Context
A universal bank developing an analytical customer model and risk-adjusted commercial effectiveness.
Objective
Introduce customer wallet estimation and redesign sales to acquire and develop customers with high RAROC.
Role
Sales and CRM development project lead.
Approach
- Analytical CRM using market information, relationship manager feedback and risk data.
- Operational CRM and NBS models.
- Development of customer acquisition and cross-selling.
Outcome
During the project, operating income increased by 300% and return on equity (ROE) increased fourfold; cost of risk (COR) was maintained at 1%.
VTB — Otkritie customer information