Increasing Lifetime Customer Value with Golden Records

October 1, 2019

A regional financial services company that provides financial services offerings including banking, insurance, and investment management, wanted to improve customer experience to increase customer satisfaction and uncover cross-sell and upsell opportunities to drive top-line growth.

Challenge

This company was modernizing their technology systems and wanted to centralize siloed data across their lines of business. Due to their organizational focus on customer experience, they needed to integrate all customer data sets to create trusted golden records of their customers that could be leveraged and synchronized across their five lines of business. The company faced challenges matching and mastering data from various systems and sources including internal, external and 3rd party data sources including EPIC, Raymond James, and internal CRM systems. Many of the data sets lacked unique identifiers and had critical fields missing creating integration and enrichment challenges.

Solution

The Zaloni Data Platform (ZDP) allowed the company to architect a cloud-based data lake in Azure. The lake was hydrated with an initial set of data sources to understand data set structures, requirements and what the end result or golden record should be, then the solution was built using ZDP’s Data Master Extension to put customer golden record creation into production. Data Master Extension is powered by a machine learning engine and data mastering continuously improves over time as new data sets are added. Using ZDP, the company was able to build a data science workbench to help data scientists to uncover new data monetization opportunities.

Results

Zaloni’s platform enabled the company to build golden customer records that are leveraged by sales, marketing, and customer success to improve customer experience, provide personalized marketing offers and increase revenue by uncovering cross-sell and upsell opportunities. The data science group was able to uncover new data monetization opportunities through the workbench capabilities within the platform.

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