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Recently, Serbia-based Raiffeisen Bank Belgrade has turned to SAS (News - Alert) Customer Intelligence solutions to offer improved and personalized communications to its customers. The new deployment has helped the bank to automate and integrate marketing processes and workflows across its business.

we can launch a new campaign in as little as a week,’’ said Mikicic. “We couldn’t do all of this without analytics.’’”

Raiffeisen Bank Belgrade is currently using SAS Marketing Automation and SAS Digital Marketing to design, create, test, personalize and execute effective marketing campaigns across multiple channels. These new deployments have given a tremendous boost to the company’s growth and have helped the company attain a 25-percent response rate on direct mail promotions, with a 14-percent conversion rate, and reduced credit card churn by 4 percent.

“We don’t send the same offer to all of our customers anymore. Those ‘spray and pray’ promotions are expensive and don’t work,’’ said Dragan Mikicic, head of the CRM department at Raiffeisen Bank Belgrade.

The new SAS solution helps in planning and developing marketing programs and workflows based on corporate initiatives. It helps deliver them down to the local level to ensure consistent messaging, collateral and execution methods.

 “We would send out emails for one campaign, and then the contact center would call customers for other products. It wasn’t very well coordinated,’’ added Mikicic. Now SAS Marketing Automation helps the bank easily define target segments and prioritize selection rules.

In addition to these, SAS solutions offers analytical insight that helps the bank to know if an individual customer will ever need and deliver a personal offer in real-time. This level of intervention enhances both the customer experience and associated sales and marketing revenue attributed to that interaction.

The bank has also notes that their CRM department is the main sales contributor, where the CRM-generated leads accounted for 32 percent of package sales, 41 percent of personal loan sales, 36 percent of accepted credit card offers and 62 percent of overdraft protection purchases.

“The channel managers are happy with our work. And we can launch a new campaign in as little as a week,’’ said Mikicic. “We couldn’t do all of this without analytics.’’