Case Studies

Debit CLM Healthcheck

Business Challenge

Insight undertook this project as a healthcheck for an existing Debit product where the Issuer was experiencing low activation and retention as well as high ATM usage

Deliverables

Through both on-site interviews and analysis of data provided, Insight reviewed and evaluated the following areas:

• The current marketing materials
• The existence/effectiveness of cross selling strategies
• Product construct relevance
• Product management effectiveness
• Customer segmentation strategies to maximise customer targeting initiatives
• Customer communications effectiveness
• Retention/customer management techniques

Impact

Detailed recommendations and suggestions for both short-term fixes and provided a mid to long-term strategy for the product.

Credit Portfolio Diagnostic

Business Challenge

The Bank was keen to grow their business and establish appropriate marketing capabilities and portfolio management activities are a pre-requisite to this. Our challenge was to provide the Bank with a detailed understanding of its portfolio, particularly in respect of customer behaviour, to help it prioritise opportunities for growth and articulate what measures need to be taken to achieve that growth.

Deliverables

The key deliverables of the engagement were as follows:

• Portfolio Segmentation Report: Detail the characteristics of the Bank’s credit card portfolio, illustrating through multiple lenses the evolution of the portfolio over the past 12-18 months This will be updatable by the Bank on a monthly basis and thus allow the monthly review of progress against activation and balance growth objectives.
• Portfolio Findings and Recommendations report: Identify segments of the portfolio that should be nurtured and segments that require remedy and layout a suggested calendar of marketing campaigns.
• Campaign Business Case Template: Allow the Bank to model the projected benefits of common activation and balance growth campaigns.

Credit and Debit CLM Toolkit

Business Challenge

The client, a major global bank, recognised that its marketing staff lacked structure and knowledge in order to optimise customer lifecycle management activities across its debit and credit portfolios. 

Identified 4 key markets (Egypt, Mauritius, Kenya, Botswana) and sought a consistent but market-customised set of tools to automate the decision making process for CLM marketing initiatives by stage/customer behaviour across its card products.

Deliverables

A series of tools to assist staff in understanding and executing CLM activities for each of the 4 markets and 4 key stages of CLM, encompassing:

• CLM Solutions Matrix – Excel based tool allowing staff to input customer profile criteria and generating a recommended CLM treatment plan with templated solutions
• CLM Activity Calendar of 12 key activities per annum – who to target, when and how
• Online learning module Including overview of CLM , the four CLM phases, typical activities per phase
• Local Guide – practical instructions on how to execute and measure initiatives (1-2 pages).
• Onsite workshop explaining the key aspects of CLM, how they relate to their specific market/customer base and opportunity to ask questions, showcasing examples of best practice.

Impact

Consistent customer comms, improved customer engagement and ultimately better portfolio profitability.

Acquiring Simulation Workshop

Business Challenge

We recommended to our client, a leading card payments processor, a series of training courses and webinars for their staff to help them understand the issues and opportunities their own clients face, to ensure all areas of their business have a common level of understanding and are client focussed.

Deliverables

We developed a series of training courses to specifically meet the training needs of our client. The 2 day Acquiring workshop formed part of this suite of educational courses.

The workshop was a simulation based workshop which enables individuals to be able to experience what it is like to launch and manage their own payment product. They combine theory with practical group activities that encourage collaboration, teamwork and decision making. In our experience, this introduces an element of interactivity and team competition that takes our training to a different level. The 2 day acquiring workshop covered the following:

• Understanding the acquiring Arena
• Merchant Acquiring Fundamentals
• Overview of the Acquirer Value Chain
• Acquiring Profitability Dynamics
• Acquiring Strategies
• Understanding geographical differences in Acquiring
• Shifting Dynamics of Acquiring and Impacts on Profitability

Impact

Workshop run in 3 different locations, 100 employees, to ensure all employees understand fundamental flows and financial dynamics.

Campaign Management Healthcheck

Business Challenge

A major Indonesian issuer sought an independent review of their Campaign Management  processes.  We undertook a Healthcheck across their entire credit card portfolio, reviewing their current use of segmentation in developing marketing campaigns, their existing internal processes for campaign development and management, and their pre and post campaign financial modelling and analytics.

Deliverables

Through both on-site interviews and extensive data analysis, Insight reviewed and evaluated the following areas against industry best-in-class examples:

• Current portfolio segmentation framework
• Existing campaign management processes
• Annual marketing plan and campaign calendar
• Adoption of full customer lifecycle management
• Current financial model used for pre-campaign assessment
• Proposed tools to be used for post-campaign appraisal

We delivered diagnosis and interim findings (on-site) and delivery of a final report with detailed recommendations.  The final report provided, amongst other things, the relative ease-of-implementation and proposed prioritisation for each recommendation together with a set of detailed appendices with supporting information to assist the client during implementation.

Impact

Key errors in modelling identified and rectified enabling better decision making around campaign effectiveness.

Card Acquisition Optimisation

Business Challenge

Our objective in working with our client (a Caribbean Bank) was to help them in achieving their goal of acquiring 20,000 cards in a year while structuring sales channels for consistent growth in acquisition. The initial stage of our effort focused on optimizing their Sales Agents and Branch acquisitions though a Sales optimisation program with integrated training and development.  

Deliverables

Insight approached this opportunity in 3 phases as follows:

• Phase 1 – Card acquisition overview assessment and diagnostic
• Phase 2 – In depth  training program for both Sales Agents and Branch Staff
• Phase 3 – Development and execution of the sales campaign and follow up support

Impact

Successful first quarter sales campaign with significant uplift on prior trend and momentum build through sales force and branch sales development

Issuing & Acquiring Healthcheck

Business Challenge

The Bank had an underperforming issuing and acquiring book despite a market-dominant position and wanted to explore opportunities to revitalise the card issuing portfolio as well as examine strategies for the strengthening of its merchant acquiring business to compete both in the domestic market and prepare for cross-border acquiring.

Deliverables

Insight advised the bank through a detailed Healthcheck approach. A strong financial model was key to the success of the 4 key deliverables below:

• Review and examination of the current Cards Business of the Bank
• Cost Review & Pricing Strategy: Review of the current interchange and other costs and formulation of an overall pricing strategy for the Bank related to cards
• Recommended strategy: Business Case outlining card issuing and acquiring business strategy, risk assessment and risk management
• Outline future Opportunities: Study and advise the opportunity of cross-border acquiring and issuance, by reviewing the regulatory requirements of the Central Bank, Card networks and the merchant countries

Impact

Identification of deficiencies and missed opportunities in the home acquiring market led to a new pricing strategy and improvement of sales processes.  Issuing book was optimised and incremental income opportunities exploited.

Loyalty Scheme Development

Business Challenge

Insight worked with our client, a large issuer, to determine if they should re-launch an existing loyalty programme or if they should design and launch a new loyalty solution.  The client had several challenges relating to the relevance/appeal of the current programme as well as the devaluation of points accumulated due to market forces

Deliverables

We used our proven methodology and team of SMEs to help deliver a phased and analytical approach to support the banks decision based on a combination of:

• Understanding of the overall loyalty arena (Global Trends in Loyalty, Business Challenges, Best Practices, etc.)
• The Bank’s Customer Understanding including data analytics
• Diagnostic of current/past Loyalty Program/behavior and market factors
• Evaluation of ideas for a new loyalty program with projection on spend behaviour/uplift

Impact

New Loyalty strategy developed adding important dimensions of multi-merchant discounts, cross-product and multi-channel rewards

Credit Risk Simulation Workshop

Business Challenge

This was part of a series of successful credit risk workshops we have run for our client, a large Global Bank throughout Europe and the African Region over several years.  The workshops are designed to formalise learning among established credit risk professionals within the bank to ensure a consistent understanding across the organisation as well as act as part of the induction process for new employees in the credit risk area.

Deliverables

We administered and delivered a 2-day workshop which  included a simulation and presentations for our client in Cairo, Egypt. The simulation ran over a five-year period and participants made a series of decisions related to strategy, marketing, risk and operations for each simulated year with the objective to create the most profitable card program.

 The workshop included the following modules:

• Profitable Portfolios
• Card Propositions
• Managing the Risk
• Collections
• Fraud Overview and trends
• New thinking ahead

Impact

Feedback from the delegates was extremely positive, with all attendee completing a feedback form. The overall rating for the workshop was 4.65 out of 5 and our consultant’s knowledge of the subject scored 4.85. 100% of attendees said  they would recommend Insight for future workshops.