Introduction

SELLEA is an expert system which delivers target lists for campaigns that sell retail banking products.

It is based on knowledge gained from hundreds of actual campaigns across the CEE region.

SELLEA is quick to implement, requires minimal effort and is simple to use

The ‘banking honeymoon’ in Central and Eastern Europe finished more than a few years ago.

Times of double-digit growth achieved by being the first to offer credit cards or having branches in best locations have gone along with it. Client acquisitions are fewer each year, credit cards are being cancelled, and loans are more difficult to sell. New times have brought new priorities for retail bankers who are now focused on maximising the returns from selling additional products to existing clients.

Some banks already made successful transitions towards this objective and are fully exploiting their client-bases. Many more continue to seek the winning formula after entering into prolonged investment cycles without reaching the desired increase in revenues, and are in some cases considering downsizing their efforts. Then, there are those that have not even attempted to change the status quo - either due to lack of direction or funding, or because of discouraging feedback received from peer market participants.

A landscape of additional challenges has presented itself to Central and Eastern European banks in reaching the true earning potential from own client-bases, the one that above all seeks: quick returns from controlled and affordable investments.

What is SELLEA?

Having understood that the root of these new challenges pertains to efforts put into sourcing of data and arriving to reliable selections of campaign leads, TrimTab consulting team pooled their expertise which was gained through many such projects in CEE banks and distilled the most successful campaign target building processes.

This knowledge has been transferred into SELLEA, an Expert System which immediately selects most likely buyers among bank’s clients, whilst utilising minimal IT engagement and without demanding any analytical capabilities from the bank - hence delivering a sales tool that provides these quick returns from controlled and affordable investments.

SELLEA also represents a simpler and faster outcome of an Analytical CRM implementation - as it provides continuity in delivering quality target lists and allows room for constant improvement.