NEWTOWN SQUARE, Pa.-- Naviant Technology Solutions, a customer relationship management (CRM) systems consulting and services provider, and Diebold have announced a formal marketing agreement that will deliver tailored, direct marketing programs to consumers at ATMs.
Diebold has developed a new product called iqCRM that can identify a customer at the ATM and activate on-screen marketing programs. The agreement will leverage Naviant's customer relationship management consulting expertise and Diebold's newly developed iqCRM application to provide the first closed-loop database marketing system.
Naviant will work with Diebold to help financial institutions analyze customer data, and deliver and capture responses from marketing campaigns delivered at the ATM.
"We are helping financial service providers increase the business value of their ATM network by using the ATM as an effective sales and marketing channel, " said C. Win Billingsley, Naviant vice president. "With iqCRM, ATMs become an additional customer touch point, and another opportunity for financial service providers to cross-sell services and generate revenue through on-screen marketing messages."
Alan D. Falconer, Diebold's director of global systems sales, said,
"Financial institutions can use iqCRM to target their customer base more effectively, analyze the results of their marketing programs and build brand awareness at the ATM channel. At the same time, consumers now have a new location from which to receive information about products and services focused directly on their individual needs."
With iqCRM, financial institutions can use customer information from their data warehouse to devise and target marketing messages delivered during the waiting time of an ATM transaction.
The system displays interactive messages suited to a customer's profile. Messages can be tailored according to customer demographics, existing account relationships or financial transaction histories.
For instance, iqCRM allows financial institutions to extend an offer about home equity loans to the ATM user who is already a homeowner. A retiree who uses the ATM might view a message about a particular financial management service or product. In each instance, the screen may prompt the customer to respond to questions about the promotion.
If customers want more information about a product or a service, they can respond to the screen prompts to specify how they would like to receive additional information. This data is then forwarded to marketing departments for follow-up. Customers who want to turn down the service offered can do so by answering "no" to on-screen prompts.
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