1. What would you say is the main goal of Bancaja implementing a Customer Intelligence strategy?
The objectives are aligned with those of CI, which is to have a 360 view of the customer, meaning, having the ability to aggregate all the data about a customer in a single view and also to be able to segment the customer base in such a fine-grained to implement a pure one-to-one marketing.
In the first term, Bancaja was aiming to solve the 3 main issues the organization was facing:
· unity of the group
· Cost-efficiency
· segmentation of commercial actions
Bancaja’s CEO believed that CRM could be the best way to achieve their objectives. By implementing Customer Intelligence, they’d be able to:
· Build customer loyalty based on the knowledge Bancaja has on their customers
· Design potential client criteria to elaborate marketing campaigns depending on profiles.
· Anticipate behaviour patterns of their customers
· Maintain growth in order to know which business objectives to develop in every segment.
· To avoid crossover of different campaigns as it was happening at that time.
2. What are the strengths, weaknesses and opportunities Bancaja was facing in its Customer Intelligence implementation?
Strengths:
· CRM implementation is a mandate from top management (CEO). The bank had a leader who is willing to risk crossing new boundaries in order to obtain better results
· Strong Brand.
· Strong customer orientation
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