Santander Serfin, the Mexican arm of Banco Santander, was formed from the merge of two banks acquired in 1997 and 2000. Santander Serfin, formed in 2002 as a subsidiary of the Spanish Group Banco Santander, is one of the leading Financial services companies in Mexico. Faced with the imperative of quickly increasing its market share, it decided to actively promote “Serfin Light”, its credit card star-product created to accompany the brand launch. As Teleperformance has always been one-of-the most efficient Commercial Partners promoting its credit cards since 1999, and due to the experience, Teleperformance decided to accept this new challenging partnership with Santander Serfin. An Efficient Commercial Partner promoting credit card, providing fulfillment services: Data Base Direct Mail Out Bound In Bound Document Fulfillment Delivery
Expand its customer base by promoting “Serfin Light” the lowest interest credit card in the market. Achieve high customer satisfaction based on a worldclass operational standard. Raise customer value by efficient sale strategy.
Goals that both companies were willing to achieve in order to gain/maintain competitive advantages in the financial services. Data Base Selection Based on Merkafon´s proprietary database of 7 million Mexican consumer records, segmentation by geographical and socioeconomic criteria defined by “Serfin Light” requirements. Database selection, merge and enrichment for a direct mail/telemarketing campaign. Direct Mail Campaign, supported by an 800 number.
Contact Center Team Custom made scripting application. Contact Center Team filling in the application request with customers information. Operating 225 dedicated workstations ( 450 agents ) calling each prospect back within 10 days after the reception of the mail piece . A team of 50 agents in dedicated In Bound program. Remote monitoring of agents, focusing on quality. A digital voice capture & verification system. 100% of the sales were validated.
Document Fulfillment Team A network of Document Collection Companies covering more than 40 cities. The largest in Mexico owned by a Contact Center. This team was responsible for the fulfillment of all individual documents necessary to process the applications (ID, bank details, etc) These visits averaged some 94,000 a month. Validated applications were grouped, packaged and sent to Santander Serfin with a summary of its contents for its approval.
Santander Serfin increased their credit card customers in 68% at end of 2002. 130,000 applications for the new card generated in the first five months by Teleperformance. 535,402 applications sent to the bank as for 2002. 1,273,000 credit cards customers at the end of 2002. In 2002 Santander Serfin increased its billing in 73% more than in the 2001, maintaining a 1.85% index doubt, the lowest of the financial Mexican system.
Teleperformance not only helped Santander Serfin to expand its customer data base but also to achieve high customer satisfaction , a first step towards customer loyalty. An opportunity for generating additional growth in the future. |