A global financial services
client was in the process of building their new retail deposits business
unit. As they began to offer
certificates of deposit and money market savings accounts to customers, they
recognized that their existing mechanisms and processes for capturing and
delivering profitability metrics was not particularly pertinent to the new line
of business. Therefore, they concluded
that they needed to apply a similar approach to their metrics-based methodology
that had successfully led to their growth.
Solution:
CapTech conducted
extensive interviews with senior managers and business analysts to better
understand the business conditions, requirements, vision, and goals of the new
business direction. This discovery
process conducted by CapTech, when coupled with a baseline of current
capabilities, enabled CapTech to develop a detailed strategy and conceptual
data model to provide a roadmap for future analytical initiatives related to
the Deposit Banking business. CapTech
also conducted analysis into other related systems to ensure that data could be
properly integrated for complete enterprise reporting and performance
analysis. CapTech delivered an executive
summary, a tailored marketing lifecycle model, a conceptual data warehouse
model, and a roadmap for implementation.
Tools:
Business strategy
Database design
Market planning
Forecasting
Implementation planning
Results:
Greater understanding of customer profitability for the new business
unit.
Greater, and shared, understanding of the new line of business across
the enterprise.
Implementation roadmap for managing the costs of implementation.
The means by which a consolidated view of customer data was provided to
the enterprise.