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• Major losses in the bank’s personal checking accounts
• Increasingly wanted value and personal service
• Fierce industry responded to deregulation and new niche market entrants
• Changes in banking regulations
• Smaller banks changed their focus away retail banking or were acquired by larger banks
• Deregulation of the financial industry allowed crossover between banking, trust, securities, and insurance which had been kept separate
• Internet banking and lowering of protections for domestic banks allowing foreign banks to enter the market
• CRM system could allow its personal bankers to access a customer’s transaction history
• Address, age, and account balances
• All contacts the customer had at any company location, phone center, or Internet site
• What level of service the customer qualified for, based on current and future profitability
• What products the customer held at the time of the call
• What products the customer was targeted/approved for by sales and marketing
• How the customer responded to targeted direct marketing campaigns
• Call centers, branches, and direct mail are critical to the customer experience
• The consolidation of the regional sales and marketing groups meant that instead of calling regional offices for lead lists, branches received lists from the sales and marketing office in Toronto
• Everyone had access to the “lead” list and it was available electronically
• Account manager work was done more efficiently because they knew the customers needs
• Needed more robust profitability measurement
• Helped align the sales force around customer profitability and planted the seeds for the new customer-centric organization
• To better understand customers for better decision
• To find out about Lifetime value individually
• They used aggregate information rather than actual data
• Bank analyzed its customer base and distributed the customer profit over deciles
• 20% accounted for 100% of its profit
• Used 3 model “A” customers made the most profit, “B” customers made some and “C” customers broke even or lost money
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