Risk-factored marketing is a marketing approach with key risk elements built-in to it. The approach incorporates both strategic marketing and risk management disciplines in all stages of customer life-cycle with the company. It starts from acquisition of new customers, customer activation, retention, cross/up-selling, loyalty program to collection.

At point of acquisition, high response generation coupled with accurate risk prediction will bring in good quality customers and minimize bad debt.

In Customer Relationship Management (CRM), by incorporating risk elements in marketing strategy, company can proactively execute proper strategy to deepen the relationship with ‘good/profitable’ customers and at the same time minimize exposure of ‘bad’ customers.

Some of the customers will, however, eventually become ‘bad’ customers which need attention for collection and recovery actions. Our analytics solution will help financial institutions to prioritize their collection efforts to achieve optimal repayment.