Case Study | Large Multinational Bank
Enhancing customer sales and retention.
Organization Overview:
The bank has had a strong
presence in Taiwan since the
opening of its first branch in
1965. It is considered the
premier and most profitable
foreign bank in Taiwan, with 2007
pretax earnings of over NTD 13
billion, outperforming any other
foreign banks.
Their consumer banking division
leads the market by pioneering
wealth management banking in
Taiwan. Wealth management
product selection ranges from
savings accounts, local and multicurrency
deposits, and optionlinked
time deposits, to premium
deposits and a variety of mutual
funds, such as bond funds, equity
funds, overseas straight bonds
and U.S. stock brokerage.
The Challenge:
Banks are consistently challenged to attract new clients and retain their
current customer base. Today, with 80% of revenues coming from 20% of
clients, there is added pressure to retain current customers. Consequently,
banks are targeting their own customers and up‐selling them on products
with new promotions. Unfortunately, this process is time consuming,
inefficient, and expensive because it requires countless man‐hours calling
lists of potential customers to discuss the benefits of joining a new program
and sending out direct mail marketing literature.
The Solution:
Aedi Enterprise provides a better system to support the sale of new
products to existing customers and the customer service process of
retaining existing customers who may be thinking about switching banks.
Our solution predicts the highest value potential targets, thereby creating
higher customer conversion success rates in far less time than current
market leading solutions. The program works through:
- Vertical Expansion: Extending rules and knowledge
- Horizontal Expansion: Integrating every new promotion method
The Results:
- Improved promotion success rate by over 500+% at all branches and in some branches by more than 700+% by targeting truly qualified prospects.
- Reduced total number of marketing communications to individual
customers by approximately 95%.
- Developed a reusable marketing campaign that can be further refined
and improved in the future.
- Streamlined/facilitated the applications
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