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Industry SolutionsProvide consulting services on customer life cycle management for a joint-stock bank
A joint-stock commercial bank's credit card center faced slow growth in customer activity rates and transaction volumes. Preliminary research revealed three key issues:
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01Lack of Lifecycle Management for Customers
Due to the absence of comprehensive lifecycle management, the effectiveness of initiatives such as new customer activation, first-use incentives, card usage promotion, targeted marketing, product upgrades, credit limit management, dormant account reactivation, and customer retention was significantly limited.
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02Insufficient Focus on Key Customer Segments
There was a lack of dedicated strategies for high-value customer segments. For example, cross-border users and mid-to-high-end customers were not further segmented, nor was there lifecycle-based engagement tailored to their specific characteristics.
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03Lack of Personalized Day-to-Day Engagement
The bank failed to provide routine customer care initiatives such as birthday greetings or annual fee reminders, missing opportunities to enhance engagement with existing customers.
Starting from customer needs and experiences, we identified critical business pain points through scenario-based analysis and strengthened corresponding operational capabilities. A comprehensive digital operations framework was established, structured around five core stages: planning, analysis, design, execution, and review. Specific execution strategies and requirements were defined for each stage, with technology-driven enablers embedded across the value chain. This approach ensured a fully closed-loop digital marketing operations system, significantly boosting marketing efficiency.
A full-scale customer lifecycle model was developed, mapping the relationship journey from account opening to relationship termination. This dynamic model captures how customer relationships evolve over time and characterizes key behaviors at each stage.
A comprehensive end-to-end customer lifecycle operation framework was successfully implemented, supported by intelligent data services. Customers were segmented by asset level into three tiers:
Mass Customers (below RMB 200,000),
Affluent Customers (RMB 200,000–6 million),
Private Banking Customers (above RMB 6 million).
For each segment, lifecycle phases were further refined based on financial behaviors and usage patterns, resulting in a structured model consisting of 3 primary tiers and 15 detailed lifecycle segments, enabling progressive, tiered, and connected customer engagement.
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