Automating Sales and Marketing Processes

Assessing Information Correctly

A key requirement for targeted customer contacts is, first of all, to collect information about the users of the individual sales channels (Glossary)  and, in a second step, to process it in a consistent, individual way. Wincor Nixdorf’s PC/E Retail Banking Solution Suite is designed to manage these tasks. The software creates not only the basis for combining all information from the branch, self-service, Internet and mobile banking sales channels, but also offers the opportunity to use the data in various ways, such as personalized customer communications.

In combination with consulting (Glossary)  services, Wincor Nixdorf helps banks create efficient sales processes that allow customers to become more active and seek support. Banks can assess the individual customer data to create tailored advertising messages. The messages can create interest and encourage customers to approach their banks and inquire about promoted products and services.

Wincor Nixdorf consultants help banks use data from all the various sales channels to target customers individually. The process begins by improving data quality, which is a key requirement for targeted direct marketing, whereby the range of our Professional Services (Glossary)  extends to the choice of customer relationship management (CRM) solutions and their integration in existing IT landscapes.

In this way, self-service systems (Glossary) , which are deeply embedded in the banking IT environment, are transforming themselves from simple transaction boxes into communication tools. Today, many banks advertise their own products such as loans and insurance. Greece’s Piraeus Bank, for instance, has used Wincor Nixdorf’ marketing software in more than 70 individual advertising campaigns. “Customer response to our ATM-based advertising has been very positive,” says the bank’s deputy general manager Sotiris Sirmakezis.

Tested and Approved

Independent ATM operators, on the other hand, have used third-party advertising to tap a new revenue stream. A prime example is Sweden’s Kontanten. Since November 2007, companies have been able to use the operator’s network of 250 ATMs to advertise their products. Publishing companies, mobile phone operators, service stations, banks and retailers have used the service – and they like it. Their ads run either when the ATMs are not in use or during the 15-second slots when customers´ cards and PINs are being authorized. Since the beginning of this year, Kontanten has been billing customers in much the same way a media company does and plans to have an independent market research group evaluate the success of ATM-based advertising. “Several retailers have told us that sales of products advertised on our ATMs have increased by around 10%,” says managing director Patrik Severgardh.