Customer profiling for business advantage using an Indian bank data

The banks in India are inducting technology based banking solutions such as self- service channels and centralized banking solutions at all their branches. They are constantly on the lookout for using them to enhance their business benefits such as, right product promotion to right kind of customers, optimum utilization of self-service channels, reduced visits to branches for mundane cash transactions and so on. As customer profiling is an important prerequisite for such initiatives, a customer profiling system specifically developed for Indian banks using RDBMS, OLAP and data mining technologies is presented in this paper. The methodology - based on customer transaction data is described and its efficacy in achieving very relevant customer profiles is demonstrated using actual bank branch level customer transaction data. The superiority of this approach over OLAP is briefly discussed.