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Transcript of i-design ATM marketing - ZBPzbp.pl/public/repozytorium/dla_bankow/rady_i_komitety/technologie... ·...
© Copyright i-design Multimedia Limited 2008. - Confidential
Agenda
� About i-design
� The ATM as an important customer
channel
� Personalisation and CRM at the ATM
� The Challenges
� Value of the channel to third party
advertisers
� Case study: UK
� Key components of the transaction
� Examples of campaigns
© Copyright i-design Multimedia Limited 2008. - Confidential
About i-design
� UK listed company expanding globally
� Focussed on helping banks realise the value of their ATM networks
� Internal marketing from creative to campaign delivery and distribution
� The only proven end-to-end ATM third party advertising solution
� Independent software solutions
� Over 15 years of experience in ATM screen design and user interface
© Copyright i-design Multimedia Limited 2008. - Confidential
The ATM as a Channel
� ATM – ‘cash and dash’ to multi-functional devices
� Value of the one-on-one transaction
� Evolution of Banks strategies - from teller replacement to stand alone channel
with multiple services
� Customer interaction and customer experience at the ATM
� Independent channel development and resulting silos
� Channel integration strategy
� TCO vs new functionality?
� Self service and kiosks
© Copyright i-design Multimedia Limited 2008. - Confidential
ATM Personalisation
� Profiling – gender, institution and account
� Personalised greeting
� Call to action
� Popular requests and shortcuts
� Link to on-line banking to create favourites
� Benefits – time and customer experience
� Location based services
© Copyright i-design Multimedia Limited 2008. - Confidential
Welcome Mr. Smith,
which service would you like?
© Copyright i-design Multimedia Limited 2008. - Confidential
ATM and CRM integration
� CRM based multi-channel delivery approach
� Degree and complexity of integration
� Pre-approved customers campaigns
� Timing and location
� Up sell and cross sell opportunities
� Customer loyalty
© Copyright i-design Multimedia Limited 2008. - Confidential
The Challenges
� Cost effectiveness
� Additional revenue vs cost
� Complexity on implementation
� Quantifying customer experience and loyalty
� Technology implications
� Data protection restrictions and targeted campaigns
© Copyright i-design Multimedia Limited 2008. - Confidential
The value of the channel to 3rd parties
� Advertisers are willing to pay a premium for the one-on-one transaction
� Measurable transactions
� Banks can generate significant additional revenues
� Enhances the customer experience
� Opportunity to generate revenue and deliver corporate responsibility messages
� Ability to target specific locations and type of audience
© Copyright i-design Multimedia Limited 2008. - Confidential
Case Study: UK
� UK market = 65,000 ATMs
– Bank owned 37,000 of which 19,000 are off-site
– Transactions 2.8bn annually
� 2004 start of ATM advertising – now live on 6000 machines and 250m trx p.a.
� Third party revenue generated into million £’s
� Some pilots at internal campaigns Lloyds TSB, HSBC
� Nationwide have run successful internal marketing campaigns from
� New products, jobs, sponsorship etc
� No bank has yet embarked upon extensive CRM integration
© Copyright i-design Multimedia Limited 2008. - Confidential
Case study UK : customer response
Independent research commissioned by a bank showed the following:
� 90%+ of customers are ‘Satisfied’ or ‘delighted’ using an ATM running adverts
� Generic Advertising
� 50% users spontaneously recall the campaign
� 75% of users recalled the campaign when prompted
� Targeted Advertising (New Look)
� 86% females spontaneously recalled a targeted advert
� 74% males spontaneously recalled a targeted advert
© Copyright i-design Multimedia Limited 2008. - Confidential
Key components of the transaction
Attract In-transaction
Thank You Receipt
© Copyright i-design Multimedia Limited 2008. - Confidential
© Copyright i-design Multimedia Limited 2004.
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