Efficiency / France / Financial Services
Improving customer profiling and targeting capabilities
"As a result of working with Ipsos, the client increased the probability of contacting the ‘right’ prospect by 40 times."
Business issue
A company within the bank insurance industry were looking to identify and profile ‘worthy’ individuals that they should target, as well as improve their capability to target these individuals within their CRM system. Ultimately, the client was keen to adapt their go-to-market (GTM) approach, and their product offering, to tailor it towards these high-worth individuals, and improve their low incidence rate population in order to boost sales efficiency.
Our solution
As part of our solution, Ipsos conducted a U&A study to size their market and identify the best process for adapting the clients’ GTM approach. We then created a canonical segmentation solution, involving attitudinal survey data combined with CRM client data and open data, to highlight opportunities for leveraging survey insights, enhancing operational targeting for client call centres, and to foster alignment between teams.
Alongside this, we created a typing tool, allowing the client to classify customers in their CRM system according to specific segments. In turn, this enabled the client to use the segmentation functionality in daily business by assigning new customers to their corresponding segment through a properly developed allocation algorithm, and a bespoke Ipsos API.
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Impact
Ipsos’ solution had a three-fold impact. We enabled alignment between siloed insights and activation teams, we acquired and consolidated reliable data, and we ensured end-to-end operational workflow from segmentation to activation.
As a result, we increased the probability of the client contacting the ‘right’ prospect by 40 times.
