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Harland Clarke Receives International Acknowledgement for Database Marketing Excellence

Tuesday, January 17, 2012

National Center for Database Marketing Honors Harland Clarke with Gold Award for its Strategically Designed and Customized Account Holder Onboarding Program for Zions Bank


SAN ANTONIO, TEXAS — Harland Clarke Corp., a leading provider of marketing services, payment and security solutions to financial institutions, recently received the 2011 Database Excellence Gold Award. Presented by the National Center for Database Marketing (NCDM), the award was given in the marketing strategies category for Harland Clarke’s work with Zions Bank in developing a Rapid Deployment Intelligent Onboarding Program. The prestigious NCDM international awards program honors organizations that have demonstrated ingenuity and creativity in using customer data to produce measurable results. 

The Rapid Deployment Intelligent Onboarding Program was developed by Harland Clarke for Zions Bank to reduce customer attrition, increase share of wallet and drive positive engagement with the brand. It combines insights collected at account openings with Harland Clarke’s statistical analysis and predictive modeling to drive intelligent multichannel communications and create immediate customer engagement. During a seven-month measurement period following implementation of the program, Zions Bank generated a return on its investment (in the cost of the customized onboarding program) of more than six to one; an average retention rate of 96 percent; and an increase in deposits of 40 percent when compared to the control group — exceeding the project goals by more than 200 percent.

“We know from our State of the Industry Benchmarking Analysis¹ that up to 40 percent of account holders will leave a financial institution within one year of opening a new account — and that represents a significant loss in potential deposits and revenue,” said Sandeep Kharidhi, vice president of analytics and business intelligence for Harland Clarke. “The key to sustaining that relationship is to be proactive, using immediate, ongoing and smart communications to engage account holders.” 

“Zions has been tremendously pleased with the success of this collaboration,” said Matt Wilcox, director of interactive services for Zions Bank. “We knew that Harland Clarke had the industry knowledge and experience necessary for this project, but the results have surpassed our expectations.” 

Harland Clarke and Zions Bank worked with Salt Lake City-based Richter7 to design a campaign that relied on behavior-driven messaging to maximize the relevancy of the customer communications. “The NCDM award is especially gratifying because this program is so measurable and has had such a positive impact for Zions,” said Tal Harry, partner at Richter7.

To learn more about Harland Clarke’s marketing services, visit www.harlandclarke.com/marketing.
¹State of the Industry Financial Services Benchmarking Analysis, February 2011.
About Harland Clarke Corp.
Harland Clarke Corp. (www.harlandclarke.com) is a leading provider of best-in-class integrated payment solutions, marketing services and security solutions. It serves clients in multiple industries, including financial services, retail, healthcare, insurance, and telecommunications, and ranging in size from major corporate brands and trade groups to micro-businesses and individual consumers. Harland Clarke’s comprehensive suite of integrated marketing solutions is based on customer lifecycle marketing and includes database marketing, email marketing, advanced analytics, campaign management, strategic services, and creative development. Harland Clarke delivers integrated marketing campaigns focused on acquisition, onboarding, engagement, retention, and cross-selling, utilizing extensive print, phone and email channels for campaign execution. Within its payment solutions business, Harland Clarke provides needed products and services to nearly 11,000 banks, credit unions and major investment firms. Headquartered in San Antonio, Texas, Harland Clarke employs more than 4,500 people nationwide and operates manufacturing and contact center facilities in multiple states and communities. Harland Clarke is a wholly owned subsidiary of Harland Clarke Holdings Corp., which also owns Harland Financial Solutions and Scantron.

About the National Center for Database Marketing (NCDM)
The National Center for Database Marketing is dedicated exclusively to the database marketing industry. Its annual conference — the Conference for Engaging Customers Using Data and Technology — brings suppliers and decision makers together to find practical approaches to today's marketing challenges using customer data and technology. With previous speakers from companies such as NYTimes.com®, Disney® Zappos®, and Harrah’s Entertainment®, it attracts executive-, director- and managerial-level professionals from a broad spectrum of industries, who are responsible for their company's marketing and database initiatives, including: analytics, marketing optimization, customer engagement, CRM, loyalty and retention, interactive marketing, and much more.