Maximize marketing velocity and efficiency with the help of marketing automation and Analytical CRM
Business Analyst, Functional Consultant, Technical Consultant, Campaign Managers, Quality Analysts, Database Architect, Software Engineers, Statisticians, Modellers
Campaign Briefing Process, Campaign Design Process, Segmentation Process, Task Handover Process, Contact Policy Setup, SystemSystem Handoff Process, System-Human Handoff Process, Lead Distribution Process, System Upgradation Process, Patch Management Process, Quality Assurance Process, Data Mining Process, Trigger Definition Process, Trigger Evaluation Process, Customer Activity Record Integration Process, Test Bed Maintenance Process
Affinium Model, Unica Campaign, Unica E-Message, Talisma, Unica Detect, Netezza, Resultrix
Customer Life Stage Model
HDFC Bank is one of India’s leading private banks and was among the first to receive approval from the Reserve Bank of India (RBI) to set up a private sector bank in 1994. HDFC Bank offers a diverse range of financial products and banking services to customers through a growing branch and ATM network and digital channels such as Netbanking, Phonebanking and MobileBanking. One of India’s largest banks by market capitalization and by assets HDFC Bank serves more than 50 million customers.
HDFC Bank‘s success and rapid growth led to the constant introduction of a varied set of product and service lines. HDFC Bank was looking to market its growing products & services to leverage its customer base to optimize returns and bottom-line revenue, and increase customer profitability through deeper, stronger customer relationships.
The bank was running around 100 campaigns annually on the then existing base of 30 Million customers. The number of campaigns was highly insufficient and failed to evoke sufficient returns from base marketing and CRM efforts. Considering the multiple formats and variety of data across a plethora of systems that housed transactional product data, the data warehouse and operational CRM systems like Talisma the IT Team was manually generating the data required for the campaigns.
HDFC Bank decided that marketing automation was the key to building marketing velocity that in turn would leverage opportunities better and maximize profitability from existing customers. No bank had invested on marketing automation then in 2003 and Xerago was chosen as the marketing automation partner.
Starting the assignment on 2003, Xerago worked with Unica and helped procure appropriate number of licenses for each of Model, Campaign, Optimize and Detect platforms that were part of the Affinium Suite. Since then, for over a decade, Xerago continued to manage and augment the Enterprise Marketing Management platform with its Martech Management Services.
HDFC Bank was able to scale from 100 campaigns an year to 300+ campaigns in a month.
Optimal volume of communication to customers is resulting in increased value and size of portfolio. Customer dissonance is down based on inbound call volume drop. Operational workload is down with more targeted, customer initiated campaigns. Overall, HDFC Bank is leveraging Marketing Automation better, using more intelligence, and less force.
During a 2 year window in the engagement, the campaigns resulted in the following benefits
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