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Our client's marketing division decided to
run a campaign to encourage mortgage customers to stay with the bank.
They used the expertise of one of our consultants to carry out a predictive
modelling exercise to identify those mortgage customers most likely to leave the bank.
Our consultant was involved in collecting relevant data on all mortgage customers that had left,
and in performing quantitative analyses on that data.
Applying statistical techniques, our consultant identified those
factors that identified a customer with a high probability of being dissatisfied.
He then applied this model to all mortgage customers, ranking them in order of their
likelihood to churn.
Our client used this work to reach out to those dissatisfied customers, with a targeted
marketing campaign. Our client reduced the customer churn rate by a half, providing a
Return On Investment of several hundred percent.
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