Date post: | 29-Jan-2015 |
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BEST OUTSOURCING PARTNERSHIPBEST OUTSOURCING PARTNERSHIP
Małgorzata CiechomskaContact Center Manager
Grigorios KotoulasGeneral Manager
mBank‐ the retail part of BRE Bank and the third bank in Poland‐ the retail part of BRE Bank and the third bank in Poland
Current mBank accounts vs Traditional Banks [M]Current mBank accounts vs Traditional Banks [M]
400 kcustomers use the Internet channel daily
6,2
3,4 customers use the Internet channel daily
2,2 MmBank has more customers then Latvia
2,2 1,9 1,61,1
0,5mBank has more customers then Latvia has residents
10 MCurrent mBank accounts vs Direct Banks [M]
PKO BP Bank Pekao
SA
mBank ING Bank
Śląski
Bank
Millennium
Alior Bank Raiffeisen
Polbank
10 Mevery 10 days there are 10 million operations made by mBank customers
2,2
[ ]
2,0
1,6
2
18,5 Mpeople visit www.mbank.pl monthly
2
1,1
0,4
1,6
0,6
33new customers acquired every hourmBank BZ WBK Bank
Millennium
Alior Bank Getin Bank Citi
Handlowy
Deutsche
Bank PBC
0,4 0,3
Source: www.bankier.pl, www.newsweek.pl, after QIV 2012
Mellon in Poland
Established: 2006 in Warsaw
CC Sites: Warsaw, Lodz (310 seats)
Turnover: EUR 15 million (40% CCS)Turnover: EUR 15 million (40% CCS)
Personnel: 800+ employees (400 in CCS)
C A i i i & R i CCC Services: Customer Acquisition & Retention, Customer
Support, Help‐desk, Debt Recovery
Industries: Banking, Telecom, Insurance, Merchant
Acquiring, RetailAcquiring +1,000 clients/month,
Selling products of more than 2.5 mln EURO/month
A d d f diff t t
Acquiring, Retail
Awarded for different competences
mBank and Mellon Poland
TWO ORGANISATIONS BUT ONE TEAM
• We have been working togethersince 2009
W t t d ith f i• We started with a few campaignsand 20 FTEs
• During this time the number of gconducted campaigns and FTEsincreased 6 times
B k d M ll h d l d• mBank and Mellon have developedpeople and their skills
• We have grown together, thus we g g ,trust to each other
Complexity of our tasksWe do it every month!‐We do it every month!
more than 30 campaigns
more than 100 000 contacts
many challenges What about an y g
many solutions
many new projects
example?
many new projectsand implementations
The most successful product implementationin retail banking in Polandin retail banking in Poland
MAIN GOALS FOR SAVING
for a child’s future
REGULAR SAVING PROGRAMMAIN GOALS FOR SAVINGAccording to customers
for a child s future (18%)
pension(11%)
small changes are automatically collected in your mSAVER account with every transaction:
property purchase(10%)
(11%) • rounded‐up amounts of spent funds
• constant, small amounts of money
• a percent from each transaction
own education
valuable goods(9%)
definedmonthly regular installment
unforeseen expenses(48 %)
(4%)
• higher interest rate than in a term deposit(48 %)
Source: PBS DGA ; 18+population
g paccount• secure and profitable investment program:‐ free of charge funds conversion‐modeled portfoliomodeled portfolio
It is increasing while you spendsimplicity of saving– simplicity of saving
Sales strategy phases
1st phaseINTERNET SALES
1st phaseMARKETING TV / OUTDOOR / INDOOR
CAMPAIGN• launched in our cheaperdistribution channelYou’re paying, it’s increasing
CAMPAIGN
• internet campaignYou’re paying, it’s increasing,you are buying, it’s increasing
nd hTELESALES
2nd phaseYou’re paying, it’s increasing,you are buying, it’s increasing, you’re transfering and it’s increasing….
• launched gradually and based on experiencef o fi t h efrom first phaseYour savings are increasing with every
transaction, incidentally!This is how the mSAVER program works
Internet sales did not allow for the goal to be achieved– did not allow for the goal to be achieved
REGULAR SAVING PRODUCTS INTERNET SALES
Automatic cross sell process via the
goal Internet and transactional system lost
its dynamics , the sales encountered a
internet
gap downward trend.
1 2 3 4
internet sales Thus we decided to proceed with the
second phase of our sales strategy and months after implementation
second phase of our sales strategy and
launched the telesales campaign with
Mellon.e o
Pre‐launch testing of the telesales campaign‐with Mellon‐with Mellon
Communication test:‐ descriprion scheme
1 2a 3
descriprion scheme‐ dialogue scheme Telesales
launch of mass Pre‐launch
Database generation test:‐ based on probability model
outbound campaign
Pre launch
p y‐ defined by expert rules
2b
Database – contains only essentaial information for Agents
Sales scenarios based on customer’s expectations‐ our most important lesson‐ our most important lesson
120 80120MELLON AGENTS 4 PRODUCT’S VERSIONS
3
480 SCENARIOS
DESCRIPTION SCHEME3
1
63% growth in sales by testing the communication approach–by testing the communication approach
DESCRIPTION SCHEME
‐ Product presentation in detail
COMPARISON OF RESULTS – DIFFERENT WAYS OF COMMUNICATIONPre‐launch
‐ Procedures and policies+63%
DIALOGUE SCHEME
‐ Short questionsOpening up a dialogue‐ Opening up a dialogue‐ Product presentation in general‐ Cohesive and simple communication Optimisation of communication
method: dialogue schemeg
Mellon’s impact database and time effectiveness–database and time effectiveness
Generating databasesby mBank
TransferingGiving< 30 min
databasesto Mellon
mBankfeedback Cooperation and
current feedback isa key to effectivecomunication with
the customer
UploadingCallingdatabasesthe customer
16% growth by testing the databases–by testing the databases
PROBABILITY MODEL WITH ADDITIONAL RESULTS COMPARISIONPROBABILITY MODEL WITH ADDITIONAL INFORMATION BASED ON FEEDBACK FROM MELLON• target group selected by the probability
RESULTS COMPARISION‐ TARGET GROUPSPre‐launch
• target group selected by the probability model
+16%
EXPERT RULEStarget group defined by experts according to surveys Customers who:
• use credit cards;• have higher education;have higher education;• use direct debit or defined payments• have investment products (but have
no money in them)
Usage of probability model
no money in them)
Success! campaign launched by Mellon allowed us to hit sales targetcampaign launched by Mellon allowed us to hit sales target
REGULAR SAVING SALESREGULAR SAVING SALES
Telesales
Goal
100,000 mSAVER
accounts sold
I t t
5 months after implementation
Internet Sales
1 2 3 4 5 6 7months after implementation
>100,000 customers saved while spendingup till september 2012‐ up till september 2012
100 000 Poles save using the100 000 Poles save using themSAVER program
A perfect match Agents identified with the new mBank product‐ Agents identified with the new mBank product
GOOD OFFERGOOD OFFER
INVOLVING AGENTS
QUALITY
Successful results and motivation to do next projects together
We made the grade due to:
Cooperation based on trust
Listening to each otherThank youListening to each other
Intensified training
mBankg
Checking results dailyMellon
Regular meetings customer
Combination of experience & enthusiasm
Customer centric cooperationCustomer centric cooperation