Making Comparative Analysis

Problem: An analyst investigating the reasons for credit card cancellations made through the call center noticed in the Trends submodule that the Product cancellation category he tracked showed a significant increase in the number of cancellations compared to the monthly averages.

Success scenario: To review customer analyses again, the analyst first navigated to the Trends submodule and conducted monthly examinations.

Subsequently, the analyst used the Statistical Comparison submodule and selected July and Product cancellation category as the first group filters. For the second group filters, he chose June and again the Product cancellation category. The analyst selected the Customer option as the audio channel.

He observed that the keyword Commercial stood out more in July cancellation calls when compared to June. Upon clicking on the Commercial keyword, he noticed that in the calls where the keyword Commercial was mentioned, the words shopping, points, and not given were more prominent according to the first group filters. After accessing the list of these calls by clicking on one of the keywords, the analyst listened to a few calls.

Reason of the problem: The customers used the credit card for shopping during the month of the advertised campaign offering gift points, but they wanted to cancel it because the points were not credited to their accounts. Since the gift points given to customers by the bank were not reflected on customers' accounts, it led to several consequences. Firstly, customers become dissatisfied and frustrated with the bank's rewards system, as they couldn't see the points they were promised. This resulted in a negative perception of the bank's services and led to an increase in customer complaints. Consequently, the bank's customer service department experienced a higher volume of inquiries from customers questioning the gift points.

Result: A potentially significant number of customer losses that could have occurred due to an issue in the process were prevented by ensuring quick detection and subsequently taking prompt action.