A large, global financial services company—serving millions of customers in the UK market—wanted to develop an analytics strategy to improve its understanding of customer behavior across digital channels. Accenture developed a comprehensive strategy with tools to suggest appealing offers based on customer preferences and digital behaviors.
A team of analytics specialists consolidated data from numerous sources, including mobile, online, social and branches. The team also implemented central technology systems, providing a platform for advanced analytics, more comprehensive and agile reporting, and segmentation of dimensions such as product propensities, shopping styles and stages.
The analytics service has been transitioned to in-house client management, and the service is in high demand. The “stickiness” factor has improved, which means customers are staying online longer rather than becoming impatient and moving on, potentially to competitors’ sites.