Background

SEMA has worked with NAB and its partner brands (UBank, MLC, Plum Financial and JBWere) for over a decade delivering NAB’s marketing communications. Over the years, as technology has progressed, there has been a transition from traditional physical printed direct mail, to electronic direct mail (eDM).  NAB needed to drive efficiencies across the entire NAB Group around this transition and came to SEMA for help.

Challenge

The development of multiple digital communications systems across business units in the NAB Group, has resulted in:

  • ambiguities in customer communication material
  • customer data sitting in isolated locations (creating a high risk to data integrity)
  • multiple fees across disparate platforms
  • an inability to aggregate volumes resulting in higher costs.

SEMA needed to address these challenges head on with a best in market digital platform solution.

Solution

SEMA delivered a digital marketing solution, incorporating integrated email, SMS and intelligent print and introduced a single ‘pane of glass’ platform that eliminated multiple vendor contracts and significantly reduced risk to data integrity.

We focused on meeting NAB’s current and future needs by ensuring that the data we collected on customer behaviour was channelled back to NAB, using the secure data feed infrastructure established between NAB and SEMA.

Results

As a result of moving multiple business units onto this single platform strategy, SEMA has:

  • significantly improved the customisation and automation of NAB’s customer communications
  • generated cost savings by switching off unnecessary digital platforms and aggregating email and SMS volumes
  • improved functionality for the teams who manage digital customer communications across the multiple brands.

Across Australia, all NAB brands can now communicate with any customer via their channel of choice and NAB are able to use the data they have about their customers to establish insightful communication tactics and deliver an enhanced, relevant customer experience.

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I would just like to pass on our gratitude to SEMA Vic and NSW for the achievement of getting our carbon dm campaign out the door on time with minimal issues.

Origin Energy - Customer Fulfilment Manager

In consultation with SEMA, the newsletter was revolutionalised into a highly personalised, targeted eNewsletter with an equally personalised print alternative (to fulfil bounce backs and for customers who express a preference to receive a printed newsletter).

NAB

We would recommend SEMA to businesses looking to work with a team of dedicated professionals who understand what your needs are and how to translate that understanding into the deliverables you desire. SEMA offer a consultative relationship over a vendor-customer based model and provide expertise in alternative solutions that you may not have thought of (you don’t know what you don’t know).

Lumo Energy - Elenore Lannigan, Fulfilment Manager

During a high profile crisis response project involving a global brand, the logistical challenges of communicating with customers became apparent during a fast-paced, uncertain environment and legally sensitive corporate crisis. We engaged SEMA to assist in a rapid response campaign that involved printing, collating and sending high-quality communications and fragile packages to customers. Their professionalism in managing this difficult project was second-to-none.

Go Crisis Management - Elmarie Marais

We have worked with SEMA for many years across a wide range of mailings; from stylised campaign DMs to BAU communications. What really makes them stand out is the level of service they provide and their advanced knowledge of data. The people genuinely care about their clients and the quality of work, and they’re always responsive and highly professional. Our data is complex; requiring sophisticated programming and SEMA have been consistent in providing clear and accurate DM communications for our donors/customers.

Charity organisation

I have always found SEMA staff helpful and very efficient. Having several thousand files on site with SEMA means that in emergency situations it necessitates a request for file to be scanned urgently. They respond quickly and regularly exceed my expectations. Similarly whenever we query any scanned documents they are very responsive to investigate and provide us answers and or solutions. I can recommend their services and would be more than happy to talk to any prospective clients.

Mackay Regional Council - Chris Wilesmith - Mackay Regional Council

The Examinations team had a very positive experience working with SEMA. The customer service provided and knowledge of printing was of a very high standard. I personally enjoyed working with the SEMA team. I would recommend SEMA to other universities if they were to approach you for examination printing.

ACU - Nik Linnell – National Manager TE&R, Student Administrative Services

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