Abn Amro Case Study En

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Information about Abn Amro Case Study En

Published on February 24, 2009

Author: CequitySolutions

Source: slideshare.net

ABN AMRO orchestrates its multi-channel integrated marketing ABN AMRO is the largest bank in The Netherlands and has been doing business there since 1824. With assets of over 590 billion euros, it ranks 8th among European banks and 17th in the world. It has over 2000 outlets in 75 countries and employs approximately 110,000 people. ABN AMRO is also the Cequity's end-to-end suite of largest foreign bank in the United States, France and Brazil. integrated services includes Customer customer management consulting, marketing database & information ABM AMRO Situation management solutions, analytics, metrics & dashboards and At its strategic review, in May 2000, called “change for profitable growth”, the bank campaign measurement support. Industry Sector has set an ambitious objective of joining the exclusive group of the top banks in the Our state-of-the-art technology world within four years. ABN AMRO was reorganized into three autonomous strategic solution, Cequity ACE is powered Finance units on January 1st, 2001: the Business Investment Bank, the Private Asset Management by smartFOCUS and is a hosted customer marketing system that Bank and the Retail Bank. can be quickly implemented without major hardware or software Solution Components Along with its increased focus on shareholder value, one of the key components of the investments. This helps us deliver new ABN AMRO strategy is to pay maximum attention to its customers. For its Retail rich yet valuable, information- Bank, ABN AMRO has completed its multi-channel integrated marketing project in the driven,Data Quality/Management customer experience last half of 2001. The project automates its operational marketing campaigns. opportunities for you. Single Customer View “From our experience, the Intelligent According to Mr Rob Almering, ABN AMRO Contact Management Vice-President, four Analytical Marketing from smartFOCUS fundamental objectives have been assigned to the project: Analysis & Visualization makes it possible to instantly analyze, segment, identify and communicate with First, orchestrate contacts with our customers based on their needs and not on Predictive Modeling large volumes of customers and contacts bank priorities. on an individual basis. Intelligent Marketing improves Management Campaign customer Second, target our customer base better and more precisely in order to prioritize communications - throughout the entire messages and avoid over-communicating. lifetime Email Marketing of a company-customer relationship and makes performance Then, make the information available to all our sales channels. driven multi-channel marketing a reality. Online Execution smartFOCUS is faster and more efficient And finally, guarantee our customers that they will receive more coherent than we thought it would be!” information no matter which media is used for communicating with us. Performance Management Serving 5.2 million customers and approximately 300,000 small to medium-sized businesses, these objectives have mobilized extensive resources. In particular, a data Manage Service CEO - Cequity Solutions warehouse of almost 2 terabytes (using Teradata architecture) has been built in order to have a single view of the customer, on-line and in real time for all communications channels. But a key step still needed to be taken: “… with already over 2,500 marketing campaigns per year and still growing rapidly, just for surface mail, call center and web channels, …” Rob Almering continues “we absolutely had to procure an automation solution to make up for several important weaknesses: the absence of standardized definitions for our targeting operations the manual handling of customer events and responses the lack of prioritization for our messages the insufficient management of our campaign portfolio.” Continued overleaf

Results The conclusion of the ABN AMRO acquisition process from the world-wide Marketing Automation sector has been the selection of the smartCAMPAIGNER suite from smartFOCUS. For Erik Van de Water, smartFOCUS Client Services Director, Europe: “Adding this prestigious reference is particularly significant because it is the result of a truly thorough selection process where numerous functional and technical criteria were evaluated. It proves that the smartCAMPAIGNER suite is a true expert-system in the Marketing sector” Rob Almering adds to this, “It was very clear for us even before we started the procurement process that only a ‘best-of-breed’ solution, that is, a solution dedicated to the EMA (Enterprise Marketing Automation) process, could meet our needs” He continued, “Our campaigns were becoming more and more specific. Only 40% of them were repetitive, they were becoming more and more event-driven which requires that the customer response must be taken into account.” Finally, Rob Almering insists on one of his favourite success factors, “smartCAMPAIGNER was installed by a relatively limited number of specialists, from four to ten according the project phase. We have thus been able to effectively control implementation while maintaining high motivation for all, because we have stressed aspects of communication of objectives and benefits of the project.” Reach us at: All campaigns should be automated and managed by smartFOCUS by the end of June 105-106, 1st Floor, Anand Estate, 2002. Later the solution will be expanded to handle campaigns that use other enterprise 189-A, Sane Guruji Marg, Mahalaxmi, channels (email, mobile phone, WAP, etc.). Mumbai-400 011, India “smartFOCUS was able to show its ability to meet all of our requirements. After only a Phone: +91 22-43453800 few months of operation, that is for the end of March 2002, most of our repetitive Fax: +91 22-43453840 campaigns will be operational.” For more case studies, white About smartFOCUS papers and presentations log on to: www.cequitysolutions.com smartFOCUS (LSE:STF) is a leading international marketing software company that empowers marketers with the intelligence to drive high performance multi channel campaigns and more valuable customer relationships. Its Intelligent Marketing solutions Or Write to: integrate off-line and on-line data, analysis, campaign and performance management to info@cequitysolutions.com Note: This is an ‘original paper’ by smartFOCUS. Cequity ACE is powered by For the latest thinking in Analyical Marketing, check out our blog at: smartFOCUS and Cequity uses this distinguished technology to empower its end-to-end suite blog.cequitysolutions.com of analytical marketing and customer relationship management solutions. deliver better targeted more timely and relevant communications that increase campaign conversion rates and improve customer’s insight. smartFOCUS now has over 300 customers worldwide using its marketing software including AAA, ABN AMRO, ATOS, Centreparcs, EMI, Fig Leaves, Harrods, Hilton International, NSPCC, Societe Generale and QVC. smartFOCUS is headquartered in the UK, with offices in the US, continental Europe and Asia Pacific. www.smartfocus.com Contact Details Powered by

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