Repsol YPF. Adds future value information to Customer Management
Ana Isabel Zamora, Commercial Technologies Department Manager at Repsol, says that the project “Customer Value” brings innovation to the CRM strategy of the company, as it gives them access to a much more detailed and exact level of customer intelligence.
The Project named “Customer Value”, based on analysis of information from personal and corporate cards - Visa Repsol and Solred - allows obtaining a more precise knowledge of customers and the consequent possibility of improving marketing campaigns.
We expect that the application will be holding around 25Gb of data by 2008. This project provided a customer micro-segmentation and construction of 15 different predictive models.
Zamora explains that the initiative “ represents a substantial help to the business in order to create a clustomer retention unit. It will include valuable information on seasonal effects, customer value fluctuations, churn threats, etc. Our time window is from six months to three years.”
The information Neo Metrics provided to Repsol is the basis to reach two different goals:
1. “ We intend to create a series of marketing campaigns that will be automatically launched by customer value, churn probability, and other specific alarms included in the system.”
2. “ Additionally it will provide us with periodical business reports that will be easily accessed via Internet. It has been designed to provide fast decision making and development of campaigns.” says Zamora.