Improved performance: GE Money Bank
Situation
GE Money Bank (formerly known as Allbank) offers private customers in Germany a wide range of financial services with the emphasis being on loans, particularly for financing car purchases. Essential to further growth is an in-depth understanding of the bank’s 500.000 customers.
Business objectives
Cross selling and up selling activities can only bring success when they are targeted at the right customers. New products should only be launched when there is a potential demand for them. To address these issues Allbank needed a data warehouse for its marketing data.
Solution
The database platform SAZsmart.base provided the perfect framework for these tasks. All customer and account data from Allbank and related insurance companies was imported to allow a bird’s eye view. Monthly reports gave valuable insights into customer behaviour and preferences and enabled marketing to act instead of having to react. Predictive modelling further helped the planning of mailing programmes.
Results
Management was in a position to fine-tune the portfolio of products and services.
Locations of Allbank’s retail outlets were optimized and the performance of mailing programmes improved significantly.