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Rabobank

Situation

Rabobank is a cooperative in which all banks of the Rabobank Group, the largest financial services provider in the Netherlands, have combined their forces. Headquartered in Utrecht, Rabobank functions as the general and technical services company of all 328 affiliated Rabobank offices. The organization supports and advises the local banks on strategy, policy, marketing, product development, and information technology. In addition, the local banks can offer personalized and complete financial offers to their 7.5 million private and corporate customers via the specialized subsidiaries of Rabobank, such as Interpolis, De Lage Landen, and Robeco.

Challenge

Rabobank aims to strengthen its position as a market leader in financial services by further developing and expanding its relationship with its private and corporate customers. Information about and knowledge of each individual customer and market segment is essential for achieving maximum return on customer contacts and marketing efforts. Within the Marketing Intelligence department, a team of database marketers and market analysts continuously strives to optimize the market and customer information to generate qualified leads that will support the local branches in effective cross-, up- and deep-selling initiatives.

In doing so, the emphasis is on combining three kinds of information: information related to planned outbound interactions such as mailings and call center campaigns, "event-driven" customer contacts (based on events that could change customer behavior and needs), and "incoming customer signals" (in which case, the local bank is informed by the central CRM system about possible leads with existing customers). Combining the details of all interaction forms results in a complete picture of the customer, his or her needs, and the best channels to approach him or her with new offers—a truly effective marketing plan.

Solution

Rabobank uses PredictiveMarketing software from SPSS to create and execute targeted direct marketing and lead generation campaigns. By combining knowledge obtained from market research and data mining, the Marketing Intelligence department can offer the commercial organization an up-to-date picture of the marketing possibilities within new and existing target groups.

SPSS' software enables Rabobank to accurately target its customers and considerably increase the success rate of its actions. Acquisition, cross-selling, and retention campaigns are created for various financial products, such as savings, loans, mortgages, and investment funds. SPSS predictive analytics software can indicate, for example, the likelihood that a customer who now holds a savings account will also invest in stocks or shares if he or she receives a specific offer to this end. In order to do so, the software analyzes customer events. For example, when a customer transfers a large sum of money to his account, that could be an indication that he or she is interested in an investment product. However, Rabobank must respond quickly; already within a week the customer may have transferred the amount to a competitor. SPSS enables Rabobank to give a timely response by quickly sending a lead to the responsible financial advisor. The software also determines the best way to approach the customer, considering his/her background and preferences, such as being contacted in person by an advisor or via a mailing.

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Results

After a thorough investigation of the analytical solutions in the market, we selected SPSS for its ease of use for the business users and the extensive insight it provides into customer behavior and profitability. The software generates results rapidly. In addition, SPSS fits smoothly into our current CRM environment, thus providing a solid, future-proof platform for us to engage with our customers on a personal basis across any channel.

Paul Groenland
Project manager, database marketing
Rabobank

Rapid start

Every month, the Rabobank Group initiates two to three large marketing campaigns and tens of sub-campaigns for private and corporate customers. In addition, five large seasonal campaigns are launched each year. To ensure that actions can be quickly set up and carried out, predictive models have been developed using SPSS software, which automatically link the right target groups to the most suitable channels and result in a highly effective selection. SPSS enables marketers to deploy these predictive models immediately, without having to perform complex analyses over and over again.

"Because of the many actions, we must process huge quantities of data. Previously, our marketers spent a great deal of time making the right selections," said Paul Groenland, project manager, database marketing at Rabobank. "As we have now developed our marketing environment on the basis of fixed models, our marketers can concentrate on the more complex marketing issues, while still being certain that their mailings will be targeted at the right people."

High quality leads

"Eventually, as a financial services provider, we aim to have more frequent customer interactions, though we will only focus on those actions that really meet the customer's needs," added Groenland. "Optimizing the profitability of our interactions with private and corporate customers is key for the future development of the group. By synchronizing customer data with the analytical environment in real time, the result is high-quality and up-to-date information serving as the basis for marketing actions. The offices are informed on a daily basis which customer should be approached with which offer and via which channel. As a result, marketing initiatives will become much more profitable and costs can be reduced significantly."

"The productivity of our marketing efforts has gone up considerably thanks to the SPSS platform, because we are now in a position to continously ensure the correct implementation of our marketing activities, both for private and corporate customers," concluded Groenland.