One of SA's largest retail banks, First National Bank (FNB), is enabling its customer communication strategy by leveraging information held by the bank to better understand customer needs and preferences, and then more effectively automating targeted communications with its customers.
This will further enable FNB to provide enhanced service to its customers as well as optimise customer-directed information-based targeted marketing campaigns.
In line with this effort, SAS Institute South Africa has been awarded a multimillion-rand contract to implement its Enterprise Marketing Automation (EMA) software, which includes SAS Campaign Management and SAS Enterprise Miner, at First National Bank.
The solution will tightly integrate with, and leverage off the existing SAS information analysis, data modelling and behavioural scoring activities. SAS was chosen because of its architectural fit and integration capabilities with FNB's current IT architecture. The selected toolsets will also further enhance and enable FNB's current analytical CRM strategy and capability.
The SAS toolset will enable FNB to effect more efficient customer differentiated marketing and sales campaigns based upon the current marketing opportunities identified from the detailed customer analysis and modelling that has been conducted. Anticipated long-term benefits include further enhanced analysis of customer information and optimised communications channels.
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