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Proprietary/Confiden0al
BestPrac*cesandNextPrac*cesforConsumerLoanGrowth
AHarlandClarkeWebcastSeries
July21,2016
© 2016 Harland Clarke. All marks are the property of their respective owners. All rights reserved.
Presenta0onmaterialsandvideoreplaywillbeprovidedwithinoneweekHaveques0ons?Usetheques0onspanelWe’llfieldthemaswegoandduringtheQ&Arecapattheendofthecall
Today’sPresenters
Photo Here
2
StephenieWilliamsSeniorMarketStrategist,LendingSolu0ons,HarlandClarke
● 20+yearsdirectmarke0ngexperienceinretailandfinancialservices
● CRMandROIspecialist
SteveNikitasSeniorStrategistDirector,HarlandClarke
● 30yearsexperience,includingseniorexecu0veatfinancialins0tu0oninNewYork,CaliforniaandMassachuseXs
● LoanporYolioandaccountholderreten0onspecialist
Agenda
3
StateofLendingMarketLatesttrends
PainPointsAcquisi/on,U/liza/on,Reten/on
AcquireandRetainBestPrac/cestoachievegrowth
PorGolioEngagementU/lizeandRetain
Crea*veApproachGoingtomarket
> > > StateofLendingMarket:Latesttrends
80%
48% 48% 46% 44% 36%28% 24% 20% 20%
0%
79%
38% 33% 41%26%
38% 36%21% 18% 17% 17%
0%10%20%30%40%50%60%70%80%90% BANKS
76%54% 48% 39% 39%
26% 24% 22% 22%13% 9%
83%
52%39% 46%
24%29%
18% 17% 16% 12% 5%0%20%40%60%80%100%
2016 2015
LoanGrowthisTopPriorityforFinancialIns*tu*ons
5 ©2016HarlandClarkeCorp.Allrightsreserved.Source:What’sGoingOnIn2016–CornerstoneAdvisors
CREDITUNIONS
LendingMarketTrends
6 Source:FreddieMacDecember2015EconomicandHousingOutlook
RefinancingShareofOrigina*onsForecast
TotalHomeSalesForecast(Millions)
©2016HarlandClarkeCorp.Allrightsreserved.
Refinancingistrendingdown*
Homesalesaretrendingup
*whiletheoverallrefimarketistrendingdown,recentlyrefiac0vityhasstartedtoheatupagain.
TheMarketisFavorable
7 ©2016HarlandClarkeCorp.Allrightsreserved.
Millions
AutoSales(inMillions)
Source:CenterforAutoResearch,July2015.
$8,000
$6,000
$4,000
$2,000
$0
Loanbalance
Delinquencyrate
5%
4.5%
4%
3.5%
3%
UnsecuredLoans(balancesup,delinquenciesdown)
BalancepercustomerDelinquencyrate
Source:Bankrate.com
16.1
13.2
10.411.6
12.814.5
15.616.5 17.2
17.5 17.7 17.8
0
2
4
6
8
10
12
14
16
18
20
200720082009201020112012201320142015201620172018
> > > PainPoints:Acquisi/on,U/liza/on,Reten/on
9
Newloangrowth
goalRefis Payoffs
Netnewloangrowthgoal
+ + =
GrowthIsn’tEasy
10
Challenges:• Cau0ouseconomy• Stockmarketvola0lity• Increasedcompe00on(P2P,Fintech)• HELOCresets• PorYoliorunoff• Mortgagepurchasevs.Refi• Autoleasing
• 2015recordyear• 2016projectedtobeat‘15
Opportuni*es:• Homesales• Autosales• PersonalloansSolu*on:Marke0ngandlendingworkingtogether,crossfunc0oncollabora0onvs.workinginsilos
©2016HarlandClarkeCorp.Allrightsreserved.
StrategicPlanningProcess
11 ©2016HarlandClarkeCorp.Allrightsreserved.
Discover
Define
Design
Deploy
Understandingyourcustomer’scharacteris0cs,needsandbehaviors
Developclearobjec0ves,devisesuccessmetricsandevaluatefeasibility
Createprogramstrategies,includingaudienceselec0on,offer,crea0vemessageandtes0ngmethodologies
Execu0ngtheprogramformaximumresults
> > > Acquire&Retain:BestPrac/cestoachievegrowth
LoanGenera*onAudiences
13
The segments delivering the greatest return are limited in size
3 Non-Shopping Account Holders
4 Non-Shopping Prospects
1 Shopping Account Holders
2 Shopping Prospects
3
2
4
5
5 Non-Shopping Account Holders/ Prospects
©2016HarlandClarkeCorp.Allrightsreserved.
1
Pre-ScreenCreditTriggers
14
1
3
2
4
5
1 Shopping Account Holders Credit Triggers
2 Shopping Prospects Credit Triggers
©2016HarlandClarkeCorp.Allrightsreserved.
The segments delivering the greatest return are limited in size
Grow&RetainwithCreditTriggers
*Sourcefor75%lirstat:Datamyx15 ©2016HarlandClarkeCorp.Allrightsreserved.
Dailyiden/fica/onofyouraccountholdersandprospectswhoareshoppingforaloan
Upto5%ofAccountHoldersAreLoanShopping
*Manyvariablesimpactcampaignsuccess.Theinforma0ononearningsorpercentageincreasesthatiscontainedwithinthiscasestudyisprovidedfordemonstra0vepurposesonly.HarlandClarkedoesnotguaranteeorwarrantearningsorapar0cularlevelofsuccesswithacampaign.
16
Creditinquiriesmadeinthelast30days
ProductType Count PercentofFile
Mortgage 3,802 52%
Auto 816 11%
CreditCard 1,806 25%
Installment 897 12%
Total 7,320 100%
Es0matednumberofnewloanapplica0onsgeneratedbasedonhistoricalcampaignresponserateof7.8%datais571newloans*
3-5%ofaccountholdersareshoppingeachmonth
©2016HarlandClarkeCorp.Allrightsreserved.
CreditScore Count PercentofFile
<620 1,528 21%
620-639 486 7%
640-719 2,604 36%
720+ 2,702 37%
Total 7,320 100%
BeProac*veWithPre-ScreenCampaigns
17
1
3
2
4
5
3 Non-Shopping Account Holders Pre-Screen Campaigns
Perpetual Pre-Screening
4 Non-Shopping Prospects Loan Campaigns
©2016HarlandClarkeCorp.Allrightsreserved.
The segments delivering the greatest return are limited in size
18 ©2016HarlandClarkeCorp.Allrightsreserved.
$$$$
$Highrateloans
%Highpayment
loans
$
Calculatepo
ten*
al
savings
PreselectedRefinance
offer
Loan-to-value
Homevalue
Savings
OriginateRemainingbalance
LoanAcquisi*on–QuarterlyPre-screenCampaigns
LoanAcquisi*on–QuarterlyPre-ScreenCampaigns
19
Non-ShoppingAccountHoldersandProspects
•Meetyourunderwri0ngcriteria•Highpropensitytorespond•Scoredondemographics,creditbehaviorandusage
©2016HarlandClarkeCorp.Allrightsreserved.
ParadigmShii:Tradi*onalApproach
20 ©2016HarlandClarkeCorp.Allrightsreserved.
•Resourceconstraints
•Workeffortinefficiency
•Limitedproductpromo0on
ParadigmShii:NextApproach
21
● Moreefficientuseofmarke0ngresources● Onlyhavetodevelopcriteriaforloanproducts
● Captureloansthatdon’tgetmarke0ngsupport
©2016HarlandClarkeCorp.Allrightsreserved.
GreaterROMICreatesloyaltyw/thefinancialins*tu*onBekerconsumerexperience
o Offeravailablewhentheyneedo Noguessingonapproval
“NextPrac*ce”:PerpetualPre-screens
22
FinancialIns0tu0onaccount
holderbase
Quarterlycredit
prescreen
Checkindividualprescreensagainstproductlendingcriteria
Compilepersonalizedmul0-product
offers
Communicateatalltouchpoints
Convertpreselectedleadsto
fundedloans
Campaignanalysis
©2016HarlandClarkeCorp.Allrightsreserved.©2016CUneXusSolu0onsInc.Allrightsreserved.
Invita*ontoApply
23
1
3
2
4
5
5 Non-Shopping Account Holders/ Prospects Invitation to Apply
©2016HarlandClarkeCorp.Allrightsreserved.
The segments delivering the greatest return are limited in size
> > > U*lize&Retain:PorDolioengagement
PorGolioEngagement
25 ©2016HarlandClarkeCorp.Allrightsreserved.
Segmenta*on• Iden0fy• Target• Incen0vize
Solicita*on• Create,implementcampaigns
Op*malTarge*ng• Developsta0s0calmodes• Matchoffers• Op0mize0ming
Grading• Sub-classify
CreditRisk,Marke0ng,Finance
26
BestPrac*ce–EngagementAc*vi*es
26 ©2016HarlandClarkeCorp.Allrightsreserved.
Onboarding
Ac*va*on/U*liza*on
EndofTermReten*on
> > > Crea*veApproach:Goingtomarket
FirmOfferofCredit
Anofferthatmustbehonored…IF
● Consumers0llmeetscriteriausedinselec0onprocess
● Consumermeetsothercreditcriteriaestablishedpriortooffer
28
CollateralRequired
CreditDataDerivedList FirmOffer
EligibilityRequirements NotMet
CollateralProvided
NoOffer
©2016HarlandClarkeCorp.Allrightsreserved.
NoOffer
CollateralProvided
CollateralNotProvided
Required NotRequired
Met
VALIDOFFER
VALIDOFFER
RememberYourAlphabet
29
OFF ER R EQU I R EMENTS
Opt-OutNo*ce Consumerhastobegivenareasonablemeanstodiscon0nueadver0sementsofthissort.
Product Productwhichtheconsumerisbeingpresented.
Qualifica*on Astatementof“pre-qualified”,“pre-approved,”“pre-selected”.
Rate Theratetheconsumercanpay.Whentheterm“aslowas”isused,amaximummustalsobeprovided.
SumofMoney Theminimumloanamount.Arangeisfine,solongasthereisaminimum.
TermsandCondi*ons
1. Terms:Thelengthof0methattheofferisvalid;typicallygreaterthantwodays.
2. Condi0ons:Theeligibilitycondi0onsthatmustbemetfortheoffertobevalid.Ifcollateralisrequired,itmustbemen0oned.
©2016HarlandClarkeCorp.Allrightsreserved.
Contentisintendedtoconveygeneralinforma0ononlyandnottoprovidelegaladviceoropinions.
PusngitAllTogether
30
StatementofQualifica*on
Long-FormOpt-Out
TermsandCondi*ons
MinimumAmount
MaximumRate
Short-FormOpt-Out
©2016HarlandClarkeCorp.Allrightsreserved.
PersonalizedOmni-Channel
31
DirectMail
CallCenter
Mobile
©2016HarlandClarkeCorp.Allrightsreserved.
Online
StrongCrea*veElevatesSuccess!
Threekeyelementsforeffec0vedirectmarke0ngoflendingproducts
32
AudienceData/Targe*ng
1
Offer2
Crea*ve3
©2016HarlandClarkeCorp.Allrightsreserved.
Alloca*ngCrea*veRealEstate:
1. Clearlybranded2. Compe**verateoffer3. Preapproved4. Fulloffer5. Dealsweetener6. Thoughtstarters7. Urgency8. Calltoac0on9. Responsechannels10. Shortno0cetermsandcondi0ons11. Longno0cetermsandcondi0ons(backofleXer)
33 ©2016HarlandClarkeCorp.Allrightsreserved.
34 ©2016HarlandClarkeCorp.Allrightsreserved.
StrategicPlanningProcess
Discover
Define
Design
Deploy
Understandingyourcustomer’scharacteris0cs,needsandbehaviors
Developclearobjec0ves,devisesuccessmetricsandevaluatefeasibility
Createprogramstrategies,includingaudienceselec0on,offer,crea0vemessageandtes0ngmethodologies
Execu0ngtheprogramformaximumresults
Q&AWrapUp
Typeyourques*onintheques*onspanel
Stephenie Williams Senior Lending Strategist Steve Nikitas Senior Strategist
Presenta*onmaterialsandvideoreplaywillbeprovidedwithinoneweek.Visitharlandclarke.com/webcastsforthisandpreviousevents.
harlandclarke.com/LinkedIn
harlandclarke.com/TwiXer
www.harlandclarke.com/webcasts
35
ThankYou