LCL Le Crédit Lyonnais Deploys InfiniteInsight® to Deliver Value-Added Services

Challenge

• With a portfolio encompassing banking, asset management, insurance and estate management, LCL Le Crédit Lyonnais depends on effective marketing to promote its 400 products and services.
• The bank runs more than 130 national marketing campaigns a year, targeting some 10 million customers and prospects through email, direct mail, text messaging and other channels.
• Previously the direct marketing teams ran campaigns using 10 basic customer score models. The marketing staff, however, felt more targeted - and more easily changed - score models were needed based on the specific features of each core product line.
• Before InfiniteInsight®, it could take as long as 5 days to build scores.

Solution

• Seamless integration with legacy systems.
• Once users were trained on InfiniteInsight® they found it easy to prepare data directly in their usual UNIX environment without having to perform laborious data transfers to their desktop.
• Campaign results are generated in a readily understood graphical format, providing at a glance intelligence for a wider business audience.

Results

• Some 160 score models are now built annually – up from around 10 previously – for 130 direct marketing campaigns.
• With InfiniteInsight® the LCL marketing team more than doubled the response rate of its direct marketing in the first campaign for a comprehensive home insurance policy.
• Higher response rates to its campaigns has led to the availability of yet more value added services for LCL customers.
• InfiniteInsight® makes marketing campaign targets easier to pinpoint and understand.