ROI Case Study on SAS Implementation at ING Belgium

This case study documents the implementation of SAS Customer Intelligence 360 at ING Belgium, a major banking institution in Belgium. The objective of this implementation was to modernize the bank's campaign management and customer engagement processes. The study outlines how the bank achieved a return on investment (ROI) of 111% with a payback period of 23.8 months. Key improvements included a 700% increase in campaign execution capacity, a reduction in campaign failure rates to under 1%, and an increase in click-through rates to 5.28%. The strategy involved transitioning from legacy systems to a centralized SAS platform, enabling automation and scalability. The implementation process was phased over eight months and included user training to ensure effective utilization of the new system. The findings highlight the importance of centralized tools and automation in enhancing operational efficiency and marketing effectiveness, positioning ING Belgium for future growth and innovation in a competitive financial market.