Kaspi Bank, the largest retail bank in Kazakhstan, ranked in the top 1 000 world banks as measured by The Banker, is using SAS Campaign Management, combined with SAS Credit Scoring, to bring personalised service to its retail customers.
Now the bank is able to provide customers, via multiple integrated channels that include SMS and e-mail, personalised offers to fit their needs in a timeframe most likely to result in a sale.
Using SAS, Kaspi is also able to evaluate credit-worthiness and offer a product best suited to the customer that minimises the bank’s exposure to excess risk. The project was led by Glowbyte Consulting, a Silver partner of SAS.
Kaspi Bank built a powerful data mart that enables its marketers, without the help of IT, to determine the target audience for campaigns and to select the right offer for each customer with the appropriate parameters (such as time and rate limits). The time from the inception of a campaign to its launch was reduced ten-fold.
“Before SAS the process of launching a marketing campaign used to involve more than ten people including analysts, developers and testers,” says Dana Sarsenbayev, head of direct sales to retail at Kaspi Bank. “Since the introduction of SAS Campaign Management, the whole process can be executed by one person in just three or four days.”
“As a result of implementing SAS Marketing Automation, we have a really powerful and convenient solution to help us create multi-step campaigns,” says Mumuka Kirvalidze, Kaspi Bank board member.
“The solution allows us to not only analyse customer data, segment them and determine the most suitable products for them, it also allows us to quickly deliver the personalised offers to each customer in a way that is most convenient for the customer,” concludes Kirvalidze.