Netherlands-based Fortis Bank is implementing SPSS' predictive analytic software, PredictiveMarketing, to improve customer service processes across its national branch network.
PredictiveMarketing is based on analytic technology that SPSS acquired when it bought out DataDistilleries in May last year.
The bank will roll out the technology to more than 700 account managers across its branch network. Using predictive analytics and business rules, PredictiveMarketing chooses the highest-value offer or campaign that a customer is likely to accept.
Chicago-based SPSS says the application will enable the bank to analyse its marketing database, automatically predict cross-sell opportunities and attrition risks, and provide targeted sales leads to staff.
Commenting on the product, Peter Heijt, manager, database marketing, Fortis Bank, says: "Its effectiveness in identifying and generating qualified leads will put our marketing department in the driver's seat and save our branch-based account managers considerable time and effort."
Colin Shearer, vice president, customer analytics at SPSS, adds: "Rather than matching groups of customers to particular products or offers, we provide personalised offers to individual customers for the bank's financial advisors."