HDFC – EBM IMPLEMENTATION

TRIGGER / EVENTS :

Event Based Marketing

OBJECTIVE :

Use of technology automation and analysis of customer events to drive customer dialog.

MARKETING STRATEGY :

  • Simple triggers e.g. FD maturity
  • Complex triggers e.g. Funds transfer within a week’s time of salary credit
  • Patterns identified e.g. drop in balances or banking transactions

EFFECTIVENESS:

  • This program has been the single most effective customer impact program in the history of the Bank. The key benchmark used to evaluate this program is Incremental Income.
  • This program
    • More than doubled and stabilized the conversion rate
    • Delivers approximately 5 times the revenue impact of any other comparable customer contact program
    • Achieved annual targets within 6 months of implementation.
    • Has contributed over 65% of total incremental revenue on liability campaigns so far.

CHANNEL

  • DM, SMS, Email

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