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

Blog Posts

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Natural born leaders

Many business and marketing managers progressing to leadership positions face evolving their focus from operational matters to strategic decision making and planning.

Jean-Luc Ambrosi

Author, marketer

Do you need a loan to pay off your credit or debit? Do you need financial help to set up your own business? Do you need a loan to carry o...

NORA

Facebook: Friction is costing Australian businesses $29 billion a year

Read more

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Sanket Nair

7 businesses successfully implementing chatbots

Read more

Interesting article but what about the employees? There needs to be access to quick cash for everyone involved lest we have yet another '...

Joel Pencer

Suncorp outlines customer investments, digitisation as key to business improvement

Read more

Just printed out this Brad Howarth screed to read tomorrow. I need a good laugh once in a while. Or maybe shed some manly-man tears at th...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

Morons. PC Nazis infiltrating and subverting every level in our lives.These scum have destroyed our education system.Read FrontPage Magaz...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

Latest Podcast

More podcasts

Sign in