Abbey National saved £400,000 in direct marketing spend in 2001
Added : (
Mon Feb 25 2002
)
· Abbey National with the help of customer linking software from Innovative Systems Incorporated saved £400,000 in direct marketing spend in 2001
· Innovative Systems Incorporated helps Abbey National strive for a single view of its customers to support more communication channels including secure eBanking
25th February 2002, Woking Surrey: Innovative Systems Incorporated (Innovative), the CRM solutions firm specialising in customer information quality for sophisticated use, today announced how it has saved Abbey National £400,000 in direct marketing spend as part of a wider CRM drive.
Since 1995 Innovative has been working with Abbey National to support its strategy to move from a product focused to a customer focused organisation in order to deliver better customer service. Abbey National looked internally at existing systems and tools, which included Innovative’s Data Linking Solution to see how improving data integrity could increase system functionality to deliver the vision for a single view of the customer. After discussing future plans with Innovative it was clear their vision for a single customer view could be met by enhancing their use of the Data Linking Solution. This single view of the customer was essential for Abbey National to support their various business channels including eBanking.
Caren Black, Head of Information Quality at Abbey National explained; “We estimate that working with Innovative to improve our data accuracy has saved £400,000 in direct marketing spend.” She continued, “Since enhancing our use of the Data Linking Solution direct marketing cycle times have decreased, there has been a drop in customer complaints, an increase in customer advocacy, improved strike rates and the cross-selling of products is far better than before.”
To support a variety of channels Innovative has worked with Abbey National to ensure that one database can be used to manage multiple customer views that are consistent across the board.
Mike Healy, Executive VP European Operations at Innovative explains how the Data Linking Solution has helped Abbey National improve its data integrity; “ We built into the Data Linking Solution customised rules to determine whether or not to de-duplicate customer records. This enabled Abbey National to create different views of one customer depending on how different departments needed to use the information. In this way we have helped the marketing department to save £400,000 in direct mail costs by not mailing the same customer twice.”
“When we were using the Data Linking Solution for data cleansing we were only touching on the power of the product. By looking afresh at the solution and enhancing its existing capabilities we have achieved what we set out to do, saved ourselves considerable time and money and continued to work with a product and a company that we trust”, said Caren Black.
Abbey National is continually looking to improve its data integrity in order to deliver customers a better service and is working with Innovative and its Data Linking Solution to develop even more sophisticated customer grouping.
About Innovative Systems, Inc.
Innovative Systems, Inc. helps organisations to clean, understand and use customer data. The company assists clients with the migration, consolidation and storage of customer-centric data to create a unified view of any customer across the enterprise.
For more than 30 years, enterprise-class companies have relied on Innovative’s data integrity and data linking software, systems integration, database solutions and third-party reviews of customer data. Innovative maintains headquarters in Pittsburgh, Pennsylvania, with European operations based in London. Representative offices are located in Argentina, Brazil, Mexico, South Africa, and Spain. Innovative’s Web site is located at http://www.innovativesystems.com
For further information please contact:
Georgina Tulloch
Oast Communications
Telephone: +44 (0) 1959 568530
mailto:georginat@oastcommunications.com
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· Abbey National with the help of customer linking software from Innovative Systems Incorporated saved £400,000 in direct marketing spend in 2001
· Innovative Systems Incorporated helps Abbey National strive for a single view of its customers to support more communication channels including secure eBanking
25th February 2002, Woking Surrey: Innovative Systems Incorporated (Innovative), the CRM solutions firm specialising in customer information quality for sophisticated use, today announced how it has saved Abbey National £400,000 in direct marketing spend as part of a wider CRM drive.
Since 1995 Innovative has been working with Abbey National to support its strategy to move from a product focused to a customer focused organisation in order to deliver better customer service. Abbey National looked internally at existing systems and tools, which included Innovative’s Data Linking Solution to see how improving data integrity could increase system functionality to deliver the vision for a single view of the customer. After discussing future plans with Innovative it was clear their vision for a single customer view could be met by enhancing their use of the Data Linking Solution. This single view of the customer was essential for Abbey National to support their various business channels including eBanking.
Caren Black, Head of Information Quality at Abbey National explained; “We estimate that working with Innovative to improve our data accuracy has saved £400,000 in direct marketing spend.” She continued, “Since enhancing our use of the Data Linking Solution direct marketing cycle times have decreased, there has been a drop in customer complaints, an increase in customer advocacy, improved strike rates and the cross-selling of products is far better than before.”
To support a variety of channels Innovative has worked with Abbey National to ensure that one database can be used to manage multiple customer views that are consistent across the board.
Mike Healy, Executive VP European Operations at Innovative explains how the Data Linking Solution has helped Abbey National improve its data integrity; “ We built into the Data Linking Solution customised rules to determine whether or not to de-duplicate customer records. This enabled Abbey National to create different views of one customer depending on how different departments needed to use the information. In this way we have helped the marketing department to save £400,000 in direct mail costs by not mailing the same customer twice.”
“When we were using the Data Linking Solution for data cleansing we were only touching on the power of the product. By looking afresh at the solution and enhancing its existing capabilities we have achieved what we set out to do, saved ourselves considerable time and money and continued to work with a product and a company that we trust”, said Caren Black.
Abbey National is continually looking to improve its data integrity in order to deliver customers a better service and is working with Innovative and its Data Linking Solution to develop even more sophisticated customer grouping.
About Innovative Systems, Inc.
Innovative Systems, Inc. helps organisations to clean, understand and use customer data. The company assists clients with the migration, consolidation and storage of customer-centric data to create a unified view of any customer across the enterprise.
For more than 30 years, enterprise-class companies have relied on Innovative’s data integrity and data linking software, systems integration, database solutions and third-party reviews of customer data. Innovative maintains headquarters in Pittsburgh, Pennsylvania, with European operations based in London. Representative offices are located in Argentina, Brazil, Mexico, South Africa, and Spain. Innovative’s Web site is located at http://www.innovativesystems.com
For further information please contact:
Georgina Tulloch
Oast Communications
Telephone: +44 (0) 1959 568530
mailto:georginat@oastcommunications.com
Submitted by:
Jonathan Dolby
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