The rise in new customer data sources over the last couple of years has led to a renewed focus on CRM.  Whether you are an issuer, processor or retailer, it's hard to avoid the challenge of handling a growing number of feeds from different sources, in particular social networks.  Great CRM can harness this data and generate returns well above the norm. 

Any payments business with a stable customer portfolio faces the following dilemma:  how do we price to maximise value in the long run?   Good CRM can shift the revenue/attrition curve in a positive direction, by improving targeting, increasing revenue per customer, lowering attrition in target segments, refocusing sales resources, etc. 

Explundish has delivered a wide range of successful CRM projects. We help our clients in a number of ways from defining the initial approach and business case, to selecting the right platform (or combination of tools), right through to implementation and benefits realisation.

Our differentiators in this area include the following:

- Able to combine business-led and technology-driven approaches, as required

- Truly independent, not committed to any vendor (happy to re-use existing platforms as appropriate)

- Hands-on experience of managing payments customer portfolios (B2B and B2C)

- Many successful CRM implementations

Examples of our project experience are described below.

For a commercial card issuer

With attrition rising, and volumes and revenues falling, this customer portfolio appeared to be in long-term decline. A closer examination showed that certain segments of SME customers were proving highly price-sensitive, and bringing in very little value. Working together with the client, Explundish helped to trace the root causes to the product mix and targeting approach. After several rounds of analysis, it was agreed to make series of significant changes impacting all areas of the portfolio, including pricing, risk management, sales targeting, product sales strategy, and performance metrics. These were implemented using a new scoring and segmentation framework running on existing technology (no time or budget available to change systems). Recent results suggest that the portfolio has stabilised and could be growing again soon.

For a prepaid mobile card issuer

Explundish defined the approach and technology used to manage relationships with small retailers across a territory, and to incentivise card distribution and activation/usage.