Case Study | RealTime risk-based customer acquisition decisions
Our client, an on-approval mail order company, was experiencing low overall contribution from their inbound marketing channel. Despite high acquisition volumes, analyses showed that customers whose first order had been taken on the phone in response to a television advertisement had a higher propensity to low level first party frauds, return goods and default on payments. They also showed less uptake on upsell offers.
The challenge in improving the overall profitability of inbound marketing for this client was to develop a call centre solution. We worked with the client to create a bespoke coding signature, which we then grouped into four key segments. Each had its own payment profile and offer. Our sub-second web-based look-up system means that telesales agents are served an appropriate script for a particular individual whilst they are taking their personal details.
To find out the impact this had on long term profitability, please download the case study in full.