Client: German Banking Institution
The client wanted to understand how people think and talk about all issues related to the financial crisis as well as banking activities in general. The goal was to identify the most viral customer groups and start to engage with them.
Based on FAS' viral network framework we designed a questionnaire to calculate a proprietary index of the viral activity of specific customer groups in the context of various topics. Based on the calculation of the social peer pressure within the core networks we predicted the churn risk and retention rate for each customer group. The virality index was combined with demographic and media consumption data for an extended profiling of viral customer groups.
The FAS customer virality index helped our customer to design an engagement strategy targeting just the most influential customer groups instead of trying to communicate with everyone. This focused targeting approach helped to develop messaging strategies with much higher impact expressed by significantly increased retention rates (+ 9%) compared to non focused strategies applied to a control group.