Integration of Real Time Marketing technology by Post Bank allowed to increase a response of clients to online offers

2019: Growth of a response of clients to online offers by 38%

On June 3, 2019 "Post Bank" reported that integration CRM- Real Time Marketing c technology mobile application and internet- by bank allowed at to do the instant personified offers to clients online and increased conversion of offers on to the credits in agreements by 38%. It is indicative that at the same customer group a response to the credit proposals created in RBS online (at the time of use mobile or Internet bank) above, than on the similar offers created in a traditional daily format.

Use of artificial intelligence allows to understand better the client, his requirements and proactively to work with it, creating individual offers. The RTM technology is not only effective instrument of sales, but also the comfortable canal of feedback from clients on quality of service, told Pavel Tulubyev, the board member, the client director of Post Bank

The Real Time Marketing technology based on artificial intelligence in a complex defines the reason of the appeal of the client to bank and chooses the best offer for him, considering, including, its credit history, payment behavior, information from a profile of the client and other data.

at the time of each visit of the client to RBS occurs a request in an analytical system. Further for read seconds the personal offer which is sent to it to RBS in the stories format forms. In the same place the client can issue a product and sign documents with the electronic signature. 40% of active clients of Post Bank regularly use remote channels of service,

Pavel Tulubyev also told about experience of Post Bank in holding a CRM campaign in mobile or an Internet-application on involvement of pensioners:

50% of the acting clients pensioners of Post Bank at least once used mobile or Internet bank, 10% from them use them regularly. We decided to start for them the stock "13 pension". The client receives 8700 rubles on the savings account for each 5 people who transferred the pensions to Post Bank. For this campaign in mobile and Internet bank game elements were implemented, and CRM manages communications and remuneration. As a result for June, 2019 already 17 thousand pensioners submitted applications for transfer of pension to us, and participants of the action received in total nearly 11 million rubles, commented Pavel Tulubyev, the board member, the client director of Post Bank

2018: Creation of a RTM system for remote channels of customer service

On September 3, 2018 Post Bank announced implementation of CRM technology of event marketing of Real Time Marketing (RTM) in remote channels customer service.

The system created based on SAS Customer Intelligence, the solution in the field of client analytics allows to create instantly personified offer to the client in real time on the basis of the available information on it and subject of his address in mobile or Internet bank.

As told in Post Bank, the Real-time marketing CRM technology works as follows: at the address of the client in mobile or Internet bank in the RTM system automatic query with customer information, its device, a geographical location and also is sent for the purpose of the appeal to bank. A system segments the client, analyzes his credit profile, the current products, interests, requirements and a set of other factors and, proceeding from it, creates the individual offer for the client. At the same time all process – from a request in RTM before demonstration of the offer to the client and sendings push-and the SMS notification – takes 5-10 seconds.

For example, the client began to make out a deposit in mobile bank, but for any reason did not complete the procedure and closed the application. In this case a system without delay will send to the client the push-notification and the SMS notification with a reminder on incomplete transaction. Besides, in his next visit to Internet bank or mobile application the bank will repeatedly remind it of an incomplete design of a deposit, having created the relevant information proposal. At the same time the client receives the message not only individual contents, but also in that form which will be interesting and attractive to it, including with different visual content.

"Use of artificial intelligence allows Post Bank to increase promptly secondary sales on all products. In 2018 conversion on a number of offers, in particular on credit cards, exceeds 50%. Important advantage of RTM technology is its omnichannel. It allows bank to continue contact with the client by means from sms, telemarketing and also promptly gaining steam of digital channels of service – mobile application and online bank. The RTM technology is not only effective instrument of sales, but also the comfortable canal of feedback from clients on service quality. A system can create polls, analyze results using analytical CRM, reveal problems and zones of growth in service processes. In our next plans – integration of RTM technology into processing data on transactions and with the website of bank". Pavel Tulubyev, board member, client director of Post Bank

Integration of RTM technology based on artificial intelligence technologies in Internet bank and mobile bank became the second stage of implementation of this system in Post Bank.

In 2016 a system was integrated into processes of customer service in departments and, according to bank, showed good results. So, the total amount of secondary sales to the acting and new clients on RTM technology in two years exceeded 40 billion rub, having reached 20% of the total amount of secondary sales and 10% of all sales in bank.

According to the results of the first half of the year 2018 secondary sales of credit products on RTM technology grew twice, to 14.5 billion rubles, in comparison with the same period of 2017. At the same time the maximum gain was shown by cash loans, the number of agreements on which increased more than twice.

Besides, thanks to RTM technology for the first half of the year 2018. it was open deposits for the total amount more than 1 billion rubles, it is issued to 59 thousand debit cards "five", more than 14 thousand debit cards to the savings account, more than 20 thousand clients transferred pension to Post Bank. The greatest conversion was shown by offers on credit products (more than 50%), deposits (25%) and also cards to the savings account (16%).

Implementation of RTM technology in departments allowed to increase significantly sales of credit cards as the accompanying offer at a design by the client of the POS credit or a cash loan. At the expense of such mechanics conversion from offers in agreements on credit cards exceeded 50%. For August, 2018 the RTM technology provides 60% of all sales of bank on credit cards.

2016

Result of implementation of SAS RTDM for campaign management on the entering channels

On November 10, 2016 GlowByte Consulting companies and SAS Russia/CIS announced project completion of implementation in Post Bank of analytical decision making system for management of targeted marketing campaigns on the entering channels.

According to the statement of partners, this technology - the Russia's first, calculating online the offers which are previously approved for the client.

Post Bank, (2014)

The SAS RTDM platform helps Post Bank to develop online communications with clients, to connect channels of interaction:

• mobile bank,
• Internet bank,
• ATMs and payment terminals in departments.

The offers created online are capable to provide sales growth: conversion on the entering flow exceeded a mark of 10%, the project paid off in 2 months, project participants said.

A system is integrated into a CRM circuit of bank and interacts with technology of risk management, implemented on the basis of SAS RTDM. Speed of reply to the request from the frontal Siebel CRM system - from 5 to 35 seconds, including time for adoption of the credit solution.

The solution existing in bank allowed to create the preapproved offers for separate client segments without subject of the address in the daily mode. Now SAS RTDM selects individual product offers which are selected from earlier calculated or form directly at the time of the address of the client online. If new credit proposals are available to it, then RTDM will offer the client coproducts – for example, the credit card or a deposit. At the same time RTDM makes a request in risk management system to create the offer balanced in terms of attractiveness for the client and security for bank. Evgeny Tveritinov, leading architect of GlowByte Consulting

A system itself selects the optimal offer taking into account a context of the address of the client and notifies on it the employee of the bank. The offer created in RTDM has the same lifecycle, as well as others product the offer of bank that allows to do repeated reminders, addresses, etc. We are obliged to use most effectively hundreds of thousands of opportunities which to us are given by clients, coming to our offices. The Real time marketing system based on SAS RTDM allows to create offers when it is convenient first of all to the client, unlike traditional approach to CRM. Pavel Tulubyev, vice president, client director of Post Bank

Completion of implementation of Real-Time Marketing technology

Post Bank completes implementation of Real-Time Marketing technology. Project finish is planned on the third quarter 2016.

As the vice president told, the client director of Post Bank Pavel Tulubyev, in 2015 based on the solution of SAS Real-time Decision Manager bank (SAS RTDM) bank carried out a pilot project during which to the acting clients of bank offers on acquisition of the credit card with the preapproved limit were sent. The project was recognized effective — during its implementation the sales volume of credit cards exceeded 230 thousand pieces.

Formation of the offer at the time of submission of the credit request by the client became the second step to implementations of RTM. A system in a complex analyzed the client's profile, defined his segment, and created for it the list of available relevant offers. Final parameters of offers were calculated in real time during the client's visit to office of bank.

On a withdrawal of bank, use of technology increased efficiency and extent of personalisation of client service: within a minute the credit product suitable him was offered the client. It allowed to increase sales of credit products outside the preapproved campaigns in March, 2016 for 8.5%.

"In the near future using SAS RTDM we will be able to start difficult client campaigns taking into account a context of the address of both secondary, and primary clients. On the next stage of development of a system the number of communication channels with the client and also the augmented list of possible coproducts will be increased" — Pavel Tulubyev reported.

2015: Project Development

December 2, 2015. SAS Institute Inc company. announced continuation of implementation of Real-time marketing technology at Summer of Bank.

Approach to service is implemented based on the analytical SAS Real‑Time Decision Manager system (SAS RTDM). It in a complex defines the reason of the appeal of the client to bank and creates a portrait of the potential borrower which considers, among other things, his credit history, payment behavior, information from profiles on social networks and other data. Data processing of the client and issue to the operator of recommendations of what else products he can offer, occurs directly in the course of interaction.

SAS RTDM is already applied by Bank in risk management, in particular, to the analysis of the arriving credit requests and calculation of characteristics of previously approved products. A system is a part of a technology platform of SAS Customer Decision Hub.

"In the spring of 2015 we started a pilot project during which SAS RTDM effectively defined whether the credit card "Summer of Bank" is interesting to the client. Now we expanded functionality of a system, having increased the list of the products offered by it. Use of Real-time marketing technology will increase efficiency and extent of personalisation of service: within a minute to the client the most suitable will be offered him a credit product. We expect to increase sales on the channel of the entering addresses", – Pavel Tulubyev, the vice president, the client director reported Summer of Bank.

2013: Implementation of SAS Real-Time Decision Manager

On November 21, 2013 it became known of start in operation of the solution SAS Real-Time Decision Manager at Summer of Bank with the assistance of Glowbyte Consulting company integrator.

Project Tasks

In bank of a complex of analytical solutions of SAS started implementation in March, 2013. The project took more than half a year.

Project Progress

Integration of risk management processes and management of target marketing happened on the basis of the solution SAS Real-Time Decision Manager (RTDM). The project at Summer of Bank became the first where SAS RTDM works at the party of risks for automatic decision making on previously approved credits and is integrated with SAS CM for automatic communication of these offers to clients.

"We were interested in tools which would allow to react quickly to change of market situation – to modify algorithms of assessment of clients both quickly and to precisely calculate target segments. Having considered several solutions, we selected SAS – as the solution for credit scoring and approval of credit requests, and for automation of target marketing. The company SAS has a wide experience of implementing solutions analytical CRM in the Russian market, and we had an opportunity to collect and study responses. We also understood that use of a complex of solutions of one supplier will help us to win both in the financial plan, and in organizational due to integrability of solutions, their initial friendliness on the relation to each other. Therefore when our colleagues from department of risks gave preference SAS, it became for us one more important argument", - told Pavel Tulubyev, the head of service CRM "Summer of Bank".

During the project the SAS Campaign Management system is integrated with the SAS RTDM system – for calculation of the credit proposal to clients who potentially could become participants of a campaign. The solution on the party of CRM on what product to offer the client, is accepted taking into account those restrictions which were exposed by credit service. Interaction goes at the level of systems, but not divisions, automatically and according to the settings made on both parties. Therefore inclusion of clients in previously approved campaign does not require approvals, process charts, execution of memos both another taking time and resources of routine transactions. Such approach and the scheme of implementation constructed for it allowed to optimize and accelerate business processes of preparation and start of targeted marketing campaigns.

"Integration of solutions SAS Campaign Management also SAS RTDM allows not only to create a uniform circuit for risk management and marketing activities, but also to implement the concept of Next Best Action, in particular, to adjust sales both on outgoing communications, and on entering, initiated by the client. These solutions have the single interface and in fact are the centralized hub on distribution of all communications to clients. It is important to note that such indicators as improvement of quality of the made decisions on previously approved credits reached by bank and considerable reduction of time of processing of big lists of clients for communication, visually prove pecuniary benefits of the implemented solutions. And it not all that these solutions can do. Afterwards in real time the system of SAS can select the offer, suitable for the client, and direct it via the corresponding communication channel – the ATM, the terminal, through the operator call center, the system of mobile banking. So we see big perspectives of this project at Summer of Bank and we wait from it for big results", - told Sergey Isaev, the head of client analytics SAS Russia/CIS.

Project Results

"We made friends risks and CRM and had an opportunity to work with clients in coordination and consistently, making the qualitative, weighed on risk decisions and predeterminating what what offers will be addressed to group and subgroup of clients", - Olga Stepanova, the credit director noted Summer of Bank.

"The project came to the end recently, but already now we note that terms of start of the preapproved campaigns were reduced. If earlier at us several days left on it, then now within one day we can make calculation of a segment, make on it the credit decision and carry out the first communication with the client on the selected offer. Only several months ago it was impossible. Besides, at us the quality of the made decisions as we can consider all algorithms of calculation of risk before making the client the proposal grew", - emphasized Pavel Tulubyev, the head of service CRM "Summer of Bank".

Implementation of the analytical solution CRM on the platform SAS was involved by specialists of the company Glowbyte. SAS Russia The experts/the CIS exercised designer's service (Quality Assurance).