Dec
16
Harland Clarke was honored by the National Center for Database Marketing (NCDM) last week with the Gold Award in the marketing strategies category! The award was presented for Harland Clarke’s work with Zions Bank in developing the Rapid Deployment Intelligent Onboarding Program to increase customer engagement and retention. The NCDM Database Excellence Awards honor organizations that have demonstrated ingenuity and creativity in leveraging customer data.
The Rapid Deployment Intelligent Onboarding Program uses the insight collected at the new account opening to thank customers for their business, educate them about using their new account, and suggest support products to strengthen the overall relationship. It draws on information gained from Harland Clarke’s robust database of households and employs contact centers, email and direct mail in marketing products the customer might be interested in purchasing.
During a seven-month measurement period after implementing the program, Zions Bank generated a return on investment of more than six to one, an average retention rate of 96% and more than $50 million in new deposits — exceeding the project goals by more than 200%!