Our client wished to increase sales of savings products to its existing customers.
The key messages for a communications campaign needed to be identified, and this was done quantitatively amongst a cross section of the customer base.
Analysis of the data as it came in - which CATI platforms allow - enabled us to quickly highlight variations in customer requirements depending on the nature and depth of their relationship with the provider. Key product attributes varied substantially depending on customers' existing product holdings.
We reviewed the composition of the sample with our client and established a quota design based on the patterns of product holding.
On this more robust basis, scorecards were then developed to help target future communications more precisely.