MBD Consultores - Business Intelligence

MBD Consultores. Business Intelligence.
Success stories
OPERATIONAL INFORMATION: Datamarts - Dashboards
 
Need
Solution
Results / Benefits
Insurance
Structuring and merging of customer information disperse amongst a myriad of sources in the company´s systems.
From a policy view to a customer view. Design, creation and regular updating of the Customer Datamart in order to conduct ad-hoc analyses and periodic reports.
Organized and well structured databases of relevant customer information for monitoring sales in the portfolio (dashboard) and as a source of information for analysis, prevention of customer loss, cross selling, campaigns, etc.
Telecom
Structuring of the information related to the loyalty programme to improve it and maximise its customer impact.
Design and generation of Datamart (loyalty programme datamart) combining the key variables and business indicators with information on the use of the loyalty programme.
Source database for the dashboard monitoring the points programme.

Quantificación of the profitability of the points programme and cost reductions by adjusting stock more efficiently to stimated demand.
Subscription Services
Obtain relevant customer information on a regular basis for tracking and supporting the marketing and sales decision making process.
From a subscription view to a customer view. Generation of databases integrating all client information and design of a Customer Management Scorecard with a particular focus on monitoring high value segments.
Monitoring of business activity indicators and quantifying the results of campaigns.

Flexible and fast decission making: seizing commercial opportunities and detecting/correcting weaknesses.
COMMERCIAL MANAGEMENT: Furthering geographic expansion
 
Need
Solution
Results / Benefits
Insurance
Draw up a plan for expanding into new regions and for developing the operation in the current regions.
Study opportunities for commercial development: identification of regions to maintain, to develop, and ones to enter.
Definition of target region, plan of action, improvement in competitive skills and goals to be accomplished per region.
COMMERCIAL MANAGEMENT: Management networks and chanels
 
Need
Solution
Results / Benefits
Insurance
Redefine and unify the company´s existing Franchise Network model.
Measuring and definition of the skills model, and terms and rates of the franchise network.
Streamlining size and location of the network, into one standardised model, more commercially focused and equipped with the appropriate sales tools and support.
Subscription Services
Efficient operation of business channels and customer acquisition.
Customer-channel matching

Assign each business client to the most appropriate channel in terms of available resources, profitability and client development potential.

Historical analysis of customer behaviour through the various channels.
Plan for migration of customers between business channels and assignation of new clients to the best channel in terms of performance and profitability.
COMMERCIAL MANAGEMENT: Acquisition profiles
 
Need
Solution
Results / Benefits
Telecom
Identify the profiles of higher value clients in order to focus the acquisition efforts.
Segmentation of the client portfolio by socio-demographic and descriptive variables to determine customers with the greatest impact on client value.
Advertising and customer acquisition initiatives targeted at higher value client types.

Design and launch of products suited to higher value customer groups to encourage their engagement with the company.
Insurance
Implement a strategy for selective customer acquisition, rationalising available resources in the sales and marketing department.
Multivariate analysis using information from internal and external databases to establish the customer groups with a higher probability of becoming clients.
Greater effectiveness and ROI of the Customer Acquisition Plan through use of external databases.
CUSTOMER DEVELOPMENT: Customer loss prevention
 
Need
Solution
Results / Benefits
Telecom
Cutting the ratio of customers defecting through inactivity.
Identify the profiles of the customers with a higher risk of defecting and who display the right conditions for gaining their loyalty (soon after they become inactive).
Preventive action plan (via e-mail and contact centre) for customer groups with a risk of defecting, accomplishing a significant reduction in the churn rate.
Utilities
Minimise the percentage of business customer defections with the change from a regulated market to a free one.
Identification of the profiles with a high risk of defection based on the highest discriminating business variables.
Plan for building customer loyalty adapted to the profile and characteristics of each risk segment.
CUSTOMER DEVELOPMENT: Cross-selling
 
Need
Solution
Results / Benefits
Insurance
Increase the penetration of complementary products in a portfolio concentrated on one main product.
Development of a model for indentifying customer groups with a higher propensity to acquire complementary products.
Development of a sales strategy aimed at increasing the number of products purchased thus raising the return per customer and the average life cycle.
Subscription Services
Expand ratio of top products per customer in the portfolio.
Potentiality model for upgrading current customers in the portfolio from basic products.
Continual direct marketing campaigns to customers with a high possibility of upgrading, with record results.
CUSTOMER DEVELOPMENT: Non-payment prevention
 
Need
Solution
Results / Benefits
Telecom
Reduce the burden of non-payments in the portfolio.
Segmentation of customers by risk of non-payment through the most significant and discriminating variables. Segment profiling in order to guide preventive and client acquisition efforts.
Segmented customer acquisition, without strangling growth.

Significant reduction in the rate of non-payments through the implementation of mechanisms limiting credit to customers depending on their likelihood of non-payment.
Telecom
Increase the rate of non-payment recovery.
Classification of groups of customers according to the probability of recovering the non-payment and reasons for non-payment.
Increased non-payment recovery, through an action plan of recovery measures based on the probability of recovery.

Efficient use of resources by not pursuing recovery efforts with fraudulent customers or through impulse recovery actions.
CUSTOMER DEVELOPMENT: Strategic segmentation
 
Need
Solution
Results / Benefits
Telecom
Increase the value of each customer through loyalty building and/or customer development initiatives.
Customer Development Segmentation. Segment the Portfolio of customers by actionable business variables having greatest impact on the current and future value of the clients. Profiling the resulting segments and identifying some levers for action.
Design of an action plan for stimulating use and/or engagement adapted to the customer profile (to Develop or Retain and non-Actionable).

Raised acceptance of the actions, with an impact on revenue, through increasing the value of the customer and/or prolonging average lifespan.
Insurance
Develop customer management policies based on the value of the customer.
Definition of the algorithm for calculating the customer value. Advanced segmentation of customers by current and potential value of cross selling.
Programme of differentiated policies for promotion and customer service adapted to the value of the client, increasing the Satisfaction Index, mainly amongst high value customers.
CUSTOMER DEVELOPMENT: Behavior paths
 
Need
Solution
Results / Benefits
Subcription Services
Maximise the value of the current portfolio of clients.
Customer life-cycle analysis to determine his/her relationship with the company at any given time and establish the best product/service for his/her needs.
Implementation of a schedule of promotional offers by client type and according to their needs at any given time.
Telecom
Intensification of promotional campaigns (mass, high cost initiatives) of products offered to the portfolio.
Identify the typical paths followed by customers when acquiring/using products in order to implement actions suited to their needs at any given time.
"One-to-one" marketing actions to:

- Increase the number of products per customer.
- Reduce cost of procedures per customer.
- Increase customer satisfaction.
CUSTOMER INTERACTION APPRAISAL: Changes in costumer behavior
 
Need
Solution
Results / Benefits
Telecom
Decide between two product alternatives to be offered to the customer portfolio.
Analysis and evaluation of the impact on the behaviour of the customer and on the drop-out rate for each product option by performing a pilot test before launch, comparing with a control group.
Quantification of the impact on revenue and average customer lifetime of each alternative and selecting the one generating the greatest return for the company.
Telecom
Find out the impact on the customer of a price promotion with a high financial risk for the company.
Assess the effect on use, income and rate of customer defection deriving from the purchase of the offer in comparison with a control group of similar characteristics (Best Business Practice Method*).
Redesign and improvement of promotional efforts all of which obtained similar favourable results.
CUSTOMER INTERACTION APPRAISAL: Contact center information
 
Need
Solution
Results / Benefits
Telecom
To use information available in the company systems relating to contacts made by the client (via Call Centre, Website...) in order to deliver better customer service and raise the satisfaction indicators.
Design and generation of a Database (Customer Satisfaction Datamart) which combines the information from the contact centre (reasons, underlying reason, contact platform...) with data about satisfaction, behaviour, value and client attributes.
Dashboard for tracking customer satisfaction.

Significant improvement in the models for preventing customer drop out and cross selling by including variables and indicators relating to the use of the Contact Centre by the clients.
CUSTOMER INTERACTION APPRAISAL: Tools and programs
 
Need
Solution
Results / Benefits
Telecom
Acquire deep insight into the points programmes to establish their degree of profitability and determine the level of improvement or redesign required.
In-depth historical analysis of the points programme data from 5 angles:

* How and how often is it used?
* Who uses it?
* Who can use it?
* What effects on customer loyalty does it produce?
* What is it used for?
Redesign and refining of the points programme, widening access to it, segmenting client groups by type of use and measuring the performance of the programme in terms of reducing the churn rate.