Abstract
A marketing metrics study reveals that the probability of selling to a new prospective customer is 5%–20%, when compared to an existing customer is 60%–70%. A large banking and financial group wanted to enhance its revenue by retaining its customer base, assessing customer value, and targeting them with the right set of tailored products. Discover how Cigniti devised a Customer Lifetime Value Model for the bank and accelerated its customer retention and revenues.