So what kind of results might you expect from aligning your communication and sales goals across multiple channels? The following case studies from Scotiabank and Frederick’s of Hollywood provide not only insights of what works, but also some lessons learned along the way.
Case Study: Scotiabank’s Home Ownership Campaign
Goal: Start a dialogue with customers who, according to response models, were likely to purchase a home and take a mortgage from Scotiabank
Media: E-mail, phone and the Web
Tools: Unica’s Affinium
Campaign: Scotiabank likes to establish relationships between its local branch networks and then leverage this personal connection for stronger marketing communications, says Seaton. To get customers talking about their homeownership goals and future needs for a mortgage, the firm used e-mail to deliver a personalized, service-oriented message, rather than pitch a specific mortgage offer.
Since customers already were used to receiving informative content and targeted offers via an e-mail program called The Vault, which includes newsletters written by third-party financial experts, Scotiabank expected this e-mail would be well received, says Seaton. The messaging explained how Scotiabank Financial Advisors could help customers learn more about the ins and outs of saving for a down payment and qualifying for a mortgage. Each e-mail was designed to look as if it came from the customer’s local branch, he explains.
Customers were urged to click on a button in the e-mail that read, “Contact Me.” This click automatically triggered the Affinium campaign management tool to direct the customer’s request to the corresponding local branch. The local financial advisor, armed with the customer’s banking history and available rates and services, then would call the customer within the noted three- to five-day window to discuss his or her needs.
After the conversation, the bank rep would input feedback about the call via a Web site interface, so Scotiabank could track the overall effectiveness of this multichannel approach.