Case Study

Global Credit Card Issuer

In order to achieve their business growth objectives a global credit card issuer with a very large and high value customer base needed to:

Situation

The issuer had a very product-centric marketing process in which individual marketing managers had marketing responsibility for their own products and competed for opportunities to target the full customer base with their offers. Inevitable conflicts over which marketing manager had access to the customer base were resolved on a quarterly basis via arbitrary decisions by the division president. As a result:

Solution

The NAS partners developed and delivered a more customer-centric approach:

Results

The new, customer-centric process reduces internal marketing conflict and ensures that more customers receive more relevant offers resulting in:

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