anking and Finance Case Studies

Below you will find some example case studies:

Retail Finance
Case Study 1

“We’re focused on exceeding our clients expectations and increasing the
response rates that drive their business. We truly see the MarkeTouch
Media system as one more way to help our customers gain new clients
while servicing their existing database.”
-Karin Bellantoni, MarkeTouch Media, Inc.

OVERVIEW
One of the largest national financial institutions was seeking to proactively touch their clients as part of a recent merger with another institution.
The primary goal of this outreach campaign was to:
• Increase existing customer retention
• Increase brand awareness
• Open a cross-sell opportunity to existing customer base

STRATEGY
Through the use of a “Big Net” startegy, drive as many positive responses as possible from targeted base. Use the opportunity to thank customers, answer questions, and prioritize calls for potential cross sell.

ACTION PLAN
Development of four “Big Net” messages with varying text and sense of urgency to drive customers back to call centers. Tele-bankers were trained to have a positive experience with the customer, thanking them for their business, and proactively asking if they had any questions about the recent merger. Tele-bankers were also trained to profile the customer for potential cross-selling opportunities.

BENEFITS/RESULTS
The client achieved a response rate ranging from 6% to 34% exceeding expectations for the initial program.

Retail Finance Case Study 1.1

Retail Finance Case Study 1.2

Retail Finance
Case Study 3

“The MarkeTouch Media system of targeted voice messaging and call center
training gives our clients the advantage they need to be successful in today’s
highly competitive business environment.”
-Karin Bellantoni, MarkeTouch Media, Inc.

OVERVIEW
A leading Finance company needed to find a way to leverage and create awareness of the relationship with their “sister bank” The goals for this campaign included:
• Update client profile status
• Introduce relationship and branding campaign to “sister bank” customers
• Cross-sell a variety of financial products
• Increase overall sales

STRATEGY
Develop multiple messages for client base of the institution’s “sister bank” in order to drive inbound calls to branch employees in two different regions.

ACTION PLAN
Development of two “Big Net” messages - One geared toward discussing the relationship of the two institutions, and the other built around a “recent purchase” message, asking for more information from the recipient. Both messages aimed at driving response back into one of two designated regional call center, where trained bank employees and their training team utilized various profiling techniques to create the cross selling opportunity.

BENEFITS/RESULTS
The result here was a response rate of 22%, with a campaign application rate of 1.1%, and a cost per thousand of $22.00 versus $75.00 for previous direct mail. The 59% connection rate achieved brought results exceeding the client’s existing averages, creating increased profits. Per the client, “It (the campaign) is very profitable for the incremental business it provides. We see a large improvement when the calls are made, and it makes the phone ring off the hook!”

Upon completion of the MarkeTouch Media Training Program, the call center employees increased their rate in profiling their customers. After completing MarkeTouch Media’s “Train the Trainer” program, this groups’ Company Trainers have continued to train branches nationwide.

Retail Finance Case Study 3.1

Retail Finance Case Study 3.2

ATM Card Activation
Case Study 10

A leading national financial institution needed built around
their ATM card offering. The goals of the program were to:
• Stimulate awareness around their ATM card
• Activate newly issued ATM cards
• Prevent ATM card expirations

STRATEGY
A targeted voice messaging campaign for cardholders who had not yet activated their new ATM cards.

ACTION PLAN
MarkeTouch Media developed a voice message campaign that served as a high touch customer service call. Cardholders received an informational call with an explanation of their ATM card benefits, urging them to acti-vate their ATM card quickly.

BENEFITS/RESULTS
In this case the client reported a significant lift in debit card activations resulting from this MarkeTouch Media campaign. This client selected MarkeTouch Media to support other debit activation programs as a “cost effective, low-impact way to reach a large customer base.”

ATM Card Activation Case Study 10

Financial Cross Selling
Case Study 11

A leading national financial institution who maintained only a checking account as high risk. Previous in-house
telemarketing campaigns had been disappointing. The goal of this program was to:
• Retain current customers
• “Touch” customers with a customer service call
• Cross sell other bank products and services

STRATEGY
The strategy for this campaign was a voice messaging campaign focused on customer retention and cross selling activity. For this bank, the probability of customer attrition decreases when the customer utilizes more than one banking product or service

ACTION PLAN
MarkeTouch media developed a campaign with multiple scripts. One message was “high touch customer service” - A friendly customer service call thanking the recipient for their business and requesting a return phone call. Another message was more aggressive - An urgent high-touch call thanking the recipient for their business, and requesting a return call to discuss their account status. Telemarketers would be trained as inbound relationship sales people, taught how to transition the caller and effectively cross sell additional products and services.

BENEFITS/RESULTS
This MarkeTouch Media campaign achieved a response rate of 12% overall. Of those respondents, 14% were effectively cross sold on other products and services. Due to the increased flow of inbound calls, MarkeTouch
Media campaigns were implemented throughout the bank.

Financial Cross Selling Case Study 11.1

Financial Cross Selling Case Study 11.2