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.

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