Skipton Building Society has partnered with data marketing and CRM specialist Celerity Information Services to improve marketing automation, member retention and acquisition.
“Skipton’s 162-year heritage is rooted in member participation - keeping our members involved and informed is a priority. This means providing high quality, timely and consistent communications,” says Rebecca Allsop, head of customer strategy and planning at Skipton Building Society.
“Celerity’s bespoke integrated customer relationship management and marketing automation solutions enable us to move away from labour-intensive and time-consuming manual processes and improve our marketing efficiency by 90 per cent. We have reduced the time taken to develop and deliver a bespoke cross-channel marketing campaign from 17 days to two.
“As a proud mutual, deepening the relationship we have with our members is a priority for us. We want to support our members at key stages in their lives and this can only be achieved through delivering personalised and relevant communication at the right time, in the right way,” Allsop adds.
Jason Lark, managing director at Celerity comments: “Skipton came to us seeking ways to move beyond basic customer communication. Working with the Society’s established Single Customer View we integrated a bespoke FastStats and Adobe Campaign solution to bring Skipton into the digital age without compromising the company’s core values and holistic approach to member engagement.”
Celerity’s solution enables Skipton to streamline 150 million rows of customer data and effectively communicate with individual customers from every department and retail unit at the building society.
Lark concludes: “We are delighted to add an award-winning financial services brand to our customer portfolio. We are particularly pleased to work with a company that is so focused on delivering an exceptional customer experience - we are confident that we can help them build on their success.”