1. ABN AMRO orchestrates its multi-channel
integrated marketing
ABN AMRO is the largest bank in The Netherlands and has
been doing business there since 1824. With assets of over 590
billion euros, it ranks 8th among European banks and 17th in
the world. It has over 2000 outlets in 75 countries and
employs approximately 110,000 people. ABN AMRO is also the Cequity's end-to-end suite of
largest foreign bank in the United States, France and Brazil. integrated services includes
Customer
customer management consulting,
marketing database & information
ABM AMRO
Situation management solutions, analytics,
metrics & dashboards and
At its strategic review, in May 2000, called “change for profitable growth”, the bank campaign measurement support.
Industry Sector
has set an ambitious objective of joining the exclusive group of the top banks in the Our state-of-the-art technology
world within four years. ABN AMRO was reorganized into three autonomous strategic solution, Cequity ACE is powered
Finance
units on January 1st, 2001: the Business Investment Bank, the Private Asset Management by smartFOCUS and is a hosted
customer marketing system that
Bank and the Retail Bank.
can be quickly implemented
without major hardware or software
Solution Components
Along with its increased focus on shareholder value, one of the key components of the
investments. This helps us deliver
new ABN AMRO strategy is to pay maximum attention to its customers. For its Retail
rich yet valuable, information-
Bank, ABN AMRO has completed its multi-channel integrated marketing project in the
driven,Data Quality/Management
customer experience
last half of 2001. The project automates its operational marketing campaigns. opportunities for you.
Single Customer View
“From our experience, the Intelligent
According to Mr Rob Almering, ABN AMRO Contact Management Vice-President, four
Analytical Marketing from smartFOCUS
fundamental objectives have been assigned to the project: Analysis & Visualization
makes it possible to instantly analyze,
segment, identify and communicate with
First, orchestrate contacts with our customers based on their needs and not on Predictive Modeling
large volumes of customers and contacts
bank priorities. on an individual basis. Intelligent
Marketing improves Management
Campaign customer
Second, target our customer base better and more precisely in order to prioritize
communications - throughout the entire
messages and avoid over-communicating.
lifetime Email Marketing
of a company-customer
relationship and makes performance
Then, make the information available to all our sales channels.
driven multi-channel marketing a reality.
Online Execution
smartFOCUS is faster and more efficient
And finally, guarantee our customers that they will receive more coherent
than we thought it would be!”
information no matter which media is used for communicating with us.
Performance Management
Serving 5.2 million customers and approximately 300,000 small to medium-sized
businesses, these objectives have mobilized extensive resources. In particular, a data
Manage Service
CEO - Cequity Solutions
warehouse of almost 2 terabytes (using Teradata architecture) has been built in order
to have a single view of the customer, on-line and in real time for all communications
channels.
But a key step still needed to be taken:
“… with already over 2,500 marketing campaigns per year and still growing
rapidly,
just for surface mail, call center and web channels, …” Rob Almering continues “we
absolutely had to procure an automation solution to make up for several important
weaknesses:
the absence of standardized definitions for our targeting operations
the manual handling of customer events and responses
the lack of prioritization for our messages
the insufficient management of our campaign portfolio.”
Continued overleaf

2. Results
The conclusion of the ABN AMRO acquisition process from the world-wide Marketing
Automation sector has been the selection of the smartCAMPAIGNER suite from
smartFOCUS.
For Erik Van de Water, smartFOCUS Client Services Director, Europe: “Adding this
prestigious reference is particularly significant because it is the result of a truly
thorough selection process where numerous functional and technical criteria were
evaluated. It proves that the smartCAMPAIGNER suite is a true expert-system in the
Marketing sector”
Rob Almering adds to this, “It was very clear for us even before we started the
procurement process that only a ‘best-of-breed’ solution, that is, a solution dedicated
to the EMA (Enterprise Marketing Automation) process, could meet our needs”
He continued, “Our campaigns were becoming more and more specific. Only 40% of
them were repetitive, they were becoming more and more event-driven which requires
that the customer response must be taken into account.”
Finally, Rob Almering insists on one of his favourite success factors, “smartCAMPAIGNER
was installed by a relatively limited number of specialists, from four to ten according the
project phase. We have thus been able to effectively control implementation while
maintaining high motivation for all, because we have stressed aspects of communication
of objectives and benefits of the project.”
Reach us at:
All campaigns should be automated and managed by smartFOCUS by the end of June
105-106, 1st Floor, Anand Estate,
2002. Later the solution will be expanded to handle campaigns that use other enterprise
189-A, Sane Guruji Marg, Mahalaxmi,
channels (email, mobile phone, WAP, etc.).
Mumbai-400 011, India
“smartFOCUS was able to show its ability to meet all of our requirements. After only a Phone: +91 22-43453800
few months of operation, that is for the end of March 2002, most of our repetitive
Fax: +91 22-43453840
campaigns will be operational.”
For more case studies, white
About smartFOCUS papers and presentations log on to:
www.cequitysolutions.com
smartFOCUS (LSE:STF) is a leading international marketing software company that
empowers marketers with the intelligence to drive high performance multi channel
campaigns and more valuable customer relationships. Its Intelligent Marketing solutions Or Write to:
integrate off-line and on-line data, analysis, campaign and performance management to
info@cequitysolutions.com
Note: This is an ‘original paper’ by smartFOCUS. Cequity ACE is powered by For the latest thinking in Analyical
Marketing, check out our blog at:
smartFOCUS and Cequity uses this distinguished technology to empower its end-to-end suite
blog.cequitysolutions.com
of analytical marketing and customer relationship management solutions.
deliver better targeted more timely and relevant communications that increase campaign
conversion rates and improve customer’s insight.
smartFOCUS now has over 300 customers worldwide using its marketing software
including AAA, ABN AMRO, ATOS, Centreparcs, EMI, Fig Leaves, Harrods, Hilton
International, NSPCC, Societe Generale and QVC.
smartFOCUS is headquartered in the UK, with offices in the US, continental Europe and
Asia Pacific. www.smartfocus.com
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