Abstract:

The GFC posed an enormous challenge to GE Capital's consumer business in Australia given the seismic shift driven in consumer mindsets in relation to finance, credit and debt. To chart a course for success post-GFC, Nature and The Lab developed a big-data segmentation for GE in order to drive strategy, fine-tune the CVP of 10 products, drive uplift in marketing and sales effectiveness through needs-aligned campaigns, and act as a catalyst for cultural transformation. To enable this, the segmentation was to reside on the various CRM databases used by GE. This case study demonstrates the overwhelming success of a study that has lasting effects on GE Capital in Australia.