Project In a Nutshell​

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• Led by the Consumer Banking Group and CRM function

• Stakeholders included

- 1 Business Unit 

- 2 Support Functions

• Qualitative research

- with 10+ existing customers

- with 10+ churn customers

• Synthesis

• A New Churn Tendency Model based on customer insights

- 4 categories

- 8 archetypes

• Analytical validation together with the CRM team

- several iterations

• Together with the project team, we developed robust initiatives

- to gain newly acquired customers 

- to retain existing customers 

- to minimize churn 

• A holistic customer oriented churn management program is designed