Using Analytics to pitch the right customer with right product through right channel

Communicating the need Three interlinked elements that lead to customer experience A. Analytics B.Campaign C.Fulfilment Right data Right analytic approach Right Recommendation (Right Customer/Product) Right offer Right channel Right time Right communication Right cost Paperless Non Paperless Customer Centricity Identifying the need Communicating the need

Identifying relevant product for the customer Propensity Scores Likelihood of taking a product based on historical data of customers of same profile B Logical Segments Potential basket of products based on profile and transaction behavior C Event Triggers Event that indicates a need of product(s)

Logical segments and Triggers Enquiry Product Purchase Post Purchase Product Life Cycle A/C Behavior Spends* Change in Demogs Channel Usage Credit Debit AMB Triggers -FD/RD about to mature (Investment) -Loan foreclosure (New Loan) -Weeek day/Weekend spends (Card Offers) -International on cards (Forex) Adhoc statement request (Loans) Travel Insurance (Forex Services) Increase in salary Significant debit/credit in a/c Drop/Increase in AMB - Change in address (AL/TWL) - Lifestage -Wedding,Medical (Loan cross-sell) -FD booked thru branch (Migration) -ATM withdraw (Activation) Segments Paying EMI for Car Loan to other banks Payments made to builder, jewellers - Premature closure of FD CIBIL Enquiry for loan cross-sell Recently bought a Home (PL) Repeat AL Spend on Fuel, Auto Service stations -Adding a joint account holder -Residing in affluent zip code ** Mode: Online/Offline, Type: Chq/CC/DC, Category: Travel , Medical etc.

Available for Campaign Next best offer at customer level Customer Prd 1 Prd 2 Prd 3 C1 AL CC PL C2 FD C3 RD   C4 C5 C6 . C7 C8 C9 C10 C11 C12 C13 C14 C15 C16 C17 C18 C19 C20 Identifying the need of the product Triggers based on immediate transactions Propensity scorecards Behavioral Segments basis transaction Mapped and prioritized at each Customer Available for Campaign

Customer Response to Campaigns Communicating the need Customer Response to Campaigns Usage of Channels Availability Standard Dedupes Opens > Clicks > Leads Each customer has been assigned top 3 preferred channels Channel Usage – Net Banking, ATM, Mobile Banking, Branch, Phone Banking Availability of valid e-mail, mobile number & landline number DNC NDNC Customers with history of SMS bounce (LTD base) will not be contacted through SMS

Communicating the need at the right time For all weeks, email opened are higher for Thursday/Fri/Sat as compared to Monday/Tue/Wed. Nearly 86% customers open emails within 48 hours of receiving it. Both Savings and Salaried customers exhibit this behavior. Within 24 Hours *This information is provided for illustration and discussion purpose only and does not reflect the actuals.

Details on value delivered Details on Business Impact Details on value delivered Core business impact (please detail) Customers who are analytically recommended and are campaigned to, show 2x – 4 x higher conversions (Please refer additional slide – attached) Support business impact Improved share of wallet Cost Optimisation: Campaign Mix : Silos / Bundled Channel Mix : channel preference basis campaign type, reminder strategy , AB testing on display / open rates Offer : Nature of Offer / Value / mode of redemptions

Impact of recommendation on campaigns Product A Product B Product A Product B Product A Product B

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