Our client, a subsidiary of a leading international health group, is the leading private health insurance company in Spain with more than 1.96 million customers. The client wanted to integrate all available customer information and leverage it for important, actionable insights.
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Our client's customer information was scattered across several systems and there was no comprehensive view of behavior. It was not possible to identify why, when, and how customers had churned.
- Extracted and unified all customer information in a data mart in order to exploit the data in the data warehouse. - Identified key variables to carry out customer retention actions, such as registrations, cancellations, number of registrations and cancellations, reasons for cancellation, and certain customer characteristics. - Created segments so marketing campaigns could focus on the most valuable customers.
The client now has a unified view of customer data. With a better understanding of customer behavior of those who register or unsubscribe, they can optimize retention campaigns, personalize offerings, and increase customer lifetime value.