Channeling the Customer
Working the Levers Behind the Curtain
"On the theme of customer advocacy, it's a block and tackle area for most companies," says Rob West, director of sales for Click Tactics, a software and services company in Waltham, Mass., that specializes in Web-based automation of multichannel direct marketing campaigns. Sovereign Bank uses its solution to manage its customer data-driven contact processes.
Click Tactics handles Sovereign Bank's preference center, which collects and stores customers' channel preference selections, as well as catalogs and tracks their interest in specific product lines. It does this via a data feed, some of which happens nightly, that Click Tactics integrates with other Sovereign data inputs from various sources, such as the community banking offices, to ensure Sovereign is responsive to customer requests from all different channels.
Tied in to Sovereign Bank's operational data, explains Click Tactics' president and CEO Andy Frawley, this data integration process ensures all communications the bank sends via any channel not only are compliant with federal regulations but also in keeping with its branding and marketing strategies.
For example, says Doran-Collins, Sovereign Bank's home equity product primarily is applied for online, but the firm is able to use direct mail via solo mail, inserts and other communications to drive customers to use the phone or the online tool to respond. By integrating the direct mail channel with the online and telemarketing channels, Sovereign can coordinate its communication efforts to follow up on customers' initial interests and gain response.
And because the Click Tactics' solution is automated, based on business rules that control campaign parameters, Sovereign Bank also is able to versionalize campaigns along its four personas more easily, creating 50,000 versions of an effort for the same investment as 5,000 versions, explains Frawley. The automation feature, which includes approval process sign-offs, allows the firm to spend less time on the production process and focus more on how to increase relevancy of messaging and offers as they relate to timing, channel, etc.