Optimized Campaign Management is the future

The digital revolution of recent years has promoted a power shift from companies to consumers, empowering them with unlimited information and the ability to choose. It also allowed smaller players and start-ups to enter markets, thus increasing competition and market saturation. Banking is no exception and with the sheer number of offerings from banks, credit unions and Fintechs, customers are harder to acquire and retain than ever.

As such, Financial Institutions must employ greater efforts in their Marketing Campaigns, ensuring their message connects with customers on every possible occasion. This requires them not only to keep track of client’s life context but also manage optimized campaigns through a multitude of channels, which usually places a heavy dependence on IT departments.

The importance of Campaign Management Systems

The increased competition in the industry has demanded banks to step up their Marketing and Communications game, proactively engaging clients with well-thought and deployed campaigns. This not only allows banks to get top-of-mind recognition from potential customers, but actively improve metrics such as number of products per customer, tenure and retention.

One would think that Marketing Departments would be able to seamlessly run campaigns, however the most commonly found scenario within the banking industry are highly technical and non-flexible interfaces. These create bottlenecks in the workflow of most departments, with even the slightest changes on implemented projects having to be conducted by IT experts. The result is said departments, namely Marketing, become heavily reliant on IT to deliver.

Such entropy between departments is clearly unsustainable due to logistics and operational costs and this is where Campaign Management Systems (CMS) come in. A well-structured system promotes companies to run lean and empowers Marketing Departments, making them autonomous and capable of managing their own customer databases, develop and deploy campaigns to their full potential.

Become autonomous with ebankIT

ebankIT interfaces allows integration with any Campaign Management System, delivering an optimized, easy-to-use solution for Marketing Departments to become fully independent from IT. There is no need for extensive programming to create and manage campaigns, which allows the whole process to be fully conducted by the Marketing team and run lean.

By providing Marketing with all the necessary tools to become autonomous, the department will be able to create, segment and manage their own customer databases in real-time, optimizing offerings to specific customers. It will also allow to carefully monitor customer’s life context and reduce time-to-market on campaigns, making them that much relevant and effective on every channel.

In sum, a Campaign Management System provides:

• Autonomy between departments;
• Increased efficiency and reduced operational costs;
• Centralized information for ease of share and collaboration;
• Reduced time-to-market on Campaigns;
• Optimized Omnichannel Campaigns;
• Improved customer experience and relations;
• Increased customer acquisition, revenue and retention.