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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Well, the conversion can be increased by just using marketing, but in general if you are considering an example with Magento, then it is ...

Bob

How Remedy is using digital marketing and commerce to drive conversion

Read more

yo nice article

Bob

6 Ways to ramp up Social Media to Your Web Design

Read more

Thanks for sharing with us. I just loved your way of presentation. I enjoyed reading this .Thanks for sharing and keep writing. It is goo...

Nisha

Cancer Council: Finding the physical-virtual engagement balance post-COVID

Read more

yes AI should be a course so many People Use AI https://g-techsolutions.com...

M Abdullah Khan

Is AI on course to take over human creativity? - Modern creative - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the top retail technology.

Pooja Gupta

Donut King takes in-store marketing to the next digital level

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in