i-design ATM marketing - ZBPzbp.pl/public/repozytorium/dla_bankow/rady_i_komitety/technologie... · ATM Channel Marketing and CRM ... The only proven end-to-end ATM third party advertising

13 November 2008

Rob Hewitt: Head of Business Development

ATM Channel Marketing and CRM

© Copyright i-design Multimedia Limited 2008. - Confidential

Agenda

� About i-design

� The ATM as an important customer

channel

� Personalisation and CRM at the ATM

� The Challenges

� Value of the channel to third party

advertisers

� Case study: UK

� Key components of the transaction

� Examples of campaigns


About i-design

� UK listed company expanding globally

� Focussed on helping banks realise the value of their ATM networks

� Internal marketing from creative to campaign delivery and distribution

� The only proven end-to-end ATM third party advertising solution

� Independent software solutions

� Over 15 years of experience in ATM screen design and user interface


The ATM as a Channel

� ATM – ‘cash and dash’ to multi-functional devices

� Value of the one-on-one transaction

� Evolution of Banks strategies - from teller replacement to stand alone channel

with multiple services

� Customer interaction and customer experience at the ATM

� Independent channel development and resulting silos

� Channel integration strategy

� TCO vs new functionality?

� Self service and kiosks


ATM Personalisation

� Profiling – gender, institution and account

� Personalised greeting

� Call to action

� Popular requests and shortcuts

� Link to on-line banking to create favourites

� Benefits – time and customer experience

� Location based services


Welcome Mr. Smith,

which service would you like?




ATM and CRM integration

� CRM based multi-channel delivery approach

� Degree and complexity of integration

� Pre-approved customers campaigns

� Timing and location

� Up sell and cross sell opportunities

� Customer loyalty


The Challenges

� Cost effectiveness

� Additional revenue vs cost

� Complexity on implementation

� Quantifying customer experience and loyalty

� Technology implications

� Data protection restrictions and targeted campaigns


The value of the channel to 3rd parties

� Advertisers are willing to pay a premium for the one-on-one transaction

� Measurable transactions

� Banks can generate significant additional revenues

� Enhances the customer experience

� Opportunity to generate revenue and deliver corporate responsibility messages

� Ability to target specific locations and type of audience


Case Study: UK

� UK market = 65,000 ATMs

– Bank owned 37,000 of which 19,000 are off-site

– Transactions 2.8bn annually

� 2004 start of ATM advertising – now live on 6000 machines and 250m trx p.a.

� Third party revenue generated into million £’s

� Some pilots at internal campaigns Lloyds TSB, HSBC

� Nationwide have run successful internal marketing campaigns from

� New products, jobs, sponsorship etc

� No bank has yet embarked upon extensive CRM integration


Case study UK : customer response

Independent research commissioned by a bank showed the following:

� 90%+ of customers are ‘Satisfied’ or ‘delighted’ using an ATM running adverts

� Generic Advertising

� 50% users spontaneously recall the campaign

� 75% of users recalled the campaign when prompted

� Targeted Advertising (New Look)

� 86% females spontaneously recalled a targeted advert

� 74% males spontaneously recalled a targeted advert


Key components of the transaction

Attract In-transaction

Thank You Receipt



© Copyright i-design Multimedia Limited 2004.

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Example multichannel - based on TV ad

Documents

i-design ATM marketing - ZBPzbp.pl/public/repozytorium/dla_bankow/rady_i_komitety/technologie... · ATM Channel Marketing and CRM ... The only proven end-to-end ATM third party advertising