SNS Bank

Published on 28-Jan-2013

Customer:
SNS Bank

Industry:
Banking

Deployment country:
Netherlands

Solution:
Industry Framework , Smarter Commerce, Smarter Marketing, Smarter Planet

Smarter Planet:
Smarter Banking

Overview

Based in Utrecht and founded in 1817, SNS Bank is a Dutch retail bank serving both companies and individuals. SNS Bank has existed in its present form since 1987, following a co-operative merger with other Dutch savings banks. Now one of the four largest banks in the Netherlands, SNS Bank reported net profits of EUR224 million for 2011, a 61 percent increase over its 2010 results.

Business need:
SNS Bank aimed to become the best self-service bank in the Netherlands, with an ambitious growth plan over several years. The senior executive team devised a bold, innovative multichannel strategy focused on creating a personalized customer experience that would win new business and expand existing accounts. To execute on this strategy, the bank needed a comprehensive, centralized marketing platform to pull it all together.

Solution:
This bank changed its channel strategy, creating an online self-service hub and reducing branch operations.The key is a multichannel marketing solution that uses predictive analysis capabilities to track customer behavior, predict what they might want next and use business rules to serve up personalized dynamic content. For example, if a customer reads about personal loan rates online, the system displays banner ads with related offers in near-real time. And the information remains consistent across channels, whether customers go to the website, receive direct mail or visit a branch office.

Benefits:
Slated to increase the proportion of customers who use the bank as their primary bank by 20 percent by providing the most convenient customer experience available Projected to increase online sales by 200 percent and overall sales by 5 percent, owing to personalized, dynamic content in both inbound and outbound marketing Expected to reduce branch operating costs by 40 percent by transferring routine transactions to the web and minimizing branch overhead

Case Study

Based in Utrecht and founded in 1817, SNS Bank is a Dutch retail bank serving both companies and individuals. SNS Bank has existed in its present form since 1987, following a co-operative merger with other Dutch savings banks. Now one of the four largest banks in the Netherlands, SNS Bank reported net profits of EUR224 million for 2011, a 61 percent increase over its 2010 results.

The Opportunity
SNS Bank aimed to become the best self-service bank in the Netherlands, with an ambitious growth plan over several years. The senior executive team devised a bold, innovative multichannel strategy focused on creating a personalized customer experience that would win new business and expand existing accounts. To execute on this strategy, the bank needed a comprehensive, centralized marketing platform to pull it all together.

What Makes It Smarter
This bank revolutionized its channel strategy, creating an online self-service hub and scaling back branch operations. The key to this strategy is a multichannel marketing solution that uses predictive analysis capabilities to track customer behavior, predict what they might want next and use business rules to serve up personalized dynamic content. For example, if a customer reads about personal loan rates online, the system displays banner ads with related offers in near-real time. If a customer sets up a new savings account, the system automatically sends an email to guide the customer through the fund transfer process. And the information remains consistent across channels, whether customers go to the website, dial the call center, receive a direct mail piece, use an ATM or visit a branch office.

Real Business Results
· Slated to increase the proportion of customers who use the bank as their primary bank by 20 percent by providing the most convenient customer experience available
· Projected to increase online sales by 200 percent and overall sales by 5 percent, owing to personalized, dynamic content in both inbound and outbound marketing
· Expected to reduce branch operating costs by 40 percent by transferring routine transactions to the web and minimizing branch overhead

Products and services used

IBM products and services that were used in this case study.

Software:
IBM Unica Marketing Operations On Demand

Legal Information

© Copyright IBM Corporation 2013 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States January 2013 IBM, the IBM logo, ibm.com and Unica are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the web at ibm.com/legal/copytrade.shtml This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. The performance data and client examples cited are presented for illustrative purposes only. Actual performance results may vary depending on specific configurations and operating conditions. THE INFORMATION IN THIS DOCUMENT IS PROVIDED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided.