Financial Technology

Financial Technology

October 16, 2012

SAS, Harland Clarke Team Up to Improve Campaign Response Rates, Reduce Churn

Harland Clarke, provider of integrated payment solutions, marketing services, security services, and retail products, has announced that the company’s marketing team has been using SAS (News - Alert) Analytics to deliver CRM solutions that help banks and credit unions acquire, engage, retain and grow relationships with customers and members.

SAS Analytics has been enabling Harland Clarke’s marketing services team to help its clients more effectively target new customers, “onboard” new customers, and execute cross-sell/up-sell campaigns. This way, Harland Clarke excels in helping its clients to solve challenges and drive top- and bottom-line growth.

“We use SAS to analyze all of the relationships the banking customer has with the institution,” said Sandeep Kharidhi, VP of Analytics and BI for Harland Clarke. “We know from our National Banking Industry Database that up to 22 percent of households will leave a financial institution within one year of opening a new account. That represents a significant potential loss in deposits and revenue. Customer relationships are our focus. The key to sustaining those relationships is to proactively engage account holders.”

According to SAS officials, their SAS Analytics provide an integrated environment for predictive and descriptive modeling, data mining, text analytics, forecasting, optimization, simulation, experimental design and more. From dynamic visualization to predictive modeling, model deployment and process optimization, SAS provides a range of techniques and processes for the collection, classification, analysis and interpretation of data to reveal patterns, anomalies, key variables and relationships, leading ultimately to new insights and better answers faster.

Kharidhi further said that the use of SAS Analytics is helping them expand their level of engagement with banks and credit unions, accelerating portfolio performance dialog with senior executives and they are also energizing their company’s consultative sales process with the power of SAS.

Harland Clarke has also announced its plan to deploy SAS Business Intelligence that helps in offering “one-stop reporting”, reducing manual reporting steps and also increases productivity.

Edited by Brooke Neuman

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