VTB 24 Bank, one of the the leading providers of financial services in Russia, is improving its one-to-one marketing campaigns via the ATM channel by using NCR Aptra Relate.
The software was implemented by NCR and MultiCarta, a company within the VTB group that provides engineering and processing support to a bank's financial operations.
NCR APTRA Relate enables VTB to extend the functionality of their ATMs and create marketing campaigns based on customer data taken from the CRM system. The software will help the bank engage in a personalised dialogue with its more than 300,000 customers and sell more financial products.
When a customer enters his PIN number at an ATM featuring NCR APTRA Relate, the bank can make a personalised marketing offer and evaluate their interest in the course of the dialogue. In case of interest, the customer then agrees to his participation in VTB's marketing campaign by checking the "I accept" box on the interface. The customer also has the option to enter his telephone number if he wishes to receive more detailed information from the bank. The one-to-one interaction between VTB 24 and its customers is made easy thanks to the user-friendly interface.
In 2010, MultiCarta started to develop VTB's in-house solution to interface with APTRA Relate and to install the solution jointly with NCR on more than 1,000 NCR ATMs. By the end of 2011, the vast majority of all 3,000 NCR ATMs within the network will feature the solution. The project is one of the largest ever for VTB.
"The high-level support of the personalised one-to-one offering is one of the most critical tasks for us. We chose the joint solution from NCR and MultiCarta because the project fully complies with our view of the role a self-service network plays. First, deploy ATMs both as machines for cash dispense, deposit or cashless payments. And second, use it as an efficient channel to sell the right bank product to the right person," says Aleksey Degtyarev, self-service network leader, Bank VTB 24.
"A customer-oriented approach is increasingly gaining importance for financial institutions. Self-service systems have become part of the everyday life as a convenient way of doing transactions. With NCR APTRA Relate, we help VTB 24 engage in a dialogue with its customers," adds Konstantin Khotkin, general director of NCR in Russia. "The customer initiates and accepts this kind of one-to-one marketing instead of receiving unsolicited, impersonalised offers through email, post or phone. This helps a bank differentiate itself from the competition and retain customers."