Financial Services
Leveraging data to improve client acquisition for the wholesale banking segment
10 Jan 2024
Context- Client
wanted to grow their wholesale banking business by acquisition of new clients,
decreasing attrition, and deepening existing relationships by leveraging
internal bank data and external data sources
- Client
wanted to streamline the lead generation process and integrate the same with a
CRM platform for monitoring purposes
Approach
Evaluation
of existing processes
- Evaluated
the need based lead generation approach currently being used by RMs / PSMs
- Evaluated
the need based lead generation approach currently being used by RMs / PSMs
Proofing
the lead generation process
- Developed
a full proof lead generation process by leveraging the data bank for different
use cases
- Reviewed
each use case along with the bank management and aligned on the call to action
for each use case
System
Integration
- A
CRM platform compatible for all lead types was developed which ensured seamless
integration
Solutioning
and streamlining
- Lead
generation: Leads were generated for each use case and the approach was
streamlined with the help of the internal analytics team
Praxis value delivered
- Leads
generated under all use cases were mapped to PSMs / RMs on a CRM platform where
bank can review the progress on each use case / lead type hence ensuring
retention of existing and acquisition of new customers
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