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1. What would you say is the main goal of Bancaja implementing a Customer Intelligence strategy?

The objectives are aligned with those of CI, which is to have a 360 view of the customer, meaning, having the ability to aggregate all the data about a customer in a single view and also to be able to segment the customer base in such a fine-grained to implement a pure one-to-one marketing.

In the first term, Bancaja was aiming to solve the 3 main issues the organization was facing:
· unity of the group
· Cost-efficiency
· segmentation of commercial actions

Bancaja’s CEO believed that CRM could be the best way to achieve their objectives. By implementing Customer Intelligence, they’d be able to:

· Build customer loyalty based on the knowledge Bancaja has on their customers
· Design potential client criteria to elaborate marketing campaigns depending on profiles.
· Anticipate behaviour patterns of their customers
· Maintain growth in order to know......

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Approximate Word Count: 1593
Approximate Pages: 7 (250 words per double-spaced page)

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