Greater Building Society ups customer marketing ante

Australian financial provider chooses SAS Campaign Management to drive a broader and more targeted set of campaigns and offerings to its 250,000 members

Australia-based Greater Building Society has begun implementing SAS’s Campaign Management in a bid to improve and expand its customer marketing efforts.

The company’s head of strategic development, Chris Hodgins, said the marketing and research department, which has a total of 12 staff, had previously been doing all segmentation modelling and digital marketing campaigns manually. The new platform will allow it to put together a wider range of multi-channel marketing campaigns and offers that are both more targeted and more relevant to its 250,000 members, he said.

In particular, SAS Campaign Management will help with the design of new cross- and upsell initiatives and enable the society to go to market faster. The Greater Building Society has branches across New South Wales and South East Queensland, and its customers have access to the Australia-wide rediATM network.

“We are enhancing the relationship with our customers and offering them a more targeted array of products and services to provide better customer engagement and a greater ‘share of wallet’,” Hodgins said. “Newly designed campaigns will integrate and coordinate with every customer touch point: The call centre, Internet, phone and mobile banking, and retail. This implementation addresses the full customer lifecycle.”

The society conducted an RFP process for the new technology rollout, and established a shortlist of three suppliers before choosing SAS. Hodgins said the vendor was a good cultural fit with the medium-sized business and highlighted the platform’s ease of use as key factors behind its choice. SAS performed well against a scoring system covering 44 capability areas including campaign management functionality licence and implementation support pricing, and analysis and reporting functionality.

Greater Building Society began the implementation on 3 June and expects the system to go live in December. The marketing and IT departments are both involved in the platform rollout in partnership with SAS, he added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

If creative, media and technology were bedfellows

It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.

Jason Dooris

CEO and founder, Atomic 212

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

loved the Qantas airline and hyundai one

Furqan Bin Rizwan

10 examples of virtual reality marketing in action

Read more

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

Latest Podcast

More podcasts

Sign in