Investors Day. Data-based marketing platform in retail banking

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1 Investors Day Data-based marketing platform in retail banking Carsten Kribber Branch manager Frankfurt, September 4, 2002

2 Investors Day September 4, Agenda Creation of EVA/TOM Learning-oriented sales cycle Holistic approach to counselling/ Quality in a dual pack form Outlook

3 Our sales assistants EVA (Elektronische Vertriebsanwendung) Electronic sales application Investors Day September 4, TOM (Termin-Organisationsmanager) Appointment organization manager Sales-oriented provision of information Structured gathering of information Optimization of work processes Efficient organization and time management Systematic sales support Data Mart ensures high-quality evaluation and processing of data

4 Investors Day September 4, Evolution of EVA/TOM Start 1996 Devising of concept Implementation System tested Training of personnel / Roll-out / Credit release P Securities release Strategic deployment / Devising of concept / Implementation System tested / Training of personnel / Roll-out I-Plus EVA/TOM used throughout entire sales network

5 Investors Day September 4, Agenda Creation of EVA/TOM Learning-oriented sales cycle Holistic approach to counselling/ Quality in a dual pack form Outlook

6 Learning-oriented sales cycle Investors Day September 4, Data collection EVA Provision of information Data passed on Account manager Customer Data Data Mart Mart Feedback New sales ideas Acquisition data Feedback TOM

7 Investors Day September 4, Goals of the Data Mart / data-based marketing 1 Marketing information system Automatic distribution of information on sales potential to sales force 2 Data mining Identification of profiles and sales potential 3 a Campaign management Planning, implementation and controlling of centrally steered initiatives 3 b New sales ideas Sales force adopt measures to acquire new business

8 Investors Day September 4, Advantages for the bank for the customer K K K More efficient approach to acquiring new business (concentrated use of marketing resources) Previously neglected customers are included Improved access to existing customers across the board K K K Products and services offered in line with individual needs Proactive support from Commerzbank Current customer data available at all times, nationwide

9 Investors Day September 4, Agenda Creation of EVA/TOM Learning-oriented sales cycle Holistic approach to counselling/ Quality in a dual pack form Outlook

10 Efficient organization of sales Investors Day September 4, Before EVA and TOM Approach based on customer number Paper-bound advisory services No consistent support for process Considerable work needed to conclude transactions Uncoordinated provision of information Time and organization management for sales force timeconsuming Complicated process of selecting customers by sales force After EVA and TOM Holistic approach to customers Innovative advisory tools User-friendly, state-of-the-art IT application Time saved through simpler transaction procedure Rapid provision of high-quality information Support for time and organization management Selection of customers by members of sales force made easier

11 Investors Day September 4, Agenda Creation of EVA/TOM Learning-oriented sales cycle Holistic approach to counselling/ Quality in a dual pack form Outlook

12 Investors Day September 4, Outlook More constant and higher level of earnings through systematic recourse to sales assistants Improved quality of advice that is provided Advisor s knowledge reflects bank s knowledge Reduced liability on the part of customer advisers Commerzbank as innovative professional partner, e.g. specimen custody account Systems to be developed further through at least two releases per year

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