, including transactions going back 4 years and about 40 data elements from customer survey responses. In 1999, UBN added the Teradata CRM solution, a relationship optimization and campaign management application, for its events-based marketing initiative. The Teradata system became the foundation for UBN s loyalty program and event-based marketing initiative. It helped the bank determine
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