CASE HISTORY
1. Behavioral segmentation
To identifily similar behaviour between the customers of the prepaid, pay-per-view, satellite television with the objective to better form the content and schedules of certain programmes
Forecast the performance based on expected sales of vauchers
Classification of the users through a RFM (Recency, Frequency, Monetary) index
Segmentation within the best clients and identification of behavioral macro-clusters
Construction of a forecasting model in order to predict the expected sales of vauchers for a given period of time
The analysis showed a significant potential to schedule not only football games (the content mostly watched by the users):two diferent segments of football-watchers were found, along with two other clusters who were interested in different than sports content
This results helped the management enrich the program offer
Moreover, this research was used also to study the seasonal behavior of the clients so that the forecast of the financial results, in terms of consumption of vouchers, could be optimized
2. Client portfolio analysis
Analysis of customer base in order to position and segment customers, manage groups of clients in a consistent way, find a priority order among the various clients, identify threats and opportunities related to the configuration of the portfolio
Identifucation and analysis of different types of internal information:
Economic information (price, margin, service costs,…)
Attractiveness and potentiality information (sales and trend analysis, development of markets for clients, brand value, know-how,…)
Relationship information (service levels, degree of interaction,…)
Competitive information (market share,competitive dynamics, supplyer analysis,…)
The research and analysis of the client portfolio gave the possibility to measure the attractiveness and potential of each client
The ABC analysis of the client database was enriched by some indicators:
RFM (Recency,Frequency, Monetary value), a numeric profitability score for each client
IFC , a fidelity indicator
4 groups of clients were identified and are going to be monitored : New (9%), Consolidated demanding (7%), Consolidated (36%), Declining (47%)
The analysis showed alto the scarce convenience of serving some clients (Marginal and Tired, 1%) and the investment in Prospect clients
3. Credit rating and Scoring
Assess the risk associated with granting of credit through the development of a process of internal ratings in accordance with the provisions of the International Watch Organs
Development (and validation) of scoring models and statistics- based rating. Estimation and evaluation of exposure in the portfolio, using three indicators: PD (probability of default), LGD (loss given default), EAD (exposure at default)
The developed rating system allows you to classify and predict the probability of default of each customer (including new or potential) and obtained authorization from the Bank of Italy
4. Customer satisfaction
Measuring the quality of service through the real perception of customers to build and nurture a system of incentives for the employees
Marketing research repeated annually with 10,000 personal interviews with customers of the service:
- understand the needs and evolution of customer behavio
- monitor, manage and maximize customer satisfaction
- measure the quality and performance of services
Each year, the satisfaction and the perceived quality of the service increased by 0.5%. The incentives system permits to link the incentives of employees with good customer satisfaction
5. Competitive positioning
Observe the current positioning of the product in the market and identify the dimensions that differentiate it from those of the competitors
Telephone-based Marketing research with 700 customers devided between 3 different targets. The reference sample evaluated a set of 7 products in relation to 15 identified attributes (comparative satisfaction)
Construction of the "perception map" which clearly shows the differences and similarities between products, as perceived by the customers. Marketing actions were planned and executed with regards to the 3 different targets
6. Brand awareness and brand image
Measure the brand awareness for a set of clothing firms from the high-end part of the market, the perception and satisfaction of well-known brands
Perception of the brand and of the key competitors as seen by the clients
Extensive quantitative research across Italy, with representation at macro-regional level (1200 interviews): measurement of spontaneous and guided recognition of the brand and 10 competitors
Different campaigns have been adopted based on consumers’ characteristics and the brand positioning compared to competitors in each geographic area, with the aim to uniform the image of the brand across Italy
7. Time series and forecasting
Provide the best forecasts in terms of packages shipped via a courier, based on historical series of five-years, in order to optimize the size and process of shipping and logistics for personnel and equipment
Using the time series analysis forecast models were generated for ten different branches, selecting those with the best performance in terms of error
The customer could then optimize logistics, recruitment of staff, based on the forecasts generated, which lead to significantly reducing the error and consequently the costs