商品敘述：

In 1996, CEO Fernando Garcia Checa wanted to make customer analytics a part of Bancaja''s new strategy. Bancaja, a savings bank based in Valencia, Spain, was expanding and wanted to exploit customer information to increase commercial effectiveness. At the same time, it was pushing for innovation in the nascent Spanish credit card market. To avoid the considerable investments of time and money that a large-scale customer relationship management (CRM) project would require, the bank decided to explore its benefits with a smaller pilot project. It appointed a CRM project team to design and implement a project focused on credit cards. Describes the challenges of the Spanish credit card market at the time, the methods for profiling credit card customers, and the variables involved in designing an optimal credit card. Concludes with a consideration of the decisions the CRM team had to make in designing the project, including whether to use conjoint analysis or implement a mini campaign.

涵蓋領域：

Credit cards;Change management;Customer relationship management;Customer feedback;Focusing on customers;Customer relationship management tools

相關資料：

Case Teaching Note, (5-113-145), 25p, by F. Asis Martinez-Jerez;
Spreadsheet Supplement, (9-113-709), 0p, by F. Asis Martinez-Jerez

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