Xerago’ s expertise in Event based marketing helps Kotak Mahindra better understand their customers



Kotak Mahindra Group is an Indian financial services conglomerate. In February 2003, Kotak Mahindra Finance Ltd., the group’s flagship company, became the first non-banking financial company in India to receive a banking license from the RBI – and has branded itself as Kotak Mahindra Bank Ltd. Having merged with ING Vysya, the combined banking entity has a widespread network of 1214 branches across the country.

Today, Kotak Mahindra is the fourth largest private sector bank in market capitalization.

The Challenge:

Having successful run multi-channel, multi-wave campaigns to maximize their customer outreach programs (where Xerago had implemented IBM Campaign), Kotak Mahindra wanted to study their customer behavior and offer product recommendations in real time.
In essence, they wanted to run an event based marketing program which would sift the user data and trigger an appropriate response for a predefined event.
Xerago was tasked with building a sophisticated event based marketing module that would boost their cross sell and retention rates.

The Solution:

Based on our previous experience with other banks, Xerago recommended and implemented IBM Detect – an event-based marketing platform that could be leveraged by the bank.
Xerago began by identifying different instances for which an ‘event’ could be registered in accordance with the business rules. These custom business rules were built on top of an algorithmic “if-else” conditions sourced from the respective stakeholders.
After extensive brainstorming sessions with the product stakeholders, Xerago came up with more than 15 such ‘events’. Whenever customers deviated from their regular transaction lifecycle and it fulfilled the event conditions, such customers would be contacted over different channels (Email / Phone).

Sample trigger events could be –

  • Drop in account transactions
  • Personal information updates.
  • Fraud identification and related triggers.

These custom triggers were then seamlessly integrated with the flagship IBM Campaign tool to set the ball rolling.

The Result:

As a result, Kotak Mahindra saw a huge spike in customer activity. Customers would instantly receive notifications regarding their account transactions. IBM Detect module would trigger personalized communication based on the customer behavior – which in turn generated substantial leads for the sales team.
And more importantly, Kotak Mahindra didn’t have to wait for the campaign to end to analyze the response. An active feedback loop ensured an immediate, action based response – everything in real time.

Get in Touch

For queries regarding our Customer Value Maximization platform or our Solutions

* Mandatory

captchaLoading Page - Xerago



Thank You

for reaching out to us. One of our representatives will get in touch with you shortly.

What's your score?

Know what? You are not alone – less than 0.2% of the world’s financial services brands can stake the claim that they can do all this.

See how our Customer Value Maximization Platform can help you maximize value in your engagement with your customers!

Take me to the Platform

What's your score?


Congratulations! You are probably in the top 0.2% of the world’s leading financial services brands.

See how the Customer Value Maximization Platform can simplify your engagement with your customers!

Take me to the Platform

your score?


Score how well you are maximizing customer value

Answer 7 questions to figure out how well you are maximizing customer value.

Do you continuously engage with every customer in your portfolio – even when they don’t visit your branches – not just to wish Happy Birthday or Merry Christmas, but to truly grow value?

Is every non-branch interaction with your customers intelligent enough to consider relationship history, relationship value and customer exhibited behavioral traits and preferences? Every single interaction?

Do you know which customer to include and exclude, when to do so, and with what message, when you want them to buy your products and services? Do you do this without offline / online spamming?

Is there a clearly articulated strategy, understood by everyone? Is it being implemented by all stakeholders cohesively working together, to maximize customer value?

Do you proactively arrest customer value decline, even when customers don’t yell, or send stinkers to support? For example, when card spends decline steeply, do you auto-activate those customers?

Can you do all the above by clicking a few buttons – without investing in an army of IT, Analytics, Marketing and Product Managers?

To sum up, do you continuously grow customer value – measured on both revenue and relationship dimensions – evidenced by portfolio revenue and business value metrics?

To score yourself, you need to take the quiz!

Show Buttons
Score yourself
Hide Buttons