A pioneer in electronic payments, Fiserv, would like to increase the number of consumers who receive statements electronically. Now, adoption is relatively low. To help guide their efforts, widespread customer research has been done by Fiserv supervisors and have segmented the market based on customer perceptions of e-billing. Pupils must promote which segments to target and why.
To maintain their recommendation, students make targeting and positioning recommendations based on these calculations, estimate the likely returns for targeting different segments, and must compute the likely fiscal costs and benefits of adoption. Because Fiserv's direct customers are billers (including utilities and credit card businesses) and its end users are individual consumers, the case enables a focus on both B2B and B2C problems.
PUBLICATION DATE: October 30, 2009 PRODUCT #: KEL487-PDF-ENG
This is just an excerpt. This case is about TECHNOLOGY & OPERATIONS
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