Merkle

Solutions

Because banks have access to such a depth and breadth of data from direct relationships with their clients, the Banking industry has the ability to realize the true goals of customer relationship marketing (CRM)…something that has previously been only an aspiration! At the core of Merkle’s solutions for retail banking clients are four fundamental concepts:

  • Shifting to customer driven marketing
  • World class customer relationship and database marketing agency partnerships
  • Leveraging strategy and analytics to increase program returns
  • Leveraging traditional and digital enabling technology

Shifting to Customer Driven Marketing

In the past, marketers started with a product, then looked for customers who would buy that product – always seeking the lowest incremental cost per acquisition.  Today we first look  to understand all aspects of customer engagement – their needs, affinities, value drivers – and how they intersect with one another, and with our products and services. Armed with this information and the ability to analyze it, we can design multi-channel engagement programs that develop the customer and optimize the value of the customer portfolio over time.  Merkle can help you build the roadmaps necessary to support this shift, drawing on our core DNA of data, analytics and technology. Read more...

Leveraging Strategy and Analytics to Increase Program Returns

Most banks are constantly charting a course toward customer acquisition marketing. But the business of generating strong and ever-increasing performance from your core line-of-business database marketing programs must continue.  For the last decade the focus of many of these programs was efficiency – driving low cost gross response volume of core products and new banking households.  The typical partners in this approach were production companies that leveraged their production assets to drive low package costs and cost per acquisition.  If you’re looking for a partner to run a “business as usual” program with you, Merkle is probably not the team you’re looking for.  At Merkle we always seek the better way.  As we put it, we don’t just answer the questions, we question the answers. Read more...

Leveraging Traditional and Digital Enabling Technology

The digital evolution is fueling the customer revolution.  And this means that we must shift the way we think about data and technology to enable this change.  Digital channels and media provide new forms of information that can help banks understand and engage with customers.  However, knowing what data is useful is even more important than ever as the scale of data available through these channels is growing exponentially.  We must also shift our thinking away from a campaign event to an on-going series of interactions with customers – some initiated by us and others initiated by the customer. Read more...

World Class CRM and Database Marketing Agency Partnerships

There is great variation in the level of sophistication of customer relationship marketing programs in Retail Banking.  Some banks have created centralized one-to-one marketing organizations with analytic and insight groups. But many banks still manage one-to-one marketing programs in a fragmented form, with various lines of business having individual vendor partnerships, foregoing the benefits of centralization.  Merkle built our Retail Banking group to align to the organizational design of our clients. We have created partnerships resulting in best-in-class marketing teams balanced between a bank’s internal players and Merkle’s supporting resources. Read more...

© 2012 Merkle Inc.  Legal | Privacy | EU Safe Harbor | Sitemap | Login