SAS helps bank to understand their customers’ individual needs and build stronger digital relationships.
Adaptive tools to improve marketing impact.
Jyske Bank will use SAS® Customer Intelligence 360 to understand their customers’ individual needs and build stronger digital relationships.
In recent years, bank customers’ behavior has changed. They have higher demands for digital solutions as they have become more familiar with digital journeys inspired from other industries and their private use of digital interfaces.
Every customer has unique needs and expectations for individualized services. They also represent variable profitability for the bank. Jyske Bank needs to offer services that ensure a good customer experience for every customer - while at the same time ensuring profitability in the relation.
Jyske Bank is the third-largest financial institution in Denmark, founded in 1967. It has 3200 employees with 32 billion DKK in equity.
Working with SAS, Jyske Bank is taking a new approach to keep up with their customer needs and changing the way the interact with their customers. Jyske Bank has chosen SAS Customer Intelligence 360 to understand their customers further and optimize their marketing efforts.
“We want to preserve and expand a strong relationship with our existing customers. We also want to offer, through open banking, those who are not yet our customers a chance to try out how it feels to be a customer in our bank. Relationships grow from having a strong brand, strong advisory competencies, and strong digital offerings,” says Tom Palving, Center of Excellent Lead for Digital Sales.
One aspect of a successful relationship is frequency. Jyske Bank wants customers to visit their premises often, not necessarily the physical bank branch, but through digital interaction. Therefore, the bank wanted to find a digital solution which gives insight to each customer’s unique needs, to build more customized touchpoints and design better user journeys.
SAS Customer Intelligence 360 is an out-of-the-box solution that can support the needs of Jyske Bank for years to come Tom Palving Area Manager and Marketing Director for Digital Services Jyske Bank
Many touchpoints – one workflow
Within the SAS Customer Intelligence 360, Jyske Bank can plan everything from traditional events to email campaigns and digital advertising in one workflow. Learning is built into the platform, so the digital sales team at Jyske Bank gains a better understanding of how different types of communication impacts each customer and which channels to use. Using SAS Customer Intelligence 360, they can track the influence in real-time and adjust the approach as needed.
Tom Palving points out that it is important to gradually implement new ways of working and new features, and the flexible structure of the platform allows for this.
“SAS customer intelligence 360 is an out-of-the-box solution that can support the needs of Jyske Bank for years to come. We do not need to use every module to get started but can increase our usage and add more modules as we learn,” says Tom Palving.
We have seen that the SAS team has a high technical skill level, and they understand their platform very well. We get great advice on what to take into use as well as how to use it. It is obvious that SAS’ many years of experience handling data really helps create an efficient project process. Tom Palving Area Manager and Marketing Director for Digital Services Jyske Bank
Cloud hosting saves resources
At the same time, Customer Intelligence 360 at Jyske bank also represents one of the first cloud implementations. Tom Palving has great expectations to this in terms of saving resources as there will be no running updates to the platform.
The collaboration between Jyske Bank and SAS in implementing the platform has been a positive experience, he points out.
“We have seen that the SAS team has a high technical skill level, and they understand their platform very well. We get great advice on what to take into use as well as how to use it. It is obvious that SAS’ many years of experience handling data really helps create an efficient project process,” says Tom Palving.
Jyske Bank – Facts & Figures
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