BEST OUTSOURCING PARTNERSHIPBEST OUTSOURCING PARTNERSHIP

Małgorzata CiechomskaContact Center Manager

Grigorios KotoulasGeneral Manager

mBank‐ the retail part of BRE Bank and the third bank in Poland‐ the retail part of BRE Bank and the third bank in Poland

Current mBank accounts vs Traditional Banks [M]Current mBank accounts vs Traditional Banks [M]

400 kcustomers use the Internet channel daily 

6,2

3,4 customers use the Internet channel daily 

2,2 MmBank has more customers then Latvia 

2,2 1,9 1,61,1

0,5mBank has more customers then Latvia has residents

10 MCurrent mBank accounts vs Direct Banks [M]

PKO BP Bank Pekao

SA

mBank ING Bank

Śląski

Bank

Millennium

Alior Bank Raiffeisen

Polbank

10 Mevery 10 days there are 10 million  operations made by mBank customers

2,2

[ ]

2,0

1,6

2

18,5 Mpeople visit www.mbank.pl monthly

2

1,1

0,4

1,6

0,6

33new customers acquired every hourmBank BZ WBK Bank

Millennium

Alior Bank Getin Bank Citi

Handlowy

Deutsche

Bank PBC

0,4 0,3

Source: www.bankier.pl, www.newsweek.pl, after QIV 2012

Mellon in Poland

Established:  2006 in Warsaw

CC Sites:  Warsaw, Lodz (310 seats)

Turnover:  EUR 15 million (40% CCS)Turnover:  EUR 15 million (40% CCS)

Personnel:  800+ employees (400 in CCS)

C  A i i i  & R i  CCC Services: Customer Acquisition & Retention, Customer

Support, Help‐desk, Debt Recovery

Industries:  Banking, Telecom, Insurance, Merchant

Acquiring, RetailAcquiring  +1,000 clients/month, 

Selling products of  more than 2.5 mln EURO/month

A d d f  diff t  t

Acquiring, Retail

Awarded for different competences

mBank and Mellon Poland

TWO ORGANISATIONS BUT ONE TEAM

• We have been working togethersince 2009

W   t t d  ith  f i• We started with a few campaignsand 20 FTEs

• During  this time the number of gconducted campaigns and FTEsincreased 6 times

B k  d M ll h d l d• mBank and Mellon have developedpeople and their skills

• We have grown together, thus we g g ,trust to each other

Complexity of our tasksWe do it every month!‐We do it every month!

more than 30 campaigns

more than 100 000 contacts

many challenges What about an y g

many solutions

many new projects

example?

many new projectsand implementations

The most successful product implementationin retail banking in Polandin retail banking in Poland

MAIN GOALS FOR SAVING

for a child’s future 

REGULAR SAVING PROGRAMMAIN GOALS FOR SAVINGAccording to customers

for a child s future (18%)

pension(11%)

small changes are automatically collected in your mSAVER account with every transaction:

property purchase(10%)

(11%) • rounded‐up amounts of spent funds

• constant, small amounts of money

• a percent from each transaction

own education

valuable goods(9%)

definedmonthly regular installment

unforeseen expenses(48 %)

(4%)

• higher interest rate than in a term deposit(48 %)

Source: PBS DGA ; 18+population

g paccount• secure and profitable investment program:‐ free of charge funds conversion‐modeled portfoliomodeled portfolio

It is increasing while you spendsimplicity of saving– simplicity of saving

Sales strategy phases

1st phaseINTERNET SALES

1st phaseMARKETING TV / OUTDOOR / INDOOR

CAMPAIGN• launched in our cheaperdistribution channelYou’re paying, it’s increasing

CAMPAIGN

• internet campaignYou’re paying, it’s increasing,you are buying, it’s increasing

nd hTELESALES

2nd phaseYou’re paying, it’s increasing,you are buying, it’s increasing, you’re transfering and it’s increasing…. 

• launched gradually and based on experiencef o fi t  h efrom first phaseYour savings are increasing with every 

transaction, incidentally!This is how the mSAVER program works

Internet sales did not allow for the goal to be achieved– did not allow for the goal to be achieved

REGULAR SAVING PRODUCTS INTERNET SALES

Automatic cross sell process via the

goal Internet and transactional system lost

its dynamics , the sales encountered a 

internet 

gap downward trend.

1 2 3 4

internet sales Thus we decided to proceed with the 

second phase of our sales strategy and months after implementation

second phase of our sales strategy and 

launched the telesales campaign with

Mellon.e o

Pre‐launch testing of the telesales campaign‐with Mellon‐with Mellon

Communication test:‐ descriprion scheme

1 2a 3

descriprion scheme‐ dialogue scheme Telesales

launch of mass Pre‐launch

Database generation test:‐ based on probability model

outbound campaign

Pre launch

p y‐ defined by expert rules

2b

Database – contains only essentaial information for Agents

Sales scenarios based on customer’s expectations‐ our most important lesson‐ our most important lesson

120 80120MELLON AGENTS 4 PRODUCT’S VERSIONS

3

480 SCENARIOS

DESCRIPTION SCHEME3

1

63% growth in sales by testing the communication approach–by testing the communication approach

DESCRIPTION SCHEME

‐ Product presentation in detail

COMPARISON OF RESULTS – DIFFERENT WAYS OF COMMUNICATIONPre‐launch

‐ Procedures and policies+63%

DIALOGUE SCHEME

‐ Short questionsOpening up a dialogue‐ Opening up a dialogue‐ Product presentation in general‐ Cohesive and simple communication Optimisation of communication 

method: dialogue schemeg

Mellon’s impact database and time effectiveness–database and time effectiveness

Generating databasesby mBank

TransferingGiving< 30 min

databasesto Mellon

mBankfeedback Cooperation and 

current feedback isa key to effectivecomunication with

the customer

UploadingCallingdatabasesthe customer

16% growth by testing the databases–by testing the databases

PROBABILITY MODEL WITH ADDITIONAL  RESULTS COMPARISIONPROBABILITY MODEL WITH ADDITIONAL INFORMATION BASED ON FEEDBACK FROM MELLON• target group selected by the probability 

RESULTS COMPARISION‐ TARGET GROUPSPre‐launch

• target group selected by the probability model

+16%

EXPERT RULEStarget group defined by experts according to surveys Customers who:

• use credit cards;• have higher education;have higher education;• use direct debit or defined payments• have investment products (but have 

no money in them)

Usage of probability model

no money in them)

Success! campaign launched by Mellon allowed us to hit sales targetcampaign launched by Mellon allowed us to hit sales target

REGULAR SAVING SALESREGULAR SAVING SALES

Telesales

Goal

100,000 mSAVER

accounts sold 

I t t 

5 months after implementation

Internet Sales

1 2 3 4 5 6 7months after implementation

>100,000 customers saved while spendingup till september 2012‐ up till september 2012

100 000 Poles save using the100 000 Poles save using themSAVER program

A perfect match Agents identified with the new mBank product‐ Agents identified with the new mBank product

GOOD OFFERGOOD OFFER

INVOLVING AGENTS

QUALITY

Successful results and motivation to do next projects together

We made the grade due to:

Cooperation based on trust

Listening to each otherThank youListening to each other

Intensified training

mBankg

Checking results dailyMellon

Regular meetings customer

Combination of experience & enthusiasm

Customer centric cooperationCustomer centric cooperation