© 2019 by the PA CONSULTING GROUP

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Data Driven Organisation website

Using analytics to improve the customer journey and increase sales

Customer Journey optimiser

A large Dutch bank wanted to create a smooth end-to-end journey for customers. Data from the website, Customer Relationship Management (CRM) system, call centre and different product systems all held separately. That meant they couldn't pinpoint where and how to improve the overall customer journey to increase customer satisfaction and sales.

The challenge

How PA helped

We established a link between customers' web log-in details and their CRM identities numbers. For the first time, this gave our client a clear picture of what was happening as customers interacted with the bank via different channels. Then we helped our client apply this new insight to improve the customer journey for over 25 products and increase sales by offering a better overall experience.

Benefit for the clients

As a result of our work we created a clear picture of what was happening as customers interacted with the bank via different channels. We applied this new insight to improve the customer journey for over 25 products and increase sales by offering a better overall experience