1) Mellon helped mBank launch a new regular savings product called mSAVER through a telesales campaign that allowed mBank to hit its sales target of 100,000 accounts. 2) Through pre-launch testing of communication approaches and databases, Mellon was able to optimize the campaign and achieve sales growth of 63% and 16% respectively. 3) The successful partnership was based on trust, listening to each other, intensified training, checking results daily, and combining experience with enthusiasm in a customer-centric approach.

1. BEST OUTSOURCING PARTNERSHIPBEST OUTSOURCING PARTNERSHIP
Małgorzata Ciechomska
Contact Center Manager
Grigorios Kotoulas
General Manager

2. mBank
‐ the retail part of BRE Bank and the third bank in Poland‐ the retail part of BRE Bank and the third bank in Poland
Current mBank accounts vs Traditional Banks [M]Current mBank accounts vs Traditional Banks [M]
400 k
customers use the Internet channel daily
6,2
3,4
customers use the Internet channel daily
2,2 M
mBank has more customers then Latvia
2,2 1,9 1,6
1,1
0,5
mBank has more customers then Latvia
has residents
10 MCurrent mBank accounts vs Direct Banks [M]
PKO BP Bank Pekao
SA
mBank ING Bank
Śląski
Bank
Millennium
Alior Bank Raiffeisen
Polbank
10 M
every 10 days there are 10 million
operations made by mBank customers
2,2
[ ]
2,0
1,6
2
18,5 M
people visit www.mbank.pl monthly
2
1,1
0,4
1,6
0,6
33
new customers acquired every hourmBank BZ WBK Bank
Millennium
Alior Bank Getin Bank Citi
Handlowy
Deutsche
Bank PBC
0,4
0,3
Source: www.bankier.pl, www.newsweek.pl, after QIV 2012

3. Mellon in Poland
Established: 2006 in Warsaw
CC Sites: Warsaw, Lodz (310 seats)
Turnover: EUR 15 million (40% CCS)Turnover: EUR 15 million (40% CCS)
Personnel: 800+ employees (400 in CCS)
C A i i i & R i CCC Services: Customer Acquisition & Retention, Customer
Support, Help‐desk, Debt Recovery
Industries: Banking, Telecom, Insurance, Merchant
Acquiring, Retail
Acquiring +1,000 clients/month,
Selling products of more than 2.5 mln EURO/month
A d d f diff t t
Acquiring, Retail
Awarded for different competences

4. mBank and Mellon Poland
TWO ORGANISATIONS BUT ONE TEAM
• We have been working together
since 2009
W t t d ith f i• We started with a few campaigns
and 20 FTEs
• During this time the number of g
conducted campaigns and FTEs
increased 6 times
B k d M ll h d l d• mBank and Mellon have developed
people and their skills
• We have grown together, thus we g g ,
trust to each other

5. Complexity of our tasks
We do it every month!‐ We do it every month!
more than 30 campaigns
more than 100 000 contacts
many challenges What about an y g
many solutions
many new projects
example?
many new projects
and implementations

6. The most successful product implementation
in retail banking in Polandin retail banking in Poland
MAIN GOALS FOR SAVING
for a child’s future
REGULAR SAVING PROGRAM
MAIN GOALS FOR SAVING
According to customers
for a child s future
(18%)
pension
(11%)
small changes are automatically collected in
your mSAVER account with every transaction:
property purchase
(10%)
(11%) • rounded‐up amounts of spent funds
• constant, small amounts of money
• a percent from each transaction
own education
valuable goods
(9%)
defined monthly regular installment
unforeseen expenses
(48 %)
(4%)
• higher interest rate than in a term deposit(48 %)
Source: PBS DGA ; 18+population
g p
account
• secure and profitable investment program:
‐ free of charge funds conversion
‐ modeled portfoliomodeled portfolio

7. It is increasing while you spend
simplicity of saving– simplicity of saving

8. Sales strategy phases
1st phase
INTERNET SALES
1st phase
MARKETING TV /
OUTDOOR / INDOOR
CAMPAIGN
• launched in our cheaper
distribution channelYou’re paying, it’s increasing
CAMPAIGN
• internet campaign
You’re paying, it’s increasing,
you are buying, it’s increasing
nd h
TELESALES
2nd phase
You’re paying, it’s increasing,
you are buying, it’s increasing,
you’re transfering and
it’s increasing….
• launched gradually and
based on experience
f o fi t h efrom first phaseYour savings are increasing with every
transaction, incidentally!
This is how the mSAVER program works

9. Internet sales
did not allow for the goal to be achieved– did not allow for the goal to be achieved
REGULAR SAVING PRODUCTS
INTERNET SALES
Automatic cross sell process via the
goal Internet and transactional system lost
its dynamics , the sales encountered a
internet
gap downward trend.
1 2 3 4
internet
sales Thus we decided to proceed with the
second phase of our sales strategy and
months after implementation
second phase of our sales strategy and
launched the telesales campaign with
Mellon.e o

10. Pre‐launch testing of the telesales campaign
‐ with Mellon‐ with Mellon
Communication test:
‐ descriprion scheme
1 2a 3
descriprion scheme
‐ dialogue scheme Telesales
launch of mass
Pre‐launch
Database generation test:
‐ based on probability model
outbound
campaign
Pre launch
p y
‐ defined by expert rules
2b
Database – contains only essentaial information for Agents

11. Sales scenarios based on customer’s expectations
‐ our most important lesson‐ our most important lesson
120 80120MELLON AGENTS 4 PRODUCT’S VERSIONS
3
480 SCENARIOS
DESCRIPTION SCHEME
3
1

12. 63% growth in sales
by testing the communication approach–by testing the communication approach
DESCRIPTION SCHEME
‐ Product presentation in
detail
COMPARISON OF RESULTS
– DIFFERENT WAYS OF COMMUNICATION
Pre‐launch
‐ Procedures and policies
+63%
DIALOGUE SCHEME
‐ Short questions
Opening up a dialogue‐ Opening up a dialogue
‐ Product presentation in general
‐ Cohesive and simple communication Optimisation of communication
method: dialogue schemeg

13. Mellon’s impact
database and time effectiveness–database and time effectiveness
Generating databases
by mBank
TransferingGiving
< 30 min
databases
to Mellon
mBank
feedback Cooperation and
current feedback is
a key to effective
comunication with
the customer
UploadingCalling
databasesthe customer

14. 16% growth
by testing the databases–by testing the databases
PROBABILITY MODEL WITH ADDITIONAL RESULTS COMPARISIONPROBABILITY MODEL WITH ADDITIONAL
INFORMATION BASED ON FEEDBACK
FROM MELLON
• target group selected by the probability
RESULTS COMPARISION
‐ TARGET GROUPS
Pre‐launch
• target group selected by the probability
model
+16%
EXPERT RULES
target group defined by experts according
to surveys
Customers who:
• use credit cards;
• have higher education;have higher education;
• use direct debit or defined payments
• have investment products (but have
no money in them)
Usage of probability model
no money in them)

15. Success!
campaign launched by Mellon allowed us to hit sales targetcampaign launched by Mellon allowed us to hit sales target
REGULAR SAVING SALESREGULAR SAVING SALES
Telesales
Goal
100,000
mSAVER
accounts sold
I t t
5 months after
implementation
Internet
Sales
1 2 3 4 5 6 7
months after implementation

16. >100,000 customers saved while spending
up till september 2012‐ up till september 2012
100 000 Poles save using the100 000 Poles save using the
mSAVER program

17. A perfect match
Agents identified with the new mBank product‐ Agents identified with the new mBank product
GOOD OFFERGOOD OFFER
INVOLVING AGENTS
QUALITY
Successful results and motivation to do next projects together

18. We made the grade due to:
Cooperation based on trust
Listening to each other
Thank you
Listening to each other
Intensified training
mBank
g
Checking results daily
Mellon
Regular meetings
customer
Combination of experience & enthusiasm
Customer centric cooperationCustomer centric cooperation