The Results
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The Execution
The client, a credit service company offering a range of credit and finance products, manages data for approximately 2 million actively transacting customers. The client grappled with challenges related to ineffective marketing efforts and missed revenue opportunities. The business units heavily relied on the BI team for data extracts due to siloed datasets, causing operational inefficiencies, execution delays, and straining resources.
Data Fragmentation and Management Complexity
As the company expanded, the surge in customer data across multiple systems and marketing channels led to fragmented data silos. This resulted in incomplete records and inconsistent data quality, impacting all business units. This fragmentation hindered a comprehensive view of the customer journey, undermining the accuracy of customer analysis for segmentation strategy and activation approaches.
Overreliance on BI for Data Access
Business units were reliant on the BI team for data extracts due to the isolated nature of datasets, preventing them from obtaining data autonomously. This caused a bottleneck, resulting in time-consuming processes, project timeline delays, and an overburdened BI team. These challenges collectively impact the overall agility and performance of the business.
ADA implemented a system that enables direct, self-service data access for business units, crucial to streamlining workflows, expediting decision-making, and relieving the excessive demands placed on the BI team.
The Approach
With the implementation of the Customer Data Platform (CDP), the client could unify customer data from all sources, cleanse it, and make it available for analysis, segmentation, and activation. The solution enabled the client to personalise interactions and deliver a better customer experience. By consolidating customer data into a single source of truth, they could perform credit criteria analysis and improve the SLA / abandoned rate when handling customer inquiries. Furthermore, the CDP solution eliminated the need for multiple tabs to view customer information in our core system, thereby increasing productivity.
The Master Segment Creation feature was used to develop a Centralised Customer Data Repository. This repository efficiently stores all relevant customer data, including personal details, contact information, current active product details, past application history, card transaction details, loan repayment history, etc. Additionally, a comprehensive Data Dictionary was created for business users.
This implementation provided the client with a unified 360-degree view of customer data, significantly enhancing data integrity and management. It aided in the accurate creation of customer segments, enhancing marketing and customer service strategies.
To address the challenge, ADA developed three automated dashboards using Power BI, exporting unified customer data from the CDP. These dashboards include a Single Customer View Dashboard, a Cross-Sell Campaign Report, and a Customer Demographic Dashboard. The primary goal was to reduce the reliance on the BI team by providing direct access to essential data visualisations and insights.
The dashboards featured performance metrics, interactive filters, and clear data visualisations to track progress towards specific goals, customising views based on individual needs, and displaying data in an easily understandable format.
This implementation enabled business unit teams to take swift actions, reduced the turnaround time for generating insights, and ensured data accuracy by eliminating manual processes. The prioritisation of these dashboards was determined by the project team, aligning with the specific needs of different business units within the company.
