1. „Building a Best Next Offer Model for Retail Banking“ Group C
Requirements Written Work : pages Presentation: 20 Minutes Discussion: 10 Minutes
University of Crete
Dr. Evangelos Xevelonakis

2. Dr. Evangelos Xevelonakis
The Business Problem
The challenge of today’s large banks is to shift from market share to wallet-share. Instead of merely increasing the number of customers, banks need to increase the profitability of the ones they have already.
Selling additional services to the customers is referred to as cross-selling. Getting customers to trade up to more profitable products is called up-selling.
The goal of the Retail bank is to increase the bank’s share of each customer’s financial business by cross-selling appropriate products. The bank is planning a direct marketing campaign for three selected products:
Savings accounts
Credit Cards
Loans
The customer data is available of account-level data
University of Crete
Dr. Evangelos Xevelonakis

3. Dr. Evangelos Xevelonakis
Questions
Analyse and discuss the Retail Banking market situation in Greece
Competition
Profitability
Customer orientation
Why is Cross-Up Selling more effective in the Retail Banking?
What kind of data transformations are necessary in order to shift from a product centric to a customer centric view?
What kind of historical data are required to develop effective models?
How could you develop a best next offer model? Discuss this approach.
How can the company deliver the developed models and information to the customer advisor? Discuss the required business and system architecture for inbound and outbound campaigns.
University of Crete
Dr. Evangelos Xevelonakis