Challenge
The bank introduced new personal accounts. Account maintenance was free, but the customer had to meet certain conditions in a given month to avoid fees. The rules were clear, but only at first did customers remember them. After a few months, the customer service office was approached by many people who were disappointed by not meeting the required things and charging fees on the account. Some began to close their bank accounts. Customers demanded notifications a few days before the fees were charged about the expiration of the deadline for meeting the required rules.
The bank began to look for tools that would take a few moments to send notices to many people. Given the need to inform customers about fees at the end of each month, the bank chose iPresso with the option of cyclical campaign scenarios.
Action
- Segmentation of contacts
Customers were divided into groups according to numerous criteria. One segment was created by people who created new personal accounts.
- Creation of personalized notifications
Thanks to iPresso, the bank created personalized SMS notifications, which were sent out a week before the end of the month, so that a greater proportion of customers met the necessary conditions and avoided additional fees.
- Preparation of recurring mailings
New account holders received reminders about the fees charged. The bank set up cyclical sending of notifications to a segment that was updated on a regular basis, so it did not have to manually select contacts and create messages from scratch each time.
Results
- Automatic reminders made it easy for customers to meet the requirements for a free account. Customer satisfaction increased by 15%.
- The number of requests to close a bank account dropped by 28%. Customers no longer wanted to give up their new personal accounts because they saw how easy it was to meet the requirements for a free account, as long as they got a reminder in time.
- The bank saw increased interest in new personal accounts. More and more people recommended using the bank's services, which resulted in an increase in the number of new customers.
- Due to automatic fee notifications, the customer service office reported a decrease in requests and problems with new accounts. Customer service hours were reduced by 21%.
