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BANKING & FINANCIAL SERVICES

When Digital and Offline Worlds Collide, the Impact Is Big


The Challenge

With digital interactions now a large part of consumer behavior, a great opportunity exists for companies to capture, analyze and leverage those exchanges for decision-making. A large U.S.-based bank recognized this opportunity. But creating a complete view of a customer is a complex task when online and offline channels are involved and data must be integrated.

The bank realized that bringing these discrete data sources together would improve advanced customer segmentation for targeted marketing and, ideally, increase lead generation, conversion and revenue. It partnered with Cognizant to create a holistic view of consumer behavior.


Our Approach

Cognizant helped the bank implement an off-the-shelf marketing solution across its online and mobile channels. The solution stores and integrates data from these digital channels as well as the bank’s offline systems. An integrated tool captures digital data and creates a complete customer view across data stores.

To better support the bank’s marketers in decision-making, Cognizant increased the frequency of data movement and implemented an analytics platform. We also provided dashboards and visualization tools to clearly represent customer behavioral data.

A Better View Ensures a Better Outlook

Our partnership enables the bank to continue to improve its customer engagement capabilities. Cognizant also provides leadership in campaign design and customer experience, enhancing the bank’s customer-facing services and driving its innovation initiatives. With further improvements underway, the bank will continue to benefit from its new omnichannel capabilities.

167%

increase in annual targeted campaign revenue year over year

25%

risk-adjusted three-year return on investment

97%

of known customers are now correctly targeted, up from 50%

178%

increase in total campaigns launched


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