07/06/2011
By Scott Thompson
Russia's VTB 24 Bank is improving its one-to-one marketing campaigns via the ATM channel with NCR APTRA Relate.
The software has been implemented by NCR and MultiCarta, a company within the VTB group that provides engineering and processing support to a bank’s financial operations. It enables VTB to utilise the ATM to create marketing campaigns based on customer data taken from the CRM system. The aim is to engage in a personalised dialogue with its more than 300,000 customers and sell more financial products.
When a customer enters their PIN number at an ATM featuring NCR APTRA Relate, the bank can make a personalised marketing offer. In case of interest, the customer then agrees to their participation in VTB’s marketing campaign by checking the “I accept” box on the interface. The customer also has the option to enter their telephone number if they wish to receive more detailed information from the bank officer.
“The high-level support of the personalised one-to-one offering is one of the most critical tasks for us. We chose the joint solution of NCR and MultiCarta because the project fully complies with our view of the role a self-service network plays. First, deploy ATMs both as machines for cash dispense, deposit or cashless payments. And second, use it as an efficient channel to sell the right bank product to the right person,” says Aleksey Degtyarev, self-service network leader, VTB 24.
