Case 5.2 Halifax – Case study overv

Case 5.2 Halifax – Case study overview
Halifax Bank, a subsidiary of HBOS Group, is the largest home mortgage lender in the UK and offers a diverse set of financial and asset management services, including retail and business banking, consumer credit, savings products, pension products, life insurance and other investment-related products.
The continuing rise in the number of inbound calls to Halifax’s contact centre offered tremendous scope for enhancing value creation. In order to harness the full sales and relationship-building potential of each telephone interaction, the bank needed to be able to demonstrate individual customer knowledge and relevance in real time. Determined to capitalize on the growing dialogue with its customers, Halifax deployed marketing solutions from E.piphany, Inc. to meet its cross-selling objectives. This provided real-time decisioning to allow for the construction of a consolidated customer profile and the delivery of a personalized product offer. Using the Real-Time system, the call-centre agents could rapidly access a customer’s information and match it to directly relevant offers in the course of conversation.
In 2000, Halifax piloted E.piphany Real-Time software with 160 of its call-centre agents to support cross-sell development. Within six months of introducing the system to the call centre, investment costs had been recouped and offer acceptance rates among some of the top-selling agents had increased by more than 55 per cent. By adopting a phased approach, the company was able to measure performance improvement and economically reinvest incremental return. Building on the success of the pilot project, Halifax has rolled out the system to all 750 retail bank outlets.
The full case study is at the end of this chapter (see p. 279)

Kết quả (Việt) 1:

Case 5.2 Halifax – Case study overviewHalifax Bank, a subsidiary of HBOS Group, is the largest home mortgage lender in the UK and offers a diverse set of financial and asset management services, including retail and business banking, consumer credit, savings products, pension products, life insurance and other investment-related products.The continuing rise in the number of inbound calls to Halifax’s contact centre offered tremendous scope for enhancing value creation. In order to harness the full sales and relationship-building potential of each telephone interaction, the bank needed to be able to demonstrate individual customer knowledge and relevance in real time. Determined to capitalize on the growing dialogue with its customers, Halifax deployed marketing solutions from E.piphany, Inc. to meet its cross-selling objectives. This provided real-time decisioning to allow for the construction of a consolidated customer profile and the delivery of a personalized product offer. Using the Real-Time system, the call-centre agents could rapidly access a customer’s information and match it to directly relevant offers in the course of conversation.Năm 2000, Halifax điều khiển E.piphany phần mềm thời gian thực với 160 của các đại lý trung tâm cuộc gọi để hỗ trợ phát triển cross-bán. Trong vòng sáu tháng giới thiệu hệ thống Trung tâm cuộc gọi, đầu tư chi phí đã được recouped và cung cấp chấp nhận tỷ lệ trong số một số bán hàng đầu các đại lý đã tăng lên bởi hơn 55 phần trăm. Bằng việc áp dụng một cách tiếp cận từng giai đoạn, công ty đã có thể để đo lường hiệu suất cải thiện và kinh tế tái đầu tư gia tăng trở lại. Xây dựng trên sự thành công của dự án thí điểm, Halifax đã lăn ra hệ thống để tất cả 750 cửa hàng ngân hàng bán lẻ.Nghiên cứu trường hợp đầy đủ là ở phần cuối của chương này (xem trang 279)