Academic journal article ABA Banking Journal

Enhance Revenue by Tracking and Responding to Customer Behavior. (New Products)

Academic journal article ABA Banking Journal

Enhance Revenue by Tracking and Responding to Customer Behavior. (New Products)

Article excerpt

Allink Daily Deposit Builder tracks your customers' transactions every night and flags "significant and uncharacteristic" behavior, enabling bankers to respond immediately both to threats of attrition and to growth opportunities. The software can either be installed in your system or outsourced.

"With Daily Deposit Builder, banks are able to continuously monitor their customer accounts and react to new activity--and inactivity--with speed," says Gary Skidmore, Harte-Hanks' president for CRM. "This allows bankers to respond immediately with new sales and retention opportunities."

In testing with a number of banks, the company says, Daily Deposit Builder sparked deposit growth of more than 10 percent over control groups in these banks. One such bank is First Bank of Puerto Rico, which started a pilot program in July 2001 and, by the fourth quarter, decided to extend the program to its entire customer base. The test group--about 20 percent of the bank's customers--increased its deposit balances by 42 percent, compared to 15 percent for a control group. The bank estimated that a full bank rollout of the program would increase incremental profits by $1.4 million.

The bank sends all its checking and savings transactions every day to Harte-Hanks, and Harte-Hanks replies via e-mail with listings of all unusual transactions--such as atypical large deposits or low account balances. The bank received a 300 percent return on its investment in the pilot program, says Maria Oruna, the bank's vice president of CRM and quality, and expects 12 times return on its investment in expanding the program to all customers. …

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