Increase penetration into high value segments.
A $878 million financial institution had a significant number of single service households. The decision was made to target these households in order to reduce attrition and solidify banking relationships.
After a detailed customer segmentation, based on income producing assets outside the financial institution, customers were identified who had only one product, but were in a category with a higher propensity for banking relationships. This information was used to create a packaged offer.
A robust response rate resulted in successful cross-sales, generating approximately $147,000 in annual profits in just a 4-month period. A segmentation process was also completed for business customers, and ongoing marketing efforts are enhanced by support, training and expertise from the MARQUIS team.
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