Case Study: Raiffeisen Bank achieves 25% offer response and boosts cross-sell sales with SAS analytics

Raiffeisen Bank Belgrade offers the right offer at the right time to grow profits

Raiffeisen Bank Belgrade, serving 550,000 customers in a tough Serbian economy, needed to improve profitability as branch growth slowed and mass “spray-and-pray” promotions proved ineffective. Marketing response was about 1% and outreach was fragmented, so the bank sought a way to better identify and target customers for cross-sell and retention.

By adopting SAS Campaign Management and SAS Digital Marketing and applying customer analytics, the CRM team implemented next-best-offer logic, 25-segment targeting with risk scoring, and automated, coordinated campaigns (about 2,000 per year). Results included solicited-offer response rates above 25% and a 14% acceptance rate, while CRM-generated leads now account for 32% of package sales, 41% of personal loans, 36% of accepted credit card offers and 62% of overdraft protection purchases.

Raiffeisen Bank

Dragan Mikičić

Head of the CRM