YOB Bank: Application of text analytics in a retail bank
Publication Type
Case
Publication Date
1-2016
Abstract
It was April 2014, and Cadence Chong, a new analyst at YOB Bank Singapore’s consumer banking department, is working on her first assignment. Chong has been hired to improve the bank’s credit card business, as her manager believed that there was scope for the business to do better. A specific initiative that had been suggested was to enhance the bank’s responsiveness to customer feedback on MyDiningDeals, a mobile application that offered special deals and promotions contingent upon customers using their YOB credit cards.
Chong was tasked to apply analytical techniques to the user-generated data gathered by the application. She had to analyse the data in response to customer and internal feedback on the division’s credit card offerings to investigate how the application could be made more user-friendly. Chong was eager to complete her task as she knew that her analyses and recommendations would help drive up profitability in the credit card division.
Keyword(s)
Enterprise accounting systems, business analytics, mobile applications, text analytics algorithms, user interface, solution architecture, banking, Singapore
Discipline
Finance and Financial Management | Management Sciences and Quantitative Methods | Numerical Analysis and Scientific Computing | Operations and Supply Chain Management
Research Areas
Information Systems and Management
Data Source
Published Sources
Industry
Banking
Geographic Coverage
Singapore
Temporal Coverage
2014
Education Level
Executive Education; Postgraduate; Undergraduate
Publisher
Singapore Management University
Case ID
SMU-16-0007
Additional URL
https://cmp.smu.edu.sg/case/3371
Comments
SMU Faculty/Staff can download the case and teaching note with your SMU login ID and Password via the following links:
For purchase of the case and supplementary materials via The Case Center, please access the following links: