Tatra banka reduces attrition, boosts sales with SAS®
With the global recession driving double-digit attrition among its credit card holders, Slovakia's Tatra banka turned to predictive analytics from SAS to improve customer retention. Using SAS®, the bank reduced attrition nearly 30 percent, by more effectively selecting customers for sales and retention campaigns.
Segmenting different categories of credit card customers for targeted promotions, Tatra banka discovered that clients identified as having the highest propensity to buy certain products accept offers at a rate two to three times higher than clients who were sent offers on a random basis.
Tatra banka also applied predictive analytics to its bank account and mortgage business to help it cross-sell products to existing clients. SAS assisted Tatra in creating a high quality, consolidated repository of customer data that allows Tatra to create detailed customer segments used in marketing campaigns. "Today, our targeting is much more accurate than before we began using SAS," said Marián Babic, Head of the Campaign Management Department at Tatra banka.
Moving forward, Tatra banka plans to use SAS to determine new pricing and service strategies based on specific customer qualities. "For example, we'll look at factors such as the client's profession, differentiating characteristics, communication preferences and growth potential," said Babic.
About Tatra Banka
Tatra banka is a modern, universal bank with a comprehensive offer of banking services and innovative solutions in the field of management of finances for corporate and individual clients. Tatra Banka is leader in the field of private banking, providing loans for corporate clients, electronic banking, asset management, mortgage loans and payment cards. Tatra banka belongs to the RZB Group and is one of the most successful subsidiaries of Raiffeisen Bank International in the region of Central and Eastern Europe. Today it is the 3rd largest Slovak bank. Tatra banka was established in 1990.
SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions, SAS helps customers at more than 75,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world THE POWER TO KNOW®.