Fiserv has introduced a service to help companies predict their customers' behavior.
Predictive Scores uses information from several large and complex data sets to help model customer behavior, Fiserv announced Thursday. Financial institutions have employed the tool as part of marketing or performance-management initiatives, the company said.
Predictive Scores uses data from customer accounts, online and mobile banking and bill payments to provide a model of customer behavior, Fiserv said. It is available as an in-house service or as part of Fiserv's Intelligent Workplace suite of products.
The tool "provides financial institutions with extremely valuable insights that can lower their direct marketing production costs - by almost 50% for some clients," said Danny Baker, vice president of financial and risk-management solutions, in the news release. "The knowledge gained from Predictive Scores provides more accurate, detailed support for building and managing customer-centric growth strategies, particularly for acquiring new customers and expanding existing relationships."