Server: Netscape-Communications/1.1 Date: Thursday, 18-Dec-97 06:52:36 GMT Last-modified: Thursday, 20-Nov-97 22:53:00 GMT Content-length: 9251 Content-type: text/html Harland Decision Support Success Story
Success Stories

Decision Support Success Story:

NationsBank Hits Jackpot Through Database Marketing Analysis

NationsBank, Dallas, Texas

ISSUE: NationsBank wanted to increase sales of credit cards, first mortgage purchase money and refinancing accounts.

In order to increase sales, NationsBank knew they would have to tailor sales and direct marketing campaigns to the right customer segment. Finding the most profitable prospects was a challenge due to South Texas' very large and diverse population.

PROJECT: Population analysis is used to develop sales blitz campaign.

NationsBank's Kathy Eagle, Marketing Specialist for the South Texas region, worked with Kyle Reynolds, MCIF Specialist for the Texas regional market, and Donna Lewis, MCIF Specialist and member of Reynolds' team, to develop their "Viva Las Vegas Sales Blitz" campaign.

"You may not want to solicit business from senior customers the same way you would from a middle mass market customer. For this promotion, point of sale materials were largely geared toward the Hispanic customer, which makes up a large part of the population of South Texas," Reynolds said.

NationsBank used their Harland Decision Support System to profile the population by product ownership, age and income segmentation and demographic variables within product ownership levels. "We went beyond major service and product group levels and matched the data using the cross-tab feature. We really dug deep and analyzed the population," Reynolds explained.

Once Reynolds and Lewis completed the analysis, a direct mail program followed and the sales blitz was launched in the branches. Kathy orchestrated conference calls linking the consumer bankers together from various branches, and every hour they would analyze the statistics to see how the sales were progressing. Tracking posters were provided to each sales blitz site for local tracking during the event. Immediate results were provided and the winning consumer bankers were identified and awarded a trip to Las Vegas.

RESULTS: NationsBank gains more than $6 million in new business.

The success of the Spring Sales Blitz prompted NationsBank to repeat the promotion in the fall. The chart below summarizes NationsBank's results:

  # Branches # Contacts # Customer Service Reps # Appoint
ments
Business Identified Business Booked Closure Rate
               
Spring 24 1,110 63 551 $4.3M $2.3M 54%
Fall 19 1,351 56 355 $4.9M $2.5M 51%

In addition, during the Fall Sales Blitz, the bank gained $1.5 million in Trust referral business.

The Harland Decision Support system guided Reynolds and his team toward success with the ability to identify, target and track prospects and, consequently, acquire new business.



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