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Saylent EngageThe Next Evolution in Data-driven Customer Engagement
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Where are the deposits?
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Engagement Statistics
89% of consumers feel that a personalized experience
with their financial institution is important.Source: JD Power Retail Banking Satisfaction Survey, 2019
Yet, 94% of FI’s are unable to deliver on the
personalization promise.Source: JD Power Retail Banking Satisfaction Survey, 2019
42% of consumers find their banking provider’s
marketing to be relevant less than half the time, if ever.Source: Yes Marketing July 2019, The Financial Brand
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Portfolio Analytics
Segmentation
Marketing Campaigns
Fraud Forensics
• Account Analytics
• Dynamic Products
• Automated Rewards
• Seamless Integration
• Customer Insights
• Prescribed Actions
• Campaign Automation
• Transparent Outcomes
Proven partnership built on success since 2007
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Our Evolution from Analytics to Engagement
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Too much data – the sheer enormity of available data can
be overwhelming, resulting in missed opportunities
What We’ve Learned Together
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Too much independence – powerful tools are underutilized
due to lack of time, training, experience and expertise
Analysis over action – most solutions feed the cycle of
analysis, and lack the ability to spur action
Creative barriers – creativity and collaborative ideas are often
met with complex and expensive obstacles to execution
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Complete, End-to-End Solution
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Identify opportunities and build more profitable relationships through
automated, relevant communications
YOUR DATA
ENGAGEMENT MODELING OUTCOMES
ACTIONSINSIGHTS
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Saylent Engage Demonstration
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Insights Status
Model-Driven Insights Expert-Targeting Insights Tailored Insights
• Under-Performing Consumer Cards
• Under-Performing Commercial Cards
• Active Mortgage Shopper
• Direct Deposit
• Account Activation
• Under-Performing Accounts
• Single Service Customers
• New Customer Acquisition
• Customers with Maturing Loans
• Customers with Maturing CDs
• ATM-Only Users
• Low or No Bill Pay
• Credit Campaigns
• E-Statement Adoption
• Customer Onboarding and Lifecycle
• Think outside the box!
• Build awareness in new market
• Add onboarding steps
• Build in life-cycle touchpoints
Stage
Engage Insights
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New: Tailored Insights
TargetEstablish your audience
through list upload or query
builder
ReachSelect your customers’
preferred channels to present
your message
OptimizeDetermine your
campaign incentives and
qualifying criteria
LaunchGo to market with the
simple click of a button
Every institution is unique. And our newest addition to Engage gives
us the power to work with you to design, execute and learn from
campaigns that are tailored to your needs.
The same powerful Insights, Actions and Outcomes, now with additional flexibility and efficiency.
Unlock New Opportunities for Growth
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Beyond the Platform
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High-level business strategies can be classified in a few categories:
Major Business Objectives
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Profitability
--
Achieve profitability from all levels:
bank, territory, branch, customer, account
Retain
–
Keep existing business
Grow
–
Impact utilization of
products
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In the hierarchy of business objectives, sub-objectives can be classified as:
Business Sub-objectives
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Deposits
–
Increase Loan and Deposit
Account Balances
Interest Income
–
Increase Interest paid on
loans/credit cards
Non-Interest Income
–
Increase Interchange,
fee income
Expense reduction
–
Reduce costs of retention,
acquisition, and engagement
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Objective Matrix
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Objective Retain Grow
Deposits
• Maturing CDs
• Maturing Loans• Loyalty
• Birthday/Account Anniversary
• Attrition Triggers
• Merger Impact
• Onboarding Strategy
• Over drafters →Reg E opt-in
• Active Shopper: Risk/Retention
• DDA/Loan Internal Prospecting – “Single
Service”
• Onboarding Program
• Direct Deposit
• CD Specials
• Balance incentives
• Commercial - > Consumer
Interest Income
• Loyalty
• Birthday/Account Anniversary
• Attrition Triggers
• Merger Impact
• Onboarding Strategy
• Maturing Loans
• Loan Cross sell
• Onboarding Program
Non-Interest Income
• Recurring Transactions• Loyalty
• Birthday/Account Anniversary
• Attrition Triggers
• Merger Impact
• Onboarding Program
• POS Utilization
• POS Activation
• Recurring Transactions
• Onboarding Program
• Under-Engaged account program
• Over drafters →Reg E opt-in
Expense Reduction
• Attrition Triggers • Onboarding Program
• Under-Engaged account program
• eStatement penetration
• Heavy check writers
• In Branch depositors
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FI Objective: Drive deposit growth and retain
customers
Solution: Saylent devises a prescriptive action
plan to help FI reach their goals
Sample Strategy
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Objective Retain
Deposits
• Maturing CDs
• Maturing Loans• Loyalty
• Birthday/Account Anniversary
• Attrition Triggers
• Merger Impact
• Onboarding Strategy
Insight Action Outcome Frequency
Maturing CDs Target CDs Maturing in next 6 months Retained Relationships
Retained Deposit
Monthly
Maturing Loans Target CDs approaching average loan lift Retained Relationships
Retained Loan
Balances
Monthly
Loyalty Target Highly Engaged Accounts or POS transactors with a small
token of appreciation
Retained Relationships
& Deposit balances
2X Annually
Birthday/Account Anniversary Target Customers in their birthday month/account anniversary
month with loyalty messaging
Retained Relationships
& Deposit balances
Monthly
Attrition Triggers Target Customers before account closure based on Move, DD
Status, POS Activity, Overall Txn activity declines
Retained Relationships
& Deposit balances
Monthly
Merger Impact Target profitable customers in the wake of M&A activity,
assuring their importance
Retained Relationships
& Deposit balances
As Needed
Onboarding Strategy Target and treat New accounts, and New customers with series
of informational and cross-sell messaging
Retained Relationships
& Deposit balances
Daily
Etc.
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Success Stories
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BankFirst Case Study
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What Our Clients Are Saying
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• 2019 FinXTech Presenter
• 2019 CULytics FinTech Pitch Finalist
• Finovate Fall 2018 Presenter
• 2018 CUNA Technology “Best of Show” award at GAC
• 2018 NACUSO Finalist for “Next Big Idea” Competition
• 2018 CUNA Tech Conference Speed Round Finalist
“The Saylent Platform allowed us to
quickly and easily target customers
who didn’t use their cards as top of
wallet in a way we couldn’t before. We
are so pleased with the initial success
of the program that we plan to
continue to run new campaigns
through the Platform in 2019.”
Tim Adams, SVP, Electronic Banking
“We partnered with Saylent because
their robust solution could get us
through the noise of so much data;
and give us clarity on where to focus
to maximize our returns. We’re blown
away by the success of the campaign as
we hit our breakeven threshold in
under two months. We’re excited to see
what we can tackle next”
Leon Manning, VP, Director of Marketing
“The Saylent Platform is a unique
solution in the market that will
provide the Bank with significant
efficiencies by automating the
development of customer insights. The
ability to take the necessary steps to
execute on those insights through
marketing campaigns leveraging
multiple channels, manage fulfillment,
and review robust analytics through an
easy to follow workflow, will make this a
valuable tool for the Bank.”
Steve Johannessen, CPA, SVP, Deputy Chief
Financial Officer & Vice Treasure
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Q & A