For Customer Intelligence Professionals

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	October 27, 2009 Case Study: ING Delivers Personalized Product Offers Across Channels In Real Time by Alexander Hesse with Benjamin Ensor, Suresh Vittal, Courtney Tincher	Average: 9  (3 ratings)

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Executive Summary

Dutch bank ING's marketing campaigns were losing effectiveness because many of them weren't relevant to the bank's customers. The bank's organizational structure, processes, applications, and heavy reliance on direct mail were not meeting the needs of a multichannel bank with a strong Internet focus. By implementing a centralized campaign management program that creates personalized offers in real time and can deliver them through multiple channels, ING increased average campaign response rates and expects to reduce its direct marketing costs by 35% per year. ING's case shows customer intelligence professionals who want to go through a similar effort that clear top-level sponsorship, involvement from stakeholders from multiple functions, and effective change management are key to a successful implementation.

TABLE OF CONTENTS

• Situation: ING Wanted To Revamp Its Direct Marketing Program
• Best Practices: ING Built A Centralized Cross-Channel Marketing Program
• Results: ING Has Cut Costs And Increased Response Rates
• Next Steps: ING Will Refine Message Relevance And Add Other Channels

RECOMMENDATIONS

• Centralized Cross-Channel Marketing Is A Companywide Effort
• Related Research Documents

This is an excerpt

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