International Payments Leader

This global company needed to reduce their excessive acquisition cycle times and high costs.

This provider had inconsistent customer acquisition processes and results measurement across markets:

• Each country developed and managed their own acquisition process, independently buying lists, determining quantities, allocating channels and managing results reporting
• Reported results were not comparable across countries resulting in no insight into the marginal results
• Cycle times were long and restricted the ability to deploy available marketing dollars released from the corporation

The NAS partners helped this client identify the issues and implement a standardized process to resolve them including:

• Deploying a common set of capabilities in multiple countries
• Defining common results reporting across countries
• Standardizing the customer data process in each country, even though the actual data had vast differences
• Retaining each country’s unique prospect database, response/approval models, channel management and execution
• Clarifying how to define, measure and report return on acquisition investment (ROI)

Cycle times and marketing costs were dramatically reduced:

• Process times were cut by half
• Marketing spend can now be intelligently reallocated and rapidly deployed by country, product and channel, plus rapidly deploy those investments
• Individual markets can now productively allocate far more corporate investment than they had been able to in the past.
• Total ROI has increased due to understanding ROI at the prospect level, providing the ability to limit unproductive spend at any level in any market, channel or product.
• Competition between products for the “best prospects” is now managed based on the expected prospect ROI vs internal debate
• Cycle times are now rapid enough to enable testing of multiple factors driving customer behaviors with learnings from one market often validated in other markets despite the historical notion that consumers behaved very differently by market