Challenge

Increase the satisfaction of the VIP customer in terms of the benefits offered by their TC  for consumption.

Selection

Mind Mapping; this selection is made since the mental maps will help us in the search  for patterns and perspectives according to their definition. As the lecturer mentioned in  her explanation for designing a mind map, we understood that it will lead us to the most  creative solutions in this design phase of the process. It is important to mention that  thanks to mental maps we can obtain large amounts of information from a diversity of  data which, when processed, will help to understand more easily the route of ideas both  for ourselves and for other people.

Application

In order to respond to this challenge, we had different stakeholders such as:

• VP of Credit Card and interested areas  • Product development area  • Corporate and business customer service area

According to the different perspectives of each area and according to the data that was  collected over time, such as product catalogs, loyalty programs, sales reports and  complaints among others, a symbolic representation of data was generated with which  it was invited to a focus group of ten people (VIP clients) to give their impressions,  comments and ideas about the needs perceived in our products according to the  observation made by them.

Insight

The information obtained with the development of the mind map, helped not only to  know a number of benefits that our VIP clients did not have at that time, but also  revealed many benefits that they did not need and that they considered unnecessary in  their loyalty programs. such as purchase bonds much less than their consumption  amounts; In the same way they gave us to understand that equal consumption equal  benefit, which presented us with the scenario that if they have a loyalty program  according to their level of spending, they will have a greater willingness to use their TC,  which translates into a higher profitability for this type of product.

Approach

To obtain a greater amount of information, I would invite key stakeholders for the TC  product, such as the sales area and the marketing area, since they are the main ones in  charge of visualizing how the profitability is going numerically speaking of this product  and its acceptance in the market, for which there would be a generation of more forceful  and accurate information.

