Published on January 20, 2009
Cequity’s marketing solution for the Retail banking industry. Regulatory pressures, lower margins, increased competition, need to control reputational and operational risks, demanding customers, etc are the new norms of the Banking industry. While banks have elements of these capabilities today, substantial investments and enhancement will be required by the Banks globally between now and 2012. Major Banks have already begun the process of reinventing themselves to deal with these issues.
To make their vision of the future a reality Banks will need to address the following imperative. How do I increase customer value? How do I increase my share of wallet? How do I enhance customer experience and then maintain it? How do I increase efficiency in operations? How do I migrate customers to electronic channels of Retail Banking? How do I identify my risky customers? A large Bank in the US by recognizing and responding to changes in customer activity each day has helped them in increased deposits and profits. This was possible because of a clear understanding of their customer data and ability to quickly interpret customer data which will help them to retain and give better service to its valued clients. Banks are currently giving increased priority to projects such as channel renewal and Customer Data Integration (CDI) projects. Recent research with leading U.S. banks showed that 20 percent are now seeing increased sales as a direct result of their investment in CDI and the improved links they have built between their call-centers, web-sites and local bank branches. Turning insight into action – Using Cequity ACE™ The need of the hour therefore is an integrated approach to marketing strategy, development, delivery and measurement across the marketing mix along with technology which can improve business impact and sustain the growth especially in the Retail Banking sector, Marketing also requires very fast access of multiples streams of data from various sources and even quicker conversion of that raw data into insight & action. This integrated approach can help the Banks in: Acquiring and maintain a 360 degree view of the customers Acquire and grow profitable & loyal customers across products and channels Understand who my profitable customers are and what makes them profitable Optimize marketing investments Maximize customer share of the wallet Increase customer depth and product depth across Bank’s portfolio etc Reduce attrition and increase satisfaction among my customers Market in real time and react quickly to changing needs of customers That is why we have built our Cequity ACE™ suite powered with domain expertise and process excellence by adding Intelligence to Information. Cequity ACE™ has been designed especially for the Retail Banking industries that has millions of customers and are also rapidly building their acquisition engines, thereby ramping up customer data constantly. Cequity ACE™ provides users with a ‘ready to use’ database without the overheads of IT infrastructure & management. It can deliver rapid data segmentation through to comprehensive analytics, campaign management and measurement & reporting. This data, coupled with decision-science tools allows it to predict long-term value and thereby enable it to target marketing and service programs at individual customer preferences or needs. Cequity Ace SnapShot™ - Allows you to create a single view without investing in an expensive Data warehouse. LTV Model IVR Acquisiton Model Retention Model Attrition/Dormancy Model Channel Migration Model Customer Profitability Model Core Data Mart Banking Cross-sell, Up-sell Model Clearing System ATM/POS or Data System Warehouse Campaign Management Offer Management Marketing ROI Dashboards Web and Measurement and Reporting Mobile Banking
Cequity ACE™ is able to consolidate and merge this data into a ‘single view of Retail Banking Industry customers’ with a consistent format making it easily accessible and functional for a Solution Functionality variety of marketing purposes. The resulting single view will provide a more complete, up-to-date picture of each individual customer, enabling you to maximize your marketing potential. Cequity ACE AnalyserTM Cequity ACE™ is different. It’s built with the marketing user in mind. Its unmatched allows you to profile, segment and analyze the attributes, metrics ease of use, customization and flexibility turns business intelligence into something and behavior of customers and users can usually convert insight into immediate marketing action. prospects over time Our Solution Components Cequity ACETM is a robust industry marketing system that is scalable to any size. Managed Analytics The system is comprised of the following fully integrated modules designed to Visit patterns such as recency, be configured to meet your specific marketing needs and to be extended as your frequency, month on book business expands: value etc Marketing Data Mart/Data Warehouse – All customer attributes, all financial Customer acquisition transactions, customer dialogue etc linked with campaign history and response, and retention including data quality processes and computation of a broad array of customers Current Annual Value and marketing metrics. Demographic, geographic and psychographic attributes Cequity ACE Enterprise – maps data from the core banking system and other Share of Customer Wallet systems into the Cequity ACE™. product wise and income wise Cequity ACE Analyzer™ – will give insight into the characteristics and behaviour of customers and prospects. The information is converted into insight that will shape the nature and effectiveness of your marketing initiatives through proper segmentation Cequity ACE CampaignerTM and profiling. you plan, schedule, set-up and execute sophisticated marketing Cequity ACE Campaigner™ – delivers campaign planning and management campaigns and promotions to functionality, allowing you to transform the insight and intelligence gained from customers and prospects Cequity ACE Analyzer™ into actionable, repeatable processes for customer acquisition and retention. Cequity ACE Reporter™ – seamlessly integrated with MS Excel enables you to Managed Campaign Management easily define, produce and update complex multidimensional list reports. Reports Highly segmented marketing can be readily formatted using standard MS Excel functionality and subsequently audiences distributed and deployed as MS Excel workbooks or as HTML pages. Multi-channel, integrated campaigns Additional Features Multi-wave logic Closed-loop campaigns based on Cequity ACE™ is built on a platform called Column based database customer response/activity technology (CBDT) which allows incredible speed to answer marketing Personalized offers and offer queries. Cequity ACE™ can potentially scan 50 to 80 million records per amounts second and thus provide answers at the “train of thought”. Marketing users can slice & dice data easily and convert any number of “business hypothesis” into validated data within seconds. Queries that Cequity ACE Campaigner TM would have taken them days or months to get can now be accessible measures and analyzes the using “drag & drop” functionality. Users can create and modify dashboards incremental financial performance of in minutes with minimum support from IT. Cequity ACE™ full interactivity all marketing activities by campaign/ and collaboration empowers users. promotion, marketing channel, offer The open architecture is designed to leverage existing technology to individual customer or any other investments and is compatible with all major database systems including segment of customers. Oracle, SQL Server, DB2, Teradata and Netezza. Cequity ACETM is a scalable solution. Banks can enjoy the marketing performance benefits of the system. The extensible, component based architecture enables implementation of a solution that is Measurement and Metrics right-sized and right-featured for your gaming business needs. Marketing ROI Cequity ACE™ is a flexible solution that allows a business to subscribe to Response, offer redemption and only the features they need, when they need them. This pay-as-you-use promotion participation model enables business to adapt the solution to their needs.
Key Benefits Cequity ACETM clients have used this system in order to increase the insight into customer behavior and the precision of their direct marketing, such as aligning offer amounts to individual customer profitability. Increased marketing ROI Increased direct offer response Increased retention of the most profitable customers Increased player wallet share Increased market share About Cequity Customer Equity Solutions (Cequity) Pvt. Ltd. is an IT-enabled Customer Experience Management Company which will help enterprises improve marketing performance and accelerates customer relationships. We help enterprises by combining data, technology and services to build actionable analytical marketing frameworks, optimize marketing performance and accelerate real-time customer engagement. Thereby, enabling greater ROI on their marketing technology investments. Cequity brings a blended perspective which allows companies to bring the power of Marketing automation technology to business problems. Our services include: Customer Management Consulting Managed Analytics Marketing Database Solutions Managed Campaign Management Services Marketing Operations and Measurement Services Event Driven Marketing Services Contact us: Customer Equity Solutions Pvt. Ltd. InDIA USA Mumbai Office: Chicago Office: 105-106, 1st Floor, Anand Estate, 189-A, Sane Guruji Marg, 626, Grove Street, Evantson, IL 60201 Mahalaxmi, Mumbai-400 011, India Phone: +91 22 23000133 / 23054039, Fax: +91 22 23053809 Website: www.cequitysolutions.com Email: firstname.lastname@example.org
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