Case study · Financial Services
360° Customer Analytics
Customer 360 with identity resolution and real-time segmentation.
Key results
- Cross-sell +15%
- Churn -11%
- Campaign cycle time -35%
Context
A regional financial services firm had customer data scattered across six systems — retail banking, wealth management, credit cards, insurance, marketing, and the contact center — with no identity resolution tying the same customer across products.
Challenge
Marketing campaigns targeted duplicate customer records; cross-sell opportunities were invisible; churn signals from one product did not reach the team handling the customer's other products. The firm's most profitable relationships were the least visible in the data.
Approach
Thoughtwave delivered a Customer 360 implementation with probabilistic and deterministic identity resolution, real-time segmentation on an event-driven architecture, and activation into the marketing automation stack. The 16-week engagement covered discovery, identity resolution, platform build, and two quarterly marketing cycles.
Outcomes
Cross-sell improved 15% as resolved customer records surfaced product-level opportunities; churn dropped 11% as early signals reached the right teams; campaign cycle time dropped 35% because segmentation ran in minutes rather than days.
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