In 1996, CEO Fernando Garcia Checa wanted to Customer Analytics part of the new strategy of Bancaja. Bancaja, a savings bank based in Valencia, Spain, has been expanded and wanted to share information about their customers in order to increase economic efficiency. At the same time it was pushing for innovation in the emerging Spanish credit card market. To avoid the significant investment of time and money that a large-scale customer relationship management (CRM) project, would the bank decided expl … Read more »

In 1996, CEO Fernando Garcia Checa wanted to Customer Analytics part of the new strategy of Bancaja. Bancaja, a savings bank based in Valencia, Spain, has been expanded and wanted to share information about their customers in order to increase economic efficiency. At the same time it was pushing for innovation in the emerging Spanish credit card market. To avoid the significant investment of time and money that a large-scale customer relationship management (CRM) project, would the bank decided its services with a smaller pilot project exploring. It appointed to design a CRM project team and implement a project focused on credit cards. Describes the challenges of Spanish credit card market at the time, involved the methods for profiling credit card customers and the variables in the design of an optimal credit card. Concludes with a consideration of the decisions that had to make the CRM team in the design of the project, such as whether use of conjoint analysis or implement a mini-campaign.
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from
F. Asis Martinez-Jerez,
Katherine Miller
Source: Harvard Business School
16 pages.
Release Date: 14 February 2007. Prod #: 107055-PDF-ENG
Bancaja: Developing Customer Intelligence (A) HBR case solution

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