You are most welcome. The real value of customer profiles lies in the fact that they’re constantly changing, one transaction at a time. Banks and retailers are able to spot these changes and respond to them with just the right offer, and that can mean a huge competitive edge for financial service providers.
Profiles can point out that a customer suddenly starts travelling a lot, their bank can approach them with an offer for a travel credit card, foreign currency account or travel insurance, depending on its business and sales strategy. If someone has recently become a homeowner, they might be interested in taking out a home improvement loan or home insurance. A customer has a bigger salary coming in than usual? Why not give them advice on what product they should invest their extra income in and how much their investment would yield?
Customer profiles, of course, not only help banks follow through with their business goals but also serve as the input for setting them. Knowing how many of a bank’s customers are frequent travellers, love fine dining restaurants or have a passion for cycling can offer deep, actionable insights for product development, sales and marketing.
The real value though comes when spending profiles are bought and sold, it's a practice that exists and is often tied to the sale of customer data or customer lists. These customer lists, which can include spending habits, are considered intangible assets according to accounting websites. So enjoy your rebate points, but remember, they are far from free and although it might feel painless, it's your data, your property, that's being marketed without your permission, and you don't see a penny of it.