South American Credit Card Call Center Optimization 

Project Description

An international credit card company decided to improve new customer acquisition and share of wallets by leveraging advanced analytics and better use of the transactional data accumulated by a publicly traded multinational retail company leader in Latin America. 

My Role

Project manager/Analytics Solution Product Manager, overseeing user case identification and prioritization, user interview, product blueprint development, analytics solution development, and end-to-end product operationalization strategy development

My Activities

• Led 10 day of onsite study to test the initial hypothesis, collect user data, align project scope and coach agile methodology

• Managed an internal team of data engineers, data scientists, and product specialists in developing the first challenger strategy by running a series of experiments in analytics 

• Partnered with an AI start-up on developing challenger strategy, compared user study results and collected lessons learned with both teams 

• Drove user adoption by engaging key stakeholders, refining deployment strategies, establishing test and learn strategies

Impacts

• Produced consistent higher-quality leads and improved the customer conversion rate by prioritizing on highly profitable and probable customers, which resulted in a 17% increase in customer acquisition success rate and nearly 10% higher than BAU benchmark

• Provided additional insights to Call Center Operators on “best next actions” by altering the existing call routing system and improved digital adoption of call center agents