Customer analytics to improve credit card revenue
We helped a Latin American bank develop a decision system to control attrition and increase revenue.
A Latin American bank was experiencing relatively low usage—along with high rates of attrition—in its credit card business. The client turned to Accenture, the bank’s analytical reference partner, for customer analytics.
We developed an analytics-based decision system to recommend the next best card action (NBCA) for each cardholder.
We implemented the models in the client’s analytical-probes platform. With each update of the source data, the system produces recommendations, suggesting actions and best ways (e.g., favored stimuli for higher rates of commercial effectiveness) to achieve the desired outcomes.
Through NBCA, the bank can conduct sharply targeted promotions that improve management of the client lifecycle and boost business outcomes. Based on experience in similar customer-analytics projects, we forecast results will grow by millions over the first year of system usage. Additional revenues are likely as the active customer base increases and the system gains sophistication.
Multiple Accenture assets allowed for fast development and enabled smooth integration into the client’s processes. The solution was built from a predefined data model, with analytical-model accelerators and predefined decision architecture. Built on an open platform, the solution is ready to be enriched with further predictive models designed for high performance.