HOW DOES IT WORK?
At the heart of the Customer Value Maximization Platform is a Continuous Prediction Engine. This engine continuously analyzes customer behaviors looking for hundreds of signals about the state of the customers’ finances.
100s of customer signals
Such changes in account balances, app usage, value and frequency of transactions, unusual credits or debits, and many others indicate a shift in the financial status quo of the customer. Such shifts provide an opportunity for the financial institution to either grow value, or engage with the customer.
To illustrate, it tells the financial firms that Jim got a bonus. Or Mary did not transact with her debit card last month. Or Andre’s relationship declined again.
No Debit Card
TRANSACTION Last Month
And since Jim has some excess money in his account, it naturally follows that he has the potential to put some money into an investment account. Similarly, Mary’s inaction implies that she may be preferring some other debit card to yours and she should be encouraged to swipe her card more often. And Andre may be shifting his primary financial institution relationship and should definitely be motivated to upsize his relationship.
May have a banking
The Continuous Prediction Engine automatically scans for hundreds of such signals. It also
automatically groups customers with similar behaviors into segments. So, customers like Jim who have excess cash in their account get grouped into one segment along with Jim, while customers like Mary who did not swipe their debit cards get grouped into a different segment along with Mary.
'Potential to invest'
'Can swipe more'
'Upsize the relationship'
In sashays the Business Value Engine. It automatically determines the best course of action for each customer segment. It determines that customers like Jim who have excess liquidity should be targeted for an Investment Cross-sell or Upsell, while customers like Mary who have been inactive should be targeted for Activation, and customers like Andre who are declining should be targeted for a balance build-up program.
Cross sell a Money
Market account product
Send an Activation
Target with a Balance
Cross sell a more
relevant product – IRA
Not just that, the Business Value Engine also checks if Jim already has a Money Market Account. If he has already funded his Money Market Account sufficiently, then it determines that an IRA may be a better investment vehicle for Jim.
Automatic selection of
maximum value program
Now what happens if Jim is eligible for multiple offers? Say, a Mobile App activation program, and an Investment product Cross-sell? In such cases, the Business Value Engine automatically selects the program which has maximum value for the Bank.
Next, the Business Value Engine takes action by shooting out a personalized communication to each customer - over Email, Text Messages, Mobile App Push Notifications, Direct Mail and Voice / Robocall - to influence them to take action of benefit to them and value to the Bank.
Note that this is not your Grandma’s marketing platform though. If you are familiar with Marketing Automation tools, you know the effort involved in cutting lists, deduping customer profiles from multiple lists, attaching and personalizing creatives, setting up tracking codes, attaching Call to Action buttons and tracking responses. The Business Value Engine automates every single step. It requires zero human intervention. Let us repeat that: ZERO human intervention. This ensures that marketing programs are shot out on schedule without any process failures or human effort.
Not only does the messaging happen automatically. The Customer Value Maximization Platform also captures and analyzes all response data automatically. This analysis is then used to predict future responses automatically. So, if Andre responded to an email for a Usage Increase on a Wednesday morning, then that data is automatically analyzed to predict likelihood of response for the next program targeted at Andre and customers like Andre. This virtuous cycle continuously improves response rates and customer consumption.
To sum up, imagine a system that keeps identifying subtle, almost invisible signals in customer behaviors, creates customer segments, predicts the best course of action for each segment, triggers the most relevant and effective messaging for each customer and optimizes concurrently and autonomously.
No such system exists
in the world today. This
changes the way Banks
grow value from their
However even though the Customer Value Maximization is fully automated, it incorporates a number of safety valves. To ensure that customers are not saturated with marketing communication, the system employs a Customer Contact Governance Policy which limits the number of times a customer can be contacted within any calendar period. Also, there are Maker Checker workflows built in. Compliance approvals are also configured into the workflow.
Effectively, the Customer Value Maximization Platform can be considered a Data Sciences and Marketing Army in a box. Using just one FTE and a system of two button clicks, your Bank can suddenly become the most omniscient, omnipresent financial firm in the world.