Architecting a real-time Customer Data Platform (CDP) and Next-Best-Action engine to drive cross-sell revenue and customer lifetime value.
2.4x
Increase in Cross-sell Rate
15%
Reduction in Churn
<50ms
Decision Latency
Despite having millions of retail banking customers, the bank suffered from deeply siloed data. Customer interactions across the mobile app, branch network, and call center were entirely disconnected. Marketing campaigns were generic, leading to a low conversion rate on loan and credit card products, and customer churn was slowly increasing.
Designed a unified Customer Data Platform (CDP) on Google Cloud to aggregate real-time interaction data across all touchpoints.
Developed a 'Next-Best-Action' (NBA) reinforcement learning model that scores every customer daily for their propensity to need specific financial products.
Integrated the NBA engine directly into the core banking app to serve personalized product recommendations in under 50 milliseconds.
Trained the relationship manager team to utilize the AI dashboard during branch interactions to provide context-aware financial advice.
The bank successfully pivoted from product-centric marketing to customer-centric engagement. The Next-Best-Action engine became the primary driver of digital sales, significantly outperforming traditional batch-and-blast marketing campaigns while improving overall customer satisfaction scores.
