SucCesS Stories

Customer Profiling: Success story

Client & Challenge:

Client: A major Indian Bank with about one million credit card customers.

Challenge: Increase Credit Card Spending by customers to augment swipe fees besides the existing revenue streams of annual fees, interest on incomplete payments and merchant charges for transactions.

Issues Involved:

  • A measure was needed to deviate from blunt and direct measures like cash back on transactions and discounts which spread the marketing budgets a bit too thin.
  • Client wanted a micro-focused intervention campaign with minimized intervention costs and maximized 'bang for marketing buck'.

Aspect Ratio Approach:

  • Analysed each customer on the basis of recency, frequency and monetary spending value per month (RFM).
  • Assigned an ‘RFM’ value to each customer.
  • Special Offers were designed for each category where a spending weakness was located – these included ‘WOW’ offers for lost customers to be lured back(weak R), incentives for increased monthly transactions(weak F) and incentives for increased monthly spending (weak M).
  • These incentives were offered with monthly billing in order to reduce intervention costs for the client bank.
  • An additional separate analysis was carried out to identify ‘Merchant Category’ of spending and cross-category offers were sent to customers to increase their spending on alternate categories and to increase the share of wallet across all categories.

Customer Profiling: Success story

Client & Challenge:

Client: A chain of beauty Salons

Challenge: Acquire and widen the customer base for their premium end services.

Issues Involved:

  • Sending introductory offers to all the customers was an expensive proposition.

Aspect Ratio Approach:

  • Analysed customers who were currently buying premium services.
  • A cluster analysis was run on these customers.
  • Clusters were formed around pin codes, age and other products/services purchased.
  • Introductory offers were sent only to select clusters.
  • This specifically targeted action plan yielded a higher response than it would otherwise have had the exercise been conducted randomly on all present customers.

 

success stories


Contact Us

Tel.: 020-66226001 / 66226002
Email: info@aspectratiodata.com

Client Speak...