John Stefek Presenting at NJAMC
So, how did a sales guy and marketing guy end up in collections? Yes, that kind of collections—where someone calls and reminds you that you haven’t paid your bill. Just like engaging a new customer to make a sale, engaging a current client to make an overdue payment requires skillful communication.
John Stefek, Senior Vice President of Citi Bank, knows a thing or two about those skills. We caught up with him prior to his panel talk recently. One thing we had to know: How do you apply marketing muscles/strategies to a non-marketing role (such as collections)? John told us, “You use a lot of the same techniques with customer segmentation, creative testing, and optimizing the funnel in order to get people to pay rather than getting them to buy something.”
To close overdue bills for Citi Bank, Stefek flexes almost legendary outbound marketing muscles to hone in on his customers. Using marketing segmentation and attribution channels, you can track customers who are overdue, and take the correct steps to reach them.
“Attribution is like a surfer trying to find the perfect wave. You might find some good ones, but that perfect one is hard to attain. How do you find success in the good ones?” ~ Joh Stefek
While riding the wave of direct phone calls tends to still deliver great results, recent trends have pointed towards digi-centric communication methods like email, but Stefek warns to always keep changing laws like GDPR in mind.
What is he excited about?
One thing that Stefek is excited about is the science of user-experience optimization. This allows companies to know when you’re on your phone, in turn giving them insight on when to best contact you. Creepy, perhaps, but ultimately highly effective—which bumps your odds of reaching that customer with an overdue credit card bill.
With a brain fueled by science and a passion for data, it’s no wonder that Stefek found himself crossing the waters from marketing to collections. Precision+passion=a winning combination.
Curious and want to learn more?
Join us at our first Not Just Another Marketing Conference. Find details, buy tickets, and more here.