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 etail
Industry 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
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