30 Proven Strategies to Improve Onboarding, Cross- Selling and Retention. JIM MAROUS PUBLISHER Bank Marketing

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1 30 Proven Strategies to Improve Onboarding, Cross- Selling and Retention JIM MAROUS PUBLISHER Bank Marketing #fbforum2014

2

3 Onboarding A series of targeted multi-channel communications utilizing relevant customer data deployed early and at key times in the new relationship that effectively creates organic growth by transitioning new accounts into satisfied, profitable and loyal relationships.

4 Common Sense CRM - Ron Shevlin

5 Priority #1

6 25 40% First year rate of attrition among top 100 institutions

7 $400 Negative impact of an attrited customer

8 Inactivity: Silent Revenue Killer

9 Effective Onboarding 1. Connects with the customer early (and often) 2. Begins with engagement 3. Supports the gathering of insight 4. Integrates multiple online and offline channels 5. Enhances the customer s overall experience Customers don t onboard themselves

10 #fbforum Appoint Program Leader

11 Centralized Stewardship Customer

12 2 Set Sales Strategy As A Process vs. Project #fbforum2014

13 Onboarding Improves Sales and Satisfaction

14 Define New Customer Targeting Strategy 3 #fbforum2014

15

16 4 Collect Insight For Sweet Benefits #fbforum2014

17 Insight Collection 1. Primary account decision maker 2. Preferred channel(s) of communication 3. Accounts held elsewhere

18 Importance of Needs Assessment

19 5 Connect With New Customer Quickly #fbforum2014

20 The First 90 Days

21 Engagement Services

22 Connect With New Customer Often 6 #fbforum2014

23 Contacts = Success

24 Wells Fargo Onboarding Engagement Cycle

25 Chase Bank Onboarding Engagement Cycle

26 7 Segment Audience For Personalization #fbforum2014

27 Segmented Onboarding Roadmap

28 Start Onboarding With A Simple Thank You 8 #fbforum2014

29

30

31 Build Engagement Before Selling 9 #fbforum2014

32 Welcome Engagement

33

34

35

36 10 Differentiate Your Brand and Message #fbforum2014

37 Onboarding Themes

38 Encourage Direct Deposit, BillPay and Online Banking 11 #fbforum2014

39 Engagement Impact on Revenue

40 Debit Card Engagement

41 Bank of America Onboarding

42

43 12 Promote Mobile Banking As Part of Engagement #fbforum2014

44 Mobile and Online Engagement

45 Provide Personalized Offers 13 #fbforum2014

46 Rewards Engagement

47 Rewards Engagement

48 Rewards Engagement

49 Integrate All Channels For Consistent Communication 14 #fbforum2014

50 Onboarding Roadmap Mass Media Direct Mail Onboarding Video Engagement Video Targeted Online Online Advertising Social Engagement Digital Retargeting Mobile Capture Welcome Mobile Text Activation Mobile Text Social Acquisition Social Engagement Targeted Online Targeted Online

51 Wells Fargo Onboarding Multichannel Communication

52 15 Use Postal Mail As A Foundation for Selling #fbforum2014

53 Direct Mail Onboarding

54 Branch Follow-Up Lifts Results 16 #fbforum2014

55 17 SMS Texting Supports Speed And Urgency #fbforum2014

56 18 With Jump Pages Increases Readership #fbforum2014

57 Onboarding Series

58 Onboarding Series

59 19 Online Video Is Highest Growth Media #fbforum2014

60 SmartVideo Onboarding

61 Leverage Digital Channels For Sales Reinforcement 20 #fbforum2014

62 Online and Mobile Channels

63 21 Don t Forget Tried and True Channels #fbforum2014

64 ATM Receipt Reinforcement

65 Use Retargeting As Communication Follow-Up 22 #fbforum2014

66 Retargeting

67 CRM Retargeting

68 Mobile Retargeting

69 23 Social Media For Referrals and Follow-Up #fbforum2014

70 Facebook Retargeting

71 Measurement Should Focus on Go / No Go 24 #fbforum2014

72 Test and Learn Mentality Improves Results 25 #fbforum2014

73 Impact of Onboarding 2 nd contact: 4.3% lift in retention Bill Pay usage increased by 66 Debit Card usage increased by 25% Sign-ups for Online Banking rose by 37% 3 rd contact: 18.3% lift in retention over the single touch Internet/Online channel has less attrition than bricks & mortar channel.

74 26 Utilize Idea Forums To Improve Sales Initiatives #fbforum2014

75 Leverage New Technology Partners 27 #fbforum2014

76 Eliminate Internal Barriers That Inhibit Success 28 #fbforum2014

77 29 Don t Try to Boil an Ocean #fbforum2014

78 Use Ongoing Nurturing To Improve Loyalty 30 #fbforum2014

79 Surprise and Delight

80 Commonalities of Programs

81 5 TIPS Ideas to Implement Today 1. Assign a Process Leader 2. Communicate Early and Often 3. Leverage Multiple Channels 4. Personalize Communication 5. Test and Learn 6. Start Small

82 Thank you! JIM MAROUS PUBLISHER Bank Marketing Strategy #fbforum2014

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