Using Analytics to Set Lending Product Cross-Sell Targets at Bank Level

Abstract

Branch is the most commonly used channel for Service organizations in order to engage customers and cross-sell their products. However it’s also one of the most intrusive ways of customer engagement. Given the value of these customer-led interactions, it’s equally important for the branch to understand its own customer base, branch demographics, location demographics, peer performance and competition to increase the market share of the organization. In such a challenging and competitive environment, it is most important to have a right target set for a branch against the best performing branch from its peers. In order to set asset cross-sell targets at branch level, we have used frontier analysis method with particular emphasis given to Data Envelopment Analysis (DEA) method. Three asset lending utility was designed for setting branch level target and this has resulted into an improved product holding at customer level and increase the market share.