20 October 2014

IBM helps IndusInd Bank track customer location and activity for promotions push

06 September 2013  |  5092 views  |  0 Woman with shopping bag

Big Blue is going big brother, providing technology to India's IndusInd Bank which tracks customers' location and activity and uses the information to push them promotions.

In a first-of-its-kind deployment, IndusInd is using the technology developed by IBM Research in a bid to connect customers with contextual information which can be used to offer personalised, location-based recommendations and offers in real time.

Bank customers who opt in to the service will see their location and activity logged and cross-referenced, meaning that as they conduct daily transactions - such as buying airline tickets or shopping at the mall - they are sent relevant promotions by e-mail and text.

The technology is embedded within the bank's various channels - Internet, ATM, SMS, phone and branch - as part of a wider overhaul of its front office aimed at improving personalisation.

Sumant Kathpalia, head, consumer banking, IndusInd Bank, says: "IBM's new technology helps us understand customers as individuals and prepares us to respond more pervasively to the growing opportunities within the digital, social and mobile marketplace."

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