E.piphany, a leading provider of customer relationship management (CRM) solutions for consumer-oriented businesses, today announced that ING DIRECT, an industry leader in banking, has generated more than $5 million in incremental profit over the past year using E.piphany Interaction Advisor. Implementing E.piphany Interaction Advisor in its contact centres and on its Web site has resulted in a payback period of 3 months for ING DIRECT, or 400% ROI in the first year of use.
ING DIRECT is a leading retail bank with more than 10 million customers worldwide. As opposed to the traditional branch channel used extensively by most banks, ING DIRECT's unique approach to banking focuses on offering simple financial products direct to consumers via the Web, the call centre and mail. ING DIRECT is using the powerful E.piphany Interaction Advisor analytic solution to provide personalised, targeted offers on its Web site and in its call centres.
"As the leader in direct banking, ING DIRECT is committed to finding new and innovative ways to provide the right products and outstanding service to our customers," said David Lewis, Chief Marketing and IT Officer, ING DIRECT.
"By enhancing our systems with E.piphany Interaction Advisor, we can create more intelligent interactions with our customers and offer them products and services tuned to their specific needs and wants when they are relevant.
Through our partnership with E.piphany we've been able to achieve excellent results both for ING DIRECT and for our customers."
In order to help enhance their overall customer experience, the company has deployed E.piphany Interaction Advisor to 500 agents in its contact centres, and on many pages throughout its Web site. E.piphany Interaction Advisor uses a combination of rules and real-time analytics to deliver the most relevant offer to customers, when appropriate, during an inbound interaction. An average of 2.4 million online visitors and 100,000 callers per month receive personalised offers via the analytic solution. E.piphany Interaction Advisor provides a number of benefits to ING DIRECT including direct and indirect revenue generation, cost savings, and improved marketing efficiency.
Using E.piphany Interaction Advisor, ING DIRECT has been able to generate excellent response rates to offers delivered on its Web site and through its call centres:
- Call centre offer response rates as high as 42 percent.
- Average call centre offer acceptance of 9.23 percent - 25 percent higher than the channel average of 7.44 percent.
- Web click-through rates as high as 28 percent.
- Average Web offer acceptance rate of 3.86 percent - more than 17 times the channel average of 0.23 percent for non-rich media advertisements.
- 39 percent of click-throughs on ING DIRECT product offers delivered by E.piphany Interaction Advisor resulted in an opened account.
"Leading financial institutions such as ING DIRECT are finding new ways to augment their existing systems and generate additional profits by enhancing their customer experience," said Karen Richardson, CEO, E.piphany. "These results demonstrate E.piphany's continued success in providing CRM solutions for the largest consumer-oriented businesses worldwide that generate revenue and drive profitability through intelligent customer interactions."