SeUGI 2003 CMO Stream. EMA One Year Later. By Jithendra Daya and Stuart Maciver 18 June 2003

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2 SeUGI 2003 CMO Stream EMA One Year Later By Jithendra Daya and Stuart Maciver 18 June 2003

3 Overview of the Presentation 1. Background of First National Bank South Africa 2. Re-cap on where we were 3. Current status 4. Demonstration on FNB SAS EMA 5. Key learnings of the project 6. Questions

4 Background to First National Bank Retail Banking arm of FirstRand Limited Listed on the JSE and NSE Strong Brands, wide range of products & Services Total Assets under management: 47.3 billion (2002) Focus on Consumer, SME and Corporate Market Segments Multi-channel / Nationwide Footprint (700 Branches)

5 Retail cluster delivery network Human Resources +/ staff Distribution Network Branch Network Metro Outlets Rural Outlets ATMs ATMs (incl. Bobcats; AEDs) Point-of-Sale devices devices market share merchants SmartBoxes locations boxes (carries of total FNB cash) Unique patented technology Internet Banking (outsourced to ebucks) Customers ebucks Telephone Banking

6 Current Market Environment Products & Pricing Commodotised - Service Differentiation is Key High proportion of multi-banked customers Mergers and acquisitions; Non-traditional entrants Huge focus on Customer Centricity

7 Re-cap on where we were Business Issues Lack of a formalised communications platform Under utilisation of the customer database Neglect of potential revenue streams

8 Re-cap on where we were Key Objectives of Marketing Automation Consolidate Direct Communication Ensure that all campaigns are lodged in the EMA solution Automated measurement Initiate & integrate strategic communication at a customer level Establish new revenue streams

9 Re-cap on where we were Our Goals for SAS MA Quick Wins / Business Benefit Marketing efficiency Create (and check) targeted lists and call lists - quickly Prioritise prospects / customers (by value, by behaviour ) Automate the tasks Cost Marketing effectiveness Test the market (find the best cross-sell strategies...) Use the right channels / offers (control costs; reduce churn...) Focus on profitable routes to market, target customers, etc. Revenue Customer-specific, relationship marketing Profit

10 Re-cap on where we were SAS Methodology for MA Implementation Assessment Analysis & Design Build & Deliver Implement & Test June 2002 Monitor & Evaluate

11 Current Status UAT and project completed System is operational and in full production All users trained Group Strategic vision embedded All DM via toolset Buy-in from all stakeholders User-Group initiated and currently active

12 SAS Enterprise Marketing Automation FNB SAS EMA Demo Stuart Maciver Knowledge Based Marketing

13 Key Learnings from the Project The successful implementation of the project was critically dependent upon: Executive Management Commitment Active Sponsorship Effective Project Management (both teams) Scope-creep versus Over-scoping (and flexibility) Paradigm shift in Direct Marketing Methodology Integration of various Business

14 Key Learnings from the Project Our post-implementation experience: Communication strategies at a customer level vs Segment Communication Strategies Winning campaigns Leveraging existing data in small volumes for cheque/transmission actions Bond acquisition actions Wills and Trust leveraging to increase customer penetration ROI Channel allocation for orphans Time period Status to date

15 SAS is truly a GLOBAL Company with a local presence World-wide support UAT Resources Data Structures Decision-making at an International level Customer-centric problem solving Etc..

16 EMA One Year Later Questions Thank you Jithendra Daya and Stuart Maciver First National Bank Managed SAS Reference Site