Channeling the Customer
Doran-Collins says this integration is going to help her team make relevant offers to customers while they're still on the Web site seeking information and conducting transactions.
And though only the online channel is using Click Tactics' solution, the other channels are practicing integrated marketing, just in a more manual fashion. Hand explains that direct mail and telemarketing are paired to present information to specific customer groups and then conduct personal follow-up to those customers who have not placed their phone numbers on do-not-call lists. Mail files are extracted from Sovereign Bank's master database, says Hand, along with a telemarketing file that is sorted by customer banking office. This telemarketing file is provided to the bank's telemarketing center and branch offices for follow-up phone campaigns.
Sharing the Data Insight
One of the main obstacles to gaining this level of customer insight and then applying it across the operation at Sovereign Bank was getting on the same page internally. Previously, "all business line owners were driven by the success of our own channel or line, and we needed to move past this to embrace the overall needs of our customers," explains Doran-Collins.
Since implementing a more customer-centric business focus, she notes that the firm exceeded expectations for the number of product referrals and applications generated online—which helped to prove each channel could support the others to achieve individual and corporate goals, as long as all business line owners were making decisions based on the same customer viewpoint.
The current structure involves the different business line owners meeting with the Internet program manager, who makes sure any communications and data collection strategies do not work at cross purposes; because the majority of customer interactions take place online, Sovereign Bank has organized its contact flow around the Internet program. These meetings keep each business line owner aware of the customer interaction that is taking place along other channels and help them make decisions based on customer needs and opportunities.