This page shows the results of Event Driven Marketing and its effect upon a bank’s key Performance Indicators (KPIs).
Over the past few years Event Driven Marketing has received a lot of interest and has been covered in a lot of conferences. The main proponents of this approach are the National Australia Bank, ABN Amro, the Union Bank of Norway and Westpac, Antonveneta, K&H and Raiffeisen Bank.
The information below has been taken from our own project results, conference notes and customer presentations which are in the public domain. You can see a full-sized version of the infographic to the left by clicking on it.
The key areas affected by this approach are increased customer focus, satisfaction and responsiveness, coupled with lower attrition, lower costs along with increased revenue and profitability.
Average response rate on internet click-through adverts.
Average response rate for mass marketing campaigns.
Average response rate for targeted marketing campaigns.
These are the average response rates being achieved by 90% of Banks today.
It is perfectly possible for individual campaigns to get higher results, but when the average is taken across ALL campaigns, the research shows results of less than 4% as being the norm.
These results are independent of the CRM tool being used, ie. it is not the tool that is the problem – but the approach.
The average response rate achieved by National Australia Bank and ABN Amro Antonveneta when running over 100 Event based campaigns (Source: NAB, AAA).
The Union Bank of Norway have achieved results varying between 20% and 70% for their Events and Scotiabank publish their response rates at 18%-20% for Event based campaigns. Those Banks that have been effective in implementing EDM have also moved into the premier positions within their respective markets.
Gartner group research estimates that an EDM approach results in at least 5 times improvement in response rates over traditional marketing.
The average response rate received when contacting a customer within 24 hours of an Event. This drops to 25% within 48 hours and to around 10% within 72 hours. This highlights the key factor of timing in the Event driven approach
An estimate of the number of Customers in the database who would be uncontactable if a Bank implemented true ‘Opt-in’ marketing (see the EU Privacy in Electronic Communication Directive for details on the law).
The average number of unsolicited contacts received per household / year.
The amount spent on ‘junk’ mail advertising in the UK in 2000.
One customer reduced their marketing spend from $50m to $12.5m. Cost savings were achieved from a reduction in segment based contacts and by only targeting customers when they needed contact. Not only were costs reduced but profitability and revenue were increased at the same time.
One bank increased their already high customer satisfaction level by a further 10 percentage points against their nearest competitor
Since their implementing EDM, one bank has become the single most profitable bank in their whole continental region. They attribute this success directly to their EDM strategy.
Another published that they obtained $861m of new business during their pilot period, whilst a third made enough profit within the first 3 months to pay for their whole EDM project.
The average rates of Churn for Banks in Europe range between 5% and 8%. From published figures, two of the above banks have churn rates less than 2%. This single factor has a dramatic effect on their profitability.
Using Events to trigger retention communication, Banks typically reduced their churn rate by over 50%.