First Data Resources

Julie

Customer data:

• Married with children
• Income: $75,000+
• Good spender
• Good payment history
• Calls customer service frequently

Scenario:

Julie uses her credit card frequently and almost always pays on time. But she’s not profitable to her card issuer because she often calls customer service asking questions about how much she owes, whether they have received her payment, etc.

The Strategic Communications Solution:

Improved layout and design of her statement helps Julie better understand how much she owes and how the total was calculated.

Additionally Julie was thrilled when she discovered that her issuer could proactively communicate with her through e-mail or text messaging, letting her know when her payment has been received, the amount of her next bill or if there has been any recent fraudulent activity on her account.

Julie’s demographic especially appeals to automobile manufacturers who would pay a premium to provide her with an “exclusive” marketing offer. Not only do they generate special discounts to build loyalty with her, but her increased purchasing also generates significant revenue for the client.

The Result:

Strategic Communications Solution improves account profitability by reducing Julie’s calls to customer service and generating additional revenue by providing loyalty-building offers from relevant third-party companies.

Mike

Customer data:

• A 33-year-old who likes to garden and work around his house
• Is shopping for a new home and recently applied for a home loan
• Occasionally shops at his favorite home improvement store

Scenario:

Increase Mike’s spending through individualized messaging and boost revenue through cross-selling financial services products.

The Strategic Communications Solution:

Through your data analysis, you know that Mike has recently applied for a home mortgage. Use this information to segment Mike from other customers and customize communications to deliver highly relevant, highly individualized correspondence and valuable offers such as a new lawn mower.

Build loyalty by offering exclusive customer discounts to Mike on mortgage loans such as $500 off closing costs. Additionally, receive notification if he seeks credit elsewhere, allowing for a quick response to his credit needs. You can also automatically reach out to him for this time-critical interaction.

Plus, attract his attention by sending automated two-way messages with special offers or by utilizing a full-color marketing message onsert on his next statement.

The Result:

Mike is moving into his new house, which will feature new landscaping, a new lawn mower and a new front door thanks to the great financial incentive offers he received.

Robert

Customer data:

• A 26-year-old who likes to look his best
• Private label clothing retailer customer who uses his card at least once a month
• Regularly finds himself paying late charges

Scenario:

Generate additional revenue by increasing Robert’s spending in-store while improving his payment timeliness.

The Strategic Communications Solution:

The next time Robert makes a purchase, he will be segmented based upon the demographic data provided by the retailer. With the information, his favorite clothing store can incent him to purchase complimentary items in the same line (i.e., a purchase of men’s jeans might trigger a discount on belts).

Well-timed marketing messages for an on-the-go person can also be sent directly to him via a wireless device, notifying him of valuable savings that are available.

Since Robert has difficulty paying on time, the due date on his statement can be highlighted with a graphic of a calendar circled in red.

The Result:

Robert looks great, thanks to his additional clothing purchases from the new clothing line. Plus, he now regularly makes his payments before they are due.

Sandra

Scenario:

• Retired with free time on her hands
• She likes to travel
• Once a loyal customer, she now rarely uses her credit card

Objective:

Increase Sandra’s purchasing frequency by selling space to third-party companies who provide discounted offers.

The Strategic Communications Solution:

Incent Sandra to move her card to “top-of-wallet” status through the use of rewards, coupons, checks or other special offers. Because she travels often, Sandra will receive an offer for a special loyalty program for seniors who love to travel.

Relevant messaging increases transaction volume through more targeted marketing campaigns specific to her demographic, while highlighting loyalty points on Sandra’s statement with simplified data-driven charts and graphs. It will also print out larger, easier-to-read statements for people like Sandra who are over the age of 60 and contain messaging that is worded differently than for customers who are significantly younger.

The Result:

Sandra spends more of her time on the road and less time sitting around the house. She has also increased her monthly transactions from two to 12.