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305 Case Studies
Case Study: Raiffeisen Bank achieves major conversion and revenue growth with SAS Customer Analytics
A SAS Case Study
How to maximize customer engagement and top-line results
Raiffeisen Bank Austria d.d. Croatia (RBA) faced disappointing top-line results driven by product-centric CRM processes, suboptimal campaign targeting and management, insufficient CRM technology and data structure, and a shortage of experienced analytics staff. Marketing was manual and broad rather than tailored, limiting the bank’s ability to engage customers and build long-term relationships.
Working with SAS, RBA implemented SAS Customer Analytics and Enterprise Miner to build customer segmentation and predictive models, shift to a customer-oriented approach, and run targeted campaigns. Within six months conversion rates rose dramatically—credit cards from 2.2% to 36%, general consumer loans from 1.14% to 6.6%, and SME short-term products from 0.9% to 9%—while acquisition and retention costs fell, revenue increased, and staff capabilities improved.
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Raiffeisen Bank
Vlasta Žubrnić-Pick
RBA Board Member Overseeing Retail